Beautiful Seats Returns: Destination BC Launches Next Phase of Global Campaign Ahead of FIFA World Cup 2026™

As BC prepares to take the global stage as a host destination for FIFA World Cup 2026™, Destination BC is proud to launch the next phase of its Beautiful Seats campaign: an initiative designed to showcase the breadth of iconic BC travel experiences to international audiences, while creating long-term value for tourism industry partners and communities across the province.

The seven-week campaign runs from December 1, 2025, to January 15, 2026, targeting soccer enthusiasts in the UK and Germany, two of BC’s highest-potential visitor markets.

A Creative Concept Built for Global Impact

Beautiful Seats is built on a powerful creative insight: while millions of fans compete for seats inside stadiums, British Columbia offers a different kind of spectacle – one where the seats are found on mountaintops, along coastlines, in vineyards, forests, or Indigenous-led cultural experiences.

It’s a concept that resonated deeply with audiences in the UK and Germany during its first run in spring/summer 2025, helping to position BC as a destination worth travelling for – before, during, and long after the tournament.

This next phase is also shaped by a remarkable collective effort. Following a province-wide call for content, 169 communities and tourism organizations registered to participate, with over 1,000 assets submitted to be featured in this iteration of the campaign. These contributions reflect the diversity of places and experiences that define travel in BC, and show how industry voices across the province are coming together for this once-in-a-generation moment. The resulting campaign assets carry the spirit of shared pride and shared opportunity as BC steps onto the world stage.

Strong Results Set the Stage

The first phase of the campaign generated outstanding results:

• 26 million video views, up to 260% above industry benchmarks
• Over 11 million TV ad views, with a cost-per-completed-view between 2 and 4 cents
• Brand lift of 5% in the UK and 4.6% in Germany – well above the 2–3% norm
• Up to 200% increase in destination-related searches in both markets, despite no paid search spend
• +56% to +200% lift in searches for “Vancouver World Cup” and “FIFA Vancouver”

These outcomes reflect not only the appeal of BC as a destination, but also the global appetite for immersive, meaningful travel – all possible in every corner of the province.

What This Campaign Brings to the Table

In this next phase, Beautiful Seats continues to feature BC’s six newly launched Iconic destination brands, integrating bookable travel packages and curated itineraries. Paid media will span online video, social, and travel content channels, paired with content strategies for owned channels and timed to maintain top-of-mind awareness as travel plans for 2026 take shape.

Two BC-based tour operators – Entrée Canada and Discover Canada Tours – will be featured on a new campaign landing page on SuperNaturalBC.com, offering a range of guided experiences from luxury retreats to value-driven small-group tours. These packages connect directly to the FIFA tournament schedule and support extended stays and province-wide travel.

Media and travel trade outreach also continues, including new story ideas and a FIFA-focused press trip scheduled for April 2026. These efforts aim to increase earned coverage of BC in the lead-up to and during the tournament window.

Strength in a Coordinated Approach

This campaign is one part of a broader strategy led by the BC Tourism FC, a collaborative group formed in 2023 and supported by over 20 organizations across the province. Together, we are working to amplify BC’s presence on the global stage, leveraging FIFA World Cup 2026™ not just as a moment in time, but as a springboard for long-term tourism growth.

The strategy is designed to drive geographic and seasonal dispersion, increase destination preference, and unlock the projected $1B in incremental visitor spending in the five years following the tournament.

This work recognizes that the benefits of global events must extend beyond the stadium. By connecting high-yield travellers to experiences throughout the province – from Vancouver to the valleys, coastlines to mountain communities – we support a more resilient and inclusive visitor economy for everyone.

Stay Engaged

• Find your Beautiful Seat
• Learn more about the BC Tourism FC