Tourism
Why invest in British Columbia’s tourism sector?
British Columbia offers a large and diversified tourism market for investment supported by global brand strength, four‑season demand, established global access, and a stable business environment.
- Canada’s largest primary resource industry, generating $23 billion in annual visitor revenues and contributing $8 billion to provincial GDP (2024)
- Clear long term growth mandate to double tourism revenues by 2036, with a shift toward high value, sustainable growth
- Diverse investment opportunities across accommodations, attractions, experiential and Indigenous tourism, wellness, transportation, and destination infrastructure
Tourism Market Position and Global Access
British Columbia competes well in the global tourism market, supported by a strong and well‑coordinated tourism industry with clear brands and shared development strategies.
World‑Class Global Access
- Vancouver International Airport (YVR) connects B.C. to 120+ cities in 23 countries
- YVR has been recognized as North America’s Best Airport a record 15 times by Skytrax
- Victoria International Airport (YYJ) ranks among North America’s top small airports
- B.C.’s six international airports connect to 30+ regional airports in the province ensuring easy access for international visitors
- Vancouver Port—the largest in Canada—welcomed an estimated 1.2 million cruise passengers in 2025, reinforcing B.C.’s role as a premier Pacific gateway
Award‑Winning Destination Performance
- The 2025 World Travel Awards named B.C. North America’s Leading Regional Destination, and Vancouver was recognized as the Leading City Break Destination and Leading Cruise Port
- Numerous accolades for Canada’s leading luxury, resort, and wilderness hospitality assets, reflecting strong performance at the premium end of the market
- Lonely Planet named B.C. one of its 25 Best Destinations in 2026, while the 2023 Condé Nast Traveler Readers’ Choice Awards recognized Victoria as the Best Small City in the World
- Consistent global recognition underscores the province’s ability to sustain premium pricing, global awareness, and long‑term demand resilience
Sector Performance and Market Fundamentals
- 5.25 million international visitors in 2025
- 16,925 tourism businesses employing 113,760 people
- 31.3 million passengers through B.C.’s three largest airports in 2025
- 71% average hotel occupancy and $253 average daily rate throughout the province (2025)
- 36% growth in tourism revenues between 2014 and 2024
Why B.C. Is The World-Class Tourism Destination
Competitive Advantages for Investors in B.C.’s Tourism Sector
British Columbia’s geography and climate cultivate a variety of competitive advantages:
Four‑Season, Experience‑Led Demand:
British Columbia’s diverse geography enables year‑round tourism—from alpine destinations and wellness retreats to coastal cruising, wine tourism, and outdoor adventure—supporting stable cash flow and diversified revenue opportunities.
Policy‑Enabled Growth Environment:
The Government of British Columbia actively targets tourism as a priority development sector, with the Tourism Sector Action Plan focused on long‑term revenue growth and investment readiness as core strategic pillars. Destination BC, the province’s destination marketing organization, coordinates destination development partnerships around the updated Super, Natural British Columbia® brand family that enables product development and geographic dispersion.
Major Event and Business Tourism Capacity:
With proven capability and facilities to host global events – including the Canadian Country Music Awards in Kelowna and the 2026 FIFA World Cup™ in Vancouver – B.C. offers strong infrastructure and demand drivers for destination, accommodation, and event‑related investments.
Stable Economy and Skilled Workforce:
Canada ranks among the world’s most stable economies and is consistently recognized as having the most educated population globally. British Columbia’s tourism sector draws from a deep, skilled and passionate workforce supported by specialized training and labour market programs.
Indigenous-Led and Regenerative Tourism Leadership:
B.C. is home to 204 First Nations communities and one of the most developed Indigenous led tourism ecosystems globally, with over 500 Indigenous tourism related businesses. B.C. also leads the way in responsible and regenerative tourism practices, with province wide coordinated climate resilience, emergency management and sustainability frameworks.
Support for Investors:
Robust market intelligence and data is available through Destination BC and provincial research platforms, with strong investment facilitation and sector expertise via BC Trade & Invest and Regional Economic Operations. There is strong collaboration and alignment with national investment tools through Destination Canada and the Canadian Trade Commissioner Service.
Resources and Tools
Industry Organizations
Tourism Sector News & Stories
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