Surrey BC’s Destination Marketers Shift Gears with Bold, Bookable Experiences

Jenny Mourad-Marketing Director, Discover Surrey

As British Columbia’s fastest growing city, and one of the fastest-growing cities in Canada, Surrey, BC is no longer simply a suburb of Vancouver. It continues to evolve as a vibrant, diverse, and dynamic major metropolitan destination.

While destination marketing organizations (DMOs) have traditionally focused on promoting and marketing destinations, Discover Surrey recognized the need for a more hands-on, experience-driven approach. In response, we shifted our strategy to support not just marketing, but also the development of experiences that define what it means to visit Surrey.

For almost two years, our small but mighty Discover Surrey team has been working with eight independent businesses, supporting and funding the development and activation of a locally-led and thoughtfully designed collection of market-ready group tourism experiences. The result? Surrey's Signature Experiences- Explore. Taste. Connect, a new way for visitors to discover the heart, flavour, and stories of Surrey, BC.

Although the idea of experience development is not new, particularly with global destinations, this strategic approach is still emerging in Canada. A growing number of innovative DMOs are shifting beyond marketing to focus on product development and long-term destination planning, laying the groundwork for more sustainable and competitive tourism industry.

In Surrey, BC, our team recognized a rich tapestry of stories waiting to be discovered. We wanted to showcase not only Surrey’s diverse landscapes, but the people who shape its spirit, whether it's locals championing conservation efforts for bees and birds, internationally renowned Bollywood choreographers, Netflix baking champions, or first- and second-generation immigrants passionately serving up generations-old family recipes. Our goal wasn’t just to create bookable experiences; it was to offer visitors a genuine, first-hand look at what it means to live, create, and connect in Surrey.

This initiative taps directly into our marketing approach, building on the storytelling and community sharing we’ve always prioritized, only now, we’re working alongside businesses to help them shape and communicate their offerings in a way that’s both visitor-ready and true to their voice.

Prior to this project, Surrey had limited guided offerings that travel media, tour operators, and the public could book. The Signature Experiences collection fills that gap with professionally developed experiences, ranging in theme, that meet industry standards and can be sold directly to visitors, group planners, and travel trade.

Through this investment, we've empowered Surrey's entrepreneurs and small business owners, providing them with the tools, mentorship, and visibility to transform their offerings into visitor-ready products. By encouraging overnight stays, boosting visitor spending, and distributing the benefits of tourism more widely, the program supports a more sustainable and inclusive visitor economy.

British Columbia is a popular and competitive tourist destination. While Surrey stands alongside some of the province’s most desirable destinations, our vision for this project was is to highlight the city’s vibrant culture, local expertise, and hidden gems, positioning Surrey as a must-visit stop on any BC itinerary.