THE ORGANIZATION Vancouver, Coast & Mountains, a Tourism Region of Super, Natural British Columbia, includes four destination areas: Greater Vancouver, Sea to Sky Country (including Whistler Resort), Mighty Fraser Country (including the Fraser Canyon) and the Sunshine Coast. Business Objective: To implement one-to-one business practices that enhance the relationships between our partners, customers and Vancouver, Coast & Mountains. Vancouver, Coast & Mountains, a non-profit society, is governed by a private sector board of directors who represent business and community tourism interests from throughout the region. WHAT THE ORGANIZATION DOES Vancouver, Coast & Mountains staff, develop, co-ordinate and deliver tourism marketing programs aimed at motivating potential visitors to come and stay in the region. We measure our successes by conducting extensive conversion studies of callers to our 1-800 number, to determine when they visited, how long they stayed, where they visited and how much they spent. Through our advertising initiatives and regional publications we market the region to North America, Europe and Asia. We also work closely with travel writers, and assist tour operators and travel influencers with familiarization tours and itinerary planning.