Whistler, B.C. – Tourism Whistler is proud to announce it has joined The Collective, a prestigious global alliance of nearly 30 destinations—including Copenhagen, Denmark; Queenstown, New Zealand; and Banff, Canada—working together to transform tourism into a force for climate action, biodiversity protection, cultural respect, and community wellbeing.
“Joining The Collective connects us with like-minded destinations so we can amplify our efforts, learn from global peers, and inspire visitors to help protect the places they love,” said Barrett Fisher, President & CEO of Tourism Whistler. “This commitment underscores the importance of aligning local efforts with global collaboration and reinforces Tourism Whistler’s dedication to long-term sustainability and resilience.”
The Collective focuses on collaborative marketing, shared learning, and innovative approaches to address common industry challenges. Its guiding principle is based on the belief that many of tourism’s most pressing issues already have solutions. By working together, destinations can accelerate progress and contribute to a more resilient global tourism ecosystem.
“The challenges our world faces today demand bold solutions, and tourism has the power and reach to lead the way forward,” said Rodney Payne, CEO of Destination Think, the organization facilitating The Collective. “Whistler’s ambitious climate goals and long-standing culture of stewardship make it a natural fit for The Collective’s mission to harness tourism as a force for lasting environmental and social good.”
Joining The Collective builds on Tourism Whistler’s broader destination stewardship strategy, which prioritizes protecting the environment, enhancing community wellbeing, and ensuring the long-term sustainability of the resort’s tourism economy.
As part of its membership, Tourism Whistler is participating in 24 Hours of Travel Innovation, a global online event facilitated by Destination Think, launching September 26 ahead of World Tourism Day. This unique activation brings together 27 destinations to showcase bold, regenerative ideas on how tourism can restore ecosystems, strengthen communities, and build climate resilience.
Whistler’s involvement in the 24 Hours of Travel Innovation program features interviews with Tourism Whistler’s President & CEO, Barrett Fisher, and Whistler Mayor Jack Crompton, who discuss Whistler’s unique sense of place and how decades-long leadership on affordable housing has ensured more of the resort’s tourism workers have places to live here in Whistler.
“Tourism Whistler is excited to be part of this international event,” adds Fisher. “By sharing our story, we hope to not only inspire other destinations to embrace innovative approaches that contribute to a responsible tourism model, but also learn what other destinations are doing to contribute to a more resilient global tourism ecosystem.”
The 24 Hours of Travel Innovation event is now live. >Registration is available here.
Storytelling for Stewardship
As the official Destination Marketing Organization for Whistler, Tourism Whistler is committed to producing values-based content that resonates deeply with travellers. The organization recently launched a new video series titled Cultivating Community, highlighting the people, traditions, and organizations that shape Whistler’s unique sense of place.
This initiative follows the success of the Whistler Changemakers video series launched in fall 2023, which spotlighted local businesses leading in sustainability practices. Together, these storytelling platforms embody Tourism Whistler’s values of purpose-driven travel and showcase how residents, businesses, and organizations contribute to a vibrant, sustainable community.
Explore both series at whistler.com/sustainability.
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Tourism Whistler is the member-based marketing and sales organization representing Whistler, operating the Whistler Conference Centre, Whistler Golf Club, Whistler Visitor Centre, as well as 1.800.WHISTLER and whistler.com – Whistler’s official source for visitor information and bookings. As the convention and visitors bureau for the Resort Municipality of Whistler, Tourism Whistler represents more than 8,000 members who own, manage and operate properties or businesses on Resort Lands, including hotels, restaurants, activity operators and retail shops.
Media can visit whistler.com/media for Whistler facts, media releases, story starters, local personality profiles and access to images and B-roll.
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