The tourism industry plays a major role in the provincial economy of British Columbia. In 2008, tourism in BC generated over $6.6 billion or 4% of the entire province's gross domestic product and employed over 131,000 workers (BCStats, 2009). Following a recovery period, after the September 11th terrorist attacks in 2001, tourism has been a strong point in BC's economy. Between 2003 and 2008 the tourism sector outperformed the overall provincial economy, while growing at an average annual rate of 5.5% between 2004 and 2007 (BCStat, 2009). More recently, the weakening economy worldwide, and particularly in the United States, slowed the industry growth to 1.7% in 2008. The majority of tourists in BC visit from other regions within Canada or come from the United States, forming a strong link between the American economy and the tourism in BC. With that said, there is growing potential for target markets outside of North America, especially in the Asian market. Considering that traditionally the tourism sector in BC recovers slower than the rest of the economy, the Vancouver 2010 Winter Olympic Games are expected to give the sector a welcome shot in the arm. Accommodation and food services make up the largest portion of the tourism sector's GDP at 37%, followed by transportation and related services at 35%. A miscellaneous category including travel agents, among other smaller industries, makes up 17% of the sector's GDP (BCStat, 2009).
The natural landscape of British Columbia makes the region a unique and ideal location for adventure travel or tourism. Adventure travel activities can be divided into 7 subsectors, which comprise activities with the highest demand among adventure tourists. These subsectors include fishing, wildlife viewing (land and marine), snowmobiling, downhill skiing and snowboarding, hiking (including cycling and mountain biking), and touring. Various regions across the province afford opportunities for tourists to participate in these activities, enabling many companies to enter the industry, either focusing on a single activity, such as wildlife viewing, or providing services involving many adventure activities.