Results-Based Global Strategy Sees World’s Top Indigenous Destination Manager Generate $180M in Revenue in First 3 Years

Success Story

Credit: Indigenous Tourism BC

The Challenge

At the time, Indigenous Tourism BC had been the most respected Indigenous tourism destination marketer in the world for two decades, but its focus was out of step with the fast-changing pace of big data and digital marketing.

Our Answer

Indigenous Worx, a founding Travel Local Collective member, worked with the ITBC board of directors, executive, Destination BC and hundreds of businesses and stakeholders across BC to build one of the planet’s top DMO results-based strategies. A global industry first, new techniques completely rewired the organization and refocused a $17M investment on better digital. Before the pandemic shutdown, performance results had already exceeded expectations.

Result Highlights

• $180M in revenue

• 20% increase in full-time jobs

• 136.4K new visitors

• Nearly $4B in visitor spending that included an Indigenous tourism experience

• 20 new business startups encouraged and supported