Destination BC

Building a Tourism Vision as Diverse as BC Itself.

Where representation meets destination - we guided BC’s tourism toward more authentic inclusion.

ID: The cover of a booklet titled “DIVERSITY, EQUITY, INCLUSION, AND ACCESSIBILITY STRATEGY” for Destination British Columbia is displayed. The back cover features a striking image of a hikers walking along a rugged, rocky trail, wearing outdoor gear including a hat and backpack. The cover shows, a detailed Indigenous totem pole is prominently featured, showcasing intricate carvings.

The Project

When Destination BC first engaged AndHumanity, they were at a critical juncture in their inclusion journey. Recognizing the need for more authentic representation in their marketing, the organization sought to move from minimization to acceptance on the AndHumanity Brad Inclusion Framework. However, they knew this required more than a one-off initiative – it needed sustained, strategic and consultative guidance over a long-term period.

Our unique approach

AndHumanity has been a long-term strategic partner with Destination BC, leading multiple phases of work including, but not limited to:

Inclusive Needs Assessment (Year 1): Establishing a baseline and identifying priority focus areas.
Capacity Building (Years 1–2): Internal training, development of resources, and strategic consultation.
Targeted Advisory (Year 3+): Supporting specific teams, including market development, global, and travel media, in embedding inclusive practices.
Community Engagement: Conducting research with disabled individuals to inform accessibility strategies.
Consumer Surveying: Establishing a benchmark to measure the impact of inclusion efforts in DBC’s marketing.

Over several years, AndHumanity’s work has helped Destination BC:

Develop and publish a multi-year inclusive marketing strategy
Move from awareness to meaningful action in inclusion.
Build internal capacity to embed inclusion into day-to-day marketing practices.
Strengthen alignment between brand messaging and diverse lived experiences.

ID: An open booklet features a professional layout with text and images. On the left page, there is a photograph of a group of hikers through a dense forest, surrounded by tall trees and lush BC greenery. The right page includes a photo of people standing near a traditional outdoor Indigenous wooden archway monument, with the Vancouver skyline visible in the background. The text on the right page discusses respecting and acknowledging lands in British Columbia via a landing acknowledgement.

ID: A lone hiker with deep brown skin and short, dark curly hair stands on a wooden boardwalk trail winding through a lush British Columbia temperate rainforest. They are wearing a bright red windbreaker jacket and grey pants, looking upward with a contemplative expression at the towering, moss-draped old-growth trees characteristic of the province. The scene captures the scale of the BC wilderness, with sunlight filtering through the dense canopy to illuminate the vibrant green ferns and hanging moss surrounding the hiker.

“Add a quote here from the client if one exists. If there isn’t, we can maybe try getting one from the internal team who was involved in the project who wants to celebrate a success, avoiding only celebrating the client.”

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