Sunshine Coast Tourism (SCT) is a non-profit destination marketing organization (DMO) that was established in 2008 to promote British Columbia’s Sunshine Coast as a premier travel destination.  Our team builds brand awareness and advocacy for the entire region, from Howe Sound to Desolation Sound, with bold, inspiring and engaging marketing campaigns that motivate people to visit the Sunshine Coast.

We are led by a volunteer Board of Directors and managed by a small team of passionate and dedicated staff. As a non-profit, we are supported by our 250+ stakeholders (businesses and organizations) within the Sunshine Coast’s tourism industry as well as our local, provincial and Indigenous governments who all see the value of building a sustainable tourism economy and working together to market the Sunshine Coast in a way that no one business could achieve individually. 


Sunshine Coast Tourism’s mission is to build a strong and sustainable tourism economy on the Sunshine Coast consistent with the values of residents.  Sunshine Coast Tourism will:

  • Promote BC’s Sunshine Coast as a year-round leisure travel destination through strategic, research-based marketing strategies
  • Facilitate the continuing evolution of the Sunshine Coast as a premier travel destination
  • Increase awareness of the value, contribution and importance of tourism among the government, population and businesses along the Sunshine Coast


Our corporate strategy outlines how we will help the Sunshine Coast reach its full potential as a tourism destination, and market the Sunshine Coast, BC brand to the world.



Brand Awareness

Continue building awareness and regional brand equity.


Visitor Experience

Increase our Net Promoter Score to be in the top 5 in BC.


Destination Development

Continue to score in the Tourism Sentiment Index’s high category for our competitive set



Drive room revenues up 25% from pre-COVID-19 levels to $25+ million by 2026 (a 150%+ from 2020 revenues).

Board of Directors

Board of Directors

Funding Sources

Funding Sources

Resources & Research

Resources & Research