Lisa Beare, B.C. Minister of Tourism, Arts and Culture. —Image: Barry Gerding/Black Press

Tourism minister unveils new marketing campaign

Province to spend $150,000 to promote wine and food tourism

The provincial government has unveiled a $150,000 marketing campaign to promote wine and food tourism, says Tourism, Arts and Culture Minister Lisa Beare.

“Our government is launching a new $150,000 campaign to promote wine and food tourism to immediately address challenges faced by B.C. tourism in our wine regions. My new tourism engagement council will provide advice, so that together we can create a stronger tourism industry.”

Beare made the announcements Friday at the 2018 B.C. Tourism Industry Conference in Kelowna. Hundreds of tourism businesses and associations from throughout B.C. gathered in the Okanagan this week to learn from experts and each other about key issues, challenges and best practices in the industry.

She also revealed the creation of a Tourism Engagement Council, which will act as a broad-based advisory group, representing a diverse range of industry experts from across the tourism sector.

The council will provide an industry voice for advice on tourism policy, and help shape the development and implementation of a new tourism strategy for B.C. to be announced this spring.

“Swift and meaningful action must be taken to support the thousands of British Columbians who rely on tourism for jobs that pay their bills and support their families,” said Beare, the MLA for the Lower Mainland riding of Maple Ridge-Pitt Meadows.

Related: Tourism strategy embraces digital

The province’s tourism marketing agency, Destination BC, is collaborating with regional partners and tourism operators to launch two wine and culinary tourism campaigns.

The first campaign, beginning this month, encourages British Columbians to make visiting wine country a part of their vacation plans this year. A second campaign rolls out in May, targeting international tourists with invitations to visit B.C.’s world-class wine and culinary destinations.

Beare added the province’s new tourism strategy will address issues such as promotion of Indigenous tourism, affordable housing for seasonal workers, expanding access to Internet service in rural communities and further develop domestic travel access options.

“Tourism is a way of life for British Columbians,” said Beare, reflecting on the opportunities the tourism industry can seize working with the provincial government to create jobs and grow our economy.

“It’s great to see the minister’s support for B.C. wineries through these campaigns,” said Miles Prodan, president and CEO of the B.C. Wine Institute.

“As the province’s lead wine-industry trade organization, the B.C. Wine Institute has been working in close partnership with Destination BC to develop and deliver a B.C. wine and food tourism strategy, and this additional support will strengthen our efforts.”

As for the tourism engagement council, Beare said her ministry is looking for representatives from arts, sports and other areas that contribute to B.C.’s tourism vitality.

The ministry is encouraging British Columbians who are interested in participating on the council to put their names forward. Applications for membership are available online at www.gov.bc.ca/tourism.

To report a typo, email: edit@kelownacapnews.com.


@BarryGerding
barry.gerding@blackpress.ca

Like us on Facebook and follow us on Twitter.

Just Posted

Sicamous’ first cannabis store to open June 27

High Mountain Cannabis, located on Finlayson Street, recently received their provincial licence

Seymour Arm road to remain closed until at least early next week

Mudslides close forest service road, repairs can’t be made safely until rain stops

UPDATE: Trans-Canada Highway reopens after fatal collision west of Salmon Arm

Police collision analysis and reconstruction investigating scene of head-on crash

Man charged in Salmon Arm church shooting returns to court

Provincial Court judge allows two-week adjournment in murder, assault changes

Two girls teams and one boys team to play “B Cup” Provincials in July

The U14 Girls, the U13/14 Boys and the U16 Girls have all qualified for provincials

VIDEO: Killer whale steals fisherman’s catch off North Coast

Fishing duel results in eager orca snagging salmon in Prince Rupert

UPDATED: Time for re-opening Highway 97 near Penticton revised

Accident closes highway in both directions; reopening expected at 10 p.m.

Kelowna Rocket invited to Hockey Canada National Under-17 Development Camp

The 16-year-old was selected by the Rockets 18th overall at the 2018 WHL Bantam Draft

Fate of accused in Canadian couple’s 1987 killings in jury’s hands

William Talbott’s lawyer says DNA doesn’t prove murder

In photos: Co-op steps up for Shannon Sharp Learning Circle

Armstrong Regional Co-op donates $30,000 through

Okanagan RCMP serve up slices and support for Special Olympics B.C.

Last years inaugural campaign raised more than $12,000

Car window smashed with a bike in Kelowna

A staffer working in the area on the incident says vandalism is a reoccurring problem

Kelowna Mayor’s walking tour of Rutland cancelled

Growing issues surrounding supportive housing leads to rescheduled meeting with concerned resident

Hergott: Moral obligations and your will

Lawyer Paul Hergott discusses wills and moral obligation

Most Read