Destination BC China Welcomes Runners to the BMO Vancouver Marathon

The 2025 BMO Vancouver Marathon marked an exciting milestone this May, as runners from mainland China participated in the event for the first time since the pandemic, thanks to a collaborative campaign led by Destination BC’s team in China.

Strategic Reengagement With High-Value Markets

In partnership with China-based sports travel brands Mala Mala and 6renyou Travel, Destination BC China launched a targeted promotional initiative in early 2024. The program offered an exclusive marathon travel package including:

• Three nights of accommodation

• Race registration

• Ground transportation

• Curated pre- and post-race tour options

This campaign is part of Destination BC’s broader strategy to re-engage high-value international markets and rebuild cross-border tourism opportunities that support BC’s visitor economy.

Personal Touches Enhance the Visitor Experience

To welcome the visiting runners and elevate their experience, the Destination BC China team provided customized welcome kits. Each kit included:

• A personalized welcome letter

• Destination brochures highlighting British Columbia’s travel experiences

• Premium MarsQuest sports sunglasses

• Rainforest to Rockies–themed merchandise

Eight participants travelled to Vancouver for the marathon and several runners recorded personal bests during Sunday’s flagship race, adding to the excitement of the event.

Building on a Legacy of Sport Tourism

Destination BC has a strong history of supporting Chinese participation in the BMO Vancouver Marathon, helping bring more than 800 runners to the event between 2015 and 2018. This year’s return reflects a renewed commitment to growing cross-cultural sport tourism in BC—a niche that supports shoulder season travel, disperses visitation, and deepens emotional connection to place.

Looking Ahead

Destination BC China extends sincere thanks to the BMO Vancouver Marathon organizing team for their collaboration, and to 6renyou for creating a vibrant group banner celebrating the return of international runners. This activation represents just one of the ways Destination BC is creating pathways for international travel recovery through targeted, high-impact campaigns that inspire travel and generate lasting connections.

We look forward to welcoming even more runners from China in future years.