Destination BC Co-op Tourism Marketing Partnerships and Thompson Okanagan Travel Resources
Destination BC (DBC) announced $4.38M in funding to help partners drive consumer demand, educate visitors on responsible travel practices, and increase tourism revenues in communities through destination and activity sector marketing initiatives across the province.
The Co-operative Marketing Partnerships Program invests resources into marketing that supports responsible, short-haul visitation in more seasons, and more areas of the province. This year, the program expanded its initiative eligibility criteria to include visitor education marketing, emphasizing Destination BC’s – and the BC tourism industry’s – commitment to responsible tourism.
Thompson Okanagan projects include:
The communities of Vernon, Lumby, the Okanagan Indian Band, and Destination Silver Star are embodying the spirit of the Co-op program for their latest venture, collaborating this year to create Explore North Okanagan. This new collective, led by Destination Silver Star, aims to create a cohesive way to move all travellers throughout the region, create educational messaging around minimizing impacts to communities and nature, and share the living history and stories of local Indigenous cultures.
Led by the Fishing Highway Tourism Association and partnered with Cariboo Chilcotin Coast Tourism Association, Tourism Wells Gray, and Tourism Kamloops, Land of Hidden Waters promotes the unique beauty, natural wonders and road trip experiences along the corridor and connectors of Hwy 25, Hwy 5, Hwy 97, and Wells Gray Park. With a focus on sustainable travel, freshwater experiences are now more accessible than ever with EV road trip itineraries that include practical tips such as charging station locations, charging etiquette, and places to stay along the way.
As well as:
Sector projects include:
The BC Ale Trail’s immersive self-guided experiences for foodies, adventurers, and nature lovers provides beer enthusiasts with over 225 breweries to discover across the province in all seasons. A visit to the BC Ale Tail website provides travellers with information on different regions, food and beverage offers, and experiences, as well as a link to download the BC Ale Trail mobile app, which highlights partner liquor stores, tap houses, sip & stays, tours, Visitor Centres, attractions, and more.
The Fishing BC marketing initiative brings together the fresh and saltwater fishing sectors under one provincial collaborative marketing effort to get more anglers fishing in BC. A visit to the Fishing BC website takes travellers through a broad range of year-round fishing experiences destinations across BC. They have raised awareness of fishing opportunities for people with mobility challenges, and this year, the sector will also create visitor education marketing campaigns that promote safe, respectful, and sustainable use of resources, including boat and river safety.
As well as:
A notable example related to sustainable tourism:
Now in its second year, Don’t Love it to Death has become a leader in visitor education marketing. Through social ads, videos, ambassador partnerships, community installations, and more, it aims to educate residents and visitors in the Sea-to-Sky corridor to be mindful of the impact they can have, providing tips and tongue-in-cheek calls to action for responsible outdoor recreation. The Co-op initiative is led by Tourism Whistler, with partners Tourism Squamish, Vancouver’s North Shore Tourism Association, Discover Surrey, Sunshine Coast Tourism, Tourism Abbotsford, Tourism Burnaby, Tourism Pemberton, Tourism Hope, Cascades & Canyons, and Tourism Harrison River Valley.
For more information, see the Destination BC announcement.
