Destination BC 2024/25 Ski Season Promotion Kicks Off in China

Destination BC China, in collaboration with Deep Snow Club, one of the leading ski clubs in Southern China, unveiled the 2024-25 season ski campaign over the past weekend with three promotional events in Guangzhou, Shenzhen and Chengdu. The events were attended by more than 200 guests, including ski club partners, target consumers, media guests and tour operators. The events featured DBC China’s representative, Jodie Hu, showcasing BC’s 13 ski resorts and city winter highlights, influencers sharing their experiences skiing in BC, and a sales kick-off for Deep Snow Club’s Whistler package.

The events and the ski packages were also supported by airline partners Air Canada, Cathay Pacific and Hainan Airlines which, combined, have 21 direct flights out of Hong Kong and one flight out of Shenzhen every week. An online promotion starting in early September 2024 will further support these in-person events.

This campaign aims to bring two ski groups of 80 guests to Whistler in February and March 2025 for a 7-night/8-day ski trip during the Chinese Lunar New Year and Tomb Sweeping holiday periods. The events were well received by our target consumers in these cities.

DBC China prioritized the Greater Bay Area (Guangdong-Hong Kong-Macao Area) this year for marketing activities, as the recovery of flights to Vancouver from mainland China remains slow. In contrast, sufficient Hong Kong flight capacity has become an advantage for us to leverage, which traffic originating from Guangdong can easily access. In addition, the 2022 Beijing Winter Olympics has sparked growing interest in skiing in these markets.