A very common sight — a cruise ship sailing into Vancouver's natural harbour.
Association Profile
Vision
British Columbia's cruise industry is vibrant, sustainable, internationally recognized and benefits coastal and First Nations communities.
Mission/Mandate
The purpose of Cruise BC is:
  • to facilitate the further development of a BC-destination cruise theatre.
  • to provide a vehicle for cooperative initiatives with a goal of further developing BC ports and communities as viable cruise ship destinations.
  • to compliment efforts of existing organizations in marketing and promoting the cruise industry in British Columbia.
History
Cruise British Columbia began as a concept in 2002. With the goal of developing the tremendous untapped potential that exists to make Canada's West Coast and BC's port cities world class cruise destinations, port representatives recognized that collaborative efforts and leveraged resources to market the BC destination would produce greater results.

The initial partnership of Vancouver, Victoria, Prince Rupert, Campbell River and Nanaimo received considerable encouragement and input from Western Economic Diversification Canada and the BC Provincial Government. The destination of Port Alberni joined in early 2004. Subsequent representation was sought from destination marketing organizations, including Tourism Vancouver, Tourism Victoria, Tourism Nanaimo, Tourism Prince Rupert, Tourism North Central Island, Alberni Valley Chamber of Commerce and Tourism BC who are now involved as full participants to provide guidance on effective marketing strategies to reach intended audiences.

To lay a foundation for Cruise BC, the initial partners undertook a significant amount of research, including, a Market Opportunities Assessment; a Coastal Cruise Strategy; and a Governance Report.

Building on the recommendations borne out of the three reports, Cruise BC has undertaken a number of initiatives over the past two years. For example:
  • market research and business case comparisons to better understand and position British Columbia as a feasible cruise theatre;
  • significant work on branding and communications materials as well as a major launch of the Initiative at the 2004 Seatrade Convention in Miami;
  • a Capacity Building Handbook to assist communities in assessing their capabilities for attracting cruise ships and providing a roadmap to successfully develop their capacity;
  • joint sales trips to cruise representatives in Miami, Los Angeles and Seattle;
  • co-operative marketing initiatives with cruise lines to promote BC itinerary sailings;
  • production of newsletters and communications material to continually update local industry, cruise line representatives, all levels of government and the general public;
  • coordination of stakeholder workshops;
  • production of profiler books to provide more detailed information on destinations and availability of resources in BC.

The one feature that has made Cruise BC so successful to date is the amount of cooperation and teamwork by all partners. Cruise BC allows cruise lines to review all that British Columbia has to offer at a glance, and the collaboration has gone further by providing detailed information to the lines on logistics and complimentary itinerary options.

By working together, the Cruise BC team has been able to leverage marketing dollars, research investments and capacity-building tools that help to avoid the duplication of work and allows each destination to send a strong and consistent message to the market.

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