Regional Tourism Strategy Unveiled

February 24, 2005

Speaking to the 12th annual B.C. Tourism Industry Conference in Vancouver, Premier Gordon Campbell unveiled the third component of the Province’s tourism marketing strategy: $14 million in proposed funding for regional tourism promotion, including a new Gateway Visitor Centre in Osoyoos, and new gateway signage at entry points into the province of British Columbia.

“B.C. offers visitors an exceptional range of tourism opportunities, and we’re moving forward with a wide-ranging plan to help our tourism industry market the B.C. experience to the world,” said Campbell. “With the upcoming 2010 Olympic and Paralympic Winter Games and more visitors expected from China, we have a golden opportunity to create even more jobs and opportunities in tourism.

Premier Campbell said the BC Liberal government will:

  • Seek legislative approval for $12 million in one-time funding for regional tourism promotion, providing $2 million for each of B.C.’s six regional destination marketing organizations, on top of the annual funding each regional organization already receives through Tourism BC.
  • Seek legislative approval for a $2 million grant to Tourism BC for construction of a new Gateway Visitor Information Centre in partnership with Destination Osoyoos and the Town of Osoyoos. The centre will focus on the unique desert landscape of the South Okanagan and local First Nations culture.
  • Launch a new gateway sign program to install new signs at all major highway entry points into the province, welcoming visitors to the “Best Place on Earth” with a consistent image and message.
  • Provide an additional $235,000 for the new Golden Visitor Centre to make the facility a showcase for green building practices. The Province and the federal government previously provided $1.3 million in funding for the project through the Canada-B.C. Infrastructure Program.

“The proposed $2 million for each regional tourism agency is up to six times the annual funding they currently receive – and it’s funding they can use how they see fit to promote the unique attractions of their communities to visitors from across the province, across the country or around the world,” Campbell said.

Beginning in March, the new gateway signs will be installed at 13 entry points into the province:
  • Highway 99 at the Peace Arch Border Crossing.
  • Highway 11 at the Sumas Border Crossing.
  • Highway 15 at the Pacific Border Crossing.
  • Highway 13 near Langley.
  • Highway 97 at Osoyoos.
  • Highway 93 near Roosville.
  • Highway 95 near Kingsgate.
  • Highway 3 in the Crowsnest Pass near Sparwood.
  • Highway 93 in Kootenay National Park.
  • Highway 1 near Golden.
  • Highway 16 in Mount Robson Provincial Park.
  • Highway 2 near Pouce Coupe.
  • Highway 37 south of Watson Lake.
“Currently, there is no consistent identity to welcome visitors arriving in B.C. and some gateways are not marked at all,” Campbell said. “When people arrive in B.C. we want them to know they’ve come to best place on Earth and we want to share our sense of pride and excitement about all that we have to offer.”

Additional signs will be placed on secondary routes and at ports and airports. Last year, the Province also introduced new sign programs to promote wine tourism and nine new circle routes guiding travellers around each region of B.C.

“Tourism is the third-largest economic sector in the province, bringing in over $9 billion every year and employing more than 115,000 British Columbians,” said John Les, Minister of Small Business and Economic Development and minister responsible for tourism. “Providing quality regional services is a key component of helping us achieve our goal of doubling tourism revenues by 2015.”

Premier Campbell launched B.C.’s new three-pronged tourism marketing strategy last September. The first two components of the strategy were:

  • Increased international tourism marketing through a doubling of Tourism BC’s marketing budget.
  • A $25 million grant to the Union of B.C. Municipalities to support tourism promotion by communities across the province.
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