Canadian Tourism Growth Program (BC)
A new Canada-wide funding initiative for non-profits to grow and develop tourism products and experiences
Note: be sure to register for the TGP Info Session, December 6 (3:00–4:30pm PST)
The Government of Canada’s Tourism Growth Program (TGP) aims to help small and medium-sized businesses, tourism organizations, and local communities to grow and develop tourism products and experiences that position Canada as a destination of choice.
Delivered by Canada’s regional development agencies, including PacifiCan, the $108 million TGP provides regionally tailored funding over three years to support communities, businesses and not-for-profit organizations in growing and developing local tourism projects and events. The PacifiCan BC funding component is $14 million.
Note: the (Dec 6) info session made the point that ‘one-off’ community events/festivals would NOT be eligible; unless they are able to demonstrate they are part of a larger tourism growth strategy/plan - as they are really looking for growth/high impact projects; they recommend contacting them to discuss.
Priorities: Project activities must include at least one of the following priority areas (in no order of preference):
Support active tourism – projects that attract domestic and international visitors to participate in outdoor recreational experiences. This also includes improvements to make active tourism inclusive and accessible.
Increase tourism benefits for communities – projects that increase visitors to smaller communities and rural areas, thereby extending the benefits of tourism in B.C.
Support Indigenous tourism industry – projects that are either Indigenous-owned or led that improve or increase Indigenous tourism experiences, which is one of the fastest growing international segments in B.C.’s tourism market.
Support economic, environmental and cultural sustainability – projects that support economic, environmental and culturally sustainability.
Extend the tourism season – projects that support the development and delivery of shoulder season products.
Complement support provided through provincial programs – projects that align with efforts across the federal government and complement provincial, regional and local programs and initiatives.
Eligible applicants: The TGP program is open to businesses and not-for profit organizations. Businesses may apply for interest-free repayable contributions. Not-for profit organizations may apply for non-repayable contributions (but ONLY for non-commercial projects).
Applicants eligible for funding under the TGP include entities such as:
Incorporated small and medium sized enterprises (SMEs),
Not-for-profit organizations (including tourism associations and organizations),
Post-secondary institutions,
Indigenous-owned businesses (including sole proprietors) or Indigenous organizations, or
Governments (municipal/provincial and related entities)
Eligible projects must be incremental to the applicant’s existing activities and align with at least one of the six program priorities listed above. Examples of project activities may include, but are not limited to:
helping operators to improve and/or create innovative tourism offerings attractive to domestic and international visitors,
supporting digitization, automation, or technology integration investments that enhance SME productivity, efficiency, and competitiveness,
supporting businesses with promoting tourism products, including digital and virtual reality experiences,
extending the tourism season by assisting tourism SMEs in the development and delivery of shoulder season products (e.g., winter tourism product development)
developing capacity for more inclusive tourism experiences (e.g., enhancing accessibility of tourism assets, staff training to ensure welcoming, inclusive environments to diverse clientele),
developing and/or implementing sustainable tourism plans in communities based on research and market analysis,
supporting destinations to implement tourism plans that create or improve local assets, facilities, and planning for key infrastructure, including trails, and other activities related to growing tourism.
Eligible costs: All proposed costs should be incremental and essential to the implementation of the project. Costs that may be eligible for reimbursement include:
Infrastructure upgrades, such as trail development and leasehold improvements, etc.
Costs incurred in designing new or improved tourism products and services
Purchase and/or rental of machinery and equipment directly related to the authorized project
Professional services (project implementation, design and engineering services)
Costs related to community engagement and planning such as facilitation and rental of meeting space
Marketing costs (e.g. design, promotional materials, advertising, digital media content, products demonstrations, participation at trade shows, website development, design, and improvement) are eligible in the case that they are associated with a larger project that is not solely marketing
Acquisition of new technology that will improve performance and productivity
Expected results: PacifiCan is looking to support projects that have a viable plan to produce strong economic outcomes in the tourism sector. Applicants must quantify, substantiate and later report on the following expected results that are applicable:
Number of communities supported
Number of project partners
Number of jobs created (*see applicant guide for this definition)
Number of jobs maintained
Revenue growth ($)
Number of entities supported
Number of visitors (that you are driving to your community)
Key Things To Know:
Applications open November 20, 2023, and close on February 20, 2024 (at noon (PST)
Eligible not-for-profit organizations can apply for non-repayable funding of up to $250,000 to support the growth of the tourism industry. Preference will be given to projects seeking 65% or less in funding from PacifiCan.
Costs may be eligible on a retroactive basis for a 12-month period prior to the receipt of a funding application, but no earlier than March 29, 2023.
Projects may vary in duration, typically ranging from a few months to a couple of years. All project activities must be completed and costs incurred by March 31, 2026.
For additional Tourism Growth Program information, contact them directly at 604-666-6256 or 1-888-338-9378 (toll-free) or at info@pacifican.gc.ca.