Fishing BC

About Fishing BC

Fishing BC is a new marketing initiative launched under a partnership between the BC Fishing Resorts and Outfitters Association (BCFROA), Freshwater Fisheries Society of BC (FFSBC), and Sport Fishing Institute of BC (SFI), and supported by Destination BC.

The initiative joins together fishing sector tourism-related stakeholders in one collaborative effort to market BC as a world-class fishing destination.

Fishing tourism is one of BC’s pioneering tourism sectors and continues to be a key economic driver for rural and coastal communities. Recent studies indicate that more than 400,000 annual fishing licence holders produce $936 million in annual sales and contribute $144 million to the province’s gross domestic product. The sport fishery is now the single largest economic driver of all BC fisheries.

The new initiative is intended to bring together BC’s fishing tourism sector stakeholders, both freshwater and tidal water to generate greater marketing impact, raise the profile of the sector and increase the number of anglers in BC.

Better alignment of marketing messages and improved effectiveness of investments has attracted participation from a wide array of partners, including freshwater and saltwater fishing resorts, angling guides, charter operators and community and sub-regional destination marketing organizations from across the province including: Fishing Highway 24, Tourism Fernie, Tourism Chilliwack, Tourism Harrison Hot Springs, Tourism Prince George, Tourism Port Hardy, Tourism Campbell River, Tourism Kamloops, Tourism Logan Lake, Tourism Ucluelet, Tourism Kitimat, Tourism Squamish, Tourism Golden, and Tourism Nelson Kootenay Lake.

The Fishing BC marketing initiative will also align the fishing tourism marketing strategies with provincial and regional tourism strategies, including BC’s refreshed Super, Natural British Columbia® brand.

The past few years have seen positive growth in tourism throughout most regions of BC. Fishing tourism stakeholders are well positioned to invest in a promotional initiative that will highlight BC as a world-class fishing destination.

If you would like to know more about the Fishing BC Marketing Initiative please contact:
Matt Jennings
Fishing BC Marketing Manager

Partner Organizations

BC Fishing Resorts and Outfitters Association (BCFROA)
The BCFROA is the not-for-profit industry association that represents fishing resorts and angling guides across the province. The BCFROA has been designated by Destination BC as the eligible entity to receive funding to promote the freshwater fishing tourism sector.

Freshwater Fisheries Society of BC
The Freshwater Fisheries Society of BC is a private, not-for-profit organization dedicated to the enhancement and conservation of B.C.’s freshwater fish resources for the benefit of the public. Funded through freshwater licence revenues, the society delivers the provincial stocking program, as well as research and educational programs. To learn more, visit

Sport Fishing Institute of BC (SFI)
The SFI is a not-for-profit society. Its members are comprised of a wide range of stakeholders including, fishing lodges, certified tidal angling guides, manufacturers, retailers, hoteliers and airlines. Our common goals are to ensure sustainability of our natural resources and that angling opportunities are maintained and promoted. The SFI has been designated by Destination BC as the eligible entity to receive funding to promote
the saltwater fishing tourism sector.

Destination British Columbia (DBC)
DBC is an industry-led Crown corporation that works collaboratively with tourism stakeholders across the province to coordinate tourism marketing at international, provincial, regional and local levels, as well as to support regions, communities and Aboriginal groups in developing or expanding tourism experiences, businesses and jobs.