Travel Media Coverage Report: April 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 April 2025, we tracked 51 pieces of coverage for destinations in the province with an estimated 1.56 million combined views. Here are a few examples of those stories and how Destination BC supported them:

The Seattle Times – Why This BC Spa Threw Out the Playbook and Started Using Seaweed

This Seattle Times feature spotlights Moon Jelly Bathhouse, a new spa experience on the edge of the Pacific in Tofino. The article showcases Tofino’s growing reputation as a wellness destination, tapping into the region’s natural coastal elements for rejuvenation. By highlighting this niche product, the story promotes BC’s broader wellness travel offerings and underscores the region’s appeal for visitors seeking restorative, nature-based experiences.

This story stemmed from Destination BC’s October 2024 wellness-themed edition of The Pitch, a media mailer distributed to over 2,000 qualified journalists. Inspired by the feature “Seaweed Baths, Nordic Therapy & Vino Spas: BC’s New Wellness Trends for Fall,” Seattle-based freelance writer David Gladish pitched and secured the assignment with The Seattle Times, leading to this high-value U.S. coverage for BC.

Lonely Planet – The 15 Prettiest Places in Canada

In this Lonely Planet roundup, Haida Gwaii is recognized as one of the most beautiful destinations in Canada, celebrated for its remote landscapes, rich biodiversity, and deep cultural significance. The article brings attention to iconic sites such as Gwaii Haanas National Park Reserve and the enduring presence of Haida culture, presenting the archipelago as a place of both natural and spiritual wonder.

Destination BC supported travel writer Jennifer Bain’s May 2024 trip through the Visiting Journalist Program, which helps media access and explore BC’s diverse regions. This inclusion in Lonely Planet’s widely read platform amplifies awareness of Haida Gwaii as a distinct and enriching destination, helping build demand for Indigenous-led tourism and respectful travel to remote areas of BC.

National Geographic – These Canadian Mountain Towns Offer the Beauty of Banff

This National Geographic article highlights BC’s Kootenay Rockies as a compelling alternative to Banff, showcasing the charm and character of small towns like Fernie, Golden, Kimberley, and Invermere. The feature draws attention to the region’s scenic beauty, vibrant arts communities, outdoor recreation, and warm hospitality and presents it as a destination for travellers seeking authentic, less-travelled experiences in the Canadian Rockies.

This piece demonstrates the power of long-term media relationships and regional partnerships in bringing BC’s diverse destinations to the forefront of global travel media. Kootenay Rockies Tourism Association worked with writer Jennifer Malloy, who has written previously about BC destinations with support from Destination BC, to develop this article. Our relationship with Jennifer has developed through past FAM tours, media events, and by providing support through the Visiting Journalist Program.

View the full April 2025 Coverage Report here: https://share.coveragebook.com/b/950e580185cb09b1