Premier Christy Clark announced Destination BC, a new industry-led, formula-funded Crown corporation that will work collaboratively with tourism stakeholders across the province to market B.C.’s rich tourism resources.

“Our government is listening to members of the tourism industry and has established Destination BC, which will market our beautiful province to travellers around the world,” said Premier Clark. “What’s most exciting about this new organization is that it was designed by tourism operators who know first-hand how a tourism marketing organization should be structured to help them grow their industry and create jobs.”

Destination BC was established on Nov. 2, 2012 and will take full responsibility for operations on April 1, 2013. For the first year of operations the Crown corporation will receive the full funding that government has used for tourism marketing. After that, funding will be set based on a percentage of annual sales tax activity and enshrined in legislation. This move does not impact the government’s fiscal plan.