Destination BC Launches New China Consumer Website to Inspire Travel to Super, Natural British Columbia®

Destination BC has launched its all-new consumer website for the China market, SupernaturalBC.com.cn, marking a significant milestone in the organization’s global digital ecosystem and strengthening its ability to connect with one of BC’s most important international markets.

The new platform replaces the legacy HelloBC China website, which had been in place since 2018, and brings China fully into alignment with Destination BC’s refreshed Super, Natural British Columbia® brand and global web experience.

A modern, in-market platform built for Chinese travellers

Served and hosted directly within China in partnership with Web Presence in China (WPIC), the new website delivers faster performance and load times, an improved user experience, and content tailored specifically to Chinese audiences.

The site showcases BC through six newly defined iconic destination brands, helping visitors better understand the province’s geography while highlighting the diversity of experiences. Rich visual storytelling, including videos subtitled in Chinese, supports travel inspiration and trip planning.

The platform also integrates features designed to increase engagement and conversion, including:

• Personalized “favourites” functionality for trip planning
• Localized travel tips embedded within content
• A flexible design system to support ongoing storytelling and campaign integration
• FIFA World Cup 26™–related content, including “Beautiful Seats” and “Same Day – Game Day” travel ideas

In the coming weeks, Destination BC will continue enhancing the site with more localized content, practical travel information, additional storytelling tailored to Chinese travellers, and the addition of our AI-powered chatbot.

Built for China’s unique digital ecosystem

To ensure accessibility and compliance within China, the website incorporates locally approved technologies:

• Baidu Maps replaces Mapbox and Google-based mapping tools
• Youku hosts video content, providing ad-free playback with Chinese subtitles
• Chinalytics delivers in-market analytics comparable to Google Analytics

While all primary website content is fully localized, business listing detail pages remain in English due to third-party platform limitations.

Why this matters for BC’s tourism industry

China remains a high-value international market for British Columbia, with travellers typically seeking iconic landscapes, premium experiences, and multi-day itineraries across regions. They are also highly digital, relying on trusted, localized online content to research and plan their trips.

The new SupernaturalBC.com.cn platform is designed to meet those expectations, and to convert interest into travel to BC.

For tourism businesses across the province, this means:

• Stronger visibility in a key international market
  The new site showcases BC’s brand and experiences in a way that resonates with Chinese travellers, helping more potential visitors discover what the province—and individual communities—have to offer.
• More opportunities beyond major gateways
  By organizing content around the six iconic destination brands, the site encourages travellers to explore province-wide, supporting broader distribution of visitors and economic benefits.
• Better alignment with how Chinese travellers plan
  Localized storytelling, practical travel tips, and in-market hosting create a more seamless planning experience, making it easier for travellers to move from inspiration to booking.
• Positioning BC for future demand
  With integrated FIFA World Cup 26™ content and a flexible platform that can evolve with campaigns, the site helps build momentum for upcoming global travel opportunities.

Behind the scenes, this work reflects Destination BC’s ongoing focus on investing in priority markets and using digital platforms to deliver high-impact, measurable results—ensuring BC remains competitive and top of mind with international travellers.