5 Min Read • 25 hours ago Sustainability Excellence Award at the BC Tourism Industry Awards

Photo Credit: Vision Event Photography, BC Tourism Industry Awards (TIABC)

We have some big news to share! The Sea to Sky Destination Management Council—the team behind Don’t Love It to Death—has received the Sustainability Excellence Award at the BC Tourism Industry Awards, an annual event hosted by the Tourism Industry Association of BC. 

This recognition means the world to us and highlights what we’ve been working toward from day one: protecting the incredible places we all love while ensuring tourism remains a positive force in British Columbia.

The Sustainability Excellence Award for BC Tourism Industry Awards.

About the Awards

These beautiful awards were designed as a partnership between three artists. The drums were crafted by Algonquin/Metis artist, Sabian Rawcliffe who is based in Vancouver. Once crafted, the drums were painted by Ryan Hughes of the Snuneymuxw First Nation, who was born and raised in Surrey. The custom drum stands were crafted by the North Vancouver-based studio, Spirit Works of the Shishalh First Nation.

It Takes a Village

This campaign was never just about us—it has taken a village to bring Don’t Love It to Death to fruition. From the very start of this project, we worked closely with First Nations representatives, Indigenous Tourism BC, tourism industry partners, local communities, outdoor recreationists, and environmental experts to understand the real-life impacts of irresponsible recreation on communities, wildlife, and nature. Their insights, experiences, and deep connection to the land have shaped our approach, ensuring that our message is not only powerful, but also rooted in respect and collaboration.

Built on Research and Real-World Challenges

Don’t Love It to Death has been a labour of love, born out of necessity—responding to real challenges identified in the Sea-to-Sky Destination Development Strategy. We recognise the urgent need to address issues like unmanaged camping, human-wildlife conflicts, and overcrowded trails. The pandemic only amplified these challenges, as more people flocked to the outdoors, often unaware of the impact their actions had on the environment and local communities.

Since launching the campaign in 2022, we’ve seen Don’t Love It to Death resonate far beyond the Sea-to-Sky region, expanding across the Vancouver, Coast & Mountains area. This campaign has captured the attention of many organizations, non-profits, and jurisdictions across British Columbia. The momentum has been incredible, and this award is a testament to everyone who has helped spread the message and collaborated with us.

Sustainability at the Heart of What We Do

This recognition celebrates the way our campaign aligns with key sustainability principles, including several United Nations Sustainable Development Goals.

Goal 11 - Sustainable Cities and Communities: We work to ensure that the places we love remain liveable and accessible for generations to come by connecting visitors and residents with important educational tools that help them become better stewards. This is all thanks to the amazing work of existing programs like Leave No Trace Canada, BC AdventureSmart, WildsafeBC, and Campers’ Code.

Goal 14 - Life on Land: Our campaign tackles human-wildlife conflicts, invasive species prevention, and safe backcountry travel to help protect diverse landscapes and ecosystems in British Columbia. 

Goal 15 - Life Below Water: We advocate for responsible recreation in marine environments, partnering with organisations like BC Marine Trails to educate people on minimising pollution and protecting aquatic ecosystems and showcase the work of protectors such as the Divers for Cleaner Lakes and Oceans.

A Huge Thank You to Our Partners

This award is shared with all of you—the incredible partners and supporters who have made Don’t Love It to Death what it is today:

Funding Partners:

• Destination British Columbia 

Tourism Industry and Jurisdiction Partners:

• Indigenous Tourism BC
• Tourism Whistler
• Tourism Squamish
• Vancouver’s North Shore Tourism Association
• Sunshine Coast Tourism
• Discover Surrey
• City of Delta
• AdvantageHOPE
• Tourism Pemberton
• Tourism Bowen Island
• Tourism  Lillooet
• Tourism Abbotsford
• Tourism Harrison River Valley
• Squamish Lillooet Regional District
• Recreation Sites and Trails BC
• Ministry of Forests 
• Resort Municipality of Whistler
• Whistler Blackcomb
• District of Squamish
• Village of Pemberton
• Bowen Island Municipality
• BC Ferries
• SORCA (Squamish Off-Road Cycling Association)
• PVTA (Pemberton Valley Trails Association)

Thank you to Tourism Whistler, Tourism Squamish, AdvantageHOPE, Sunshine Coast Tourism, Vancouver's North Shore Tourism Association, Discover Surrey, City of Delta, and Destination British Columbia for your ongoing commitment and financial contribution to DLITD over the next two funding years.

Responsible Recreation Partners:

• BC Parks and Camper’s Code
• BC AdventureSmart and the BC Search and Rescue Association
• Sea to Sky Invasive Species Council
• WildsafeBC
• BC Marine Trails
• Leave No Trace Canada
• BC Wildfire Service

Marketing and Administration Support:

• Origin Outside (creative platform development)
• Web Advisors (web and digital advertising)
• Substrate Studios (marketing project lead)
• Laura Plant Consulting (program administration)
• John Rae of JAR Group Consulting Inc.
• Lorne Russell of Journey Project Services Inc. (signage rollout)
• TOPO Films (film partners)

What’s Next?

This award is not the finish line—it’s fuel to keep going. With so much enthusiasm and engagement from communities, non-profits, and tourism partners across BC, we’re more inspired than ever to expand the campaign and keep the conversation going. Our goal remains the same: to empower people with the knowledge and tools they need to responsibly enjoy the natural spaces in BC.

So, thank you for following along, for sharing our message, and for making small changes that make a big difference. Together, we can continue to protect and preserve the places we love, ensuring that future generations get to experience their beauty, too.

Here’s to celebrating this milestone and to everything we’ll accomplish next!