Destination Development

Tourism goes well beyond branding and marketing, and includes considerations such as connectivity, infrastructure, experience design, workforce and skills, industry development, visitor management, and overall management of a destination and its assets—both the supply and demand side of the equation.

It involves working collaboratively with governments, industry partners, Indigenous Peoples, community members, and brand experts to turn a destination’s vision into reality, by being strategically deliberate and responsible in the creation of tourism experiences, products, and services that elevate and deliver on a destination’s unique selling proposition. Strong Destination Development planning enables us to be proactive—anticipating travel and visitation patterns and balancing the needs of BC communities—ensuring that the broad benefits of tourism are retained in the long-term.

Tourism planning and management is a process by which local communities, governmental agencies, and the tourism industry work together to deliver sustainable tourism benefits without compromising the integrity of environment, cultures, and sense of place.  

Explore how Destination BC is working together with various partners by clicking through to each region below.

While Place Branding work is being completed and Destination Development planning moves ahead, Destination BC continues to work with communities across the six tourism regions to build on existing Destination Development strategies that pull together planning, policy, and capacity building efforts. This includes improving transportation and ease of access, having an available and knowledgeable workforce, critical supporting infrastructure, enabling policies, and public and private investment.

An Integrated Approach

The destination brands being developed as part of the Invest in Iconics Strategy will only thrive long-term if they are supported by equally compelling experiences.

Destination Development takes place over many, many years. It brings the destination to life through visitor touchpoints that are consistent with the brand vision, including everything from welcoming gateways and wayfinding signage to new experiences or interpretive centres, visitor services, and much more.

Our Responsibility to Stewardship and Reconciliation

The Invest in Iconics Strategy is a dispersion strategy that is intended to inspire travelers to visit destinations and businesses in BC where they need visitors and when they need visitors. Destination BC understands and accepts our responsibility to ensure that our work throughout the province is done through the lens of stewardship and reconciliation.

There is a strong interconnectedness between Destination Stewardship, Destination Development, and Destination Development within the Invest in Iconics Strategy.