The Black Lives Matter movement has inspired powerful conversations within our organisation, and we have been humbled through this initial period of introspection.
Over the past few weeks, we have been reflecting on how Destination BC plays a role in dismantling racial barriers that block social and economic equity, and we recognize that only a sustained and focused effort will lead to progress. We promised to listen, and we have. We’re hearing from employees, the industry, and you.
We understand that we need to do much more to become the tourism industry leader we aspire to be, and we will. To do this right, we need to take a thoughtful approach in defining and setting actions to improve diversity, equity, and inclusion within our organisation and in all aspects of our work.
We are committed to carefully examining the following areas:
What We Do: We are an organisation that is entrusted to share and support all that is beautiful about our province – its places and its people. Destination BC plays a significant role in shaping peoples’ perceptions of British Columbia, both residents and visitors alike. We have a responsibility to listen to and to engage our diverse communities, and ensure they are represented in all that we do in support of a truly inclusive society.
How We Do Our Work: The culture and actions of an organisation are the responsibility of everyone within it, and we need to learn, grow, and change together.
Who We Work With: How we work internally will change how we work externally. It is essential that we deliver on our promises to our people, our partners, and our audiences, and that our brand values are congruent with our diversity, equity, and inclusion values.
Together, we will continue to listen, learn, and stand up to all forms of racial prejudice. Our work is underway, and I look forward to sharing more about our commitment with you in the future.
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