The team behind the “Don’t Love it to Death” campaign picked up the Sustainability Excellence Award at the 小蓝视频 Tourism Industry Awards on March 6.
The campaign run by the Sea to Sky Destination Management Council aims to remind outdoor enthusiasts and visitors to be mindful of the impact their behaviour has on the ecosystem.
“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,” reads a Sea to Sky Destination Management Council
According to the , the team includes representatives from Tourism Squamish, Tourism Whistler, Resort Municipality of Whistler, Pemberton Chamber of Commerce, Village of Pemberton, Tourism Pemberton, Vancouver’s North Shore Tourism Association, District of West Vancouver, Tourism Bowen Island, Squamish-Lillooet Regional District, Visit Lillooet, 小蓝视频 Parks, Ministry of Jobs, Economic Development and Innovation, and Indigenous Tourism 小蓝视频.
Tourism Squamish executive director, Lesley Weeks, told The 小蓝视频 that she was “thrilled and honoured” by the recognition.
“The award highlights the effectiveness of collaborative efforts by the Sea to Sky Destination Management Council, reflecting extensive insights gathered from residents and visitors,” Weeks said.
“Our campaign’s success underscores the importance of targeted, multifaceted communication strategies, combining persuasive educational messaging with direct human interaction.
“This recognition motivates us to further enhance our approach, ensuring messages resonate effectively throughout every phase of visitors' experiences, from trip planning to post-trip sharing, to achieve lasting impacts in sustainable recreation.”
Weeks said she envisions the campaign evolving by deepening its engagement with visitors and locals.
“Our goal is to inspire individuals to make responsible decisions by highlighting sustainable visitation practices and addressing new challenges identified through our recent survey, which gathered 750 responses and over 2,850 written comments,” she said.
“This approach will ensure Squamish maintains the balance between recreation enjoyment and environmental preservation.”
Since the campaign launched in 2022, there have been noticeable changes towards responsible recreation, Weeks said.
“Local businesses report visitors positively responding to stewardship messages, as demonstrated by increased participation in initiatives such as our Red Bag Program,” she said.
“Additionally, our recent survey highlighted that different types of recreationists, particularly younger and newer community members engaging in activities like photography and wildlife viewing, show high levels of awareness and engagement with sustainable practices.
“It's encouraging to see these positive trends gaining momentum.”
How to stop loving it to death?
The Don’t Love it to Death campaign highlights how garbage and human waste are having a detrimental effect on the Sea to Sky ecosystem.
“Learn and practice proper . This includes digging a pit for human waste, packing out your garbage, and leaving campsites clear of all wildlife attractants,” reads their website.
“And, just because you didn’t leave the litter doesn’t mean you should ignore it. Next time you see trash, pick it up and throw it away. Pack out what you packed in and leave nature better than you found it.”
Visit thefor more information on their campaign and how you can be a better outdoor recreational enthusiast.
