Travel Media Coverage: July 2025

Destination BC has a well-developed program to work with travel media – journalists or outlets who specialize in telling travel and lifestyle stories – to create exposure for BC as a destination of choice. Travel media relations is an essential marketing channel to tell our brand story, build awareness, and encourage travellers to visit BC.

In the month of July 2025, we tracked 108 pieces of coverage for destinations in the province with an estimated 17.9 million combined views. Here are a few examples of those stories and how Destination BC supported them:

VITA Daily – The Most Delicious Way To Cross British Columbia? Follow The Rainforest To Rockies Road

In July, the Travel Media team launched a farm-to-table themed edition of The Pitch newsletter, showcasing fresh culinary experiences along the Rainforest to Rockies route. With thoughtful lead time ahead of harvest season, the team curated experiences, crafted content, and secured imagery to deliver a media-ready story: Experience Farm-to-Table at its Freshest from Rainforest to Rockies. Within hours of its July 22 release to 2,200+ North American media, VITA Daily published the feature online.

AARP – Unique Wellness Retreats Across North America

Responding to a TravMedia request for “Unique Wellness Experiences,” the Travel Media team pitched Moon Jelly Bathhouse, located in Clayoquot Sound, the first Tribal Park in Canada. The journalist was intrigued, and thanks to prior coverage of Moon Jelly in The Pitch, our team was able to provide in-depth information and connect her directly with the spa’s owners. Their collaboration, including images and insights, led to a feature in AARP the following month.

Globe and Mail – These women are guiding adventurers through the Rockies

As part of a Globe and Mail assignment highlighting female-led backcountry operators, sisters Nasuna and Chloe Stuart-Ulin explored Northern BC through a series of guided experiences. The visit was coordinated by Northern BC with budget support from Destination BC. Nasuna’s stunning imagery beautifully complimented Chloe’s vibrant commentary.

Forbes – 6 Wines That Will Sell You On Canada’s Viticulture Potential

Through Destination BC’s Visiting Journalist Program, in partnership with Iconic Wineries of BC, Forbes contributor Kate Dingwall joined the “Bounty of the Okanagan” press trip. The itinerary featured visits to family-owned wineries, Wise Earth Farm, and Kelowna Farmer’s & Crafters’ Market, as well as a stay at Spirit Ridge in Osoyoos. The resulting article shines a spotlight on the Okanagan’s thriving viticulture scene.

View the full July 2025 Coverage Report here: https://share.coveragebook.com/b/a7868e7b9c001d50