Thomas Müller Trades the Pitch for the Pacific on Infinite Coast Adventure

As excitement builds for FIFA World Cup 26™, football and travel are becoming an increasingly powerful pairing, and Destination BC is helping showcase BC to global audiences through that momentum.

In preparation for the tournament, Destination BC recently supported a visit to the Infinite Coast by Vancouver Whitecaps FC player Thomas Müller. Newly arrived in Vancouver from Germany, Müller brings with him an international fan base of more than 50 million followers across social platforms, offering a unique opportunity to introduce coastal BC experiences to audiences in key global markets.

During the trip, Müller and his team experienced a curated Infinite Coast itinerary featuring a scenic floatplane journey, a walk along Chesterman Beach, Indigenous and culinary experiences, and whale watching along the west coast. Destination BC supported the visit through itinerary development and destination recommendations designed to highlight the region’s world-class experiences and natural beauty.

Since arriving in Vancouver, Müller has frequently shared his appreciation for the city and surrounding region with fans online. His enthusiasm for BC, combined with his broad international reach, made the collaboration a strong fit for showcasing the province to potential travellers–beginning with the Infinite Coast and Tofino.

Germany remains an important international market for BC tourism, with German travellers demonstrating strong interest in nature-based, outdoor and coastal experiences that align closely with the province’s tourism offerings. Collaborations like this support Destination BC’s corporate strategy to grow international awareness and consideration in key global markets while positioning BC as a must-visit destination ahead of FIFA World Cup 26™.

Müller’s first video from the trip is now live, with more content expected to roll out in the coming weeks.