About Us

The Tourism White Rock Association is a destination marketing organization for the City of White Rock. The White Rock Tourism Implementation Plan was created in collaboration with community stakeholders and an extensive process facilitated by Tourism British Columbia and Vancouver Coast & Mountains Tourism Region. The organization is governed by a Board of Directors comprised of nine members that represent a cross section of tourism and community stakeholders.

Tourism White Rock has the following objectives:

• Promoting White Rock’s primary attributes as the beach, food and beverage, interesting shopping, and festivals and events.

• Attracting the residents of the Lower Mainland and Western Washington State to visit White Rock for day trips, romantic getaways, small-group meetings, and as accommodation for business trips to the Lower Mainland.

• Raising awareness of White Rock as a destination and motivating decisions to visit White Rock among residents of the higher population areas of BC, Alberta, and western Washington State.

• Attracting leisure travel visitors and convention/business visitors to the Lower Mainland to visit White Rock.

• Initiating marketing tactics that will attract visitors in the shoulder season

In order to achieve these objectives, the Executive Director, in collaboration with the Vancouver Coast & Mountains Tourism Region, creates an annual marketing plan that is approved by the Board of Directors. The marketing plan focuses on promoting White Rock as a year round destination with two primary focus areas which are culinary as well as arts, culture and heritage.