Wednesday March 4, 2026 | VICTORIA, BC
by Mary P Brooke | Island Social Trends
Anne Kang, Minister of Tourism, Arts, Culture and Sport today led an announcement about growing tourism and strengthening communities throughout British Columbia as a next step in the Province’s Look West Strategy.
Growing tourism involves unlocking opportunities for residents and tourists to see and experience more of what the province’s urban, rural and natural areas have to offer.
Today’s announcement during a rainy noon-hour was held at the Victoria Inner Harbour area was delivered within the scope of the province’s Look West strategy. Kang was joined by Paul Nursey, CEO of Destination Greater Victoria.
The Look West: Tourism Sector Action Plan is intended to boost the visitor economy and strengthen communities through raising the presence of Victoria as a premiere destination for travel, trade and major events.
The strategy focuses on capturing international interest and unlocking billions in new investments and economic activity through economic diversification and growth.
Destination BC is a partner in the program.
Specifically as examples of economic drivers for this region, Kang mentioned the 3-day economic boost during last year’s Taylor Swift concerts, and the expectation that four upcoming Bruno Mars concerts and of course the FIFA World Cup 2026 games this summer will do the same.
Over 130,000 people work in tourism in BC, making it a vital engine of economic growth.
Five pillars:
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
Revenue target:
There is a stated goal of raising BC’s tourism revenue to double by 2036, meeting a target of $48 billion over these 10 years, as part oaf strengthening the provincial economy.
“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 BC 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 BC’s visitor economy and double tourism revenues over the next decade, building long-term prosperity for communities throughout BC,” said Kahlon in a news release today.
Destination Greater Victoria CEO Paul Nursey said today that the revenue target is ambitious but can be achieved when all the players are “humming together” toward the same result. He reminded about the need for growth to “catalyze investment”.
World-class destination:
BC will continue to promote the natural beauty of this region as well as diverse cultures and vibrant communities.
“This plan taps into the full potential of BC’s tourism sector as one of our province’s most dynamic industries and a vital engine of economic growth,” says Kang.
“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 Minister said today.
Nursey says that Greater Victoria is “the urban gateway for the infamous Infinite Coast iconic strategy” (produced by Destination BC). Role of cities and more rural areas are both recognized in the plan, which Nursey says “washes away” any debate about competition between the two.
Transportation hubs:
Nursey reminded about the New Belleville Terminal at the Victoria Inner Harbour from where people spread out through the region to tour, travel and explore.
Just over two years ago some work was done to determine that 76% of the BC tourism economy is driven by five destinations, said Nursey, highlighting Vancouver, Greater Victoria, Whistler, Richmond and Kelowna. “It’s vitally important to make sure that these major gateways are humming so that we can have dispersion into other areas,” the Destination Greater Victoria CEO said today.
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.
Resorts and outdoor adventure:
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.
The plan reinforces BC’s position as a year-round destination which will deliver lasting benefits for communities and people in BC.
Conferences:
Additionally, the plan focuses on promoting BC as a leading host for conferences, sporting and cultural events and other international gatherings, which will grow local economies and support good-paying jobs.
Business visitors spend up to four time more than leisure visitors. This is particularly helpful during the ‘shoulder season’ (non peak) tourism seasons.
This includes positioning BC to capitalize on the global attention of FIFA World Cup 26.
Destination Greater Victoria CEO Paul Nursey has been a promoter for boosting the shoulder-season conference sector. Today he commended the content and tenor of the new tourism action plan. He notes the principles of sustainability and working in lockstep with the values of communities and appreciates that the plan focuses on growth.
Entrepreneurs and investors:
The Province says it 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 BC’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 BC’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,” says Amos.
===== RELATED:
BC marks 100 days to FIFA World Cup 2026 (March 4, 2026)
NEWS SECTIONS: ECONOMY | TOURISM | JOBS & EMPLOYMENT | GREATER VICTORIA | SOUTH VANCOUVER ISLAND