Corporate Strategy 2017/18-2019/20 /

Destination BC’s first corporate strategy included: the revitalization of the Super, Natural British Columbia® brand; the introduction of new, innovative, approaches to marketing BC; and the development of new programs to assist businesses to foster remarkable experiences; and sought to drive greater collaboration and alignment at all levels of the tourism industry. [...] Destination BC’s refreshed strategy for 2017/18-2019/20 builds on the learnings and successes of the past three years and positions us to take advantage of the growth of global travel to create social, cultural and economic benefits tourism provides to all British Columbians. [...] Implication: Destination BC, and BC’s tourism industry, must have access to transformative technologies and platforms, and leading expertise to compete globally and work with partners to invest in scalable and shareable technology, platforms, capabilities and information to enable BC’s tourism industry to compete and win. [...] Due to this disruption in the path to purchase, we are focusing our marketing efforts at specific points on the path to purchase where we can have the biggest impact—our role is inspiring interest in a trip to British Columbia and creating a better hand-off to those who can help the potential visitors with trip planning and closing a sale. [...] By developing a deep understanding of our target traveller through data analysis and segmentation tools, we can build marketing and communication activities that inspire travel to, and around BC, and encourage visitors and residents alike to recommend the province to friends and family.