New Highway 3 Trip Planning Website

Highway 3 from Hope, British Columbia to the Alberta border is soon to be known as the best-loved touring route in BC, thanks to a unique multi-regional partnership to help market the route to visitors. The Highway 3 Tourism Alliance - a collaboration led by three regional destination marketing organizations (Kootenay Rockies Tourism Association, Thompson Okanagan Tourism Association, and Vancouver, Coast & Mountains) - launched its new website Hwy3BC.ca encouraging travellers to take the ‘winding route to adventure’.

The website showcases all the BC communities along Highway 3 like a ‘string of pearls’ and curates itineraries and stories from the road that have been themed to engage traveller passion for adventures, like Arts & Culture, Historic Highway 3, Food, Craft Beer & Wine, Lakes & Rivers, and Outdoor Adventure.

This collaborative regional initiative activates the vision of the Destination BC led Destination Development Strategy and action-planning for Highway 3, co-created with tourism partners from the entire length of the route. This 2016 strategy identified the opportunity to feature the many adventures along Highway 3 and encourage travellers to slow down and enjoy a classic road trip, touring from community to community at all times of year with the intention of driving visitation and spending in more places, across more seasons.

With support from both the Provincial Rural Dividend Fund and PacifiCan Tourism Relief Funding, the three regional destination management organizations (DMOs) together with community DMOs worked with Victoria-based creative agency, The Number, to create a new brand identity for Highway 3.

The new brand features a bold, modern take on the crow, inspired by the history of the Crowsnest Highway.  Market research informed the website design and a digital campaign subsequently launched on September 5, 2023 to encourage autumn travel. 

A corridor-long Festivals and Events strategy is also underway and the group hopes to continue their work together to secure funding and implement branded signage and wayfinding at key gateways and stops of interest.

Learn more and start exploring Hwy3BC.ca

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FOR MORE INFORMATION:

Kootenay Rockies Tourism
Wendy Van Puymbroeck
Wendy@kootenayrockies.com

Thompson Okanagan Tourism Association
Mike Overend
Mike@TOTABC.com

Vancouver, Coast & Mountains
Allison Picard
Allison.Picard@destinationbc.ca

Cariboo Chilcotin Coast and Kootenay Rockies Tourism Regions earn Biosphere Certified Destination Designation

Congratulations to the Cariboo Chilcotin Coast and Kootenay Rockies tourism regions on earning the internationally recognized Biosphere Certified Destination Designation from the Responsible Tourism Institute.

Biosphere Destinations are committed to continuous improvement guided by the 17 Sustainable Development Goals of the United Nations, which include combating climate change, protecting the environment, supporting decent work and economic growth, and respecting cultural and social values.

View CCCTA Announcement →

View KRT Announcement →

BCRTS Tourism Summit Brings Industry Together to Create a Stronger, More Resilient, and Inclusive Future

The BCRTS Tourism Summit 2021 will provide an opportunity for the sector to come together as a tourism community, learn from the challenges of the past two years, and think differently about how to co-create a more vibrant and resilient tourism industry in BC.

Reimagining the Future of Tourism: Rebuild, Reframe and Rethink is the theme of the joint virtual Summit, taking place November 3rd and 4th, 2021. The no-cost event for tourism businesses is a collaboration between the five regional destination management organizations of the British Columbia Regional Tourism Secretariat (BCRTS) and the Global Sustainable Tourism Council (GSTC). The event will feature more than 40 tourism experts who will share their global, regional, and local expertise. 

The BCRTS and its five regional associations have a decades-long relationships with tourism operators who are represented in Northern BC, the Cariboo Chilcotin Coast, the Thompson Okanagan, the Kootenay Rockies, and Vancouver Island. For much of the past two years, a large part of their focus has been on supporting businesses manage their way through the pandemic – while also collaborating to stage events such as this that are aimed at creating an even stronger tourism industry in this province.

“As we create a path forward, we have both an opportunity and a duty to address issues of climate change and the environmental impacts of our industry - as individual businesses, communities and regions,” said BCRTS Chair Anthony Everett. “We have an opportunity to support and celebrate Indigenous cultures through tourism and take steps to demonstrate our commitment to equity, diversity, and inclusion. And, as we chart a future course, we must remain cognizant of how tourism impacts residents in our communities.”

Marsha Walden (President and CEO of Destination Canada), Walt Judas (CEO of Tourism Industry Association of BC), and Richard Porges (CEO of Destination BC) will speak to Shaping the Future of Tourism and how their organizations are charting a path forward.

Other panel discussions will include: Diversity, Equity and Inclusion in Tourism which emphasizes how to foster a visitor economy that represents a wide variety of individuals at all levels; Tourism Operators Creating a Positive Net Impact which will focus on innovative programs and approaches that BC operators have adopted to create a better tomorrow; Truth, then Reconciliation, exploring how storytelling and truth telling in tourism can support Canadians and visitors alike to gain a better understanding of Indigenous history and move towards authentic reconciliation; and, Access for All, will emphasize the need to create opportunities for people of all abilities, both within the sector and as guests.

The Global Sustainable Tourism Council will also facilitate a series of workshops where participants will learn how tourism-related emissions can be measured effectively and be taken into consideration when planning tourist activities; how destination management organizations can better engage the private sector and drive sustainability certification; and learn about strategies for visitor management in natural areas.

About the BC Regional Tourism Secretariat: The BC Regional Tourism Secretariat (BCRTS) is a collaboration between five regional destination management organizations (Cariboo Chilcotin Coast Tourism Association, Kootenay Rockies Tourism Association, Northern British Columbia Tourism Association, Thompson Okanagan Tourism Association, and Tourism Vancouver Island) representing more than 8,000 tourism businesses and organizations.

About the Global Sustainable Tourism Council: The Global Sustainable Tourism Council (GSTC) establishes and manages global standards for sustainable travel and tourism, known as the GSTC Criteria, global standards for sustainable travel and tourism; as well as providing international accreditation for sustainable tourism Certification Bodies.

Regional Tourism Associations Mark Earth Day by Taking First Steps Toward Biosphere Certification

(Kelowna, BC) - To commemorate Earth Day, The Thompson Okanagan Tourism Association (TOTA) came together with four other regional destination management organization counterparts under the B.C. Regional Tourism Secretariat (BCRTS), including the Cariboo Chilcotin Coast, Kootenay Rockies, Northern B.C. and Tourism Vancouver Island, to support their signing of a letter of commitment to pursue the Responsible Tourism Institute’s Biosphere certification. TOTA successfully received this designation in 2017, and is proud to work with regional partners to help further collective initiatives and make a far-reaching positive impact. 

“The Thompson Okanagan Tourism Association is in very select company and has distinguished itself as a leader among destination management organizations across the globe,” says Anthony Everett, Chair of the BC Regional Tourism Secretariat. “The ultimate certification of five regional associations is one that will resonate with visitors around the world, when it is safe for them to travel and once again visit our province which is home to many of the most beautiful destinations found anywhere.”

Since achieving the status in November 2017, the team at TOTA has been working with regional communities and tourism stakeholders to broaden the reach of this initiative. Through the certification, the Biosphere Commitment Program was created to assist regional businesses in their efforts to become responsible, sustainable tourism operators. One example of this is the Eco-Efficiency program, whereby TOTA works one-on-one with stakeholders to provide guidance for reducing energy, water, and waste outputs through an onsite assessment program as well as carbon software training.

“Now more than ever, destination management organizations must address challenges such as social license, safety and responsibility in a way they never have before,” said TOTA Senior Vice President and Acting CEO Ellen Walker-Mathews. “These efforts will also communicate to travellers that we adhere and are committed to ideals that parallel their own.”

Guided by the certification and by working in collaboration with industry, TOTA is able to collect data pertaining to key tourism issue areas. This baseline data assists us in better understanding the positive and negative impacts tourism has on our community systems and social well being, and to work to make adjustments accordingly. Sustainable and regenerative tourism are critical long term goals. Our ongoing efforts will help direct us towards making lasting improvements that will benefit generations to come.

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About the Biosphere Certification:

The Biosphere certification is based on established standards in areas that include climate change, environment, social, economy and culture – and guarantees compliance and continuous improvement through a private, voluntary and independent certification system – which is evaluated on an annual basis. The certification allows a region to showcase how they take sustainability seriously, but also ensures they are accountable to make necessary and ongoing improvements, in alignment with the 17 Sustainable Development Goals of the United Nations.

About the Responsible Tourism Institute:
The Responsible Tourism Institute (RTI) has been leading the contribution of tourism to Sustainable Development for more than 20 years. The mission of the RTI is the promotion of the principles of the World Charter for Sustainable Tourism and all the guidelines and precepts on Sustainable Development promoted by United Nations.

About the BC Regional Tourism Secretariat:

The BC Regional Tourism Secretariat (BCRTS) is a collaboration between five regional destination management organizations Cariboo Chilcotin Coast Tourism Association, Kootenay Rockies Tourism Association, Northern British Columbia Tourism Association, Thompson Okanagan Tourism Association, and Tourism Vancouver Island representing more than 8,000 tourism businesses and organizations. The BCRTS is leading a ground-up approach so local voices and knowledge shape programs and compliment local and regional tourism strategies. This focus is also reflected in destination development to help tourism operators offer the most desirable and sustainable tourism experience for visitors