Destination BC Strengthens Tourism Trade Relationships in China

Destination BC recently returned from a strategic sales mission to China, reinforcing British Columbia’s presence in one of the province’s most important international visitor markets as outbound travel from China continues to recover and evolve. 

Led by Destination BC’s Monica Leeck and Maya Lange, the mission took place April 21–29 and brought together a strong “Team BC” delegation that included Destination Vancouver, YVR, Tourism Richmond, and Tourism Sun Peaks. The coordinated approach highlighted BC’s commitment to growing international visitation through aligned storytelling, trade relationships, and long-term market development. 

Destination BC’s continued in-market presence in China, supported by its local team Jodie Hu and Celia Li, plays an important role in maintaining strong industry relationships, identifying emerging opportunities, and ensuring BC remains visible and competitive with travel trade and consumers. 

The mission included meetings and events in Beijing and Shanghai with key travel trade, airline, media, digital platform, and distribution partners. 

China Remains a High-Value Market for BC 

China continues to be a strategically important international market for BC tourism due to its strong visitor spending, interest in premium travel experiences, and growing appetite for nature, culture, culinary tourism, and major events. 

Chinese travellers have historically contributed significant economic value to BC’s visitor economy, supporting tourism businesses, jobs, and communities across the province. As international travel demand from this market rebuilds, Destination BC is focused on maintaining strong in-market relationships and ensuring BC remains competitive and visible. 

The sales mission provided an opportunity to reconnect with key partners and gain current market insights around traveller behaviour, booking patterns, and emerging opportunities. 

Meetings included engagements with: 

• Ctrip/Trip.com Group, China’s largest online travel agency  

• Social media platforms Red Note and Sina Weibo  

• Representatives from the Canadian Embassy and Immigration, Refugees and Citizenship Canada (IRCC) 

• Destination Canada – China   

These discussions offered valuable perspectives on how Chinese travellers are planning and booking international trips, and how BC can continue to align its marketing and tourism offerings with evolving consumer interests. 

Spotlighting BC Through Storytelling and Major Events 

A key focus of the mission was building excitement for FIFA World Cup 26™, which presents a major opportunity to attract international visitors to BC and extend travel throughout the province. 

Destination BC hosted two industry events in Beijing and Shanghai that showcased BC’s tourism experiences, iconic destinations, and readiness to welcome visitors for FIFA World Cup 26™ and beyond. 

During the mission, Destination BC also launched its new “Listen to the Land of BC” video campaign featuring narration by well-known Chinese football commentator Huang Jianxiang. The campaign connects the natural beauty, cultures, and visitor experiences in BC with growing interest in football and international travel. 

The video generated several million views during launch week, with strong engagement and positive audience response across Chinese digital channels. 

Supporting Tourism Businesses and Communities Across BC 

International market development plays an important role in supporting BC’s visitor economy year-round. Increased visitation from markets like China helps drive business for hotels, restaurants, attractions, transportation providers, retailers, tour operators, and local tourism organizations throughout the province. 

By strengthening relationships with travel trade and distribution partners in China, Destination BC is helping create future opportunities for BC tourism businesses and communities to benefit from international visitation growth. 

The mission also reinforced the importance of collaboration across the tourism sector. Presenting a united “Team BC” presence demonstrated the province’s ability to work collectively to compete in an increasingly active global tourism marketplace. 

As competition for international visitors intensifies worldwide, maintaining strong relationships in key markets remains essential to ensuring BC continues to attract high-value visitors who contribute to local economies and support vibrant communities across the province.