Destination BC Attends Key International Travel Media Event in Australia

Summary:

• Destination BC attended TravMedia’s IMM (International Media Marketplace) in Sydney in late February, the leading global networking event connecting the travel industry with editors, journalists, broadcasters and content creators.
• Our team met individually with travel media and editors and presented the opportunity that FIFA World Cup 26™ brings to BC.

That’s a wrap!  Destination BC attended TravMedia’s annual International Media Marketplace (IMM) and Summit in Sydney on February 26-27, 2026.  With all of the key travel editors, publishers and freelancers in one room, this event is important channel for sharing Destination BC’s news and information.

This year, we led with the message about leveraging the opportunity that the FIFA World Cup 26™  presents, especially given that Australia’s Socceroos play their first match of the tournament in Vancouver.  Claudio Fabiano was our guest speaker for the second year in a row at our sponsored break, and his perspective about the world cup and his visit to Vancouver and Whistler in June 2025 captivated the audience!  Claudio will be working with SBS TV, Australia’s world cup broadcaster, and will be commentating the matches along with his colleagues.

The following day, Destination BC’s Lizzie Doyle and Monica Leeck had one on one meetings with travel editors and writers, where we shared more about our strategy for the new Iconic brands, and the opportunity to seize the eyeballs of the Aussies and offer suggestions of reasons to visit BC and explore more.

Australia is an important market for BC, as in 2023, Australians spent an estimated $348M in BC, with an estimated 180,000 Australians visiting BC in the same year. Learn more in the Australian market profile: https://www.destinationbc.ca/research-insights/type/market-research/

Learn more about IMM Australia: https://travmedia.com/immaus/