Highlights from Explore BC 2025: Authentic Experiences, Stronger Connections
On February 19, Destination BC hosted Explore BC: an event that brings together destination representatives from around the province to share new tourism offerings from their respective areas with key members of the global travel trade.
The afternoon began with a deeply moving and inspiring performance by Arnie Leon and Farley James of the Sts’ailes Nation, whose welcome set the tone for an event rooted in connection, community, and shared vision.
The theme of this year’s event was itineraries through a personal lens. Each presenter crafted a journey that reflected the experiences they would share with friends and family, bringing BC destinations to life in a meaningful, personal way.
The event welcomed nearly 150 attendees, including:
- All six BC tourism regions, Indigenous Tourism BC, and some major city DMOs
- 42 receptive tour operators from global markets
- Eight regional & international airlines and BC Ferries
- Destination Canada, Destination BC team members, and other key industry partners
Key highlights:
- Destination BC’s 2025 Global Marketing Plan overview – We shared our latest strategy shaping the future of BC’s global brand presence, emphasizing sustainable tourism growth, digital transformation, and the evolving Super, Natural British Columbia® brand.
- Showcasing the Iconics – The event reinforced the importance of the Invest in Iconics strategy, which is redefining how BC is presented globally through distinct, experience-driven brands that make the province stand out in an increasingly competitive marketplace.
- Inspiring future collaboration – Conversations over BC-inspired cuisine led to new and strengthened industry connections, reinforcing partnerships and opening doors to future opportunities.
Thank you to everyone who attended, participated, and contributed to making this event a success. We look forward to building on these conversations and working together to drive new opportunities in the year ahead.
