British Columbia’s Tourism Ecosystem

As the provincial leader in tourism, the role and responsibilities of the Ministry are to set the strategic direction for provincial tourism priorities. This work is done through collaboration within government, with municipalities, tourism organizations and businesses that creates the fabric of tourism in the Province of B.C.

On this page

• Ministry of Tourism, Arts, Culture and Sport
• Provincial Crown corporations
• Strategic tourism partners

Ministry of Tourism, Arts, Culture and Sport - Tourism Sector Strategy Division 

The Tourism Sector Strategy Division (Division) is responsible for developing and executing official tourism and all-season resort policies and coordinating tourism activities across various orders of government. The Division is comprised of the Tourism, Mountain Resorts, and Heritage branches.

• Tourism branch sets the strategic direction for tourism in B.C. including overseeing the mandates of two Provincial Crown corporations, Destination BC and BC Pavilion Corporation. The branch acts as a centre of expertise for the conceptual design and implementation of B.C.’s tourism strategy and is the strategic liaison for tourism activities across government.
• Mountain Resorts branch ensures the establishment and ongoing operation of all-season resorts and community ski areas, which provide economic, social, recreation and tourism benefits to the province and the local communities.
• Heritage branch supports the conservation of heritage values in B.C. through policies, programs, stewardship of provincially designated sites and administration of provincially owned heritage properties and collections.

As the Provincial leader for tourism, the Division works to set conditions for strategic investments in tourism and sets the overall objectives for destination management in B.C. It also facilitates and provides funding mechanisms and programs benefiting the tourism sector, and leads the identification of emerging and strategic opportunities and direction on how tourism can better enhance the quality of life for residents.

Provincial Crown corporations

BC Pavilion Corporation (PavCo)

PavCo has a mandate to generate economic and community benefit for the people of British Columbia through prudent management of two public facilities: BC Place and the Vancouver Convention Centre. The core business of PavCo is hosting global meetings, conferences, entertainment, and sporting events. 

Destination BC

Destination British Columbia (Destination BC) has a mandate to fulfil several responsibilities critical to the long-term, sustainable growth of B.C.’s tourism industry, including:

• Market British Columbia domestically, nationally, and internationally as a tourist destination.
• Promote the development and growth of the tourism industry in British Columbia to increase revenue and employment in, and the economic, social, and cultural benefits generated by, the industry.
• Enhance public awareness of tourism, and how it contributes to thriving communities and supports amenities enjoyed by residents and visitors throughout B.C.

Destination BC does this through direct marketing to domestic, national, and international markets, as well as providing industry leadership and support for regional, sectoral and community organizations’ tourism marketing initiatives. Additionally, it supports the broader tourism sector through partnerships, visitor services, education programs, emergency communications, and supporting industry in the development and delivery of remarkable experiences. 

Strategic tourism partners

Regional Destination Management Organizations (RDMOs)

B.C. is divided into six tourism regions. Five are managed by regional destination management organizations in partnership with Destination BC:

• 4TVI
• Thompson Okanagan Tourism Association
• Kootenay Rockies Tourism Association
• Cariboo Chilcotin Coast Tourism Association
• Northern British Columbia Tourism Association

These five RDMOs are independent, not-for-profit organizations with their own board of directors and governance. 

The sixth region, the Vancouver, Coast & Mountains region (VCM), is uniquely managed by Destination BC with a dedicated VCM team that provides similar regional leadership, services and support as the other five RDMOs. 

These organizations, including VCM, provide broad regional leadership and industry intelligence, coordinated destination management throughout a geographic area, and work closely with local governments, tourism organizations and operators.

Through annual Provincial funding, the regions deliver a range of services on behalf of Destination BC, including but not limited to:

• supporting marketing programs & initiatives,
• implementing region-wide Destination Development Plans, and
• supporting industry training and development.

The regions, in partnership with Destination BC and TACS, play an important role in educating and raising awareness of the value of tourism to community partners, residents, and local governments. They take a leadership role on regional sustainability and responsible tourism practices as well as emergency management as outlined in the Tourism Emergency Management Framework for B.C. (PDF).

Indigenous Tourism BC

Indigenous Tourism British Columbia (ITBC) is a non-profit, partner-based organization that is committed to growing and promoting a sustainable, culturally rich Indigenous tourism industry. ITBC provides support to Indigenous tourism partners in experience development, training, funding access, networking opportunities, marketing programs, and current industry research. There is an Indigenous Tourism Accord between the Province of British Columbia and ITBC to help support Indigenous tourism development throughout the province. 

Community Destination Management Organizations (CDMOs)

B.C.’s CDMOs lead localized tourism efforts in both destination development and marketing. Customized to the requirements of each destination, CDMOs work to attract visitors based on the needs of the community and collaborate with stakeholders on community-wide tourism goals and priorities.

CDMOs are also responsible for delivering destination development programs, such as attracting and creating new events and experiences; and supporting destination stewardship, which includes rolling out sustainability frameworks and providing education on responsible and regenerative tourism practices). CDMOs’ mandate and services vary and are funded through a variety of models and structures. Many CDMOs are funded through a portion of the Municipal Regional District Tax (MRDT) while others are funded by their local government.

CDMOs are integral to the fabric of tourism communities, championing and advocating for sustainable business practices and responsible tourism that contributes to vibrant local businesses, thriving residents, and inspired visitors. Over and above the financial benefits that these organizations deliver through stimulating local destination tourism – they help communities become more enjoyable places to work, visit and live, fostering pride of place by residents and visitors alike. 

Industry associations

There are several membership-based, non-profit industry associations that provide leadership and advocacy on behalf of their membership. These agencies include, but are not limited to, the Tourism Industry Association of BC (TIABC), the BC Hotel Association (BCHA), the BC Restaurant and Foodservices Association (BCRFA), Able BC, and the BC Destination Marketing Organization Association (BCDMOA).

go2HR

Since 1979, go2HR has served B.C.’s tourism and hospitality industry with programs and services that support its growth and success. go2HR provides information to employers on human resource issues such as recruitment, retention, training, and legal issues; coordinates and conducts industry-leading research on key employment-related issues and policies affecting the B.C. tourism labour market; and helps businesses gain access to relevant front-line, team leadership and management skills training for their employees.

Sector associations 

British Columbia’s visitor economy is also supported by a wide variety of sector associations that advocate and promote their unique tourism offerings to the world. Their members represent a wide range of iconic, world-class tourism experiences across B.C., from multi-day guided wildlife tours, remote ranches, and wine tastings, fishing expeditions, to luxury ski and golf resorts. These groups include the Canada West Ski Areas Association, Western Canada Mountain Bike Tourism Association, Commercial Bear Viewing Association of BC, Wine Growers of British Columbia Society,  BC Craft Brewers Guild and many more.