Dear Tourism Colleagues, We are proud to present Destination BC’s In short, if we want to win, we must be better and smarter than the competition. new corporate strategy. It is our rallying cry for the industry to come together in Since Destination BC’s inception, we’ve been pursuing common goals. There is enormous opportunity today and in our future. Tourism is one of the fastest growing economic sectors and largest export earners in the world. Strong economies and a burgeoning middle class in some of the world’s most populous markets have fueled consumer confidence. And, with wealth, comes travel: a billion people poised to explore the planet. British Columbia — already one of the world’s most inspiring places to live, work, study, invest and visit — is catching this wave of potential. The marketplace is intensely competitive. Travel planning and preferences have shifted. We’re competing on a global scale against tourism experiences that are engaging travellers’ imaginations in fresh new ways, with sophisticated marketing from well-funded Destination Marketing Organizations around the world. listening to industry’s many voices, gathering perspectives on the best approach to building value for the businesses and people in our visitor economy and seeking direction on the most important role for us in that work. 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 BC’s tourism system. This corporate plan lays out the strategy we are following for the next three years to help British Columbia reach its full potential as a tourism destination — our plan for how we will win, together. We look forward to the prosperity of tomorrow. Marsha Walden, CEO Destination British Columbia Andrea Shaw, Board Chair Destination British Columbia