Juan de Fuca Corridor

"Enhancing cross-border wellbeing and safeguarding natural ecosystems through sustainable coastal tourism."

The Juan de Fuca Corridor spans both sides of the Juan de Fuca Strait and crosses the Canada-US border. Focusing on enhancing community well-being and safeguarding natural ecosystems, the Corridor will develop the region's economic, social, and cultural potential through sustainable coastal tourism. This corridor is the first in the Tourism Corridor Strategy Program to cross into the United States and it offers new opportunities to engage with Canada's largest international market.

• Cross-Border Collaboration: This is the first corridor in the program to span the Canada-US border, offering unique opportunities to engage with Canada's largest international market.
• Sustainable Coastal Tourism: The corridor focuses on enhancing community well-being and safeguarding natural ecosystems, aligning with global trends in sustainable and regenerative tourism.
• Marine Tourism Potential: The corridor's coastal location allows for the development of eco-marine tourism experiences, tapping into the growing global marine tourism market.
• Cross-Border Economic Impact: By connecting Canadian and US tourism assets, the corridor has the potential to boost local economies on both sides of the border.

• Exploring coastal routes that showcase the region's natural beauty and cultural heritage
• Discovering diverse natural wonders, including provincial parks and protected areas
• Experiencing a variety of coastal adventures and water-based activities
• Engaging with Indigenous cultural experiences and visiting heritage sites
• Participating in outdoor activities in national and provincial parks on both sides of the border
• Supporting and experiencing sustainable and eco-friendly tourism initiatives
• Indulging in local culinary experiences featuring fresh coastal cuisine and farm-to-table dining
• Taking advantage of unique cross-border travel opportunities between Canada and the United States
   

• District of Sooke
• Pacific Northwest Economic Region (PNWER)
• Indigenous communities and First Nations
• Local tourism associations and chambers of commerce
• Parks Canada and BC Parks
• Olympic Peninsula Visitors Bureau
• Washington State tourism organizations
   

Planning partners are developing the strategy, which aims for completion by December 2025.

Find the latest updates here.

“The potential of the Juan de Fuca Strait Corridor as a premier tourism destination is immense."
– Mayor Maja Tait, District of Sooke
 

"The Juan de Fuca Tourism Corridor initiative… engages those with a real stake in the initiative's success — defined by economic, environmental and socio-cultural metrics — in driving the fate of their local economies."
– Dallas Gislason, Interim CEO, SouthIslandProsperity.ca
 

"The proposed Juan de Fuca Partnership is an exciting initiative for the coastal corridor between Canada and the United States and will benefit regions that have deep cultural and ecological connections."
– Bruce Williams, Chief Executive Officer, Greater Victoria Chamber of Commerce
 

“For us, this project represents a valuable opportunity to showcase Sooke’s unique natural beauty and vibrant cultural heritage while ensuring that tourism growth aligns with the values of our community.”
– Steven Eckart, President, Sooke Region Tourism Association
 

“We look forward to collaborating on this strategy that honours the rich cultural heritage of our area and encourages a thriving regional visitor economy that will bring real benefits to our communities”.
– Terrie Moore, Executive Director, Sooke Fine Arts Society
 

"The Juan de Fuca Partnership builds on the historic and cultural ties that have long bound our cross-border region and will continue to strengthen the relationships and active collaboration between us. We look forward to working with our partners on both sides of the border, particularly our Indigenous and Tribal communities, to ensure that we maintain the integrity of our abundant yet fragile natural ecosystems and showcase the rich history and culture of our region."
– Representative Cindy Ryu, Washington State Legislature, and PNWER President

The Juan de Fuca Corridor presents significant potential for tourism growth and investment, leveraging its unique cross-border location and diverse attractions. Key investment insights include:

• In 2025, 16.2 million travellers from the US are expected to visit Canada and spend $13.7 billion.
• The global marine tourism market is valued at approximately $216 billion USD (2023) and is projected to reach $759 billion USD by 2032.
• Canada's marine tourism sector is valued at $3 billion CAD, with projected growth to $5.1 billion CAD by 2030.
• The corridor's total tourism spend in 2023 was $2.1 billion, 2.4 times the two-year national average.
• BC received 24 million visitors in 2022, with 3.5 million visiting Vancouver Island and spending an estimated $2 billion CAD.
• Port Angeles welcomed 3.1 million visitors in 2023, with an estimated spend of $1.1 billion USD.

Potential opportunities in this corridor include:

• Sustainable tourism infrastructure development
• Cross-border tourism initiatives
• Indigenous tourism experiences and partnerships
• Eco-friendly accommodation and transportation projects, including development of a slow travel network
• Cultural heritage preservation and showcase initiatives
• Marine tourism experiences, including eco-marine tourism, whale watching, and recreational boating
   

Current Investment in the Corridor

Several initiatives are already underway or planned:

• The 2026 FIFA World Cup in British Columbia is catalyzing the development of a regional governance and management model for the tourism economy.
• The Indigenous Prosperity Centre and Destination Greater Victoria are planning an Indigenous Tourism training Workshop in October 2024.
• The Sooke Region Tourism Association is aligning its strategic plan with the District of Sooke's 2030 Climate Action Plan.
• The Prestige Oceanfront Resort in Sooke is expanding its marina to include float plane access.
• The Sooke Harbour House is undergoing extensive renovations for reopening in 2024.
• BC Parks invested $2.1 million in the Juan de Fuca trail between 2019 and 2023.
• Destination BC is supporting community tourism planning between Sooke and Port Renfrew.
• Discussions are underway for a helipad between Sooke and Port Renfrew for electric helicopter service.

For detailed information on investment prospects in this corridor, please contact:

Jennifer Horsnell
Senior Director, Destination Development
Destination Canada
horsnell.jennifer@destinationcanada.com

Dylan Rose
Senior Manager, Indigenous Relations
Destination Canada
236-339-6391
rose.dylan@destinationcanada.com

1. Visit the Knowledge Hub for case studies and more
2. Find the latest updates
3. Visit TourismScapes for information on this Corridor

To learn more about how you can be involved in the Corridor, including partnerships and investor opportunities, community engagement initiatives, and volunteer opportunities, please contact us.

To contact the Corridor team directly:

Jennifer Horsnell
Senior Director, Destination Development
Destination Canada
horsnell.jennifer@destinationcanada.com

Dylan Rose
Senior Manager, Indigenous Relations
Destination Canada
rose.dylan@destinationcanada.com

Gail Scott
Community Economic Development Officer, District of Sooke
gscott@sooke.ca
1-250-642-1634 ex 622; Cell 250-526-0036.

Tara Edens
Program Manager, Pacific NorthWest Economic Region
tara.edens@pnwer.org