Tourism, Arts and Culture Minister Lisa Beare announced a new marketing campaign to support B.C. wine and food tourism, and the creation of a new Minister’s Tourism Engagement Council today.

“Swift and meaningful action must be taken to support the thousands of British Columbians who rely on tourism for jobs that pay their bills and support their families,” said Beare. “Our government is launching a new $150,000 campaign to promote wine and food tourism to immediately address challenges faced by B.C. tourism in our wine regions. My new tourism engagement council will provide advice, so that together we can create a stronger tourism industry.“

Beare made the announcements at the 2018 B.C. Tourism Industry Conference in Kelowna. Hundreds of tourism businesses and associations from throughout B.C. are gathered in the Okanagan city to learn from experts and each other about key issues, challenges and best practices in the industry.

The Province’s tourism marketing agency, Destination BC, is collaborating with regional partners and tourism operators to launch two wine and culinary tourism campaigns. The first campaign, beginning this month, encourages British Columbians to make visiting wine country a part of their vacation plans this year. A second campaign rolls out in May, targeting international tourists with invitations to visit B.C.’s world-class wine and culinary destinations.

“It’s great to see the minister’s support for B.C. wineries through these campaigns,” said Miles Prodan, president and CEO of the B.C. Wine Institute. “As the province’s lead wine-industry trade organization, the B.C. Wine Institute has been working in close partnership with Destination BC to develop and deliver a B.C. wine and food tourism strategy, and this additional support will strengthen our efforts.”

The new Minister’s Tourism Engagement Council will act as a broad-based advisory group, representing a diverse range of industry experts from across the tourism sector. It is looking for representatives from arts, sports and other areas that contribute to B.C.’s tourism vitality. The council will provide the ministry with expert advice on tourism policy, and help shape the development and implementation of a new tourism strategy, to be announced this spring.

The ministry is encouraging British Columbians who are interested in participating on the council to put their names forward. Applications for membership are available on the ministry website at: www.gov.bc.ca/tourism

Quick Facts:

B.C. Wine Campaign

• Destination BC is launching a $150,000 campaign to promote wine and food tourism under its Explore BC banner.  
  • $75,000 will be spent on marketing initiatives that encourage B.C. residents to add wine touring to their 2018 vacation plans.
  • $75,000 is committed to attracting international tourists to B.C.’s world-class wine and culinary destinations.
• The Ministry of Tourism, Arts and Culture will work closely with Destination BC and the Ministry of Agriculture to leverage these programs.

Minister’s Tourism Engagement Council

• The expression of interest for applicants to the Minister’s Tourism Engagement Council is open for one week, from March 9–19.
• The first council meeting is expected to occur in mid-April.
• Scope of the council is to:
  • Provide the ministry with expert advice on tourism policy;
  • Inform tourist strategy development and implementation;
  • Share data and research; and
  • Identify opportunities for public, industry and community engagement by the ministry.
• The council will be comprised of 25 members, including:
  • Representation from up to seven economic development regions;
  • Cross-representation of B.C. tourism sub-sectors, including accommodation, food/beverage, adventure, agri-tourism, transportation and ski resorts; and
  • Representation across Indigenous tourism, local government, labour and marketing sectors.

Learn More:

For more information on the marketing campaign for B.C. wine tourism, visit Destination BC:  https://www.destinationbc.ca/