Arbutus trees at Manzanita Bluffs.
Destination BC/Andrew Strain Manzanita Bluffs

About Us

Sunshine Coast Tourism (SCT) is a registered non-profit society and a Destination Marketing Organization (DMO). SCT was established in 2008 to promote British Columbia’s Sunshine Coast—from Howe Sound to Desolation Sound—as a premier, year-round travel destination for regional, national, and international travellers.

Led by a volunteer Board of Directors and managed by a small team of passionate and dedicated staff, we are supported by our stakeholder partners, as well as our local, provincial and Indigenous governments who all see the value of working together to build a sustainable tourism economy for 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

How We Do It

As the Sunshine Coast’s DMO, we engage with other provincial and national tourism organizations and industry associations to keep on top of trends in the global tourism marketplace. We understand the different types of travellers, what they want in the way of travel experiences, and what the Sunshine Coast has to offer them. This knowledge helps us target our activities and is critical to our ability to help grow the Sunshine Coast’s tourism industry.

As a local organization, we also work closely with our regional governments, business associations, community groups, local businesses and others on initiatives that enhance our community and tourism opportunities.

Here are just some of the ways our activities help create a thriving Sunshine Coast tourism economy and support local businesses:


Our marketing and promotional activities have created a “brand”, or identity, for the Sunshine Coast as a laid-back coastal community inspired by nature, with exceptional outdoor recreational offerings and rich in art, culture, food, drink and soul-soothing retreats. We bring the brand to our target audiences through a variety of marketing tactics including print and digital advertising, social media, website content, print collateral (like maps and guides), trade shows, and more.


We participate on local committees to represent the interests of the tourism sector by helping influence conditions for more favourable visitor experiences


We support community development through our participation on committees focused on the creation of community enhancements and initiatives that will benefit residents and visitors alike.


We operate the Gibsons and Sechelt Visitor Centres (via contracts awarded from their respective municipalities) where our Visitor Services teams provide a friendly welcome, promote local businesses and attractions, and provide visitors with the information they need to create memorable experiences. We also partner with the Pender Harbour and Powell River Visitor Centres in many of our Visitor Service initiatives.


We employ a small team of regular and part-time staff, and through the Canada Summer Jobs program provide employment, mentoring and training for students at our Visitor Centres, giving them valuable hands-on experience and insight into the tourism and travel industry.


We have access to and share tourism industry data and intelligence to help Sunshine Coast businesses understand the broader tourism marketplace, and offer a variety of workshops and training opportunities to help local companies plan for and promote their own businesses.

Learn more about Sunshine Coast Tourism’s work to support the local tourism economy, register to join our association (it’s free!), and learn ways you can work with us.

Join in the conversation on tourism as a resident of the Sunshine Coast. Provide input and learn more about tourism as an industry and the work of Sunshine Coast Tourism.