Directory of Agencies

Destination British Columbia


On November 2, 2012 a new Crown corporation Destination BC Corp. (Destination BC) was created. Destination BC will have primary responsibility to develop and implement tourism marketing strategies and tactics to promote tourism in BC. This includes, among other things:

o Marketing British Columbia as a tourism destination domestically, nationally and internationally;
o Promoting the development and growth of the tourism industry in British Columbia to increase revenue and employment and economic benefits generated by the industry, by, among other things,
o providing support for regional, sector and community tourism marketing;
o providing industry leadership in tourism marketing, product development and innovation;
o supporting training and development related to tourism marketing;
o supporting visitor services, and
o conducting tourism marketing research.
o Providing advice and making recommendations to the Minister on tourism related matters; and
o Enhancing public awareness of tourism and its economic value to British Columbia.
For fiscal 2013/14, the Board will have operational oversight of a budget of approximately $49 million. The organization will also generate revenue to offset program costs and will leverage contributions from the private sector for marketing activities.

The organisation currently has approximately 140 staff positions, with most staff based in BC (Vancouver area and Victoria). It also has six international offices with locally engaged employees in Japan and the UK, and contracted resources in Australia, Germany, China and Korea.

The corporation's principle stakeholder group is the tourism industry in BC.


Destination BC will be governed by a Board of Directors that will include up to 9 individuals. A minority (4 of 9 Directors) may have current involvement or investments in the tourism and/or hospitality sector. The majority (5 of 9 Directors) may not have current involvement or investments in the tourism and/or hospitality sectors.

As a new Board of Directors, it is anticipated that three standing committees will be established: Finance and Audit; Human Resources and Governance. The Board will provide strategic policy direction and leadership to the organization. The CEO, who will be appointed by the Board of Directors, will manage the implementation of operational policies and corporate goals.

The Board will also be responsible for establishing a Tourism Marketing Committee. The Committee will be regionally representative and will provide advice to the Board and CEO on tourism marketing strategies and tactics and tourism performance indicators.

Current Members
Position: Chair
By Order: OIC 376/18, July 12, 2018
Expiry: July 31, 2020
Position: Vice Chair
By Order: OIC 715/18, December 10, 2018
Expiry: December 10, 2021
Location: VICTORIA
Position: Member
By Order: OIC 716/18, December 31, 2018
Expiry: December 31, 2021
Position: Member
By Order: OIC 376/18, July 12, 2018
Expiry: July 31, 2020
Location: KLEMTU
Position: Member
By Order: OIC 717/18, December 10, 2018
Expiry: December 10, 2021
Location: NANAIMO
Position: Member
By Order: OIC 376/18, July 12, 2018
Expiry: July 31, 2020
Position: Member
By Order: OIC 523/17, December 31, 2017
Expiry: December 31, 2020

Destination BC is accountable to government through the Minister of Jobs, Tourism and Skills Training and the Minister Responsible for Labour who acts as the shareholder's representative. An annual Government Letter of Expectations will be established for Destination BC.

As part of Canada Starts Here: The BC Jobs Plan, a five-year strategy for tourism in British Columbia (2012 - 2016) titled Gaining the Edge ( was developed that focuses on tourism products and markets. Tourism is identified as a sector that will drive economic growth throughout BC and seizing this opportunity requires discipline, focus, innovation and a strong partnership between tourism businesses, organizations and all levels of government.