Dont Love It To Death

Don't Love It To Death

The Don't Love It To Death (DLITD) campaign is a collaborative responsible recreation initiative that encourages residents and visitors to enjoy Whistler and the Sea to Sky region safely, respectfully and sustainably.

Launched in 2022 by the Sea-to-Sky Destination Management Council, DLITD helps people understand how their choices outdoors can affect local communities and the natural environment, while providing practical resources to support safe and responsible recreation.

Recognized as a leading destination stewardship initiative in British Columbia, DLITD received the Sustainability Excellence Award at the 2025 BC Tourism Industry Awards. The campaign's impact continues to grow, with nearly 200 signs now installed at popular trails and recreation sites throughout the Sea to Sky corridor.

Don't Love It To Death receives the Sustainability Excellence Award

The Sea to Sky Destination Management Council, the team behind DLITD, were recognized with the Sustainability Excellence Award at the 2025 BC Tourism Industry Awards. Learn more.

Don't Love It To Death trailhead sign

One of nearly 200 Don't Love It To Death signs installed throughout the Sea to Sky corridor to encourage responsible recreation.

Background

The need for a regional responsible recreation campaign was first identified through Destination BC's 2019 Sea-to-Sky Destination Development Strategy. Building on this work, the Sea-to-Sky Destination Management Council collaborated with residents, Indigenous partners, recreation organizations, tourism stakeholders and community leaders to develop a shared approach to visitor education and destination stewardship.

The campaign was created to help address a range of growing challenges associated with increased outdoor recreation, including overcrowding, human-wildlife conflict, litter and human waste, unsafe behaviour, environmental degradation and disrespectful use of natural and cultural spaces.

At its core, DLITD encourages everyone to take personal responsibility for protecting the places they enjoy. The campaign raises awareness of six key impact areas:

  • Garbage and Human Waste
  • Human-Wildlife Conflict
  • Unsafe Behaviour and Lack of Preparedness
  • Lack of Respect for People and the Environment
  • Illegal or Disrespectful Land Use and Trespassing
  • Crowding and Overuse

By increasing awareness, encouraging positive behaviour change and connecting people with practical resources, DLITD aims to inspire residents and visitors alike to become active stewards of the places they enjoy.

Current Campaign

The 2026 DLITD campaign continues to inspire responsible recreation through compelling storytelling, educational resources and community partnerships.

2026 Campaign

This year's campaign includes:

  • Leave Something To Pass On, a hero video that explores why responsible recreation matters and encourages everyone to consider the legacy they leave behind.
  • Love It. Better., a documentary-style video series highlighting local ambassadors who demonstrate stewardship through their connection to the outdoors.
  • Ongoing seasonal content focused on responsible recreation topics including outdoor preparedness, human-wildlife interactions, environmental stewardship and respectful use of natural spaces.
  • A continued emphasis on sharing practical resources that partners and communities can use to help amplify the campaign.

Previous Campaigns

2024 – Bad House Guest

In 2024, the campaign took a lighthearted approach to responsible recreation through the Bad House Guest video series featuring comedian Katie Burrell. The series used humour to encourage better visitor behaviour around topics such as campfires, garbage, camping and human waste.

Tourism Whistler's Role

As a founding partner and project lead, Tourism Whistler continues to play an active role in the development and delivery of the DLITD campaign.

Working alongside destination partners, Tourism Whistler supports campaign planning, funding administration, content development and Member engagement while helping amplify responsible recreation messaging across the region. The organization also contributes original editorial, video and social media content that helps extend the campaign's reach and encourages visitors to recreate responsibly.

Participation in DLITD reflects Tourism Whistler's ongoing commitment to destination stewardship and supporting a positive visitor experience for residents, businesses and guests.

View examples of supporting content from Tourism Whistler below:

Get Involved

Visit the Don't Love It To Death website for campaign resources, educational content and the latest updates and follow @dontloveittodeath on Instagram and Facebook to stay up to date and help amplify responsible recreation messaging.

There are many ways Members can support the campaign:

  • Explore the DLITD Toolkit, which includes downloadable graphics, logos, suggested social media copy, campaign background information and brand guidelines to help you support the campaign.
  • Share DLITD content through your own social media and marketing channels.
  • Follow and engage with @dontloveittodeath on social media.
  • Use the #DontLoveItToDeath hashtag when sharing responsible recreation content.
  • Incorporate responsible recreation messaging into your own visitor communications.
  • Create your own stories that encourage visitors to recreate responsibly.
  • Share examples of stewardship initiatives happening within your business or community.

Every action taken by Members helps reinforce a consistent approach to responsible recreation that protects the places we love.