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A new three-year plan maps out further revitalization efforts for B.C.’s tourism sector.

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B.C. launches plan to revitalize tourism

By Richmond Sentinel

Published 12:29 PDT, Tue March 15, 2022

Last Updated: 12:31 PDT, Tue March 15, 2022

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B.C. has launched a new three-year roadmap for rebuilding and revitalizing tourism, creating jobs and opportunities for people and communities in every part of the province.

"B.C. is a world-class destination, and we know the pandemic has hurt tourism," said Melanie Mark, Minister of Tourism, Arts, Culture and Sport. "As the world opens up again, we're working together to rebuild and revitalize this critical industry that adds so much to our planet, our people, and our shared prosperity."

The renewed Strategic Framework for Tourism responds to the call to action from the sector to support its recovery from COVID-19. It outlines a roadmap for a more resilient tourism sector by rebuilding to 2019 levels by 2024.

"Every single person connected to the tourism industry has demonstrated incredible fortitude and leadership during the COVID-19 pandemic," Mark said. "I have been constantly impressed by the dedication and hard work of tourism operators and staff to pivot, realign their businesses, and take care of each other. Now, together, we're going to build back stronger by making our mark to ensure B.C. is first in line to benefit from pent-up demand for world-class tourism experiences."

A flourishing tourism industry is a key pillar of the StrongerBC Economic Plan and contributes to an inclusive, sustainable, and innovative economy that works for all people. Requested by B.C.'s tourism industry leaders and the Tourism Task Force, the update of this framework focuses on provincial priorities of putting people first; lasting and meaningful reconciliation; equity and anti-racism; a better future through fighting climate change; and a strong, sustainable economy that works for everyone.

To continue to support tourism businesses in B.C. to come back stronger, the province is investing $1 million toward investments in event-bid preparation and sponsorships to attract large-scale arts, culture, and sport events, and public conferences and exhibitions. Investing now in event programs will kick-start the events industry's recovery and will position B.C. as a safe, world-class, event-hosting jurisdiction once again. This is in addition to the $8 million government recently announced for the Business Events and Conferences Restart Fund to help restart business travel by attracting and hosting business events, conferences, and exhibitions.

The Tourism Task Force emphasized how challenging it has been for industry to find the skilled workers it needs. This is why government is investing a further $2 million for post-secondary education and training to support B.C. students who enrol in tourism and hospitality certificate, diploma or degree programs, tourism-related apprenticeships, and trades training and development programs. This program, now in development, will prioritize students who are Indigenous, immigrant, or refugee applicants, as well as those from rural or remote locations, and people with accessibility needs. More details will be provided soon.

As part of the province's continuing tourism recovery initiatives, government has committed $6 million this year through 2024 for Destination BC to market B.C. as a destination of choice in the highly competitive international market.

"We are very enthused about the province's further investment in tourism recovery," said Walt Judas, chief executive officer of the Tourism Industry Association of BC. "These funds come at an opportune time as our industry looks to rebuild our workforce, products, and service levels to once again welcome guests from all over the world in the months and years ahead."

A well-managed, thriving tourism industry makes life better for people: it is integral to the province's economy and features prominently in B.C.'s economic plan. These initiatives, plus the resumption of strong international marketing efforts, position B.C. as a world-class destination with the programs in place to support a strong economic recovery that will be felt at all levels of community.