Travel Media Coverage Report: May 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 May 2025, we tracked 45 pieces of coverage for destinations in the province with an estimated 728 thousand combined views. Here are a few examples of those stories and how Destination BC supported them:
Northwest Travel Life – From Rainforest to Rockies
In From Rainforest to Rockies on the Trans-Canada Highway, David and Susan Greenberg chronicle their 12-day, 1,200-mile road trip from Vancouver to the Alberta border, capturing the immersive beauty, culinary innovation, and warm hospitality found throughout British Columbia. Their story, which featured as the cover story in the May/June 2025 edition of Northwest Travel & Life Magazine, weaves together standout experiences in Kelowna, Revelstoke, Golden, and Field, delivering inspiration for future travellers along the Trans-Canada Highway.
Destination BC supported the Greenbergs’ June 2024 visit through its North American Visiting Journalist Program, coordinating flights and a rental vehicle to enable this cross-province exploration. By facilitating this immersive experience, the Travel Media team helped secure a high-impact, first-person narrative that aligns with Destination BC’s brand pillars and showcases regional and seasonal dispersion.
Western Living/BC Business – Local Getaways Near Prince George
In Keeping It PG, writer Alyssa Hirose explores the Ancient Forest/Chun T’oh Whudujut near Prince George—a rare inland rainforest and one of BC’s newest provincial parks. Through her experience on the accessible, volunteer-built boardwalk trail, Hirose highlights both the natural grandeur of thousand-year-old red cedars and the cultural significance of the site within Lheidli T’enneh territory. The piece positions Prince George as an underappreciated gateway to immersive outdoor experiences and quiet cultural richness.
Alyssa’s visit was part of Destination BC’s Fall 2024 group press trip, which was built around one of the new iconic brands, The Great Wilderness. The itinerary showcased Valemount, Prince George, and Mount Robson through Indigenous cultural connections, guided hikes, and scenic journeys.
Toronto Star – The Ultimate Hot-Springs Road Trip
In this story, writer Diane Selkirk invites readers on a rejuvenating journey through the Kootenay Rockies, highlighting a series of natural and developed hot springs nestled in some of BC’s most scenic mountain landscapes. From the rustic charm of Halfway River Hot Springs to the iconic pools of Ainsworth, Radium, and Fairmont Hot Springs, the feature blends wellness, nature, and regional character. Selkirk’s itinerary also explores nearby communities like Nakusp, Golden, and Invermere, showcasing the region’s local food, art, and accommodation offerings.
Destination BC supported Diane’s flights to Golden in October 2024 to facilitate this coverage, continuing our longstanding collaboration with the writer. The story was also supported in partnership with Kootenay Rockies Tourism. The resulting article supports our strategic goals for seasonal and regional dispersion, while inspiring readers to discover lesser-known routes through The Great Wilderness.
View the full May 2025 Coverage Report here: https://share.coveragebook.com/b/c0b8188896f92a82
