Destination BC Strengthens Trade Partnerships and World Cup Momentum in Mexico
Destination BC’s Market Development team was in Mexico City this month for four days of in-market meetings and events, reinforcing strong trade relationships and building momentum for British Columbia ahead of the FIFA World Cup 26™.
The mission, led by Meredith Moll, Director of Global Market Development and Monica Leeck, Manager of Market Development, Asia & Mexico, included meetings with Destination Canada, Air Canada, key tour operators, travel trade partners, and consumer media. The team partnered with Destination Vancouver to deliver a coordinated “Team BC” presence in market.
Positive Market Sentiment for BC and Canada
Engagement with Mexican travel trade partners highlighted strong interest in British Columbia and Canada more broadly. Tour operators reported positive sales and bookings to BC and Canada — in some cases up approximately 10 per cent — while sales to the United States have declined significantly.
Feedback from trade and media contacts underscored Canada’s welcoming reputation among Mexican travellers and strong enthusiasm for upcoming major events, particularly the FIFA World Cup 26™ in Vancouver.
Air access continues to support recovery and growth in the market. Air Canada confirmed that by this summer, its Vancouver–Mexico City route will increase to double daily service year-round, a significant boost in capacity that strengthens connectivity between the two destinations. Mexico visitation to BC continued to recover in 2025 following visa changes implemented in early 2024, and increased air capacity provides additional opportunity to accelerate growth.
Showcasing BC’s Iconic Brands
A key focus of the visit was introducing select Iconic destination brands — Rainforest to Rockies, Valleys & Vineyards and the Infinite Coast — to the Mexico travel trade and media.
Destination BC hosted a long table dinner experience featuring BC wines and an Iconics-inspired menu created by Chef Miguel Sanchez Navarro. The immersive evening brought the Iconics stories to life, allowing guests to experience diverse BC landscapes and premium offerings through food, wine, and storytelling.
Earlier in the week, Destination BC and Destination Vancouver jointly hosted a soccer-themed event at a sports cantina in Mexico City, leveraging the excitement for FIFA World Cup 26™. The evening featured a lively “soccer (foosball) tournament,” creating an engaging platform to connect with travel trade and media. The event generated strong trade media coverage and built excitement for Vancouver and BC as host destinations in 2026.
Expanding Media Reach
To further amplify BC’s profile, the team participated in several broadcast opportunities, including:
- A studio segment with Travel Report, where FIFA World Cup and Iconics messaging were distributed to travel trade audiences across Mexico.
- A feature interview with Concierge Imagen for a one-hour program focused on the FIFA World Cup 26™, Vancouver, and British Columbia.
Together, these engagements help position BC as a welcoming, world-class destination for Mexican travellers — both for marquee events and for year-round exploration.
Looking Ahead
With positive sales trends, increased air capacity, strong trade partnerships, and growing excitement for FIFA World Cup 26™, the Mexico market presents meaningful opportunity for British Columbia’s visitor economy.
Destination BC will continue working closely with in-market partners to convert interest into bookings, support trade readiness and ensure BC businesses are well positioned to welcome Mexican travellers.
Learn More:
