We have identified five strategic shifts that are necessary to evolve how we work.
These shifts helped us identify the capabilities and management systems we need to build to implement our strategic levers.
These are the specific capabilities that we need to implement our strategic levers and bring our strategy to life.
Compelling Brand Storytelling and Communications
Expertise in shaping the global perspective of BC through excellence in brand marketing (external) and management (internal). Expertise in helping to shape how British Columbians view the visitor economy to gain positive resident sentiment. Ability to gain traction and support from communities and businesses to invest in their tourism offerings in support of BC’s destination brand.
Inclusive Leadership and Collaboration to Support Strategic Levers
Support the implementation of strategic levers with partners, alliances and government. Build strong relationships, cooperation, collaboration, and information sharing within the tourism ecosystem. Support Diversity, Equity, Inclusion, and Accessibility and grow Indigenous and non-Indigenous community relationship building.
Digital Marketing Excellence
Continue to build expertise to advance shareable and scalable marketing, maximize platform partnerships, and advance omnichannel personalization. Support industry digital readiness.
Turning Data into Decisions
Access and use holistic data (business, economic, social, cultural, environmental) to support and inform analytical thinking and decision making at Destination BC and within industry.
Management Systems are systems necessary to build, maintain and enhance the capabilities we need to implement the strategic levers.
Integrated Marketing and Development to Build Globally Compelling Routes and Places
Develop cross-functional teams to integrate marketing and destination development activities, implement the routes and places sub-brands, and manage them well, locally.
Shareable, Scalable Marketing and Management Platforms
Evolve technology systems and platforms to enhance our ability to develop, distribute and use content, data and analytics to support marketing, development and investment in tourism.
Destination BC Talent Acquisition, Development and Management System
Strengthen our staff development training plans, to enable a purpose-driven organization that operates through the lens of our Foundational Principles (economic viability, community decision making, reconciliation, no net environmental harm, inclusivity/DEIA).
Work Prioritization and Performance Management
Integrate planning and prioritization of workplace systems and real-time business performance systems.
Digital Marketing Expertise Systems
Develop systems, automation and processes to best achieve results with internal and industry partners’ marketing data and digital marketing expertise.
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