The Infinite Coast

The tourism industry in BC will benefit from this strategy through increased global demand for more places/seasons in British Columbia. By turning the immense geography and experiential diversity in BC into clear, compelling options that simplify discovery and planning, the new family of destination brands will help travellers more easily understand and choose more places in BC and across all seasons, ultimately ensuring BC can compete and win against global destinations, and spreading the benefits of tourism throughout the province.

Benefits for tourism businesses of increased global demand for BC could include:

• More visitor bookings – Clearer value proposition and global marketing reach brings more qualified leads to businesses
• Extended operating seasons – Increased shoulder and off-peak demand allows businesses to operate longer and generate increased and more consistent annual revenue
• Product expansion opportunities – Increased demand for BC creates potential to develop new offerings or enhance existing experiences
• Access to global marketing power through Destination BC’s international reach and collective marketing impact, that businesses couldn’t achieve on their own

Benefits for communities of increased global demand for BC could include:

• Attracting responsible travellers who stay longer, spend more, travel further afield and help sustain year-round economic activity.

Super, Natural British Columbia will continue to play a critical role in building awareness and demand for tourism in BC. Super, Natural BC is the overarching parent brand for our global marketing efforts; it sets the tone, values, and shared story that unite all of the BC destination brands and acts as the guiding force for how BC shows up in international markets. The new destination brands join Super, Natural BC as our globally compelling, competitively positioned reasons to visit BC.

No; the new destination brands are consumer-facing brands, designed to help international travellers easily and quickly understand the offering for British Columbia. They do not reflect a change in current administrative boundaries for the BC tourism industry.

The regional DMOs are key partners in this project and have helped to create the brands and play a critical role in implementing them moving forward. Some RDMOs support several of the new destination brands.

The best place for you to start is the industry toolkits—one for each destination brand. Inside these toolkits you’ll find practical tools, messaging frameworks, and creative assets that make it simple to weave the brands into what you’re already doing. While Destination BC will be focused on international markets, industry can use the assets and tools in their domestic marketing, too.

The toolkits, alongside a number of other great resources, can be found at DestinationBC.ca/Brands and in Destination BC’s Learning Centre.

Super, Natural British Columbia and the iconic destination brands will be promoted through a mix of consumer-direct, travel trade, and travel media activities in all of Destination BC’s key global markets: USA, UK, Germany, Australia, China, and Mexico.