About Tourism Whistler
Legally known as the Whistler Resort Association, Tourism Whistler is the official not-for-profit, Member-based destination marketing and management organization (DMMO) representing the resort of Whistler.
The organization is responsible for tourism research, experience development, market development, communications, marketing, and sales – with a focus on economic, social and environmental stewardship.
Tourism Whistler also manages and operates the tourism business units of the Whistler Conference Centre, the Whistler Golf Club & Driving Range, the Whistler Visitor Centre, and Whistler.com Reservations - Whistler’s official source for accommodation and activity information and bookings.
Formed in 1979 at the recommendation of the provincial government, Tourism Whistler is formally accredited and recognized by Destinations International as a leading global tourism organization and is made up of more than 8,000 Members who own, manage and operate properties and/or businesses located on Whistler’s tourist-zoned Resort Lands, including hotels, restaurants, activity operators and retail shops.
Tourism Whistler is governed by its Board of Directors and the organization’s efforts are further directed by its membership through its Association Bylaws that are approved by Whistler’s municipal council and the provincial Ministry of Municipal Affairs.
Our Purpose
To honour, protect and celebrate Whistler’s unique mountain culture and environment.
Our Vision
To be the most valued, respected and regenerative mountain resort-community.
Our Mandate
Promote Whistler in target regional, national and international markets using data insights, experience development, communications, marketing and sales to attract visitors for the benefit of our Members and the Resort Community – balancing economic, social and environmental interests.
Manage and operate the Whistler Conference Centre, the Whistler Golf Club, the Whistler Driving Range, the Whistler Visitor Centre and Whistler.com Reservations for the benefit of our Members and the Resort Community.
Our Mission
To inspire mountain enthusiasts and adventure seekers to thoughtfully experience and share Whistler again and again.
Funding
While Member assessment fees account for approximately 28% of Tourism Whistler’s total revenues, funding is also acquired through operations centres (i.e. the Whistler Conference Centre, the Whistler Golf Club and whistler.com) as well as municipal regional district tax (MRDT) contributions, sponsorships, and partnerships.
*based on 2024 budget
What Are Whistler’s Designated Resort Lands?
In 1979, the Provincial Development Plan called for Whistler to build a tourist resort village. Accommodation and commercial spaces developed in prime areas were designated “Resort Lands” under the Resort Municipality of Whistler Act (1975) and many properties have covenants registered on title to ensure that accommodations in these prime locations will be available for rent to tourists visiting Whistler.
The Whistler Resort Association (dba Tourism Whistler) was formed to market and promote Whistler, using assessments paid by its Members to support its marketing and sales initiatives. Membership is therefore compulsory for all owners of property on Resort Land and all Members are required to pay assessments. This principle is set out in the Association Bylaws to ensure assessment contributions are raised on a fair and equitable basis.
In addition, this membership requirement is registered on title to all applicable properties, so purchasers of property on Resort Land in Whistler are notified of their membership obligations during the sale process.
View a map of Whistler’s designated Resort Lands.
Use Tourism Whistler’s Parcel Identifier (PID) Tool to determine if a property is on Resort Land and therefore subject to mandatory Tourism Whistler assessment fees.
About Whistler.com
Whistler.com is Whistler’s official source for accommodation and activity information and bookings. It is the official call-to-action for all of Tourism Whistler’s marketing and sales efforts with the ultimate responsibility of converting leads generated by marketing initiatives into room nights for the resort. Any profits achieved are then re-invested back into marketing Whistler.
Whistler.com is owned by the Resort Municipality of Whistler (RMOW) and Tourism Whistler and has been managed and operated as a central reservations company by Tourism Whistler since 2006.
Whistler.com operates on a different fiscal year than Tourism Whistler and is governed by a subset of the Tourism Whistler Board of Directors.
Mandate
Whistler.com delivers visitors to the resort by promoting and selling Whistler through Tourism Whistler’s comprehensive, user-friendly website and through effective conversion and retention programs, thereby contributing to the viability of all resort partners and creating shareholder value.