Tourism Richmond introduces three new initiatives including a Discovery Passport, booking campaign and marketing campaign.

JULY 6, 2020 – RICHMOND, BC – Tourism Richmond has been hard at work behind the scenes to ensure tourism and hospitality businesses in Richmond are set up for success as BC enters phase 3 of its recovery plan.

In late May, Tourism Richmond began surveying Richmond residents to understand their thoughts about welcoming visitors back to the city. With two waves of the Tourism Sentiment Survey complete and others to come, 61 per cent of Richmond residents have indicated that they were quite comfortable with welcoming visitors from the Metro Vancouver region in July.

“Richmond got top marks from public health officials due to residents taking the virus seriously from the beginning. The community has done an amazing job of containing the virus, and 95 per cent of those we surveyed saw the value of supporting small businesses,” said Nancy Small, chief executive officer of Tourism Richmond.  “Small businesses such as restaurants, retailers and independent tourism operators make up a large portion the hospitality and tourism industry, and we know they’re more than ready to welcome visitors.”

“The tourism sector is a major economic driver locally,” said Richmond Mayor Malcolm Brodie. “Nearly 12 per cent of all jobs in Richmond are in tourism and hospitality, and these businesses and workers have been significantly impacted by the COVID-19 pandemic. In addition to hotels, restaurants and attractions, Richmond is also home to a wide range of businesses that support the tourism industry such as tour and transportation operators, cruise and airline suppliers, and equipment rental companies.”

Below are just some of the new initiatives and programs Tourism Richmond is launching to entice visitors to explore the destination.

Restart Brand Campaign:
Travel Afar. Near.

A new marketing campaign themed Travel Afar. Near. will be launching this week through to the end of the year. Building on the Pacific. Authentic. Richmond, BC destination brand, the marketing campaign captures the dynamic energy that comes when different cultures and characters converge. Inviting Richmond and Metro Vancouver residents, and eventually all British Columbians, to explore the adventures, cultures, and culinary scene of the city, the marketing campaign showcases Richmond’s diverse experiences that may seem out of reach given current travel limitations.

Intended to inspire visitation by residents of Metro Vancouver, the Fraser Valley, and other communities throughout BC, the campaign highlights iconic Richmond landmarks such as the Gulf of Georgia Cannery, Britannia Shipyards, nature and eco tours, and the city’s diverse culinary scene. Images and copy focusing on the experiences that make Richmond unique will appear in search, social media channels, digital advertising via video and display ads, out-of-home advertising, newspaper advertorials, and earned media.  

Overnight Booking Campaign

Tourism Richmond will be supporting Richmond hotels with an overnight booking campaign. The campaign is intended to encourage Metro Vancouver residents to book a staycation – and the tourism board will reward them for doing so. Those booking hotel rooms in Richmond will receive up to $325 in American Express gift cards (dependent on length of stay). This offer will be available via and advertised on digital channels such as Travelzoo.

Pacific. Authentic. Discovery Passport

This summer, Tourism Richmond will be launching a mobile-exclusive web app, Pacific. Authentic. Discovery Passport to locals and visitors to incentivize them to stay, shop, dine and experience all the great things to do in Richmond. Passport holders will receive discounts and special offers from participating Richmond restaurants, shops and attractions. Plus, they’ll have a chance to win one of three prizes by redeeming offers and collecting check-ins to various merchants over the summer:

  • Redeem 5 offers and/or check-ins and receive an entry into a draw for the Pacific Authentic Richmond BC goodie bag
  • Redeem 10 offers and/or check-ins and receive an entry into a draw for the Shop and Dine in Richmond prize, including a $100 McArthurGlen Designer Outlet Gift Card and a $100 restaurant gift card
  • Redeem 15 offers and/or check-ins and receive an entry into a draw for The Ultimate Richmond Staycation, including a one-night stay at a Richmond hotel, two whale watching tickets with Vancouver Whale Watch, restaurant and shopping gift cards, plus much more (max value $800)

With over 20 offers available on the Pacific. Authentic. Discovery Passport, there’s lots to discover. Here’s a sample of what’s available:

  • 75 West Coast Grill: 20% off food & non-alcoholic beverages
  • Chef Hung Taiwanese Beef Noodle: A free order of Taiwanese chicken nuggets with purchase of $20 or more
  • McArthurGlen Designer Outlet Vancouver Airport: Receive a 10% Off Privilege Club Card
  • Westin Wall Centre Vancouver Airport: 30% off best available rate for BC residents
  • Vancouver Whale Watch: 10% off whale watching tours

Sign up for the free Pacific. Authentic. Discovery Passport at to see the full list of offers.

For more information about Tourism Richmond, and to learn more about each of these programs, please visit


About Tourism Richmond
Tourism Richmond is an award-winning non-profit destination marketing organization (DMO) and British Columbia’s fourth-largest DMO. Majority funded through the proceeds of the Municipal and Regional District Tax, Tourism Richmond’s primary mandate is to enhance awareness of the destination through sales and marketing initiatives, and to increase economic activity related to tourism for the City of Richmond and all stakeholders. Tourism and hospitality are major drivers of Richmond’s economy.

Media Contact:
Lesley Chang
Communications Manager
Phone: 778-823-5482