Destination BC and Destination Canada Partner to Showcase BC Fall Experiences to California Travellers
Destination BC is partnering with Destination Canada on a new co-investment marketing campaign with Expedia, designed to inspire more California travellers to visit British Columbia this fall, helping drive visitation, bookings, and visitor spending during the shoulder season.
In market July 14 through October 31, 2026, the campaign leverages Destination Canada’s See Yourself in Canada platform to position British Columbia’s Valleys & Vineyards and Birthplace of Adventure iconic destination brands as compelling, bookable fall travel experiences.
Campaign at a Glance:
- Campaign: Destination Canada x Expedia See Yourself in Canada
- Market: California
- Timing: July 14 to October 31, 2026
- Featured Iconic Destination Brands: Valleys & Vineyards and Birthplace of Adventure
- Objective: Increase awareness and travel consideration while driving fall bookings to British Columbia
- Channels: Expedia paid media, Super, Natural British Columbia® owned channels, earned media, social media, email marketing, and travel trade
Through its co-investment with Destination Canada, Destination BC is able to extend its marketing investment while tapping into Expedia’s first-party traveller data, premium media network, and booking platform to reach high-intent travellers who are already actively planning their next trip.
Why California?
California is one of British Columbia’s most valuable international visitor markets, accounting for 18% of all US visitation and 24% of US visitor spending in BC. California travellers are also highly engaged in researching BC travel, making the market a strong opportunity to grow visitation and visitor spending through targeted, high-impact campaigns.
Bringing BC’s Iconic Destination Brands to Life
The campaign continues Destination BC’s work to bring the province’s iconic destination brands to life through targeted storytelling that connects travellers with the places, businesses, and experiences that make each destination distinctive.
California travellers will discover:
- Valleys & Vineyards, where restorative fall escapes combine exceptional food and wine, wellness experiences, cultural connections, and soft adventure into thoughtfully paced, multi-day journeys.
- Birthplace of Adventure, where immersive outdoor experiences, Indigenous tourism, distinctive accommodations, and spectacular landscapes inspire travellers to explore further and stay longer.
Rather than promoting individual experiences in isolation, the campaign shows how complete itineraries come together, making it easier for travellers to plan and book multi-day trips. This approach encourages visitors to spend more time exploring each destination, creating greater opportunities for local tourism businesses to benefit from increased visitor spending.
Inspiring Travellers and Making it Easy to Book
Designed to move travellers seamlessly from inspiration to booking, the campaign combines Destination Canada’s national platform with Destination BC’s provincial destination storytelling.
Expedia will produce original campaign creative featuring both destination brands, supported by online video, display advertising, social media, and premium media placements. Dedicated Expedia microsites will showcase curated itineraries that allow travellers to explore experiences and accommodations while booking directly through Expedia.
Destination BC’s owned channels, including Super, Natural British Columbia® accounts, will complement the campaign with seasonal stories, travel inspiration, and curated itineraries that help travellers plan their fall visit. Supporting content will also be integrated into the Expedia experience, while encouraging visitors to continue exploring trip ideas on supernaturalbc.com.
Together, these efforts create a seamless traveller journey that combines inspiring storytelling with practical planning tools, helping convert travel inspiration into bookings.
Supporting BC Tourism Businesses
By focusing on fall travel, the campaign supports Destination BC’s work to encourage year-round visitation and distribute the economic benefits of tourism across more communities throughout British Columbia.
This campaign reflects Destination BC’s ongoing commitment to delivering strategic, collaborative marketing initiatives that maximize investment, bring BC’s iconic destination brands to life, and create tangible economic opportunities for tourism businesses and communities across the province.
Learn more:
- Campaign landing pages:
