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      • Indigenous Tourism
    • Vancouver, Coast & Mountains
      • Meet the Team
      • Events
      • Regional Maps
      • Stay Connected
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    • The Power of Tourism
  • What We Do
    • Overview
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      • Tools and Image Bank
    • Marketing
      • Consumer Marketing
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      • Social Media Marketing
      • Influencer Marketing
      • Travel Trade
      • Travel Media
      • Our Markets
    • Destination Management
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      • Planning Area Look Up Tool
      • Emergency Preparedness
      • Industry Development
      • Visitor Services
    • Funding Sources
      • Co-op Marketing
      • Municipal & Regional District Tax
        Program (MRDT)
      • Other Funding Sources
  • Strategic Approach
    • Overview
    • Corporate Strategy
      • Our 2023-2025 Corporate Strategy
      • Engagement and Input
      • Connecting Respectful Growth of Indigenous Tourism to Truth and Reconciliation
      • Where We Will Focus
      • How We Will Succeed: Our Strategic Levers
      • Summary of Key Strategic Shifts
      • Alignment to Government Strategies
    • Marketing Strategy
    • Invest in Iconics Strategy
      • Strategy Overview
      • Timelines and Engagement
      • Place Branding
      • Destination Development
      • Frequently Asked Questions
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  • Learning Centre
    • Overview
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    • Social Media Marketing
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Where We Will Focus

Pemberton - Destination BC/Reuben Krabbe

  • Home
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  • |
  • Where We Will Focus
  • Strategic Approach
    • Overview
    • Corporate Strategy
      • Our 2023-2025 Corporate Strategy
      • Engagement and Input
      • Connecting Respectful Growth of Indigenous Tourism to Truth and Reconciliation
      • Where We Will Focus
      • How We Will Succeed: Our Strategic Levers
      • Summary of Key Strategic Shifts
      • Alignment to Government Strategies
    • Marketing Strategy
    • Invest in Iconics Strategy
      • Strategy Overview
      • Timelines and Engagement
      • Place Branding
      • Destination Development
      • Frequently Asked Questions
    • Diversity, Equity, Inclusion, and Accessibility

Winning Aspiration

Grow sustainable social, cultural, environmental and economic benefits for all people in British Columbia by sharing the transformative power of BC nature and experiences with the world.

Our winning aspiration embraces BC’s tourism brand, it unifies our focus across all of our marketing and development efforts and, importantly, it motivates us to do our best work, every day.

Where We Will Focus

We know the best strategy focuses on those few elements that can make a significant difference. This section defines the markets we choose to compete in, to provide our best opportunities, and which partners we need to work most closely with to implement the strategy.

Audience
Geography
Partners
Operational Scope

Audience

Geography

Partners

Operational Scope

  • Responsible travellers contribute to the wellbeing of communities and residents of BC, such as interest in seasonal and geographic dispersion, spending on locally produced goods and services, and interest in environmentally conscious travel.
  • Significant work is being done in 2023 so that we can more effectively identify, target and convert responsible travellers to come to BC.
  • Balance the market mix that creates seasonal and geographic dispersion, and emphasizes visitor value and visitor volume, where needed and wanted.
  • Global market mix: 
    • 2023: USA, Australia, United Kingdom, Germany, Mexico, and Canada
    • 2024: Markets to be determined based on audience segmentation study
  • Community DMOs that connect to tourism businesses, local governments and residents.
  • Key provincial partners and key players such as Indigenous Tourism BC, Regional DMOs, Destination Canada, PacifiCan and the Ministry of Tourism, Arts, Culture and Sport.
  • Marketing platforms and media that have global reach.
  • Manage programs and initiatives that benefit from provincial scale and project management.
  • Work with and enable others to market and/or manage the visitor economy locally, regionally and throughout each inspirational route and place.

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