The decisions made by Tourism Golden (B.C.) are not made lightly, and the executive director and board of directors don’t rely on luck for their success. The organization has a carefully crafted five-year business plan it first submits to the Ministry of Tourism, then refers to as a guide in choosing its yearly areas of specific focus.

Joanne Sweeting is the executive director of Tourism Golden, and she and the board have been following that successful protocol since she was hired in February 2012.

“We’re a non-profit organization, but I run it in the same way as I would a for-profit company,” said Sweeting. “You have to know what your objectives are, because this is not our money. If we don’t get the best return on our investment that we possibly can, it affects a much bigger picture than just Tourism Golden—there’s the economy and reputation of a whole local industry and this community that feels the impact. The planning element of it is probably the most important thing we do.”

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