Destination British Columbia invests US$4.2M in 59 tourism marketing projects across province; funding supports Japanese Canadian heritage sites, regenerative travel initiatives

May 5, 2025 (press release) –

Key Highlights:

* Destination BC has invested nearly $4.2 million in 59 collaborative tourism marketing projects across British Columbia .

* The funding supports a culture of partnership across BC's tourism industry, driving responsible travel, strengthening local economies, and enhancing BC's reputation as a leading global destination.

* Examples of funded projects include commemorating Japanese Canadian Internment Camps, promoting regenerative travel in the Southern Gulf Islands , and showcasing BC's cultural heritage in the Boundary Country region.

Original Press Release:

VANCOUVER, British Columbia , April 9 -- Destination British Columbia issued the following news release:

This National Tourism Week, Destination BC is announcing nearly $4.2 million in funding through the 2025/26 intake of its Co-operative Marketing Partnerships Program. This funding will support 59 collaborative marketing initiatives across British Columbia , including three new participants for this year.

Since its inception in 2015, the program has helped to support a culture of partnership across BC’s tourism industry, encouraging communities to work together to develop aligned, impactful marketing initiatives. This made-in-BC approach has been a competitive advantage for the province, driving responsible travel, strengthening local economies, and enhancing BC’s reputation as a leading global destination.

With recent program enhancements, including a new two-year funding cycle and a continued emphasis on visitor education and responsible travel, the Program supports the broader goals of BC’s tourism strategy – growing visitation where and when capacity exists, expanding benefits to more communities, and sustaining the visitor economy through collaboration and innovation.

Examples of 2025/26 Funded Projects Include:

Japanese Canadian Internment Camps Trail

Led by Arrow Slocan Tourism Association working in conjunction with the Village of New Denver and the Japanese Canadian Legacy Society (JCLD), this project commemorates the stories of more than 22,000 Japanese Canadians who were forcibly displaced and interned during and following WWII. Through thoughtful trail design, interpretive materials, and promotion, this initiative honours cultural heritage, contributes to reconciliation, and attracts both domestic and international visitors seeking meaningful, educational travel experiences.

Regenerative Travel in the Southern Gulf Islands

The Southern Gulf Islands Tourism Partnership is marketing regenerative, shoulder season travel that aligns with the values of Salt Spring, Pender, Mayne, Galiano, and Saturna Islands. By showcasing local food systems, environmental stewardship, and the region’s creative economy, the initiative supports economic resilience while enhancing resident and visitor well-being.

Boundary Country Tourism Marketing Initiative

Focused on increasing visitation across the Boundary Country region, this project celebrates the area’s diverse cultural heritage – including Doukhobor, Indigenous, and Japanese Canadian living histories – while supporting inclusive tourism experiences, trail stewardship, and off-peak travel. The initiative fosters economic development through marketing that highlights the region’s abundant history and outdoor adventure opportunities.

Chilcotin

The Chilcotin Marketing Initiative, led by the Cariboo Chilcotin Coast Tourism Marketing Association , aims to position the Chilcotin as a premier tourism destination by leveraging digital marketing, storytelling, and strategic branding aligned with Destination BC. Through high-quality content, targeted campaigns, and collaborative efforts with local communities and Indigenous partners, the initiative seeks to raise awareness, drive visitation, and support sustainable tourism growth.

Camping and RVing BC

The Camping and RVing British Columbia Coalition continues to promote sustainable, accessible travel across the province. From digital campaigns and regional content to educational initiatives like the Camper’s Code, the project promotes year-round, responsible travel while supporting rural communities and easing pressure on high-volume areas.

Cineventure – Film Tourism Expansion

Cineventure is turning BC film locations into must-see travel experiences. The program, which now includes New Westminster , Vancouver’s North Shore , Abbotsford , and Maple Ridge , offers immersive fan journeys, connecting film and television enthusiasts to iconic filming locations. Cineventure drives visitation, fosters local pride, and showcases the creative and cultural industries in BC through a tourism lens.

Quotes:

Hon. Spencer Chandra Herbert , Minister of Tourism, Arts, Culture and Sport

“Tourism is an economic powerhouse that supports the wellbeing of communities in British Columbia . This investment reflects our commitment to growing a strong, inclusive visitor economy that benefits people and places throughout the province. There has never been a better time to support tourism organizations and experiences and explore beautiful B.C.”

Alison McKay , Vice President, Destination Management, Destination BC

“Collaboration isn’t just a value in BC – it’s a proven model for success. The Co-operative Marketing Partnerships Program brings together tourism partners who understand that working together amplifies their impact. These projects transform shared ideas into powerful visitor experiences that showcase who we are while supporting local businesses, celebrating unique stories, and building resilience across the province.”

[Category: Funding Activities, Partnerships and Alliances]

Source: Destination British Columbia