The B.C. government last week launched the ‘Look West: Tourism Sector Action Plan’ that seeks to position tourism as a key driver of economic diversification and growth, with the aim of doubling visitor spending to $48 billion by 2036.

Tourism in B.C. generates approximately $23 billion in annual revenue, contributing $8 billion to the provincial gross domestic product.

The Tourism Sector Action Plan is a road map to elevate B.C.’s global profile to attract high-value international travellers, unlock development potential in mountain resorts, speed up authorizations for adventure tourism and outdoor recreation, while diversifying tourism markets and strengthening rural economies, a Ministry of Tourism, Arts, Culture and Sport media release outlined.

“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.”

“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 B.C.’s global tourism brand, the media release said.

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.

“Supporting the continued growth of Indigenous tourism, a powerful driver of B.C.’s global tourism brand, is essential to achieving the vision of doubling tourism revenues and strengthening our economy,” said Paula Amos, chief marketing and development officer, Indigenous Tourism BC. “Indigenous tourism strengthens sustainable economic growth, cultural revitalization and community prosperity. By capturing international interest and unlocking new investment, we are positioning B.C. as a premier destination while creating jobs and strengthening rural communities.”

The plan also aims to reinforce B.C.’s position as a premier, year-round destination, which will deliver lasting benefits for communities and people in B.C.

Additionally, the plan focuses on promoting B.C. as a leading host for conferences, sporting and cultural events and other international gatherings, which will grow local economies and support good-paying jobs. This includes positioning B.C. to capitalize on the global attention of FIFA World Cup 26.

The plan is designed to ensure smaller, rural and remote communities share fully in the benefits of a strong provincial tourism sector. By improving transportation access, enhancing regional tourism opportunities and supporting local events, the plan helps bring more visitors and more economic activity to every part of the province, the media release noted.

B.C.’s Tourism Sector Action Plan is built on five pillars:

* marketing B.C. 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.

“Launching this action plan is a positive step toward strengthening the foundation for tourism operators in every part of the province to grow and create jobs, and it offers our industry clear direction and better conditions to attract investment, improve access and welcome visitors throughout the year,” stated Amber Papou, CEO, Tourism Industry Association BC.

Richard Porges, president and CEO of Destination BC added: “Tourism is a vital driver of jobs, provincial tax revenue, exports and community well-being across British Columbia, and this plan sets a clear path to strengthen our global competitiveness. Aligned with this vision and our shared goal to double tourism revenues by 2036, Destination BC is focused on growing benefits in every region of the province. Together, we will elevate the Super, Natural British Columbia brand and position B.C. as the most compelling destination in the world.”

B.C.’s tourism sector is one of the largest small business generators and employers in the province, with almost 17,000 businesses providing services to visitors in B.C.

It supports more than 113,000 direct jobs, and the total grows to nearly 163,000 full-time jobs when indirect and induced jobs are included.

The Kootenay Rockies Tourism, one of six tourism regions in the province, represents roughly 11% of provincial overnight visitation and seven per cent of related spending.

e-KNOW file photos

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