Shaping Communities: The Value of Destination Development in BC

Press Release

February 17, 2026

Summary

• Shaping Communities: The Value of Destination Development in BC is a seven-part video series showcasing how destination development supports communities across British Columbia.

• The series features real-world examples of destination development in BC, highlighting community-led tourism projects in rural, urban, and Indigenous communities throughout the province.

• Through collaboration, strategic planning, and tourism investment, these destination development projects deliver lasting economic, social, cultural, and environmental benefits for residents and visitors.

• The series showcases how thoughtful tourism infrastructure, recreation amenities, cultural experiences, and shared public spaces strengthen local economies, enhance quality of life for residents, and elevate visitor experiences.

Across British Columbia, communities are using destination development to support local priorities, strengthen economies, and enhance the places people live, work, and visit. Shaping Communities: The Value of Destination Development in BC is a seven-part video series that includes six community-based stories from across the province, along with an overview video that brings together the key series themes and learnings.

Told through the voices of community leaders, Indigenous partners, tourism professionals, and local champions, the series demonstrates how destination development is grounded in strong partnerships, coordinated planning, and a shared vision. Destination development is about planning and investing in the places, experiences, and services that make communities stronger. It is community development, undertaken in a coordinated way that considers both residents and visitors, creating lasting economic, cultural, social, and environmental benefits across BC. Together, these videos show how collaboration among diverse interest holders and strategic investment in tourism can deliver long-term benefits for communities, including economic growth, improved infrastructure, and recreation assets and amenities that benefit both residents and visitors.

Destination Development in Action

The six community stories highlight destination development in a range of local contexts:

• Bull Mountain Cross Country Ski Area & Lodge (Cariboo Chilcotin Coast): In Williams Lake, local passion and volunteer leadership helped transform a modest trailhead into a year-round recreation hub. Through collaboration, tourism funding, and community commitment, the Bull Mountain Ski Lodge now supports inclusive programming, sustainability initiatives, and opportunities for connection between residents and visitors.

• District Wine Village (Thompson Okanagan): In Oliver, a shared vision brought together small-lot winemakers, a brewery, a distillery, and local dining in Canada’s first purpose-built wine village. This collaborative model demonstrates how shared infrastructure and thoughtful planning can support entrepreneurship, enhance visitor experiences, and contribute to a strong regional economy. It also serves as an anchor attraction, drawing visitors to the area and creating new opportunities for surrounding communities and businesses.

• “Gotta Go” Signage Project (Northern BC): Along the Alaska Highway, upgraded rest stops and interpretive signage are improving safety, comfort, and storytelling for travellers and residents. Developed through partnerships with First Nations and all levels of government, the project shows how tourism infrastructure can support community well-being while strengthening the visitor journey.

• Huu-ay-aht First Nations: Leading Tourism Development (Vancouver Island): On the west coast of Vancouver Island, the Huu-ay-aht First Nations are leading destination development rooted in culture, stewardship, and community priorities. Investments in infrastructure and cultural sites are creating meaningful opportunities for visitors to connect with Huu-ay-aht culture while supporting economic opportunity and reconciliation.

• Mount Abriel Trail Network (Kootenay Rockies): Near Nakusp, community-led planning and collaboration have created an inclusive, year-round trail network. Strategic investment in accessible recreation infrastructure is strengthening the local tourism economy while improving quality of life for residents.

• The Shipyards (Vancouver, Coast and Mountains): In North Vancouver, a former industrial site has been transformed into a public waterfront destination shaped by community vision, cultural programming, and public investment. The Shipyards demonstrates how destination development can create shared spaces that serve residents while welcoming visitors year-round.

• Shaping Communities: The Value of Destination Development in BC: The seventh video highlights the shared themes that emerge across the six stories, showcasing that destination development is most effective when it’s built through strong partnerships and shaped by local priorities.

Collectively, the series shows that communities that are appealing places to live are also compelling places to visit, and that the tourism products, experiences, and amenities that draw visitors also strengthen local well-being, attract and retain professionals, and advance economic development.

Destination development is about more than growing visitation. With thoughtful planning and investment, it can improve everyday amenities and experiences, support local jobs and businesses, and help communities meet long-term goals.

Using the Video Series

These videos can be used in presentations, community conversations, and industry communications to build understanding and support for continued investment in destination development across BC.

Acknowledgements

The series was developed through collaborative efforts between Destination BC, the Ministry of Tourism, Arts, Culture and Sport,  and the six Regional Destination Management Organizations including the Cariboo Chilcotin Coast Tourism Association, Northern BC Tourism Association, Kootenay Rockies Tourism Association, Thompson Okanagan Tourism Association, 4TVI, and the Vancouver, Coast & Mountains tourism region. Support from the RDMOs in identifying projects, coordinating local contributions, and sharing regional success stories has been instrumental in showcasing the value of destination development in BC.

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