Dear Team Richmond,

On January 1, 2019, Tourism Richmond will begin its next chapter. Since September, our staff, leadership team and the Board of Directors have been engaged in a strategic planning process. Supported by the results of the 2017 Visitor Volume Study, market research, insights and stakeholder surveys, we’ve created comprehensive a roadmap laying out what it means to become a next-generation Destination Marketing Organization.

We’ve learned a lot, and we’re eager to share our direction.

After consultations with our board and strategic planning sessions, I’m pleased to announce that our 2019-2021 Strategic Plan is almost ready to be shared with all stakeholders in a few weeks.

Today, I can share that the Strategic Plan focuses on five key pillars:

  1. Capitalize on a Strong Destination Brand
  2. Accelerate Destination Development
  3. Transform into a Next Generation Destination Marketing Organization
  4. Refine Best-In-Class Sales and Business Development
  5. Optimize Operational Intelligence and Efficiency

These five key pillars are extensions of our current pillars – they’ve been designed to move our vision forward. Though growth is always top of mind for us, we recognize that the tourism industry is ever-changing, and our strategic direction must allow room for flexibility.

We look forward to sharing the full Strategic Plan with you in the next few weeks. Once published, I hope you’ll take the time to read it through. I believe wholeheartedly in our strong Pacific. Authentic. destination brand and messaging, and I know the tactics and strategies we’ve mapped out for 2019 and beyond will bring value to you.

Thank you for your continued support. I look forward to the next chapter of Tourism Richmond, as we continue to work alongside industry stakeholders and partners to increasingly position Richmond as a must-see part of the Metro Vancouver experience.


Nancy Small
Chief Executive Officer
Tourism Richmond Team Member