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Destination Development Program

Tourism Vancouver Island is working with Destination BC on a new Destination Development Program that will identify and bring together stakeholders to address key issues affecting tourism industry growth. Through the creation and implementation of destination development strategies, we can all play a role in aligning our efforts, increasing tourism revenues, and growing repeat visitation and recommendations.

The Destination Development Program will facilitate the collaboration of local, regional and provincial agencies, First Nations, destination marketing organizations (DMOs), tourism operators and other community interests to guide the long-term growth of tourism experiences and revenues. Through destination development, we envision a province that is a world-class tourism destination, offering remarkable products and experiences that are authentic, driven by visitor demand, and exceed expectations.

Co-operative Marketing Partnerships Program

Tourism Vancouver Island is working with Destination BC to ensure the Co-operative Marketing Partnerships Program‘s success in the Vancouver Island Region This application based program provides co-operative marketing and promotion support to Regional Destination Marketing Organizations, Community Consortiums, Sector Organizations or approved Individual and Paired Communities in British Columbia.

The purpose of the DBC Co-op Marketing Partnerships Program is to enable groups that share common interests and common marketing goals that align with provincial tourism priorities to leverage both private and public funds to achieve greater marketing impact and Return on Investment (ROI) in driving tourism revenue.

The Destination BC Co-operative Marketing Partnerships Program model is designed around two funding pools:

a. Open Pool

An Open Pool of funds available to all qualified applicant groups on a competitive basis.

b. Reserved Pool

A Reserved Pool of funds available to all qualified applicant groups on a competitive basis.

Program Guidelines

Please review the Program Guidelines for detailed information on eligibility, funding levels, how to apply and the evaluation process.

Trade and Media

Tourism Vancouver Island recently hosted journalists on a group press trip visiting the communities of Sidney, Sooke, Port Renfew, Cowichan Valley and Victoria. These journalists freelanced for national Canadian outlets, Vitamin Daily, California publications, New Zealand Herald and Mountain Life Annual.



Tourism Partner Program cooperative funding is provided by the Partnership Marketing unit of Destination British Columbia and allows Tourism Vancouver Island to offer valuable and innovative marketing opportunities to tourism stakeholders in the region and is a great example of how the tourism industry can collaborate. Tourism Vancouver Island is pleased to showcase the impressive results that are a direct outcome of the Marketing Opportunities program.

CTV Campaign FY16

Go Vancouver Island FY16 – Alberta & Seattle Campaign

Go Vancouver Island FY15  – Alberta Campaign

CTV Campaign FY15

Seattle Residents Campaign FY15

Seattle Times Campaign FY15

Special Projects

Tourism Vancouver Island is always looking for new development opportunities, and when available, utilizes additional funding available through other agencies to develop and implement valuable projects not included in the Associations’ annual Marketing Plan. These special projects seek funding from organizations such as Island Coastal Economic Trust and Western Economic Diversification Canada and are matched with private sector funds.

Vancouver Island Hiking Tourism Master Plan

Thanks to the proactive efforts and dedication of community organizations, various levels of government, economic development agencies and others, Vancouver Island, the Gulf Islands and the Sunshine Coast have a multitude of unique and high quality trails that cater to a variety of user preferences and ability levels. Hiking trails have long been recognized as a significant contributor to the quality of life of residents and as major tourism assets. Despite the importance of hiking trails to the Region and the ongoing efforts of trail advocates, the Region has yet to reach its full hiking tourism potential due to a lack of alignment and coordination.

In outlining our path to an Exceptional Hiking Experience Network, the Hiking Tourism Master Plan seeks to elevate the Region’s existing hiking experiences through a coordinated destination management, development and marketing program.  Once complete, the “Exceptional Hiking Experience Network” will support trip planning through an interactive website and it will ensure that trails in the Network offer a consistent and high quality experience. Moreover, best practice guidelines support future trail improvement, management and development initiatives. It is expected that the Exceptional Hiking Experience Network will result in more visits to the Region, extended length of visitor stay, increased visitor spending, increased return visits and increased referrals.

Phase three of this project will focus on implementing the Master Plan’s recommendations and building the Exceptional Hiking Experience Network. Tourism Vancouver Island looks forward to continuing to work in concert with stakeholders to increase the economic and social benefits that flow from tourism to the Region.

Tourism Vancouver Island would like to thank all stakeholders who participated in phase one and two of this initiative; your input was invaluable and the success of this project is a direct consequence of your collective experience, passion and attention to detail.

Phase one and two of the Vancouver Island Trails Strategy was made possible thanks to the financial support of the Island Coastal Economic Trust, the Government of British Columbia, and community and regional partners.


Powering Economic Alignment & Growth Through Tourism FY15


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