Summary

• The Look West: Tourism Sector Action Plan aims to raise B.C.'s global presence as a premier destination for travel, trade and major events
• Sets a target to double tourism revenue to $48 billion by 2036, strengthening the provincial economy
• Focuses on capturing international interest and unlocking billions in new investments and economic activity

__________

The Province has launched the Look West: Tourism Sector Action Plan that positions tourism as a key driver of economic diversification and growth.

“With its stunning landscapes, diverse cultures and vibrant communities, British Columbia is a world‑class destination,” said Anne Kang, Minister of Tourism, Arts, Culture and Sport. “This plan taps into the full potential of B.C.’s tourism sector as one of our province’s most dynamic industries and a vital engine of economic growth. Many communities rely on a thriving visitor economy, and by bolstering this sector, we’re supporting strong, vibrant communities while building long‑term opportunity and stability for individuals and families in British Columbia.”

The Tourism Sector Action Plan is a road map to elevate B.C.’s global profile to attract high‑value international travellers, unlock development potential in mountain resorts, speed up authorizations for adventure tourism and outdoor recreation, while diversifying tourism markets and strengthening rural economies.

“Now more than ever, people are choosing to spend their tourism dollars in Canada, and it’s vital that we have the right plan in place to make sure people and businesses in B.C. benefit,” said Ravi Kahlon, Minister of Jobs and Economic Growth.  “That’s why, through our Look West strategy, we’re setting a clear path to grow B.C.’s visitor economy and double tourism revenues over the next decade, building long-term prosperity for communities throughout B.C.”

The Province will work with industry, communities and Indigenous partners to support a tourism sector where entrepreneurs and investors can confidently develop world‑class experiences that drive jobs, community vitality and long‑term economic growth and diversification. It includes supporting the continued growth of Indigenous tourism, a powerful driver of B.C.’s global tourism brand. One in four visitors seeks authentic Indigenous experiences, fuelling $1.1 billion in annual economic impact, 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,” said 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.”

The plan also reinforces B.C.’s position as a premier, year‑round destination, which will deliver lasting benefits for communities and people in B.C.

Additionally, the plan focuses on promoting B.C. as a leading host for conferences, sporting and cultural events and other international gatherings, which will grow local economies and support good-paying jobs. This includes positioning B.C. to capitalize on the global attention of FIFA World Cup 26.

The plan is designed to ensure smaller, rural and remote communities share fully in the benefits of a strong provincial tourism sector. By improving transportation access, enhancing regional tourism opportunities and supporting local events, the plan helps bring more visitors and more economic activity to every part of the province.

The Tourism Sector Action Plan

B.C.’s Tourism Sector Action Plan sets a clear path to double visitor spending to $48 billion by 2036. The plan is built on five pillars:

• marketing B.C. as a top-tier destination
• improving access through expanded air services and provincial corridors
• leveraging events
• mobilizing private-sector investment
• creating a supportive business climate for tourism operators and investors

The Tourism Sector Action Plan represents another step in delivering on the Province’s Look West strategy, a strategic plan to accelerate major projects, expand skills training and grow key sectors to strengthen B.C.’s economy, creating good-paying jobs and opportunities for people and businesses, and benefiting all of B.C.

Quotes:

Steve Morissette, parliamentary secretary for rural development​, and MLA for Kootenay-Monashee – 

“This action plan gives rural and smaller communities a real chance to thrive. By improving transportation access and supporting regional tourism and local events, it helps bring more visitors and more economic activity to every corner of the province. For more rural and remote communities, this means stronger businesses, more jobs and new opportunities for people to build their lives close to home.”

Amber Papou, CEO, Tourism Industry Association BC – 

“Launching this action plan is a positive step toward strengthening the foundation for tourism operators in every part of the province to grow and create jobs, and it offers our industry clear direction and better conditions to attract investment, improve access and welcome visitors throughout the year.”

Paul Hawes, president and CEO, BC Hotel Association – 

“The Tourism Sector Action Plan recognizes the vital role tourism plays in all communities across British Columbia, from our world-class cities to small towns and remote destinations. This strategy provides a clear pathway toward achieving the Province’s $48-billion economic impact goal by 2036. Hotels remain the foundation of the visitor experience, welcoming travellers from across Canada and around the world – supporting jobs, investment and sustainable growth.”

Richard Porges, president and CEO, Destination BC – 

“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. 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.”

Quick Facts:

• 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.
• It 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.

Learn More:

• Read the full Tourism Sector Action Plan: https://gov.bc.ca/LookWestTourism
• Read the full Look West: Jobs and Prosperity for a Stronger BC and Canada strategy: https://gov.bc.ca/LookWest
• Learn about the other ways the Province is building a stronger B.C. economy: https://gov.bc.ca/StrongerEconomy
• Learn more about Destination BC’s Invest in Iconics Strategy: https://www.destinationbc.ca/what-we-do/bc-destination-brands/

A backgrounder follows.