The province that has long encouraged the world to visit “Super, Natural British Columbia” has now launched the “Look West” Tourism Sector Action Plan, with a goal of doubling visitor spending in the province to $48 billion by 2036.
The Look West plan is described as a road map to elevate B.C.’s global profile to attract high-value international travellers, unlock development potential in mountain resorts, and speed up authorizations for adventure tourism and outdoor recreation, while diversifying tourism markets and strengthening rural economies.
The plan reinforces B.C.’s position as a premier, year-round destination, with the intention of delivering lasting benefits for communities and people throughout the province. The plan is designed to ensure that smaller, rural, and remote communities share fully in the benefits of a strong provincial tourism sector, with improved transportation access, enhanced regional tourism opportunities, and support for local events, bringing more visitors and more economic activity to every part of the province
The plan also positions B.C. to capitalize on the global attention that will result from the FIFA World Cup 26, which will see several matches played in Vancouver. Look West focuses on promoting B.C. as a leading host for conferences, sporting and cultural events, and other international gatherings.
Indigenous tourism — a powerful driver of B.C.’s global tourism brand — will also be supported. One in four visitors to B.C. are looking for authentic Indigenous experiences, fuelling $1.1 billion in annual economic impact and 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,” says 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.”
Tourism in B.C. generates approximately $23 billion in annual revenue, contributing $8 billion to provincial gross domestic product. 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. The sector 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.
“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,” says Richard Porges, president and CEO, Destination BC.
“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.”