Tourism Vancouver Island unveils 2015-2017 Strategic Business Plan

Tourism Vancouver Island unveils their 2015-2017 Strategic Business Plan which focuses on the five main goals and objectives of the organization’s vision to be internationally recognized as a preferred travel and getaway destination.

The plan contains three-year goals and objectives, while strategies and tactics focus on the year ahead. The electronic version of the Business Plan can be viewed

Consistent with the Provincial “Gaining the Edge” strategy, the association’s focus remains in the regional markets of British Columbia, Alberta and Washington as the primary opportunities, while utilizing the Canadian Tourism Commission’s Explorer Quotient (EQ) intelligence into all marketing campaigns that target appropriate traveller types. The strategic goals include increasing the economic contribution of tourism to the Vancouver Island region, remaining financially sustainable, having an empowered and engaged staff, increasing the effectiveness of the Board, and increasing the community’s support of the tourism industry.

“This plan is the compilation of teamwork, forward thinking, and adapting to constant change in the industry,” says Dave Petryk, President and CEO of Tourism Vancouver Island. “The goals allow the organization to strategically implement tactics and measure outcomes, following the mission and vision set by the board, and we’re pleased to share this information with our stakeholders.”

Increasing support from all levels of stakeholders will remain a priority, with efforts focused on measuring and increasing awareness of the value of tourism and Tourism Vancouver Island. The association will continue to build upon relationships with Community Destination Marketing Organizations to grow capacity of the industry to ensure visitor expectations are met. Special projects that provide high value to stakeholders will be essential to success and growth. Tourism Vancouver Island will continue to work toward ensuring there is always a professional, resourceful and dedicated team to serve its stakeholders. Sound research methodology will be developed and deployed in conjunction with Destination British Columbia’s research department to measure the association’s results against the objectives of the Business Plan.

  • Tourism Vancouver Island is one of six regional destination management organizations in British Columbia that represent Destination British Columbia through the delivery of co-operative marketing and community development programs.  In December 2011, Tourism Vancouver Island received accreditation from the Destination Marketing Accreditation Program (DMAP) by demonstrating a commitment to quality programs and services. To access information about Tourism Vancouver Island and marketing initiatives, please visit
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