Beautiful Seats Returns: Destination BC Launches Next Phase of Global Campaign Ahead of FIFA World Cup 2026™

Updated campaign markets – December 10, 2025:

Following the official match draw for FIFA World Cup 2026™, Destination BC is expanding the reach of its global “Beautiful Seats” campaign to connect with even more high-potential international markets.

Originally launched in the UK and Germany on December 1, this second phase of the campaign was designed to drive awareness of British Columbia as a host destination while inspiring long-haul travel and community-wide benefits across the province.

With confirmed match schedules now available, Australia has emerged as a priority market. As of December 15, paid digital media will begin in Australia – one of BC’s top international markets – to tap into strong fan interest and outbound travel potential. TV, streaming, and YouTube tactics will continue in the UK and Germany through January, but the majority of the media budget has now shifted to Australia.

In addition, paid search campaigns will launch in Switzerland, Belgium, and New Zealand on December 11, extending the campaign’s reach through Google to audiences in markets with growing interest and active travel planning behaviour.

This approach allows Destination BC to stay responsive to global developments and audience signals, while continuing to centre tourism industry participation and long-term impact. The campaign’s collaborative foundation remains a key strength: over 1,000 assets submitted by 169 communities and organizations are featured in this phase, reflecting a province-wide effort to welcome the world.

More updates will be shared in the weeks and months ahead, including additional traditional media tactics.

—

Original article published December 2, 2025:

As BC prepares to take the global stage as a host destination for FIFA World Cup 2026™, Destination BC is proud to launch the next phase of its Beautiful Seats campaign: an initiative designed to showcase the breadth of iconic BC travel experiences to international audiences, while creating long-term value for tourism industry partners and communities across the province.

The seven-week campaign runs from December 1, 2025, to January 15, 2026, targeting soccer enthusiasts in the UK and Germany, two of BC’s highest-potential visitor markets.

A Creative Concept Built for Global Impact

Beautiful Seats is built on a powerful creative insight: while millions of fans compete for seats inside stadiums, British Columbia offers a different kind of spectacle – one where the seats are found on mountaintops, along coastlines, in vineyards, forests, or Indigenous-led cultural experiences.

It’s a concept that resonated deeply with audiences in the UK and Germany during its first run in spring/summer 2025, helping to position BC as a destination worth travelling for – before, during, and long after the tournament.

This next phase is also shaped by a remarkable collective effort. Following a province-wide call for content, 169 communities and tourism organizations registered to participate, with over 1,000 assets submitted to be featured in this iteration of the campaign. These contributions reflect the diversity of places and experiences that define travel in BC, and show how industry voices across the province are coming together for this once-in-a-generation moment. The resulting campaign assets carry the spirit of shared pride and shared opportunity as BC steps onto the world stage.

Strong Results Set the Stage

The first phase of the campaign generated outstanding results:

• 26 million video views, up to 260% above industry benchmarks
• Over 11 million TV ad views, with a cost-per-completed-view between 2 and 4 cents
• Brand lift of 5% in the UK and 4.6% in Germany – well above the 2–3% norm
• Up to 200% increase in destination-related searches in both markets, despite no paid search spend
• +56% to +200% lift in searches for “Vancouver World Cup” and “FIFA Vancouver”

These outcomes reflect not only the appeal of BC as a destination, but also the global appetite for immersive, meaningful travel – all possible in every corner of the province.

What This Campaign Brings to the Table

In this next phase, Beautiful Seats continues to feature BC’s six newly launched Iconic destination brands, integrating bookable travel packages and curated itineraries. Paid media will span online video, social, and travel content channels, paired with content strategies for owned channels and timed to maintain top-of-mind awareness as travel plans for 2026 take shape.

Two BC-based tour operators – Entrée Canada and Discover Canada Tours – will be featured on a new campaign landing page on SuperNaturalBC.com, offering a range of guided experiences from luxury retreats to value-driven small-group tours. These packages connect directly to the FIFA tournament schedule and support extended stays and province-wide travel.

Media and travel trade outreach also continues, including new story ideas and a FIFA-focused press trip scheduled for April 2026. These efforts aim to increase earned coverage of BC in the lead-up to and during the tournament window.

Strength in a Coordinated Approach

This campaign is one part of a broader strategy led by the BC Tourism FC, a collaborative group formed in 2023 and supported by over 20 organizations across the province. Together, we are working to amplify BC’s presence on the global stage, leveraging FIFA World Cup 2026™ not just as a moment in time, but as a springboard for long-term tourism growth.

The strategy is designed to drive geographic and seasonal dispersion, increase destination preference, and unlock the projected $1B in incremental visitor spending in the five years following the tournament.

This work recognizes that the benefits of global events must extend beyond the stadium. By connecting high-yield travellers to experiences throughout the province – from Vancouver to the valleys, coastlines to mountain communities – we support a more resilient and inclusive visitor economy for everyone.

Stay Engaged

• Find your Beautiful Seat
• Learn more about the BC Tourism FC