A Holiday Message from Destination BC

Reflecting on 2025, Looking Ahead Together

As the year draws to a close, we pause to reflect on our shared accomplishments and the opportunities ahead. Once again, BC’s tourism industry has shown its strength, adaptability, and leadership.

BC’s vital visitor economy grew in key markets this year, with positive year-to-date results from China, Germany, and the US. These gains speak to our collective efforts to keep BC top of mind for international travellers.

Together with communities and Indigenous Tourism BC, we launched six new destination brands : Rainforest to Rockies, The Great Wilderness, The Infinite Coast, Valleys & Vineyards, Birthplace of Adventure, and Nature’s Heartland. Each brand reflects a distinct journey through the abundant nature, culture and adventure in BC, helping international visitors discover what calls to them. These brands are already enhancing BC’s global competitiveness and supporting the communities they represent.

Destination development strategies for four of these brands were also shared this year, outlining how each brand will be brought to life on the ground for visitors, the tourism industry, and communities. With emphasis on focus areas identified in the Iconics Destination Development Framework –  encounters, experiences, and touchpoints –it serves to help the brands succeed on the ground through guiding the development of an enhanced visitor experience. These strategies identify experience development opportunities aligned to deliver on the brand promises. Thanks to all our partners in the creation of these collaborative plans.

In January, we formed the British Columbia Tourism Football Club (BC Tourism FC) , a consortium including Destination BC, Destination Vancouver, Indigenous Tourism BC, the Ministry of Tourism, Arts, Culture and Sport, the BC Destination Management Organization Association (BCDMOA), and the City of Vancouver. Together, we’re preparing for the FIFA World Cup 26™—showcasing our province on a global stage, boosting tourism, and creating lasting benefits across BC.

This year, British Columbia was the focus in media across the globe, including The Reluctant Traveler, Lonely Planet, National Geographic, BBC Travel, The New York Post, and many more. Our Travel Media team works hard to create exposure for BC as a destination of choice. Thank you to all our industry partners whose support makes these stories possible.

Visitor services are a vital part of BC’s $22.1 billion tourism economy, generating economic benefits for businesses and communities. They provide practical information and support while also creating connections that inspire travellers to stay longer, explore further, and return again. By making visitors feel welcomed and supported, these services build BC’s reputation as a destination of choice. Thank you to our Visitor Services team, which manages the Visitor Services Network Program (VSNP), who have delivered excellent support to visitors across the province.

This year also brought challenges. New US tariffs reminded us of the fragility of cross-border relationships and the value of tourism diplomacy. While tourism isn’t directly subject to tariffs, economic ripple effects can influence travel patterns and sentiment. As we continue promoting BC across US and global markets, we’re also prepared to adapt if needed. Together, we’ve reinforced BC’s reputation as a must-visit, welcoming, and inclusive destination.

We also marked a change in leadership on our Board. Thank you to Scott Fraser for his years of service as Chair. We warmly welcomed Ingrid Jarrett, whose deep industry experience and collaborative leadership will help guide our next chapter.

BC held the spotlight in 2025 as host of the Invictus Games in Whistler, an event that drew visitors and further established BC as a premier destination for major international events. These wins set the stage for welcoming the world in 2026.

In 2026, we will share our new 2026-2029 Corporate Strategy, to provide clarity about the choices we will make over the next three years and beyond.

As we close out the year, I want to thank our industry partners, communities, and tourism businesses. Your collaboration and innovation continue to build a thriving and sustainable tourism industry in BC.

On behalf of all of us at Destination BC, I wish you a joyful holiday season filled with rest, reflection, and time with loved ones. Thank you for your continued dedication to BC’s visitor economy. We look forward to working together in the year ahead.

Richard Porges
President & CEO
Destination British Columbia