Destination BC has released its new corporate strategy and tourism marketing plan today, and unveiled key elements of B.C.’s revitalized destination brand that will be used to market our beautiful province around the world.
The ambitious three-year strategy and plan is designed to strengthen the key drivers behind tourism revenue in new ways, and focuses on the corporation’s primary role of marketing the province.
“Since Destination BC’s inception, we’ve been listening to industry’s many voices,” said Marsha Walden, CEO of Destination BC. “Industry wants bold leadership and a clear plan. They need inspired marketing to draw the world to their doorstep. And, like every business, they want to get maximum value from every dollar in B.C.’s tourism system.”
Destination BC has also unveiled the revitalized Super, Natural British Columbia® brand, which focuses on nature at its core and showcases the power of B.C.’s wilderness, and the emotional connection that it makes with travellers.
The brand was developed after extensive consultations that included research with consumers around the world, input from industry stakeholders and frontline staff.
“British Columbia is already one of the world’s most inspiring places to live, work, study, invest and visit – and with this new tourism strategy and brand being launched by Destination BC today our province is going to be positioned to take full advantage of our vast tourism potential,” said the Hon. Shirley Bond, Minister of Jobs, Tourism and Skills Training and Minister Responsible for Labour in B.C.
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