Destination BC and Thompson Okanagan Tourism Aligned to Support Industry and Grow Tourism

Destination British Columbia (DBC) is an industry led Crown corporation that works collaboratively with tourism stakeholders across the province to coordinate tourism marketing at the international, provincial, regional and local levels, and to support region’s communities and Indigenous peoples in developing or expanding tourism experiences, businesses and jobs.

Destination BC is responsible for executing key components of Gaining the Edge, the provincial government’s tourism strategy. Destination BC’s first three-year corporate and marketing strategy was released on November 4, 2014 articulating Destination BC’s new vision, mission and goals. (referenced from

The New Corporate Strategy of Destination BC outlines three clear goals for growth as illustrated in the diagram on the right.


To achieve these goals, the Crown Corporation is focusing on four strategic imperatives – three external and one internal.

  • Build a magnetic brand
  • Foster remarkable experiences
  • Enable industry through a powerful marketing network
  • Develop a collaborative, insight-driven, results-focused team

Each of these imperatives reflects the importance of establishing a strong, partnership-based approach to achieve the goals.

Similarly, the Thompson Okanagan tourism industry has established a clear direction on how to develop tourism within the region as outlined in its 10-year regional tourism strategy, Embracing Our Potential. This strategy aligns with and is endorsed by all federal, provincial, regional and local partners, and provides the Thompson Okanagan Tourism Association (TOTA) with a clear road map for developing tourism.

In particular, there is strong alignment between TOTA’s goals and the new direction and  strategic focus of Destination BC and the Ministry.  Like the Province, the Regional Destination Marketing Organization (RDMO) has a focus on stimulating job growth in tourism, working collaboratively to create remarkable experiences, increasing tourism-related earnings within the region, and addressing the issues of seasonality.  With Destination BC’s new strategic direction, cooperative marketing programs, and regional services programs, TOTA is uniquely positioned to move forward in an expanded destination development role and to support Destination BC in its travel trade and travel media programs.  This positioning is reflected in the alignment between TOTA’s Corporate Strategy 2014-2017 and Destination BC’s strategic imperatives.

Fresh apples from the fall harvest at Davison Orchards in Vernon, British Columbia

Fresh apples from the fall harvest at Davison Orchards in Vernon, British Columbia