One Year On: How BC’s Iconic Destination Brands Are Reshaping the Way the World Discovers British Columbia
British Columbia holds some of the world’s most diverse landscapes. Rainforest, coastline, mountains, desert, and vast wilderness all sit within a single province. Yet when international travellers picture BC, their view often narrows to a handful of familiar places and peak-season experiences.
To help change that, Destination BC introduced six Iconic destination brands to market in September 2025, under a refreshed Super, Natural British Columbia® platform and in partnership with our creative agency, Zulu Alpha Kilo. One year on, that new approach to destination branding has become the organizing framework for how BC is presented to the world, and it is now woven through our global marketing, travel trade, and travel media programs.
Rethinking the “one destination, one brand” model
Most destinations market themselves under a single brand. The diversity in BC called for something different. Rather than flattening the province into one story, the destination brands work as a connected family of place identities, each with its own character, but all unified under the internationally recognized Super, Natural British Columbia® parent brand.
Together with Vancouver & Area and Destination Ski, the six Iconic destination brands create a fuller brand story that represents more places, more experiences, and more seasons across BC, giving travellers more compelling reasons to visit.
Meet the six Iconic destination brands
Each brand was developed with its own name, visual identity, symbol, typography, colour palette, and design system:
- The Infinite Coast – the endless Pacific shoreline where ocean, rainforest, and mountains meet
- The Great Wilderness – vast wilderness and northern skies
- Valleys & Vineyards – vineyards, orchards, and rolling valleys
- Birthplace of Adventure – rugged peaks and a legacy of outdoor adventure
- Nature’s Heartland – a soul-stirring landscape where nature and living history meet
- Rainforest to Rockies – the iconic journey between the Pacific and the Canadian Rockies
Each brand tells its own story while strengthening the overall British Columbia brand.
One year on: how the brands are being used
Since launching globally in September 2025, the destination brands have moved well beyond a visual refresh. They now shape how BC shows up in market, and they have been integrated into:
- Tour operator itineraries and selling tools
- Travel trade training resources and content libraries
- Global marketing campaigns across priority international markets
- Travel media programs, familiarization tours, and the Visiting Journalist Program
- Major activations, including FIFA World Cup 26™
The result is a shared platform that is broadening international perceptions of BC and encouraging visitors to discover more places, more experiences, and more seasons across the province.
“British Columbia boasts incredible cultural and natural diversity,” said Maya Lange, Vice President of Global Marketing at Destination BC. “Created in partnership with communities, Indigenous partners, and local tourism leaders, the six Iconic destination brands celebrate the distinct landscapes, cultures, and experiences that make British Columbia so extraordinary. Together, they provide travellers with compelling reasons to discover more of the province, at more times of year, and connect more deeply with the places and people that make each destination unique.”
A design system built in partnership
Bringing the strategy to life took more than a new look. As Destination BC’s creative agency partner, Zulu Alpha Kilo developed a flexible design system that gives each destination its own distinctive character while strengthening the broader Super, Natural British Columbia® brand.
The work was done in close collaboration with tourism and Indigenous partners, so the system reflects the real diversity of the landscapes, cultures, and visitor experiences in BC, and gives industry partners a shared platform to inspire travel throughout the province.
“Through collaboration with Destination BC, tourism and Indigenous partners, we collectively wanted to create a shared design approach that captures the essence of British Columbia’s destination experiences: eclectic, yet unified,” said Stephanie Yung, Chief Design Officer at Zulu Alpha Kilo. “Super, Natural British Columbia doesn’t just reframe British Columbia. It transforms the province into a place people can finally imagine exploring.”
Why this matters for BC’s tourism industry
For industry partners, the destination brands are a practical tool, not just a marketing story. They give every area, community, and business a shared framework to help spread the benefits of tourism across more of the province and across more of the year. By encouraging travel to more places and in shoulder and off-peak seasons, the brands support Destination BC’s goal of growing tourism in all parts of BC and increasing the benefits tourism delivers to people living here.
Get involved
Partners are invited to activate the destination brands in their own marketing using the brand-specific toolkits, which include social media templates, brand videos, consumer-facing maps, and more.
Learn more:
