Destination BC Partners with Hit Documentary Series to Spotlight Squamish in China

Destination BC China has partnered with the wildly popular outdoor documentary series Exploring the Unknown with Wang Yibo (Season 2) to showcase Squamish to millions of viewers across China and beyond. The collaboration is part of a strategic content campaign designed to amplify BC’s adventure travel experiences and cultural relevance in one of the province’s most important international markets.

Global Reach Through a Cultural Icon

Hosted by Wang Yibo – a top Chinese actor, singer, and cultural icon with an enormous fanbase – Exploring the Unknown is co-produced by Tencent Video and Warner Bros. Discovery. Season 2 premiered exclusively on Tencent Video on November 28, 2025. The series quickly broke records: within 30 minutes of launch, it topped multiple popularity charts and surpassed 100 million views within eight hours.

Episodes 3 through 6 were filmed in Squamish and featured Wang Yibo engaging in a variety of outdoor adventures including aided and French free climbing at Smoke Bluff Park, deep-water soloing, stand-up paddleboarding, disc golf, and sea fishing. The Squamish-focused episodes delivered over two hours of dedicated exposure and generated exceptional social buzz across Chinese platforms.

Engagement Highlights:

• 201 trending topics across major social platforms
• 119 trends on Weibo and 6 on Xiaohongshu alone

Destination BC-Led Promotion

Using footage provided by Warner Bros. Discovery China, Destination BC China produced a one-minute highlight reel and accompanying social media content. Distributed across multiple Chinese platforms, the campaign:

• Reached 1.14 million views
• Drove 42,000+ engagements
• Achieved nearly 500,000 video plays on the highlight reel

Destination BC China also collaborated with Destination Canada China to extend reach further. Their reposts added another 132,934 views and 11,092 engagements to the campaign total.

Next Phase: Global Broadcast

According to Warner Bros. Discovery, the full documentary series is scheduled for international distribution via Discovery TV channels in 2026, offering additional visibility for British Columbia.

Why This Matters

This initiative illustrates how Destination BC is strategically partnering with major media entities to spotlight BC destinations in ways that resonate deeply with global audiences. By tapping into high-profile content and influencer partnerships, Destination BC continues to expand its global brand presence and position British Columbia as a premier destination for adventure travel.