About Pemberton

Tourism Pemberton’s Vision is to lead the development of a responsible and sustainable tourism economy for the benefit of local residents and visitors.

The organization’s Mission is to promote Pemberton and District as a year-round destination for responsible travel and make a positive contribution to the District’s economy and to residents’ lifestyle.

Tourism Pemberton’s slogan is “Adventure Begins Here” and this is also referred to as our unique selling proposition (USP).

Tourism Pemberton is committed to fostering sustainable, responsible tourism that benefits the residents of the Village of Pemberton and Area C of the Squamish Lillooet Regional District (SLRD).

Please use the link below to view Tourism Pemberton’s complete Business Plan.

Tourism Pemberton Business Plan

Tourism Pemberton is committed to delivering measurable results in three strategic areas:

• Effective Destination Marketing
• Strong Relationships & Partnerships
• Responsible Destination Management

Please find a link below to view the complete Strategic Marketing Plan.

Tourism Pemberton Strategic Marketing Plan

In May 2015, Larose Research & Strategy was commissioned by the Pemberton & District Chamber of Commerce to undertake an analysis of the Pemberton Valley’s destination wedding sector. Please click on the link below to view the findings of the study.

Wedding Tourism in the Pemberton Valley – Economic Impact and Sustainability Analysis 

In 2017, the Mountain Bike Tourism Association (MBTA), in partnership with the Canadian Sport Tourism Alliance (CSTA) surveyed mountain bikers to gather data to prepare an economic impact study of mountain biking in the Sea to Sky Corridor, including the communities of North Vancouver, Squamish, and Pemberton.

Please see the link below to view the findings of this study.

Mountain Biking Economic Impact Study – Pemberton

In 2019, Tourism Pemberton conducted a third-party economic impact study that evaluated the impact of tourism specific activities within Pemberton and Area C of the Squamish Lillooet Regional District. Please click on the link below to view the findings of the study.

Pemberton Tourism Economic Impact Final Report

In an effort to maximize resources, align economic development priorities and access a range of expertise, a group of representatives from local government, non-government organizations and Indigenous Communities assembled to address economic development from a regional perspective. The result was the completed Regional Economic Development Strategy.

Regional Economic Development Strategy and Economic Snapshot

The Province of British Columbia is partnering with Líĺwat Nation to address visitor use management at Meager Creek and Keyhole Hot Springs.

Public Online Survey Results for the Meager & Keyhole Hot Springs Visitor Use Management Project

Tourism Pemberton accomplished a wide variety of projects and continued to implement and produce key marketing campaigns in 2022.

2022 Year in Review