B.C. backs extra tourism marketing funds based on performance

The provincial government has unveiled a new funding formula designed to make the tourism industry’s marketing program competitive with its global rivals.

The new formula for Destination B.C., the province’s tourism marketing agency, will ensure there is annual base funding of $50 million, but allows for ongoing increases tied to performance and the success of the tourism sector.

According to the province, it means the marketing budget could increase by $5 million in the next six years.

“The tourism sector continues to experience significant growth, driving job creation in our province,” Tourism Minister Shirley Bond told a tourism conference in Victoria Thursday.

She noted last year the industry accounted for $15.7 billion in revenue.

The sector employs 127,700 people at about 19,000 tourismrelated businesses.

Marsha Walden, chief executive of Destination B.C., said investing in tourism pays off.

“Investing in tourism is investing in the province’s growth, and we are pleased to see government committed to this vital economic driver,” she said.

“We are at the critical moment where B.C.’s incredible variety of remarkable experiences are capturing the world’s imagination. With interest building every year, this new funding formula will help us continue serving the small businesses, operators, associations and regional destinationmarketing organizations that depend on us to help put their best foot forward in the increasingly competitive global tourism space.”

Last year, the province saw more than 5.5 million visitors, a 12.3 per cent increase over 2015.