Last week, the Government of British Columbia launched the Look West: Tourism Sector Action Plan, positioning tourism as a key driver of economic diversification and growth in the province.
“With its stunning landscapes, diverse cultures and vibrant communities, British Columbia is a world‑class destination,” said Anne Kang, Minister of Tourism, Arts, Culture and Sport. “This plan taps into the full potential of B.C.’s tourism sector as one of our province’s most dynamic industries and a vital engine of economic growth. Many communities rely on a thriving visitor economy, and by bolstering this sector, we’re supporting strong, vibrant communities while building long‑term opportunity and stability for individuals and families in British Columbia.”
The Tourism Sector Action Plan is a roadmap to elevate BC’s global profile to attract high‑value international travellers, unlock development potential in mountain resorts, speed up authorizations for adventure tourism and outdoor recreation, and diversify tourism markets and strengthen rural economies.
“Now more than ever, people are choosing to spend their tourism dollars in Canada, and it’s vital that we have the right plan in place to make sure people and businesses in B.C. benefit,” said Ravi Kahlon, Minister of Jobs and Economic Growth. “That’s why, through our Look West strategy, we’re setting a clear path to grow B.C.’s visitor economy and double tourism revenues over the next decade, building long-term prosperity for communities throughout B.C.”
The Province will work with industry, communities, and Indigenous partners to support a tourism sector where entrepreneurs and investors can confidently develop world‑class experiences that drive jobs, community vitality and long‑term economic growth and diversification. It includes supporting the continued growth of Indigenous tourism, a powerful driver of BC’s global tourism brand. One in four visitors seeks authentic Indigenous experiences, fuelling $1.1 billion in annual economic impact, supporting more than 400 Indigenous tourism businesses and approximately 10,000 jobs throughout the province.
The plan, built on the five pillars below, also reinforces B.C.’s position as a premier year‑round destination, delivering lasting benefits for communities and people in BC:
- Marketing BC as a top-tier destination
- Improving access through expanded air services and provincial corridors
- Leveraging events
- Mobilizing private-sector investment
- Creating a supportive business climate for tourism operators and investors
View the full Government of BC press release here.
Header image: Anne Kang, Minister of Tourism, Arts, Culture and Sport, speaking at a press conference in Victoria, BC, at Ship Point Pier, for the launch of the Look West: Tourism Sector Action Plan. Photo credit: Government of BC via Flickr