Destination BC Strengthens Travel Media Connections at TMAC 2026

Destination BC was proud to participate in the 2026 Travel Media Association of Canada (TMAC) Conference, hosted by Tourism Richmond from April 29 to May 3. The annual conference brought together more than 80 travel media and over 25 BC tourism partners to strengthen industry connections, enhance collaboration, and support compelling travel storytelling that showcases destinations across the province.

As one of Canada’s leading travel media events, TMAC provides an important platform for BC’s tourism industry to build relationships with journalists, content creators, and storytellers who help inspire future travel to BC communities and businesses.

Supporting BC Communities Through Media Connections

Destination BC participated in the conference alongside tourism partners from across the province, helping facilitate opportunities for travel media to experience BC destinations firsthand through pre- and post-conference tours in communities throughout the province.

These experiences help foster authentic storytelling that highlights the diversity of tourism offerings, cultures, landscapes, and visitor experiences in BC, creating valuable exposure for local tourism businesses and communities.

By participating in TMAC, Destination BC helps strengthen relationships with travel media and storytellers who play an important role in inspiring future travel to BC and sharing stories that reflect the province’s unique experiences and people.

Conference programming included Media Marketplace appointments, professional development sessions, local Richmond tours, and the TMAC Dinner and Awards Gala, all designed to create meaningful connections between media and industry partners.

Showcasing BC on the Global Stage

Destination BC also partnered with Indigenous Tourism BC to co-host a “Rainforest to Rockies”-themed dinner at the River Rock Casino Resort, celebrating BC tourism experiences while helping build excitement for the upcoming FIFA World Cup 26™ matches in Vancouver.

The event highlighted BC’s unique destination offerings and reinforced the province’s readiness to welcome global visitors in the years ahead.

Recognizing Storytelling that Creates Positive Impact

During the TMAC Awards Gala, 97 awards were presented across 21 categories recognizing excellence in Canadian travel journalism and storytelling. Destination BC sponsored the Best Tourism for Positive Change Story award, recognizing travel stories that highlight tourism’s ability to create positive social, cultural, environmental, and economic impacts.

Supporting awards like these aligns with Destination BC’s commitment to advancing responsible tourism and elevating stories that reflect the values and experiences of communities throughout BC.

Advancing Destination BC’s Strategic Objectives

Participation in events like TMAC supports Destination BC’s corporate objectives by helping to:

• Increase awareness and consideration of BC as a destination
• Strengthen relationships with key travel media and industry partners
• Support tourism businesses and communities through earned media opportunities
• Promote responsible and inclusive tourism storytelling
• Build momentum toward major opportunities like FIFA World Cup 26™

The conference also provided valuable opportunities for industry partners and media to reconnect, collaborate, and build new relationships. With the event returning to BC for the first time since 2018, the strong provincial representation demonstrated the tourism industry’s continued commitment to collaboration and storytelling that benefits communities across BC.