Tourism Pemberton

01 June 2021

No Comments

Agri-tourism Wayfinding Signage Project

Tourism Pemberton builds agri-tourism infrastructure with StrongerBC investment


Tourism Pemberton has been successful in securing $100,000 in funding from Destination BC as part of StrongerBC: BC’s Economic Recovery Plan.


The funding will support the installation of signage to highlight important agri-tourism locations and events in Pemberton, Lillooet, and Bridge River Valley. Examples of agri-tourism includes a year-round self-guided ‘Pemberton Farm Tour’ and wayfinding for events such as the annual ‘Slow Food Cycle’. These initiatives are part of Tourism Pemberton’s ongoing plans to grow the Pemberton Valley’s agri-tourism economy through sustainable tourism initiatives.


On the issue of recovery from the COVID-19 pandemic, Melanie Mark, Minister of Tourism, Arts, Culture and Sport says, “Building on the calls to action from the sector, this fund invests in initiatives that link communities together and encourages visitors to spend time at several destinations within a region.”


A recent report commissioned by Tourism Pemberton identified that tourism spending in the Pemberton-SLRD Area C Region reached $26.7million in 2018. The 2019 report estimated that some 325,000 people visited the area in 2018, and that the tourism industry is responsible for 234 jobs and $8.5 million in labour income. The report concludes that tourism is a much more important factor of Pemberton’s economic success than previously thought.


Tourism Pemberton board member and Vice President, Mark Mendonca, reflects on the importance of investing in agri-tourism, “As soon as you look around it becomes easy to see why Pemberton has earned itself a reputation for providing world class, abundant farm produce. From its globally renowned seed potatoes; to organic farms; pasture raised cattle; hops growers and craft brewers; farmers markets; and fruits and vegetables that supply Whistler’s restaurants and markets from California to Minnesota and beyond. This fund will help us continue to support our exceptional farmers and growing agri-tourism industry.”