Tourism Harrison

What Tourism Harrison does

Tourism Harrison is a non-profit destination marketing organization (DMO) founded in 2007 that promotes tourism for the Harrison River Valley region of British Columbia, Canada, centered on Harrison Hot Springs and including the communities of Agassiz, Harrison Mills, and Hemlock Valley. It operates from a small base of 8 employees and serves leisure visitors — predominantly families, outdoor enthusiasts, cultural heritage travelers, and wellness visitors drawn from Vancouver and the Lower Mainland — through two physical visitor centres (Harrison Hot Springs, and Agassiz co-located with the Sasquatch Museum), the tourismharrison.com digital platform, social media channels, and a print visitor guide. Core programmatic offerings include recurring seasonal events such as Sasquatch Days, Canada Day, the Harrison Festival of the Arts, the Season of the Wild (anchored by an annual congregation of up to 10,000 bald eagles), and the Circle Farm Tour, alongside integrated Indigenous-led cultural tourism experiences in partnership with Sts'ailes, Cheam, and Sq'ewá:lxw First Nations.\n\nThe organization's underlying "technology" surface is a conventional content and listings website — trip planning tools, curated itineraries, event calendars, and business directories for accommodations, dining, and attractions — rather than a proprietary SaaS or platform. There is no disclosed AI/ML component, data flywheel, or third-party model integration; the digital layer functions as a marketing and information hub backed by human curation. Accessibility initiatives include a Rick Hansen Foundation partnership and accessible fishing programming.

Name

Tourism Harrison

Legal name

Tourism Harrison

Website

https://tourismharrison.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Tourism Harrison is a non-profit destination marketing organization promoting the Harrison River Valley in British Columbia. It serves leisure visitors from Vancouver and the Lower Mainland through visitor centres, a digital platform, and seasonal event programming in partnership with local businesses and First Nations communities.

Ownership category

akta.pro rank

Product category

Destination Marketing and Regional Tourism Promotion

NAICS

Convention and Visitors Bureaus (561591), Arts, Entertainment, and Recreation (71)

SIC

Services-Membership Organizations (8600), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers) (THAAAGAD)

akta.pro secondary industries

Recreation & Activity Services (Hiking, Boating, Climbing, Fishing—Guided/Authorized) (THAAAGAF), Outdoor Adventure Tour Operators (Hiking, Rafting, Climbing, Safari) (THAAAAAE)

Keywords

• Destination marketing
• Regional tourism promotion
• Visitor information services
• Travel planning resources
• Community tourism events

Headquarters

HQ city

Harrison Hot Springs

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Others

Revenue model

1. Tourism Marketing Services: Tourism Harrison operates as a destination marketing organization funded through membership fees from local tourism businesses, accommodations, restaurants, and attractions, along with partnerships with Destination BC and regional stakeholders.

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Tourism Harrison is a non-profit destination marketing organization that promotes the Harrison River Valley region in British Columbia, Canada. The organization markets a collective of four communities (Harrison Hot Springs, Agassiz, Harrison Mills, Hemlock Valley) through visitor information services, curated itineraries, event programming, and stakeholder coordination. It provides free trip planning resources including accommodation listings, attraction directories, dining recommendations, trail guides, and seasonal activity information via its website, visitor centres, and community partnerships.

Product overview

Tourism Harrison operates as a destination marketing organization and tourism website for the Harrison River Valley region in British Columbia, Canada. The organization provides visitor information services including trip planning guides, event calendars, accommodation listings, and regional attraction information across communities including Harrison Hot Springs, Agassiz, Harrison Mills, and Hemlock Valley. The website serves as a hub for travel planning tools, itineraries, and promotional content rather than a software product with distinct modules or technical offerings.

Differentiator

Problem solved

Functional benefit

Products and services

• Circle Farm Tour
• Season of the Wild
• Sasquatch Days
• Canada Day in Harrison Hot Springs
• Harrison Festival of the Arts
• Summer Harvest Series
• Lights by the Lake
• CKPC Holiday Train
• The Tulip Trail

Quantifiable outcome

• One of the largest bald eagle gatherings in North America with up to 10,000 birds during peak season
• +2 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Eight partnerships are on record, tiered core, major and minor.

• Cheam First NationcoreStrategic or Co-development Partner · 1 January 2024Cheam First Nation acquired Fraser River Lodge in 2024, operating it as an Indigenous-owned tourism destination with Authentic Indigenous designation from Indigenous Tourism BC. The lodge offers guided fishing, cultural programming, and bison viewing experiences.
• Sts'ailes First NationcoreStrategic or Co-development PartnerSts'ailes is a key Indigenous partner in the Harrison River Valley, operating Sasq'ets Journeys cultural tours, Sasquatch Crossing Eco Lodge, and collaborating on events like Sasquatch Days. The Sts'ailes Heritage Trail and cultural programming are central to Indigenous tourism offerings.
• Destination BC (Hello BC)majorGTM or Marketing PartnerPartnership for provincial tourism promotion. Tourism Harrison participates in Hello BC marketing initiatives and is featured on provincial travel platforms, providing broader reach for regional tourism promotion.
• Sq'ewá:lxw (Skawahlook) First NationcoreStrategic or Co-development PartnerOperates Ruby Creek Art Gallery featuring one of the strongest Coast Salish art collections in the region, including limited edition prints, carved jewelry, drums, and soapstone carvings with live carving demonstrations.
• Village of Harrison Hot SpringscoreStrategic or Co-development PartnerMunicipal partner co-hosting major events including Sasquatch Days and Canada Day celebrations. The village is designated as an Age-Friendly Community with accessibility improvements benefiting tourism infrastructure.
• BC Sports Fishing Group / Harrison Eco ToursminorStrategic or Co-development PartnerAccessible fishing tour operators who have partnered with Tourism Harrison and the Rick Hansen Foundation to develop specialized fishing technologies enabling participation for visitors with mobility limitations.
• Moytelexw Sts'ailes Development CorporationcoreStrategic or Co-development PartnerOperates Sasq'ets Journeys offering guided kayak, boat, and walking tours led by Sts'ailes Cultural Ambassadors featuring petroglyphs, eagle viewing, pit house sites, and traditional cultural experiences.
• Queer Chamber of Commerce (Rainbow Registered)minorGTM or Marketing PartnerTourism Harrison has obtained Rainbow Registered designation from the Queer Chamber of Commerce, indicating inclusive and welcoming services for LGBTQ+ travelers.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tourism Kelowna: DMO for the Kelowna region in the BC interior. Similar structure: municipal stakeholder membership model, content-led marketing, event promotion, and emphasis on outdoor/wine/agricultural tourism experiences.
• Tourism Whistler: DMO for Whistler, a BC resort destination. Comparable as a regionally-scoped destination marketing organization running year-round seasonal event programming, accommodation listings, and a member-funded governance model.
• Banff & Lake Louise Tourism: Destination marketing and experience organization for Banff & Lake Louise. Highly comparable as a mountain/nature-based DMO combining wildlife viewing, Indigenous partnerships, hot springs, and year-round event programming for a domestic drive market.
• Tourism Tofino: DMO for the Tofino region on Vancouver Island. Comparable as a BC DMO marketing a nature-and-adventure destination, Indigenous tourism experiences, and seasonal events to a mix of drive and inbound visitors.
• Tourism Vancouver: Metro Vancouver's destination marketing organization. Directly comparable as a BC DMO promoting a regional destination through content marketing, visitor servicing, and stakeholder coordination, although at a much larger scale and budget.
• Tourism Jasper: DMO for Jasper National Park and the surrounding region. Comparable as a Canadian mountain/wildlife destination with strong seasonal event programming, dark sky and wildlife positioning, and partnership with a national tourism body.

Broad incumbents

• Travel Alberta: Provincial tourism marketing organization for Alberta. Comparable structure to Destination BC: a broader incumbent that marketing organizations like Banff & Lake Louise Tourism and Tourism Jasper feed into, providing national and international reach.
• Destination BC (Hello BC): Provincial tourism marketing corporation for British Columbia. Tourism Harrison is a member/partner of Destination BC; it is the broader incumbent that provides provincial-level reach, cooperative marketing, and content infrastructure that regional DMOs feed into.

Others

• Indigenous Tourism BC: Industry association that administers the Authentic Indigenous designation and promotes Indigenous-owned tourism businesses across BC. Tourism Harrison's Indigenous partners (Sts'ailes, Cheam, Sq'ewá:lxw) are certified through this body, making it a key enabling organization in the value chain.

Regional players

• Tourism New Brunswick: Provincial DMO for New Brunswick. Operates in a different Canadian region but offers a directly comparable model: a DMO running content marketing, event promotion, and member-based governance to attract drive and intra-Canadian visitors.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/TourismHarrison
• Instagraminstagram.com/tourismharrison
• TikToktiktok.com/@tourismharrison
• Pinterestpinterest.com/tourismharrison
• LinkedInlinkedin.com/company/tourism-harrison-hot-springs

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tourism Harrison