Destination BC held a meeting recently at the Kingfisher Oceanside Resort and Spa down island in the Comox Valley.

President and CEO Marsha Walden says the event was a way for them to share the 3 pillars of their marketing plan for the next 2 years: captivate, advocate and generate.

Walden says while a lot of businesses can thrive in the sector, some do encounter difficulties.

She adds the competition is elevated because it’s on a global market, but she says all of Vancouver Island offers the best of the best when it comes to the “iconic experiences” Destination BC likes to promote.