The plan articulates the government's goal of enabling British Columbia's tourism industry to grow from "good" to "great" and double tourism revenues by 2015.  It identifies actions in four key strategic areas that government and its agencies will carry out to help industry increase the demand for and supply of tourism and outdoor recreation products and experiences.

1. Marketing and Promotion:  The Tourism Action Plan identifies 18 specific actions by government that will clarify roles and enhance coordination across government ministries, crown corporations and the tourism industry; attract more visitors and encourage them to stay longer; leverage the 2010 Winter Games; identify and promote emerging markets and products; and promote Aboriginal tourism and parks and outdoor recreation.
2. Development and Investment:  The plan identifies eight specific actions by government that will encourage a positive business climate; increase investment in tourism; maximize potential of Crown assets; and develop and expand cultural attractions.
3. Access and Infrastructure:  The plan identifies four specific actions by government that will coordinate investments; encourage hassle-free entry to and travel through British Columbia; and improve air-lift capacity.
4. Tourism Workforce:  The plan identifies three specific actions by government that will enhance training; attract more workers to British Columbia; and raise the retention rate within the tourism sector.