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.
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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