About Tourism Whistler
Tourism Whistler is the official destination tourism organization for Whistler, British Columbia, Canada, representing one of North America's premier year-round mountain resort destinations. Legally known as the Whistler Resort Association, Tourism Whistler began operations in 1980.
As a not-for-profit, member-based association, Tourism Whistler represents more than 8,000 members including accommodation owners and commercial businesses such as hotels, restaurants, activity operators, retailers and service providers.
Accredited by Destinations International as a leading global tourism organization, Tourism Whistler is responsible for tourism research, experience development, communications, marketing, sales and visitor services. Together, these efforts strengthen Whistler's visitor economy, enhance the visitor experience and support the long-term success of the resort community.
Purpose
To honour, protect and celebrate Whistler’s unique mountain culture and environment.
Vision
To be the most valued, respected and regenerative mountain resort community.
Mission
To inspire mountain enthusiasts and adventure seekers to thoughtfully experience and share Whistler again and again.
Beyond Destination Marketing
In addition to marketing and promoting Whistler around the world, Tourism Whistler also manages and operates several tourism business units that enhance the visitor experience and support the resort’s year-round viability and long-term success.
Whistler.com Official Central Reservations Service
Tourism Whistler operates Whistler.com, the official destination website and central reservations service for Whistler. Through Whistler.com, visitors can book accommodation, activities, lift tickets, transportation and vacation packages, while receiving expert advice from Whistler-based Travel Consultants who live and work in the destination. As the official booking source for Whistler, Whistler.com helps visitors plan and book their trips with confidence through trusted local expertise and personalized vacation planning.
Destination Stewardship
Tourism Whistler defines destination stewardship as approaching tourism through the lens of social, cultural, environmental and economic well-being. While Whistler was intentionally developed as a resort destination to welcome the world, we believe its long-term success depends on fostering a healthy community for local residents, preserving Whistler’s unique mountain culture and protecting the natural environment that enables the experiences that define us. That is why Tourism Whistler's work is guided by three core pillars:
- Thriving Year-Round Tourism Economy
- Exceptional Visitor Experience
- Positive Community Impact
Destination stewardship is reflected in the experiences we create, the programs we lead, and the campaigns and resources we develop to inspire responsible travel, celebrate our community, and support Whistler's long-term success.
Here are some of the ways we're bringing our commitment to life:
Tourism Whistler's Funding
Tourism Whistler's membership model is unique and has been a defining factor in the destination's long-term success.
Following the incorporation of the Resort Municipality of Whistler in 1975, provincial and community leaders recognized the need for a coordinated organization dedicated to promoting and supporting Whistler's tourism economy. In 1979, the Province of British Columbia amended the Resort Municipality of Whistler Act to allow for the creation of a resort association — a concept that was new in Canada at the time.
The legislation established a mandatory membership model for businesses and property owners located on Whistler's designated Resort Lands. Members pay annual assessment fees to Tourism Whistler, creating a stable and predictable funding model that supports long-term investment in destination marketing, sales, visitor services and destination development.
This collaborative structure ensures that those who benefit from Whistler's visitor economy also contribute to strengthening and sustaining it for the future.
Today, membership assessments remain Tourism Whistler's primary source of funding. They are complemented by Municipal and Regional District Tax (MRDT) revenues, net income from Tourism Whistler's operating business units, and partner contributions that support destination marketing initiatives.
Governance of Tourism Whistler
Tourism Whistler is governed by a 13-member Board of Directors comprising seven elected Directors, six appointed Directors, 12 voting members and one Ex-Officio non-voting member.
On behalf of Tourism Whistler's Members, the Board provides strategic oversight by establishing the organization's vision and mission, approving its strategic priorities, annual business plan and budget, and ensuring its long-term financial sustainability.
The Board reflects a broad cross-section of Whistler's tourism industry, helping ensure the interests of the organization's diverse membership remain central to decision-making.
Tourism Whistler also operates within a governance framework established under the Resort Municipality of Whistler Act. The organization's bylaws are approved by the Resort Municipality of Whistler Council and the Province of British Columbia's Ministry of Municipal Affairs.
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About
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Two mountains. Glacier-fed lakes. Ancient forests. One vibrant mountain town. Get to know the landscapes, experiences and community that make Whistler what it is.
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