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Directions: News from Destination BC
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Rockwall Trail, Kootenay National Park | Destination BC/Kari Medig
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Guided by key traveller segments, research, and input from industry, we’re ready to share the brand strategies, names, identities, and how you can get involved.
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Discover BC's New Iconic Destination Brands
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This September, we’re launching six new Iconic destination brands—a major evolution in how we position British Columbia on the world stage. On June 4, 2025, at 9am (PDT), you're invited to join us as we share the details of the six new Iconic brands, the September launch, and how you can get involved.
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Make the Trip Home: Marketing Campaign Encourages Local Travel this Summer
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This new domestic campaign, launched on April 24, 2025, seeks to turn local pride into local impact by encouraging BC residents to plan a multi-day summer vacation within the province.
BC tourism partners are invited to get involved in the campaign and align their efforts through the Campaign Partner Toolkit (PDF), featuring social media templates and messaging guidelines.
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Helping spark local travel, drive visitation to your region, and strengthen our collective voice by participating in the campaign.
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Skiing in BC contributes $2.15 billion in annual direct revenue (2022–2023) and supports more than 12,930 full-time jobs.
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2025 Ski Marketing Campaign Launches in Australia
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On May 12, we launched our 2025 consumer ski campaign in Australia, encouraging passionate skiers with an adventurous spirit to experience the unique magic of ski experiences in BC. The campaign leverages our “You, Elevated” creative platform.
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These resources reflect the ongoing commitment to empower BC’s tourism industry with timely, relevant insights that support a resilient, inclusive, and sustainable visitor economy.
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Be Prepared for Emergencies this Summer
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Be prepared for emergencies this summer with the help of our recently updated Spring/Summer 2025 Emergency Messaging Guidance document. This guide outlines official emergency information sources and provides suggested messaging, actions, and other resources produced by the BC Tourism Emergency Management Committee for BC tourism businesses to help navigate questions, mitigate visitor concerns, and proactively manage perceptions during emergencies.
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Stories this month spotlight BC’s winter adventures, craft distilleries, and Indigenous and wilderness travel experiences.
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Destination BC Travel Media Coverage Report: March 2025
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We have a well-established program to work with travel media from around the world – 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 March 2025, we tracked 59 pieces of coverage for destinations across the province with an estimated 2.7 million combined views.
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Destination BC China Welcomes Runners to the BMO Vancouver Marathon
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The 2025 BMO Vancouver Marathon marked an exciting milestone this May, as runners from mainland China participated in the event for the first time since the pandemic. This campaign is part of our broader strategy to re-engage high-value international markets and rebuild cross-border tourism opportunities that support BC’s visitor economy.
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Eight participants travelled to Vancouver, with several runners recording personal bests.
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The full Tourism Climate Adaptation and Environmental Sustainability Business Survey report is now available on the BCTCRI Sustainability & Climate Adaptation Data Framework webpage.
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BC Tourism Climate Resiliency Initiative Sustainability & Resiliency Survey Results
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Results from the first-ever province-wide Tourism Climate Adaptation and Environmental Sustainability Business Survey are now available.
This critical baseline data is the result of survey responses from 550 tourism businesses between January 21 and February 21, 2025, and will help identify priority areas, track progress, and share success stories that inspire collective action as the industry continues to adapt to climate change
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These programs create meaningful opportunities to support self-determined cultural revitalization, enhance community spaces, and strengthen visitor experiences rooted in cultural authenticity and connection.
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First Peoples' Cultural Council Funding Opportunities
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The First Peoples' Cultural Council has launched two new funding opportunities that may be of interest to Indigenous tourism operators, cultural centres, and communities across BC:
Indigenous tourism leaders, knowledge keepers, and communities can explore these supports.
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This one-hour webinar will equip BC’s tourism operators with practical tools and timely insights to help you deliver informed, inclusive, and memorable guest experiences in the current political environment.
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Webinar: Welcoming the American & Canadian Visitor | May 23, 2025
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Amid shifting Canada–US dynamics, many Canadian—and American—travellers are reconsidering how and where they choose to explore. On May 23, 2025 at 10:00am (PDT) we will be hosting a free, one-hour webinar to help community ambassadors and tourism professionals navigate this opportunity to foster connection through informed and inclusive guest experiences.
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The responsibility to register and follow BC’s short-term rental rules falls on the host and booking platforms. Guests will not be responsible for cancelling trips.
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Province Moving Forward with Short-Term Rental Registry
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The Government of British Columbia is moving forward with requirements for anyone operating a short-term rental in the province, and listing on platforms such as Airbnb, Vrbo, and others, to register their listings. Effective June 2, 2025, listings without a valid registration number will no longer be advertised by these platforms and all future bookings will be cancelled by the platforms effective June 23, 2025.
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Welcoming Secretary of State for Small Business and Tourism, The Honourable Rechie Valdez
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We would like to extend our sincere congratulations to The Honourable Rechie Valdez, on being appointed as Minister of Women and Gender Equality and Secretary of State (small business and tourism). We look forward to collaborating with Minister Valdez in continuing to grow the thriving tourism industry in Canada and British Columbia.
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The Honourable Rechie Valdez, Minister of Women and Gender Equality and Secretary of State (small business and tourism).
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National AcessAbility Week
May 25-31
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National AccessAbility Week takes place every year starting on the last Sunday in May. It is a time to celebrate the contributions of persons with disabilities in Canada and to promote efforts to increase accessibility and inclusion in our communities and workplaces.
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RVing & Camping Month
June 2025
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The annual Canadian RVing and Camping Week has shifted focus from a post-May long weekend event to a month-long celebration in June. Organized and sponsored by the Canadian Camping and RV Association, this expanded month long initiative is designed to encourage Canadians and international visitors to get outside to enjoy a fun, safe and secure camping experience with family and friends.
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