Destination British Columbia (Destination BC) is the provincial Crown corporation responsible for tourism marketing, destination development, and industry support across British Columbia. It works with businesses, communities, and Indigenous partners to promote the province and support the growth of its visitor economy.
You've both been with Destination BC for more than a decade and have seen the region evolve firsthand. What stands out as the biggest change you've witnessed over that time?
Porges: There's always been a strong environmental and socially conscious movement in British Columbia, but now it's much more ingrained in people's lives. We've seen a real evolution in commitment to culture, social benefits and related issues. Our relationship with First Nations is dramatically different from what it was 20 or 25 years ago. British Columbia was the first province to pass an act recognizing the Declaration on the Rights of Indigenous Peoples, and it passed unanimously in the legislature.
Lange: I'm from Vancouver and have noticed that Vancouver never really thought of itself as cosmopolitan, but over the last five to ten years it has embraced being the international, global city that it is. With Expo 86 and then the 2010 Winter Olympic Games, the city really blossomed. It's shaped the culinary scene, the cultural scene and the experiences available across the province, and it's been exciting to see.
As Canada looks to convert its strengths into greater economic influence, to what extent are perceptions of tourism changing in terms of being recognised as an economic driver rather than simply a visitor economy?
Porges: There is growing recognition of the size and value of the tourism sector to BC, but not fast enough. It is one of the largest sectors in terms of GDP, has grown faster than the BC economy for a decade, and the future is hugely positive.
Tourism also shapes first impressions of a place. We tell a story that attracts not only visitors, but also potential investors, international students and immigrants. There is clear evidence that tourism leads to greater immigration, investment and international student enrolment, creating benefits beyond direct visitor spending.
Lange: In November, the province launched its economic plan and, for the first time in a long time, tourism was included as the eighth sector. That signals recognition of tourism's broader impact. We're not focused purely on volume. We're focused on attracting responsible travellers interested in Indigenous experiences, learning about Indigenous history, supporting communities and reducing their environmental impact. It's tourism that benefits communities and preserves the resident experience.
As British Columbia continues to attract more visitors, how do you ensure tourism grows in a way that benefits communities without detracting from the resident experience?
Lange: We are very mindful to promote tourism only in communities where there is a desire to have tourism. Whistler is a good example because it has the infrastructure and experiences to support visitors. Some smaller communities, including some Indigenous communities, are not interested in tourism growth, and we respect that. We also track resident perceptions of tourism at provincial, community and regional levels. It's a critical part of our strategy because we want tourism growth to align with what residents want.
Porges: Our perspective is that it's not tourism for tourism's sake. Our goal is to improve the well-being of British Columbians through tourism. We're very conscious of the impact on residents' quality of life and track resident perceptions carefully to ensure tourism is positively contributing to communities.
What changes have you observed in traveller behaviour over the last few years, and what trends are you hoping to build on going forward?
Lange: I was recently in China for the first time in nine years, which was very eye-opening. We used to see a lot of large group tours arriving by bus. What I saw this time—and what we're seeing in other markets as well—is a shift toward smaller groups, multigenerational travel and travellers seeking specific experiences that benefit local communities. The rapid growth we saw between roughly 2012 and 2019 has come back in a very different way. We're also seeing more Canadians travelling within Canada and within British Columbia, which benefits smaller communities and helps them build capacity before welcoming more international visitors.
Porges: As travellers become more experienced, they become more willing to travel independently, in smaller groups and to explore lesser-known destinations. We're seeing that in China and expect to see it elsewhere. Domestic travellers are also more willing to explore places beyond the major destinations, helping build capacity in those communities and preparing them for international markets.
Given the relatively high cost of domestic travel within the country, how do you account for that challenge, particularly in a country as large as Canada?
Lange: Canada's size has a real impact. You can drive eight hours here and barely be in another province. In Europe, eight hours can take you through multiple countries. At the same time, what makes British Columbia unique is how close world-class experiences are to our communities. I live in North Vancouver, and within an hour and a half, I can be in Whistler. Within twenty minutes, I can access multiple ski mountains. Nature isn't separate from our cities—it's embedded within them.
Some host cities have been more successful than others at turning the World Cup into a long-term advantage. Five or ten years from now, what would success look like?
Lange: Sports Illustrated ranked Vancouver number one among the sixteen host cities to watch the World Cup. We've been preparing for this moment for four years. What's uniquely Canadian is how collaboratively the partners have worked together. The provincial government, the City of Vancouver, PavCo and tourism partners have all come together to create a strategy that maximises visibility and tourism benefits. Working with BC Stats and a third-party analytics firm, we estimate that hosting the World Cup will generate $1 billion in incremental tourism revenue over the five years following the event.
Porges: Those benefits won't happen automatically. They depend on a marketing strategy that leverages the visibility created by the World Cup. One thing that stands out in Vancouver is that funding and planning were sorted out years ago. That has allowed partners to focus not just on operations, but on maximising long-term benefits. Many host cities spend so much time delivering the event that they miss the opportunity to leverage it.
What do you see as the biggest challenge to maintaining this momentum over the next decade from a tourism perspective?
Porges: One risk is that after successfully delivering a major event, people think the job is done. You can lose momentum if you stop investing and stop building on what you've created. Maintaining momentum requires consistent investment and continued effort to leverage the opportunities that have been created.
Lange: Canada is often on people's "someday" list. It's an aspirational destination, but it's also expensive and can be complicated to travel around, especially for once-in-a-lifetime experiences like seeing the Northern Lights or going polar bear watching. The challenge is converting that interest into actual visitation while still growing tourism in a way that communities and residents support. In British Columbia, tourism is a $24 billion industry and supports about 166,000 people. Finding that balance between growth, community support and exceptional visitor experiences will remain critical.
