Destination BC Activates in Australia and New Zealand Ahead of FIFA World Cup 26™

With the FIFA World Cup 26™ approaching, Destination BC is actively building awareness and partnerships in key international markets to position BC as a premier host destination.

Australia and New Zealand represent strong and growing visitor markets for BC. With both the Socceroos and the All Whites scheduled to play matches in Vancouver in June 2026, Destination BC is leveraging this opportunity to drive travel demand, media coverage, and trade engagement.

In early 2026, Destination BC delivered a coordinated in-market program across Sydney, Melbourne, and Auckland – spanning media, broadcast, and travel trade – to maximize BC’s visibility ahead of the tournament.

International Media Marketplace (IMM)

Destination BC participated in TravMedia’s International Media Marketplace (IMM) in Sydney, one of the region’s most important gatherings of travel media. The team led with a FIFA World Cup 26™ narrative, positioning BC as a destination ready to welcome international fans. Football commentator Claudes Fabiano returned as a guest speaker, sharing first-hand insights from his recent visit to Vancouver and Whistler and reinforcing BC’s appeal as a host destination.

In addition to Destination BC’s hosted session, the team conducted targeted one-on-one meetings with travel editors and writers to showcase Iconic BC experiences and encourage extended travel beyond match attendance.

Broadcast Partnerships

Destination BC met directly with official FIFA World Cup 26™ broadcasters SBS (Australia) and TVNZ (New Zealand) to establish early collaboration opportunities. These conversations focused on how Destination BC can support broadcast crews on the ground in Vancouver and across BC, while also enabling destination storytelling alongside tournament coverage.

Both broadcasters highlighted Destination BC’s proactive approach, underscoring the importance of engaging media partners ahead of the event. With potential for extended team stays – particularly from New Zealand – there are strong opportunities to generate additional destination content during the tournament period.

In-Market Media and Trade Events

To build momentum around the “100 days to go” milestone, Destination BC hosted in-market events in Sydney and Auckland, bringing together media and travel trade partners. These events featured panel discussions with leading voices from sport and media, highlighting the global scale of FIFA World Cup 26™ and the opportunity for BC to benefit from increased international visitation.

Discussions also reinforced the travel potential from both markets, with strong interest from media and industry partners in promoting BC as part of the tournament experience.

Travel Trade and Partner Engagement

Destination BC met with key travel trade partners, including Keith Prowse Travel – Football Australia’s official travel provider – which is actively developing and selling FIFA World Cup 26™ travel packages. Strengthening these relationships supports conversion from interest to bookings, ensuring BC is well-positioned within travel itineraries tied to the tournament.

Broadcast Content Development

Destination BC is also working with broadcast partners to bring BC’s story to life for international audiences. In collaboration with Destination Vancouver, Destination BC supported SBS Australia’s production featuring chef Adam Liaw and the World of Snacks series. Filmed in Vancouver and Victoria, the content blends culinary experiences with destination storytelling, connecting food, culture, and football to inspire travel to BC ahead of the tournament.

Building on Strong Market Performance

Australia continues to be one of BC’s top overseas markets, with strong visitation in 2025. For a relatively small population, the market consistently delivers high-value travellers.

With ongoing public relations, paid media, trade marketing, and media hosting planned, Destination BC will continue to build momentum in Australia and New Zealand, ensuring BC stands out as a destination of choice during FIFA World Cup 26™ and beyond.