The Government of BC recently released its three-year strategic plan to bolster the province’s vital tourism industry through recovery and beyond.

“BC is a world-class destination, and we know the pandemic has hurt tourism,” said Melanie Mark, Minister of Tourism, Arts, Culture and Sport. “As the world opens up again, we’re working together to rebuild and revitalize this critical industry that adds so much to our planet, our people and our shared prosperity.”

The strategic framework was renewed in response to recommendations set forth in the Tourism Task Force Report. The key priorities and actions outlined in The Strategic Framework for Tourism 2022–2024: A Plan for Recovery and Resiliency seek to rebuild the visitor economy to 2019 levels by 2024. These priorities are segmented through three pillars, as summarized on the Government of BC website:

  1. People: Tourism Supports Health, Inclusive Societies
    • Support communities in rebuilding and enhancing their visitor economies
    • Support true and lasting reconciliation with Indigenous peoples through tourism
    • Continue to support the tourism sector in becoming more inclusive and accessible
  2. Planet: Harness Opportunities for Tourism to Contribute to Clean Growth
    • Build a cleaner tourism industry that is prepared to adapt to climate change
    • Support responsible travel and preservation of BC’s natural spaces
  3. Prosperity: Sustainable Growth of the Visitor Economy
    • Build back a strong and diverse tourism workforce
    • Invest in BC’s competitive advantages in the post-COVID-19 pandemic era through destination management
    • Attract visitors during all four seasons and to more regions of the province

An at-a-glance version of the framework can be accessed here.

As part of the Province’s continuing tourism recovery initiatives, the government has committed $6 million this year through 2024 for Destination BC to market BC as a destination of choice in the highly competitive international market.

Budget 2022 committed almost $25 million to destination development, international marketing, business events and conferences recovery, marquee events bids, and tourism training.