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Destination Canada marketing increasingly to focus on roads between West Coast and Alberta

Move dovetails with Destination British Columbia's previously stated priority
mtrobson-getty
Nature around Mt. Robson is one of the places on the route between Vancouver and the Alberta border that Destination Canada plans to market to international visitors

Destination Canada has released a new set of priorities for marketing Canada to the world that includes upping marketing for two road corridors in B.C. 

The Vancouver-based national tourism marketer plans to increase investments marketing roads between the country's Prairies and the Pacific Ocean, as well as a road network that includes parts of Northern B.C.  

The move dovetails with priorities that Destination British Columbia released in February.

Destination Canada says that the new priorities are part of its Tourism Corridor Strategy Program, which also prioritizes a corridor for tourists to travel in Atlantic Canada.

One corridor that is in its initiative and is partly in B.C. links many Indigenous communities in the Yukon, Northwest Territories and northern parts of B.C. The other showcased corridor includes travel on the 841-kilometre Highway 3 between Hope and the Alberta border. The road network then continues east into the Prairie provinces.

Destination Canada says its new strategy of focusing on corridors aims to better develop clusters of tourism sites and amenities within the country. 

Destination BC's vice-president of global marketing, Maya Lange told BIV in February that her organization would partner with others to coordinate a marketing focus on roads between the West Coast and the Alberta border. 

She added that Destination BC would also focus more on promoting B.C.'s regions as distinct destinations, apart from promoting the province as a whole. Her organization would also increase efforts to lure travellers during the province's shoulder seasons.

"We need to simplify the number of B.C. travel options being promoted," she said in February.

"We want to move towards promoting and developing a small number of globally compelling routes and places that cover all of British Columbia."

While the road corridor between the West Coast and Alberta, and one in the province's northern region are highlighted now, Lange said resources would be added to other routes and places as priorities in future years.

gkorstrom@biv.com

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