Local tourism groups get Destination BC marketing funding

This National Tourism Week, Destination BC is announcing nearly $4.2 million in funding through the 2025/26 intake of its Co-operative Marketing Partnerships Program.

This funding will support 59 collaborative marketing initiatives across British Columbia, including East Kootenay tourism organizations.

Since its inception in 2015, the program has helped to support a culture of partnership across BC’s tourism industry, encouraging communities to work together to develop aligned, impactful marketing initiatives. This made-in-BC approach has been a competitive advantage for the province, driving responsible travel, strengthening local economies, and enhancing BC’s reputation as a leading global destination.

With recent program enhancements, including a new two-year funding cycle and a continued emphasis on visitor education and responsible travel, the Program supports the broader goals of B.C.’s tourism strategy – growing visitation where and when capacity exists, expanding benefits to more communities, and sustaining the visitor economy through collaboration and innovation.

Here’s a look at East Kootenay and Kootenay Rockies area programs being funded, with the amount and participating organizations:

Zoomer & Beyond – $21,500 – (Tourism Fernie Society, Cranbrook Tourism, Tourism Kimberley, Invermere Panorama Tourism, Tourism Radium, Columbia Valley Tourism Marketing Society, St. Eugene Golf Resort Casino).

Golden Triangle – $15,000 -(Tourism Golden Association, Parks Canada, Tourism Radium).

Rockies Exploring – $16,500 – (Cranbrook Tourism, Tourism Kimberley, St. Eugene Resort, Canadian Rockies International Airport).

Explore Creston Valley – $34,500 – (Creston Valley Tourism Society, Town of Creston, Regional District of Central Kootenay Electoral Areas B and C).

Paddle BC – $48,212.50 – (Columbia Valley Tourism Marketing Society, Cranbrook Tourism, Tourism Fernie, Tourism Golden Association, Destination Castlegar, Arrow Slocan Tourism Association, Nelson Kootenay Lake Tourism, Tourism Tofino, Vancouver’s North Shore Tourism Association, Tourism Cowichan Society, Tourism Hope, Cascades & Canyons, CCCTMA (pending), Kitimat Chamber of Commerce, Vancouver Island North Tourism Association, Tourism Ucluelet, Tourism Vernon, Experience Comox Valley, Southern Gulf Islands Tourism Partnership Society,)

BC Bird Trail – $62,649.30 – (Cranbrook Tourism, Tourism Kimberley, Radium Hot Springs, Tourism Golden, Nelson Kootenay Lake Tourism, Tourism Richmond, City of Langford, Destination Osoyoos, Destination Vancouver, Discover Surrey, District of Sooke, Parksville Qualicum Beach Tourism,  Salmon Arm Economic Development Society, Southern Gulf Islands Tourism Partnership Society, Tourism Abbotsford Society, Tourism Cowichan Society, Tourism Delta,  Tourism Harrison River Valley, Tourism Kelowna, Tourism Prince George, Tourism Richmond, Tourism Richmond, Tourism Squamish, Tourism Tofino, Tourism Ucluelet, Tourism Vernon, Vancouver Island North Tourism and Vancouver’s North Shore Tourism).

“Collaboration isn’t just a value in B.C. – it’s a proven model for success. The Co-operative Marketing Partnerships Program brings together tourism partners who understand that working together amplifies their impact. These projects transform shared ideas into powerful visitor experiences that showcase who we are while supporting local businesses, celebrating unique stories, and building resilience across the province,” stated Destination BC’s Alison McKay, Vice President, Destination Management.

 “Tourism is an economic powerhouse that supports the wellbeing of communities in British Columbia. This investment reflects our commitment to growing a strong, inclusive visitor economy that benefits people and places throughout the province. There has never been a better time to support tourism organizations and experiences and explore beautiful B.C.,” said Spencer Chandra Herbert, Minister of Tourism, Arts, Culture and Sport.

View the full list of 2025/26 funded projects.

Destination BC photo

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