Destination BC Launches New Australia & New Zealand Campaigns Ahead of FIFA World Cup 26™

As excitement builds toward FIFA World Cup 26™, Destination BC is expanding its international marketing and public relations efforts in Australia and New Zealand: key visitor markets with strong cultural and sporting connections to British Columbia. 

Through a coordinated strategy combining an extension of the Beautiful Seats marketing campaign and a new Australia-focused PR initiative, Destination BC is leveraging the global momentum of FIFA World Cup 26™ to inspire future travel to BC and position the province as a must-visit destination before, during and long after the tournament.  

Beautiful Seats 3.0 

Destination BC’s Beautiful Seats platform has become the organization’s flagship international marketing campaign connected to FIFA World Cup 26™. Following strong performance in earlier phases, Beautiful Seats ‘3.0’ is now focused on Australia and New Zealand, targeting soccer enthusiasts within the Refined Globetrotter audience segment who are actively considering future international travel experiences.  

The campaign positions British Columbia as both a FIFA host destination and a world-class travel destination beyond the tournament itself. By connecting BC’s spectacular landscapes, vibrant cities, and unforgettable experiences with the excitement of the world’s largest sporting event, the campaign encourages travellers to envision themselves visiting BC in 2026 and beyond.  

Campaign activity launched in stages beginning in April with digital marketing, followed by traditional media placements running throughout May, June and July. Paid media activity is designed to maintain awareness and build excitement in the lead-up to the tournament while reinforcing BC’s global tourism appeal.  

“All In In Australia” PR Strategy  

Complementing the marketing campaign is Destination BC’s Australia-focused PR strategy designed to capitalize on the significant opportunity created by the Socceroos playing their first FIFA World Cup 26™ match in Vancouver.  

Australia remains one of BC’s most valuable international visitor markets, with approximately 225,000 Australians visiting BC annually and more than 16,000 Australians calling BC home. The campaign taps into this longstanding connection by positioning British Columbia as a welcoming “home away from home” for Australian travellers.  

The strategy combines earned media, influencer partnerships, and creator-led storytelling to bring BC to life for Australian and New Zealand audiences. Destination BC will host official broadcasters from both countries, alongside additional top-tier media, helping make BC part of the broader World Cup story being shared with audiences back home.  

At the same time, creators and influencers will showcase BC through the lens of travelling football fans, highlighting everything from iconic scenery and outdoor adventure to food, culture, and the electric atmosphere expected throughout Vancouver and beyond during the tournament.  

An additional storytelling series featuring Australian creators who now live in BC will further reinforce the province’s welcoming spirit and emotional connection with Australian audiences. Their content will be shared throughout the tournament across creator channels and Super, Natural British Columbia platforms, helping transform football fans into future BC visitors.  

Supporting BC’s Visitor Economy Through Global Exposure 

Destination BC’s FIFA World Cup 26™ activation strategy is designed to create long-term tourism benefits for BC’s visitor economy by using the tournament as a platform to build international awareness and future travel demand. 

For many international travellers, FIFA World Cup 26™ will provide their first introduction to British Columbia. The experiences visitors have on the ground – and the stories, images, and content shared globally throughout the tournament – have the potential to influence travel consideration for years to come.  

By investing early in strategic international marketing and media relations activity, Destination BC is helping ensure BC is positioned not only as a successful FIFA host destination, but also as one of the world’s most desirable places to visit well beyond 2026. 

As the tournament approaches, Destination BC continues to work closely with industry partners to maximize the opportunities FIFA World Cup 26™ creates for communities, businesses, and the broader visitor economy across British Columbia. 

Learn more about Destination BC’s work around the FIFA World Cup 26™