News & Resources
The latest Thompson Okanagan tourism industry news from TOTA, tourism businesses, and communities.
New Tourism Emergency Management Framework to Guide Industry During Crises
In conjunction with Emergency Preparedness Week, the industry-led Tourism Emergency Management Committee (TEMC) has released a new BC Tourism Emergency Management Framework to help reduce the industry’s vulnerabilities and risks and lessen the potentially adverse impacts to visitor experiences during emergencies.
The framework provides a unified structure to support tourism partners and visitors on matters related to the four pillars of emergency management:
Mitigation
Preparedness
Response
Recovery
The framework also supports the Province of British Columbia’s comprehensive emergency management plans by strengthening integration of visitors and the visitor economy before, during, and after an emergency event. This includes addressing visitors’ unique needs during emergencies, improving tourism industry preparedness, managing long term destination reputation, and reducing economic impact to tourism businesses.
As B.C.’s visitor economy continues to recover from the devastating impacts of the COVID-19 pandemic, there is a strong need for a coordinated approach to emergency management for the tourism sector, particularly given anticipated future crises such as wildfires, flooding, heat domes, and another pandemic.
In conjunction with Emergency Preparedness Week, the industry-led Tourism Emergency Management Committee (TEMC) has released a new BC Tourism Emergency Management Framework to help reduce the industry’s vulnerabilities and risks and lessen the potentially adverse impacts to visitor experiences during emergencies.
The framework provides a unified structure to support tourism partners and visitors on matters related to the four pillars of emergency management:
Mitigation
Preparedness
Response
Recovery
The framework also supports the Province of British Columbia’s comprehensive emergency management plans by strengthening integration of visitors and the visitor economy before, during, and after an emergency event. This includes addressing visitors’ unique needs during emergencies, improving tourism industry preparedness, managing long term destination reputation, and reducing economic impact to tourism businesses.
As B.C.’s visitor economy continues to recover from the devastating impacts of the COVID-19 pandemic, there is a strong need for a coordinated approach to emergency management for the tourism sector, particularly given anticipated future crises such as wildfires, flooding, heat domes, and another pandemic.
Toolkit for Developing a Diversity and Inclusion Strategy
The Canadian Centre for Diversity and Inclusion has created a toolkit for developing a diversity and inclusion strategy. The purpose of a strategy document is to briefly explain the rationale or reason organizations need to invest resources in a goal or initiative, and to provide more explicit direction on how to achieve that goal.
The Canadian Centre for Diversity and Inclusion has created a toolkit for developing a diversity and inclusion strategy. The purpose of a strategy document is to briefly explain the rationale or reason organizations need to invest resources in a goal or initiative, and to provide more explicit direction on how to achieve that goal.
The 50 – 30 Challenge: Your Diversity Advantage - Innovation, Science and Economic Development Canada
The 50 – 30 Challenge is an initiative between the Government of Canada, business and diversity organizations. The program challenges Canadian organizations to increase the representation and inclusion of diverse groups within their workplace, while highlighting the benefits of giving all Canadians a seat at the table.
The 50 – 30 Challenge asks that organizations aspire to two goals:
Gender parity ("50%" women and/or non-binary people) on Canadian board(s) and/or senior management; and
Significant representation ("30%")
The 50 – 30 Challenge is an initiative between the Government of Canada, business and diversity organizations. Together with project co-creators, many of whom have been striving to increase corporate diversity for decades, the government has developed a plan to improve access for women and/or non-binary people and other equity-deserving groups, including those identifying as: Racialized, Black, and/or People of Colour ("Visible Minorities"), People with disabilities (including invisible and episodic disabilities), 2SLGBTQ+ and/or gender and sexually diverse individuals, and Aboriginal and/or Indigenous Peoples.
The program and participants recognize Aboriginal and/or Indigenous Peoples, including those that identify as First Nation Peoples, Métis Nation, and Inuit, as founding Peoples of Canada and underrepresented in positions of economic influence and leadership.
The goal of the program is to challenge Canadian organizations to increase the representation and inclusion of diverse groups within their workplace, while highlighting the benefits of giving all Canadians a seat at the table.
The 50 – 30 Challenge asks that organizations aspire to two goals:
Gender parity ("50%" women and/or non-binary people) on Canadian board(s) and/or senior management; and
Significant representation ("30%") on Canadian board(s) and senior management of other equity-deserving groups: Racialized, Black, and/or People of Colour ("Visible Minorities"), People with disabilities (including invisible and episodic disabilities), 2SLGBTQ+ and/or gender and sexually diverse individuals, and Aboriginal and/or Indigenous Peoples. The program and participants recognize Aboriginal and/or Indigenous Peoples, including those that identify as First Nation Peoples, Métis Nation, and Inuit, as founding Peoples of Canada and underrepresented in positions of economic influence and leadership.
DKA Nets Top Honors at Best In The West Awards
The Downtown Kelowna Association (DKA) has been recognized as “Best In The West” for its role in making Kelowna’s downtown an increasingly desirable place to live, conduct business, work, and play. The 2022 Best In The West Awards were presented on Tuesday, May 3 as part of this year’s Business Improvement Areas of British Columbia (BIABC) Conference held from May 1 to 4 in Coquitlam. The DKA received three awards in total: the Award of Merit in Special Events for the DKA Winter Street Market (2021), the Award of Excellence in Programming & Partnerships for Meet Me on Bernard (2021), and the Award of Excellence in Safety & Security for DKA’s On-Street Services.
The Downtown Kelowna Association (DKA) has been recognized as “Best In The West” for its role in making Kelowna’s downtown an increasingly desirable place to live, conduct business, work, and play.
The 2022 Best In The West Awards were presented on Tuesday, May 3 as part of this year’s Business Improvement Areas of British Columbia (BIABC) Conference in Coquitlam.
The DKA received three awards in total: the Award of Merit in Special Events for the DKA Winter Street Market (2021), the Award of Excellence in Programming & Partnerships for Meet Me on Bernard (2021), and the Award of Excellence in Safety & Security for DKA’s On-Street Services.
DKA Executive Director, Mark Burley, accepted the awards on behalf of the organization. When accepting the Award of Excellence for Meet Me on Bernard, Burley gratefully acknowledged the valuable partnership that exists between the DKA, the City of Kelowna, and Tourism Kelowna who work together to produce the initiative. Meet Me on Bernard is the summertime, temporary closure of Bernard Avenue from Abbot Street to St. Paul. Meet Me on Bernard returns for a third season beginning July 1 this year.
Especially significant is the Award of Excellence in Safety & Security, which highlights the continued work of DKA’s On-Street Services Department. Covering a 42-square block radius, the On-Street Services teams are dedicated to the safety, security, and cleanliness of Downtown Kelowna during and after business hours. The Downtown On Call (DOC) and Clean Team ambassadors are the most visible members of the DKA, working with business members, visitors to Downtown, the RCMP, and social service agencies to help foster and maintain a positive social environment in Downtown Kelowna. On-Street Services Manager, Ron Beahun, who will retire later this year was instrumental in the creation of the department in 2008.
New Air Canada Flights to Vancouver Airport from Brisbane & Quebec City
Air Canada is resuming direct flights from Vancouver International Airport - YVR to Brisbane starting this July! The service will operate four times a week year-round. The return of the Brisbane flights is part of an expansion of Air Canada’s flights to the South Pacific as governments begin easing travel restrictions.
Air Canada continues to strengthen its presence in Quebec City by providing additional travel options to Quebecers with new seasonal service routes being offered to Calgary and Vancouver. In May, Air Canada operated its first non-stop service between Quebec City and Vancouver. These new seasonal domestic routes will operate until the end of October.
Air Canada is resuming direct flights from Vancouver International Airport - YVR to Brisbane starting this July! The service will operate four times a week year-round. The return of the Brisbane flights is part of an expansion of Air Canada’s flights to the South Pacific as governments begin easing travel restrictions.
Air Canada continues to strengthen its presence in Quebec City by providing additional travel options to Quebecers with new seasonal service routes being offered to Calgary and Vancouver. In May, Air Canada operated its first non-stop service between Quebec City and Vancouver. These new seasonal domestic routes will operate until the end of October.
Big White Ski Resort Raises Over $8K For Local Ukraine Charity
Thanks to a new colour combo of the famous Big White Ski Resort pompom snowball toque, and the generous donation of an on-mountain business, an $8,302 donation was presented to the Kelowna Stands With Ukraine Association on Friday, May 6.
At the beginning of April, the retail team at Big White Ski Resort launched a fundraising initiative for Ukraine with all proceeds from new blue and yellow toque going to the local group. The resort set a goal of raising $10,000 for Kelowna Stands With Ukraine, and expects more toque purchases and donations to come in to reach that amount. The resort is currently sold out online of the L/XL size toque. S/M and Kids sizes are still available.
Thanks to a new colour combo of the famous Big White Ski Resort pompom snowball toque, and the generous donation of an on-mountain business, an $8,302 donation was presented to the Kelowna Stands With Ukraine Association on Friday, May 6.
"While Ukraine may be far from the Okanagan, we know the tragic events of the past couple months have been felt acutely by our Ukrainian community here," said Michael J. Ballingall, Senior Vice President at Big White Ski Resort Ltd. "We want to give a huge thank you to our local community and the larger Big White family for making this happen."
At the beginning of April, the retail team at Big White Ski Resort launched a fundraising initiative for Ukraine with all proceeds from new blue and yellow toque going to the local group. The resort set a goal of raising $10,000 for Kelowna Stands With Ukraine, and expects more toque purchases and donations to come in to reach that amount.
The resort is currently sold out online of the L/XL size toque. S/M and Kids sizes are still available.
Swoop Expanding Service to Kelowna
Swoop, Canada’s leading ultra-low-cost airline, launched its new daily, non-stop, flights between Kelowna and Edmonton with inaugural flight WO213 taking off from Edmonton and arriving in Kelowna. With introductory fares from Kelowna to Edmonton starting at just $49 CAD, Swoop is showing Canadians just how affordable and easy experiencing the Okanagan region can be this summer.
Swoop, Canada’s leading ultra-low-cost airline, launched its new daily, non-stop, flights between Kelowna and Edmonton with inaugural flight WO213 taking off from Edmonton and arriving in Kelowna. With introductory fares from Kelowna to Edmonton starting at just $49 CAD, Swoop is showing Canadians just how affordable and easy experiencing the Okanagan region can be this summer.
New Report Tracks Americans’ Perception and Demand for Travel to Canada
As international travel resumes, American travellers will be key to driving revenue recovery for Canadian tourism businesses. Destination Canada is tracking Americans’ travel demand for Canada and sentiment towards travel to Canada to provide our industry with a better understanding of the trends and behaviours we are seeing in this key market. Destination Canada's first edition of the new report, US Sentiment for Travel to Canada, was published recently and the included metrics will continue to be tracked on a monthly basis moving forward.
As international travel resumes, American travellers will be key to driving revenue recovery for Canadian tourism businesses. Destination Canada is tracking Americans’ travel demand for Canada and sentiment towards travel to Canada to provide our industry with a better understanding of the trends and behaviours we are seeing in this key market. Destination Canada's first edition of the new report, US Sentiment for Travel to Canada, was published recently and the included metrics will continue to be tracked on a monthly basis moving forward.
Survey: Hotel Association of Canada (HAC) Strategic Planning
The Hotel Association of Canada (HAC) Board of Directors is developing a new 3-year strategic plan and wants to ensure that issues that matter most to the industry are prioritized. Accommodators are invited to share feedback to shape HAC's focus for the next 3 years. The survey has 3 questions that won’t take more than 5 minutes to complete. Results will be discussed and analyzed at the Board’s Strategic Planning Session in June, and the new plan will be released in the Fall.
The Hotel Association of Canada (HAC) Board of Directors is developing a new 3-year strategic plan and wants to ensure that issues that matter most to the industry are prioritized. Accommodators are invited to share feedback to shape HAC's focus for the next 3 years.
The survey has 3 questions that won’t take more than 5 minutes to complete. Results will be discussed and analyzed at the Board’s Strategic Planning Session in June, and the new plan will be released in the Fall.
Grow Your Business Online with Canada Digital Adoption Program & Grants
The Canada Digital Adoption Program (CDAP) provides support to help get your business online, give your e-commerce presence a boost, or help digitalize your business's operations. CDAP provides funding and support to businesses, as well as training and work opportunities for young Canadians.
There are two streams:
Grow Your Business Online: Micro-grant and access to e-commerce advisors to help you go digital and take advantage of e-commerce opportunities.
Boost Your Business Technology: Grant to help you develop a digital plan and funded work placements to help with your digital transformation.
Which grant is your business eligible for?
The Canada Digital Adoption Program (CDAP) provides support to help get your business online, give your e-commerce presence a boost, or help digitalize your business's operations. CDAP provides funding and support to businesses, as well as training and work opportunities for young Canadians.
There are two streams:
Grow Your Business Online: Micro-grant and access to e-commerce advisors to help you go digital and take advantage of e-commerce opportunities.
Boost Your Business Technology: Grant to help you develop a digital plan and funded work placements to help with your digital transformation.
Which grant is your business eligible for?
B.C. conducts test of system, expands emergency hazards alert
The Province of B.C. is expanding use of the Alert Ready system in B.C. beyond tsunami warnings and Amber Alerts to also include imminent threats from floods and wildfires. The wireless alerting system is online and ready to be deployed for flooding, and will expand again to include wildfire threats by early June.
For tips on how to prepare an emergency plan and what to include in an emergency kit and grab-and-go bag, visit: http://www.preparedbc.ca
The Province of B.C. is expanding use of the Alert Ready system in B.C. beyond tsunami warnings and Amber Alerts to also include imminent threats from floods and wildfires. The wireless alerting system is online and ready to be deployed for flooding, and will expand again to include wildfire threats by early June.
To receive alerts, mobile phones must be connected to an LTE cellular network (the device must be turned on and cannot be set to do not disturb or airplane mode), be alert-compatible, be within the alert area and have up-to-date cellular software. Alerts will be broadcast automatically at no cost to the user. To find out if your wireless device is compatible with the Alert Ready system, or for more information about the system, visit: AlertReady.ca.
British Columbians may wish to participate in a short online survey following the test on May 4 to help determine the reach of the Alert Ready test. This survey is administered by Public Emergency Alerting Services.
For tips on how to prepare an emergency plan and what to include in an emergency kit and grab-and-go bag, visit: http://www.preparedbc.ca
Emergency Preparedness Week: May 1-7, 2022
Last week was Emergency Preparedness Week (EP Week), a national event supported by Public Safety Canada, working closely with provincial and territorial emergency management organizations, Indigenous organizations, non-governmental organizations, and private sector who support activities at the local level. An annual event for over 25 years, it traditionally takes place during the first full week of May. EP Week is an opportunity for you to take action to ensure you are prepared to protect yourself, your family, and your community during an emergency. This year, the theme is Emergency Preparedness: Be Ready for Anything. The intent of this theme is to encourage Canadians to take action to become better prepared for the range of emergencies they could face in their region.
Last week was Emergency Preparedness Week (EP Week), a national event supported by Public Safety Canada, working closely with provincial and territorial emergency management organizations, Indigenous organizations, non-governmental organizations, and private sector who support activities at the local level. An annual event for over 25 years, it traditionally takes place during the first full week of May.
EP Week is an opportunity for you to take action to ensure you are prepared to protect yourself, your family, and your community during an emergency.
This year, the theme is Emergency Preparedness: Be Ready for Anything. The intent of this theme is to encourage Canadians to take action to become better prepared for the range of emergencies they could face in their region.
Resources:
Tourism Kelowna Awarded Contract for Lake Country Mobile Visitor Services
The District of Lake Country announced that Tourism Kelowna has been awarded the contract to pilot mobile visitor services in the community for the summer of 2022. The pilot, which will begin in mid-May and run into September, will see mobile visitor services initiatives launched in high traffic locations around Lake Country such as beaches, parks, events, and attractions to engage with residents and visitors.
The District of Lake Country announced that Tourism Kelowna has been awarded the contract to pilot mobile visitor services in the community for the summer of 2022. The pilot, which will begin in mid-May and run into September, will see mobile visitor services initiatives launched in high traffic locations around Lake Country such as beaches, parks, events, and attractions to engage with residents and visitors.
Mobile services in the District of Lake Country will be delivered using equipment such as branded e-bikes, a tent, and roving Community Specialist staff who will distribute resources including maps, brochures, event listings, and more.
Lake Country branded merchandise will also be made available for purchase so locals and visitors can show their pride for the community. Staff will be trained using Destination British Columbia's Visitor Centre Network standards to ensure consistent service levels.
BCLCA’s Auction “22” Raising Funds for Care Camps for Children with Cancer Until May 29
Auction is full of items to bid on, from camping nights, cabin stays, experiences, clothing, small appliances, and more. Care Camps allows children living with cancer to have hope, happiness, and the healing powers that come from attending specialized oncology camps where they can just be kids. The camp experience equips them with the skills necessary to meet the challenges they will face while fighting their disease. Working together, in 2021 BCLCA Care Camps supporters helped raise $3,140.06 and they want to raise significantly more this year. The auction is now live and runs until 7pm on May 29.
If you would like to become an auction supporter and donate a gift certificate or item from your business, please email Darlene@bclca.com.
BC Lodging and Campgrounds Association (BCLCA) is proud to once again support Care Camps of Canada with “Auction 22”. The ONLINE Auction is full of items to bid on, from camping nights, cabin stays, experiences, clothing, small appliances, and more.
Care Camps allows children living with cancer to have hope, happiness, and the healing powers that come from attending specialized oncology camps where they can just be kids. The camp experience equips them with the skills necessary to meet the challenges they will face while fighting their disease.
Working together, in 2021 BCLCA Care Camps supporters helped raise $3,140.06 and they want to raise significantly more this year.
The auction is now live and runs until 7pm on May 29.
If you would like to become an auction supporter and donate a gift certificate or item from your business, please email Darlene@bclca.com.
Lynx Air Launches Affordable Air Travel Routes to/from Kelowna
Kelowna International Airport welcomed Lynx Air this week, after launching in March 2022. Lynx is currently operating two flights a week from Kelowna to each of Calgary and Vancouver, with fares as low as $39* to and from Kelowna.
As of June 29, Lynx will increase its service to Calgary to three flights per week, taking the airline's total flights in and out of Kelowna to 10 flights and 1,890 seats per week.
To commemorate Lynx's growing presence in Kelowna, the airline has launched a limited-time seat sale and is offering up to 50 per cent off all base fares to and from Kelowna. The sale will end on May 4 at 10:59 PT.
For details and to reserve discounted seats, please visit FlyLynx.com.
Kelowna International Airport welcomed Lynx Air this week, after launching in March 2022. Lynx is currently operating two flights a week from Kelowna to each of Calgary and Vancouver, with fares as low as $39* to and from Kelowna.
As of June 29, Lynx will increase its service to Calgary to three flights per week, taking the airline's total flights in and out of Kelowna to 10 flights and 1,890 seats per week.
To commemorate Lynx's growing presence in Kelowna, the airline has launched a limited-time seat sale and is offering up to 50 per cent off all base fares to and from Kelowna. The sale will end on May 4 at 10:59 PT.
For details and to reserve discounted seats, please visit FlyLynx.com.
Have You Added the Accessibility Feature to Your HelloBC Listing?
Over 500 tourism businesses have added the Accessibility feature to their business listing on HelloBC.com.
BC tourism businesses can add accessible attributes to their HelloBC.com listing at any time. If your business has mobility, vision, hearing and/or cognitive accessible attributes, let consumers know by adding this feature to your HelloBC.com listing today, at no cost.
Over 500 tourism businesses have added the Accessibility feature to their business listing on HelloBC.com.
BC tourism businesses can add accessible attributes to their HelloBC.com listing at any time. If your business has mobility, vision, hearing and/or cognitive accessible attributes, let consumers know by adding this feature to your HelloBC.com listing today, at no cost.
Canadian Tourism Labour Market Snapshot - March 2022
The latest report on the Canadian Tourism Labour Market has been released and reflects the status of employment in the sector for the month of March 2022. Overall, tourism employment experienced an uptick as the sector builds momentum toward recovery in the coming months; however, growth is hindered by employment losses in the accommodations industry and a higher than anticipated unemployment rate in transportation. When considering the robust tourism labour force pre-pandemic (2,117,700 workers in March 2019), it is clear that labour shortages remain across the country and throughout the tourism industries. Through other indicators such as the tourism unemployment rate which held strong in March, there is hope that momentum is building toward sector recovery.
The latest report on the Canadian Tourism Labour Market has been released and reflects the status of employment in the sector for the month of March 2022.
Overall, tourism employment experienced an uptick as the sector builds momentum toward recovery in the coming months; however, growth is hindered by employment losses in the accommodations industry and a higher than anticipated unemployment rate in transportation.
When considering the robust tourism labour force pre-pandemic (2,117,700 workers in March 2019), it is clear that labour shortages remain across the country and throughout the tourism industries. Through other indicators such as the tourism unemployment rate which held strong in March, there is hope that momentum is building toward sector recovery.
Reminder: Canada Recovery Hiring Program (CRHP) - Apply by May 7
While the Canada Recovery Hiring Program (CRHP) expires on May 7, 2022, the government will accept retroactive applications.
Intended to support recovery for businesses to hire employees or increase work hours of existing employees, the CRHP is a separate wage subsidy that runs parallel to the Tourism and Hospitality Recovery Program (THRP) wage and rent subsidies, which also expire on May 7.
Programs Eligibility Requirements:
The CRHP provides up to 50% wage subsidies for new employees or for existing employees who are working increased hours or earn a higher wage. Eligible employers must have a revenue loss of more than 10% to qualify.
The CRHP is a separate wage subsidy that runs parallel to the Tourism and Hospitality Recovery Program (THRP) wage and rent subsidies, which also expire on May 7.
Eligible employers can access either the CRHP or the THRP, but not both during the same period.
Eligible employers, who had an active payroll account as of March 2020 can access the CRHP.
The THRP subsidies require a minimum period-over-period revenue loss of at least 40% and some employers no longer meet the 40% revenue loss requirement to qualify for the THRP.
Unlike the THRP, applications to the CRHP can be made retroactively up to 180 days after the end of a period.
Applications to the CRHP are made through the same system as the THRP.
While the Canada Recovery Hiring Program (CRHP) expires on May 7, 2022, the government will accept retroactive applications.
Intended to support recovery for businesses to hire employees or increase work hours of existing employees, the CRHP is a separate wage subsidy that runs parallel to the Tourism and Hospitality Recovery Program (THRP) wage and rent subsidies, which also expire on May 7.
A Reminder of the Programs Eligibility Requirements:
The CRHP provides up to 50% wage subsidies for new employees or for existing employees who are working increased hours or earn a higher wage. Eligible employers must have a revenue loss of more than 10% to qualify.
The CRHP is a separate wage subsidy that runs parallel to the Tourism and Hospitality Recovery Program (THRP) wage and rent subsidies, which also expire on May 7.
Eligible employers can access either the CRHP or the THRP, but not both during the same period.
Eligible employers, who had an active payroll account as of March 2020 can access the CRHP.
The THRP subsidies require a minimum period-over-period revenue loss of at least 40% and some employers no longer meet the 40% revenue loss requirement to qualify for the THRP.
Unlike the THRP, applications to the CRHP can be made retroactively up to 180 days after the end of a period.
Applications to the CRHP are made through the same system as the THRP.
90% of Consumers Look for Sustainable Options when Booking Travel According to Expedia Research
New research released today by Expedia Group Media Solutions reveals that although 90% of consumers look for sustainable options when booking, 70% feel overwhelmed with navigating options and making the best choices to be a more sustainable traveler.
Conducted in partnership with Wakefield Research, the study included an online survey of 11,000 representative, general population adults ages 18+ in 11 global markets fielded between February 11 and March 6, 2022.
Key Takeaways
Travel brands should make sustainable travel information easier to understand and show the value and impact of responsible travel choices.
Travellers want to know that travel brands are committed to sustainability, not just checking a box.
Additional insights from the recently released Sustainable Travel study from Expedia Group Media Solutions included price and opportunities in sustainable travel.
New research released today by Expedia Group Media Solutions reveals that although 90% of consumers look for sustainable options when booking, 70% feel overwhelmed with navigating options and making the best choices to be a more sustainable traveler.
Conducted in partnership with Wakefield Research, the study included an online survey of 11,000 representative, general population adults ages 18+ in 11 global markets fielded between February 11 and March 6, 2022.
Key Takeaways
Travel brands should make sustainable travel information easier to understand and show the value and impact of responsible travel choices.
Travellers want to know that travel brands are committed to sustainability, not just checking a box.
Additional insights from the recently released Sustainable Travel study from Expedia Group Media Solutions included price and opportunities in sustainable travel.
Destination BC Invest in Iconics Update
Destination BC, together with strategic industry advisory groups, and ITBC are in the midst of developing new brand strategies for the various Iconic routes and places across the province. The Invest in Iconics Strategy for British Columbia is focused on creating globally compelling brands for routes and places across the province that will help disperse visitors as well as help BC stand out amongst the vast array of travel choices around the world. Place Branding will present the province in a new way to create storylines about destinations that will ignite the imaginations of travellers for years to come.
Destination BC, together with strategic industry advisory groups, and ITBC are in the midst of developing new brand strategies for the various Iconic routes and places across the province.
The Invest in Iconics Strategy for British Columbia is focused on creating globally compelling brands for routes and places across the province that will help disperse visitors as well as help BC stand out amongst the vast array of travel choices around the world. Place Branding will present the province in a new way to create storylines about destinations that will ignite the imaginations of travellers for years to come.