Travel Media Coverage Report: March 2025

Destination BC has a well-developed program to work with travel media – journalists or outlets who specialize in telling travel and lifestyle stories – to create exposure for BC as a destination of choice. Travel media relations is an essential marketing channel to tell our brand story, build awareness, and encourage travellers to visit BC.

In the month of March 2025, we tracked 59 pieces of coverage for destinations in the province with an estimated 2.7 million combined views. Here are a few examples of those stories and how Destination BC supported them:

Food & Wine – From Snow Melt to Foraged Spruce Tips, Taste the Wild in These Canadian Spirits

Food & Wine recently featured a roundup of standout distilleries in Western Canada, with British Columbia’s Okanagan region earning prominent mention. The piece, written by long-time media collaborator Joanne Sasvari, is a direct outcome of Destination BC’s ongoing travel media engagement and showcases the Okanagan’s rich connection to the craft beverage movement.

Joanne participated in Destination BC’s “Fall Harvest in BC’s Okanagan” familiarization tour in September 2023, organized alongside the Travel Classics event. In addition to that experience, she remains actively engaged through our monthly media mailers and annual press trip invitations. This sustained relationship-building continues to generate trusted editorial coverage that elevates BC’s culinary and agritourism experiences for a global audience.

Conde Nast Traveler – Think Heli-Skiing Is Only For the Experts? Think Again

A January 2025 travel media familiarization tour (FAM) hosted by Destination BC was the catalyst behind two stories published in March by Condé Nast Traveler and the Toronto Star. These stories spotlight BC’s renowned POWDER HIGHWAY® and position the province as a premier destination for winter adventure, reaching travellers across North America at the height of ski season.

Organized by Destination BC’s Travel Media team, the FAM tour invited writers to experience standout winter offerings firsthand, from heli-skiing with CMH Purcell, to skiing at Revelstoke and Kicking Horse, and dining at Canada’s highest restaurant. By supporting this immersive storytelling opportunity, Destination BC helped showcase BC’s exceptional tourism experiences and drive global interest in travel to the province.

Outside Magazine – The 50 Best Adventures in the U.S., Mexico, and Canada

Outside magazine’s recent feature on the “Best Adventures in the U.S., Mexico, and Canada” showcases British Columbia as a top-tier destination for outdoor experiences, with three stand-out mentions: the iconic West Coast Trail, cat skiing in Fernie, and the culturally immersive Klahoose Wilderness Resort.

Destination BC played a role in securing coverage for two of these experiences through proactive media relations. Our team supported information requests from Outside contributors in both 2023 and 2024, helping to shape compelling narratives that resonate with US audiences. This strategic effort has already delivered impact, with Klahoose Wilderness Resort has confirmed at least one direct booking from a US visitor as a result of the article.

View the full March 2025 Coverage Report here: https://share.coveragebook.com/b/73e88c867987f9ba