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.