Compelling Reasons to Explore BC

The Strategy 

We’ve created a solution that will increase the distribution of tourism revenue year-round, throughout BC, in a responsible, respectful, meaningful and sustainable way. It’s all about BC having a compelling, inclusive brand and set of experiences to attract visitors in a whole new way to generate incremental growth. It’s also at the core of an important step in integrating both destination marketing and management efforts to ensure tourism growth and development are benefiting the quality of life for people living in BC.

This strategy rallies the industry around our strong and shared brand—Super Natural, British Columbia—and provides the opportunity to re-imagine our province through the elevation of inspirational routes and places that will strengthen travel appeal in all regions of BC, in all seasons. In the short-term, we recognize the need to complete the rebuilding of the high season in all areas of our province. Long-term, this strategy balances the capacity needs and market-readiness of our communities—focusing on shoulder-season growth in our cities and mature destinations, while generating all-season growth in high-potential communities and rural destinations where capacity exists.

We do this by delivering the right content at the right time through compelling storytelling, which increases interest and converts that interest to visitation. Destination development efforts will enhance capacity in high potential rural areas and during off seasons in mature destinations. Encouraging development of experiences and events and then delivering exceptional experiences once visitors are in BC is an equally important part of the strategy to increase shoulder season demand, entice repeat visitation to create lifetime value. 

Key Activities

• Build industry alignment around the strong and shared brand of Super, Natural British Columbia and launch sub-brands to elevate visitor perceptions of BC and drive long-term sustained growth in all regions and seasons of BC. Continue to work with Indigenous Tourism BC to infuse Indigenous values and cultures into the Super, Natural British Columbia brand.
• Integrate tourism development plans (destination development) with branding and marketing to ensure strategic investments in new or revitalized tourism assets will enable growth in off-peak season visitation in mature destinations (communities encountering capacity constraints during the peak season, primarily summer) and all season growth in rural areas and communities where capacity exists.
• More deeply integrate provincial and sub-provincial branding, marketing and destination development efforts around a set of routes and places to better attract visitors to these areas.
• Implement a global audience segmentation project to identify the responsible traveller as a whole new approach to selecting who our focus audience is in each market with our global marketing efforts. 
• Nurture development of remarkable and regenerative experiences through destination development efforts to provide new, inspiring reasons to travel throughout BC.

Measures