“Destination Vancouver” Shares New Plan for Promotion, Development

On Thursday, the board of directors and senior leadership team of Vancouver’s tourism association announced a new name and expanded mandate. During Tourism Vancouver’s 118th annual general meeting, president and CEO Royce Chwin unveiled the adoption of a new name, Destination Vancouver, with a mandate founded on destination development and destination promotion. 

Said Chwin in the announcement: “As outlined in our 2021 ‘Business Sprint,’ our goal has been to build a stronger, more resilient tourism industry, that represents a ‘triple bottom line’ which takes into account the needs of people and the planet, while still remaining profitable.” 

Destination Vancouver’s new mandate will see the association “support Vancouver's tourism industry in developing their experiences, and promote Vancouver in national, U.S. and international markets.” The role of Destination Vancouver will be to help all relevant partners contribute to a common goal of building destination competitiveness, managed growth and social responsibility. “Destination Promotion” is fundamental to the many services the organization has been providing to members for over 100 years and includes such support as gathering and sharing business intelligence; attracting lifestyle, business and major events to the city; and leveraging regional, national and international collaboration to grow awareness and inspire visitation.

Destination Development” ensures continued advocacy for members, and supports policy, planning, and capacity-building efforts for the destination. Initiatives will focus on sustainability and resilience (prioritizing environmental stewardship in ways that protect the future of communities) and diversity, equity and inclusion (creating conditions that ensure everyone feels welcome to contribute, participate and benefit from Vancouver’s visitor economy).

The Destination Vancouver annual general meeting, held on June 24, took place as a hybrid event, with a limited live audience of 50 members in attendance at the BC Place stadium, while being simultaneously streamed to a wide range of registered guests who participated virtually.

Visit www.tourismvancouver.com.

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