Consumer Marketing

Where We Play: Traveller Journey

The traveller journey is dynamic, non-linear, and involves several touch points and channels along the way, from inspiration to booking and in-destination travel.

Destination BC’s primary role is to Captivate the interest of our core travellers by creating an emotional connection to Super, Natural British Columbia® and building brand awareness for the new routes and place brands through compelling brand storytelling. Once we have their attention and BC is on their destination dream list, we then deliver planning content via digital channels. This triggers the traveller to actively investigate BC and start planning a trip. This is what we call the Activate stage. The next stage is Generate, where Destination BC connects the traveller to BC tourism partners that are best positioned to provide detailed experience and product information in order to close the sale. The Advocate stage is all about encouraging the sharing of experiences during or post-trip to inspire others to visit as well as driving repeat visitation.

To find out more, please e-mail [email protected] and request a copy of our 2026–2028 Global Marketing Strategy and 2026 Marketing Plan, available to our British Columbia tourism industry partners.

What We Do
We run brand‑led, always‑on consumer marketing that moves high‑value responsible travellers from inspiration to planning to booking. And then guiding them toward experiences that disperse travel across more places and seasons.

Who We Focus On
We use a segment‑first approach centred on Outdoor Explorers and Refined Globetrotters -travellers who share responsible travel values and generate high economic impact. Our storytelling connects big nature, living Indigenous cultures, and the Iconic brand family to their motivations.