Northern Rockies Regional Municipality

MEDIA RELEASE: Destination BC Funds Tourism Marketing Initiatives in Northeastern BC


JUNE 14, 2019







Destination BC Funds Collaborative Tourism Marketing Initiatives

in Northeastern BC


FORT NELSON – Destination BC is providing $4 million to support 57 tourism projects across British Columbia this year through its Co-operative Marketing Partnerships Program, to increase collaboration and alignment of marketing activities across the province – including Northeastern BC.


Marketing programs will focus on attracting visitors from local markets such as BC, Alberta and Washington State and include advertising, the development of video and photography assets, social media programs, market research, and consumer show attendance. The Northern Rockies Regional Municipality, Fort St. John, Chetwynd, Pouce Coupe, Tumbler Ridge, Hudson Hope, Taylor and Dawson Creek, are working collaboratively to develop and promote Northeastern BC tourism, including highlighting the Tumbler Ridge UNESCO Global Geopark and the Alaska Highway Corridor.


Northern BC Tourism Association is working closely with the communities of the Northeast BC Tourism Marketing Cooperative to develop and produce content packages highlighting experiences within the region, while establishing effective distribution strategies supported by Destination BC. Through joint marketing efforts and the creation of tourism content, they plan to raise awareness about the region, increase visitation and entice visitors to extend their stay while travelling.


Tourism is an integral part of BC’s economy, bringing jobs and opportunities to communities across British Columbia. In 2017, the tourism industry employed over 137,800 people earning $4.9 billion in wages. Over a 10-year period, tourism contributed $9 billion to the BC economy – more than any other primary resource industry, such as mining, or oil and gas.


Visit to learn more about the grant program and application guidelines.  To follow the developments of the marketing initiatives join the conversation at, @ExploreAlaskaHighway, or #ExploreAlaskaHighway.




Lisa Beare, Minister for Tourism, Arts & Culture

“British Columbia has so many unique and beautiful areas for visitors to experience. We want to make sure visitors know all that they can see and do in our province, along with supporting tourism businesses who showcase all that British Columbia holds. With the Co-operative Marketing Partnerships Program we are investing in tourism’s continued growth to make sure tourism operators and businesses throughout the province will benefit from tourism in all seasons.”


Marsha Walden, CEO, Destination BC

“Tourism destinations are in an increasingly ferocious global competition for travellers. BC is elevating its marketing impact through collaboration. This funding harnesses the collective power of tourism champions in towns, cities, and regions, connecting local networks and sectors with a common purpose. Together, we are positioning British Columbia as a must-see destination, and our industry is a leading source of growth in BC’s economy.”


Clint Fraser, CEO, Northern BC Tourism Association

“Collaboration is a critical component to successfully promote tourism experiences in the region. Northeast BC and the Alaska Highway are iconic travel destinations and access to funding through Destination BC’s Co-op Marketing Partnerships Program assists in developing inspiring content and promotional initiatives that elevate awareness of the region with travellers. We look forward to continuing to support the efforts of the Northeast BC Tourism Marketing Cooperative.” 


Krista Vandersteen, Sustainable Community Development Coordinator, Northern Rockies Regional Municipality (Lead Organization for Northeast BC Tourism Marketing Cooperative)

“Marketing activities to develop and promote Northeastern BC tourism through content, marketing, and stories will raise awareness about the region. By working together, we can make a much larger impact in the industry, targeting travellers while they are researching and planning trips to influence longer stays and greater spending throughout the region.”




Media Contacts:

Northern Rockies Regional Municipality

Krista Vandersteen

Sustainable Community Development Coordinator

Telephone: 250-774-2541


Northern BC Tourism Association

Amber Harding

Marketing & Communications Specialist

Telephone: 250-318-6414


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