Dont Love It To Death

The Don't Love it to Death (DLITD) campaign launched in Summer 2022 as a pilot project in the Sea-to-Sky region. The campaign educates residents and visitors about the impacts of irresponsible behaviour in natural spaces.

Watch the DLITD video below, “The Places We Love Are Being Loved to Death”:

What is Don't Love It To Death?

The need for a destination education initiative was first identified in Destination BC’s 2019 Sea-to-Sky Destination Development Strategy. With the leadership of the Sea-to-Sky Destination Management Council, a responsible recreation campaign was prioritized to address challenges such as unmanaged camping, increased demand on Search and Rescue resources, and disrespectful use of trails, parks and land and marine recreation sites.

During the pandemic, outdoor recreation surged – bringing economic benefits but with it, a noticeable increase in poor user behaviour throughout the Sea-to-Sky corridor. In response, tourism partners in the region, including Tourism Whistler, worked together to develop the DLITD campaign, which has since expanded to BC communities beyond the Sea-to-Sky as the messaging struck a chord in many jurisdictions.

At its core, DLITD highlights how increased recreation is placing strain on the environment, Indigenous cultural sites, infrastructure, and the people who call these places home.

DLITD focuses on six key impacts:

  • Garbage and human waste
  • Human-Wildlife conflict
  • Unsafe Behaviour & Lack of Preparedness
  • Lack of Respect for People & Environment
  • Trespassing & Disrespectful Use
  • Overcrowding, Overuse & Traffic

How does the DLITD campaign communicate its message of responsible recreation to the public?

DLITD leverages social media, blogs, videos, and media coverage to educate visitors and residents about responsible practices for hiking, snowmobiling, waterway exploration and more.

Below is an example of a video series that was shared to DLITD’s social feeds in 2024, featuring comedian, Katie Burrell in the Bad House Guest Series:

In 2024, the campaign expanded its efforts by installing 180 physical signs in high-traffic areas. QR codes on the signs link users to additional resources on how to enjoy nature responsibly. There are currently more than 155 signs installed throughout the Sea to Sky Region, from North Vancouver to Whistler to the Duffey.

Don't Love It To Death trailhead sign

Ultimately, the goal of the DLITD campaign is to increase the likelihood of positive visitor experiences, which will in turn lead to longer stays, return visits, and positive recommendations to friends and family. This helps ensure the sustainability of tourism-based businesses, creating a fertile environment for new tourism opportunities in the Sea to Sky Region.

An Award-Winning Campaign

In March 2025, the Don't Love It To Death campaign received the Sustainability Excellence Award at the BC Tourism Industry Awards.

Don't Love It To Death wins Sustainability Excellence Award

From left to right: David Devana (Nanaimo Airport, award sponsor), Barrett Fisher (Tourism Whistler), Lesley Weeks (Tourism Squamish), Laura Plant (Laura Plant Consulting), Amber Turnau (Substrate Studios), Jennifer Belak (Vancouver's North Shore Tourism). Vision Event Photography

As a founding member of the Sea-to-Sky Destination Management Council, Tourism Whistler has played an active role in the creation and ongoing support of the DLITD campaign.

Since its inception, Tourism Whistler has served on the DLITD sub-committee working in close collaboration with regional and industry partners, including Tourism Squamish, Tourism Pemberton, the Resort Municipality of Whistler, Vancouver Coast & Mountains, Tourism Bowen Island, and the North Shore Tourism Association.

Currently, the DLITD campaign is funded through a combination of contributions from community partners and matching dollars from the Destination BC Co-operative Marketing Program. For the 2023/24 year and through the next two years, Tourism Whistler is serving as the lead organization for the Co-op program, acting as the financial administrator for all campaign-related funding.

Participation in the DLITD campaign is a key component of Tourism Whistler’s strategic priority to advance Destination Stewardship. Sustainable and regenerative tourism requires a multi-faceted approach, including community engagement, environmental conservation, policies and regulation, promotion of buying local, education on responsible tourism behaviours, and marketing that supports eco-friendly and cultural travel experiences. Through initiatives like DLITD, Tourism Whistler continues to work toward a balanced and resilient future for the resort.

In April 2024, the DLITD marketing team invited outdoor enthusiasts across the Vancouver, Coast & Mountains region to take part in a Responsible Recreation Survey. The response exceeded expectations, with more than 700 completed surveys and 2,850 thoughtful written comments. The findings—analyzed by research partner Larose Research & Strategy over summer 2025—have been summarized in a comprehensive executive summary.

Responsible Recreation Survey

These insights are now helping to inform and refine DLITD’s ongoing and future content strategy, ensuring campaign messaging continues to resonate with audiences and support responsible recreation behaviours.

In recognition of its growing impact, DLITD received the Excellence in Sustainability Award at the 2025 BC Tourism Industry Conference held in March.

Building on this momentum, the DLITD sub-committee is now pursuing an Official Mark (the not-for-profit equivalent of a trademark) to further protect and strengthen the campaign’s identity. The goal is to attract corporate sponsorships, secure long-term funding and scale the campaign beyond the Sea to Sky region to benefit communities across British Columbia.