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Directions: News from Destination BC
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Lakes District Air in Burns Lake. (Northern BC Tourism/Andrew Strain)
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Unlock BC’s tourism potential during the FIFA World Cup 2026™ with the new BC Tourism FC Playbook.
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BC Tourism FC's Strategic Playbook Available Ahead of FIFA World Cup 2026™
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With British Columbia set to welcome the world for the FIFA World Cup 2026™, BC Tourism FC has shared the official BC Tourism FC Playbook—a vital tool to help tourism partners engage authentically and effectively with this global event. The playbook offers strategic messaging aligned with the BC Tourism FC strategy for FIFA World Cup 2026™, brand and compliance guidelines, creative activation ideas, and essential resources like match schedules and terminology guides. Additional chapters and materials will be released as more tournament details become available.
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FIFA Opens Licensing Opportunity for BC Businesses Ahead of FIFA World Cup 26™
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FIFA has announced an exclusive licensing opportunity for BC businesses to become Official Local Licensees for FIFA World Cup 26™. The program invites local businesses to design and sell FIFA World Cup 26™-branded merchandise that celebrates Vancouver’s culture and creative spirit. Eligible businesses can submit product concepts that range from apparel and souvenirs to locally inspired goods, with the flexibility to distribute via retail, wholesale, or direct-to-consumer channels. Applications will be reviewed directly by FIFA.
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FIFA is inviting BC businesses to become Official Local Licensees for FIFA World Cup 26™.
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Contribute to the excitement of FIFA World Cup 2026™ by applying to be a volunteer.
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Volunteer at FIFA World Cup 2026™
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Excitement is building for FIFA World Cup 2026™, and now, volunteers aged 18 and over can apply to be part of this historic global event. The volunteer program offers a rare opportunity to contribute to the world’s biggest sporting spectacle while gaining new skills and forging lasting connections. Volunteers are required to commit to eight shifts between June 11 and July 19, 2026, and will receive an official FIFA World Cup 26™ uniform, meals and refreshments during shifts, a volunteer certificate, and special recognition items.
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Valleys & Vineyards Destination Development Strategy Sets Path for Sustainable Growth
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Destination BC has released the Destination Development Strategy for Valleys & Vineyards—one of six iconic brand experiences under the Invest in Iconics Strategy. This long-term initiative is designed to drive sustainable, year-round tourism growth across more regions of BC, while enhancing the visitor experience and supporting local communities.
The Valleys & Vineyards Destination Development Strategy provides a clear roadmap for how tourism businesses and organizations in the Okanagan and Similkameen valleys can bring the Valleys & Vineyards brand to life. By aligning efforts under a shared vision, the strategy aims to boost awareness of the region, support economic development, and ensure tourism continues to benefit residents, businesses, and travellers.
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The Valleys & Vineyards Destination Development Strategy is designed to drive sustainable, year-round tourism growth in the Okanagan and Similkameen valleys.
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The Invest in Iconics Strategy is a long-term strategy to responsibly increase the benefits of tourism throughout British Columbia through the integration of Place Branding and Destination Development to competitively differentiate BC on the world stage.
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How To Get Involved With the Iconics
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Ahead of the full Iconics launch to consumers next month, now is a great time to familiarize yourself with the Iconics brands and strategies, and learn more about the opportunities to get involved. Start by learning more about the brand strategy behind the Iconics. This fall and winter, join an in-person workshop near you for hands-on support and activation ideas. You can also incorporate the brand into your own marketing—add the logo to your website or brochures, share brand-aligned posts on social media, or display a decal at your business. Tourism operators can also get involved through new intakes of the “Spark” Mentorship and Grant Program, or by exploring how their work connects to regional destination development.
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Destination BC Travel Media Coverage Report: June 2025
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In June, Destination BC’s Travel Media team tracked 42 pieces of coverage for destinations across the province, reaching an audience of nearly 844 million. Highlights include:
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This month's report includes stories showcasing iconic experiences like the Great Bear Rainforest and the Okanagan Valley.
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In this video, Kristi Denby, Volunteer and Coach, Williams Lake Cross Country Ski Club, and Robin Dawes, Past Board Chair, Williams Lake Cross Country Ski Club, share how local passion, volunteer dedication, and tourism funding transformed a modest trailhead into a year-round hub for recreation, culture, and connection.
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Celebrating the Value of Destination Development in BC
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Across BC, destination development is enhancing the competitiveness of tourism destinations through strategic investment in infrastructure, services, and visitor experiences. Beyond attracting travellers, these initiatives also bring meaningful benefits to local communities and residents.
In our most recent video series, we explore how destination development projects are delivering long-term benefits to visitors, residents, and communities across BC.
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Emergencies can impact travel, visitors, and businesses at any time, and potentially influence those who may be planning a trip to or within our province.
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Emergency Resources for BC’s Tourism Industry
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In BC, we have a dedicated group of tourism industry and government partners – the Tourism Emergency Management Committee (TEMC) – who work collaboratively to support the safety of visitors, the viability of tourism businesses, and our reputation as a safe and welcoming destination in a provincial or multi-regional emergency preparedness and response.
TEMC resources available to the BC tourism industry include emergency communication modules, emergency messaging guidelines, responsible tourism graphics, and regional emergency contacts.
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There are multiple ways you can participate in the 2025-2026 Resident Perceptions of Tourism survey. (Tourism Vancouver Island/Tourism Cowichan/Rob Wilson)
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DMOs Invited to Participate in 2025-2026 Resident Perceptions of Tourism Survey
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Destination BC is inviting regional and city DMOs to participate in the 2025-2026 Resident Perceptions of Tourism survey, launching in fall 2025. This research initiative offers valuable insights into the ways BC residents view tourism in their communities—information that can help guide strategic planning and boost support for the visitor economy.
Two partnership opportunities are available:
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For Communities Conducting Independent Research—DMOs can align their own Resident Perception surveys with Destination BC to ensure consistency.
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Communities New to Conducting Resident Perceptions of Tourism Research—Communities can receive guidance from Destination BC on launching this valuable research.
The deadline for both options is Friday, August 29.
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Applications Open for Rural Economic Diversification and Infrastructure Program
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The fourth intake of the Rural Economic Diversification and Infrastructure Program (REDIP) is now open, offering funding opportunities for rural and remote communities, First Nations, and not-for-profit organizations across BC. Applications are being accepted until October 31, 2025, for projects that aim to strengthen local economies and support long-term community resilience. Since its launch, REDIP has invested as much as $142 million in more than 450 projects, helping generate an estimated 7,000 jobs in rural areas.
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Applications for the fourth intake of REDIP will be accepted until October 31, 2025. (Northern BC Tourism/Ryan Dickie)
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Improved access to the Kettle Valley Railway is one of many upgrades taking place at Okanagan parks. (Destination BC/Grant Harder)
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Enhancing Access and Experience: Infrastructure Upgrades in Two Okanagan Parks
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Significant infrastructure improvements are nearing completion in two of the Okanagan’s most popular outdoor destinations. At Myra-Bellevue Provincial Park near Kelowna, a series of upgrades are improving access to the historic Kettle Valley Rail Trail. In addition, the Myra Station parking lot has been expanded to include 60 new vehicle spaces and 12 spots for buses and trailers. And, six new accessible toilet facilities have been added to the day-use area at the local trailhead. These enhancements are part of a $2.1-million project that began in 2021.
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Meanwhile, at Monashee Park northwest of Vernon, the bridge at Little Peters Lake is being replaced to restore access to several alpine recreation areas, including Big Peters Lake. This work is part of a five-year, $21.5-million investment dedicated to expanding and improving access to outdoor recreation opportunities in BC.
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New Streamlined Access to Freshwater Fishing Licenses through BC’s WILD System
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Beginning in fall 2025, recreational freshwater anglers in BC will benefit from a more streamlined licensing process as freshwater fishing licences become available through the Wildlife Information and Licensing Data system (WILD). This transition brings both fishing and hunting licenses onto a single online platform. To prepare for the 2026-2027 licence year, people who aren’t yet registered in the WILD system can create a user profile and obtain a free Fish and Wildlife ID (FWID), which will be required to purchase a freshwater fishing licence when sales open in spring 2026.
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Freshwater fishing licenses will be easier to obtain beginning in fall 2025. (Northern BC Tourism/Shayd Johnson)
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Have your say on the ongoing modernization of the Heritage Conservation Act.
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Contribute to the Next Evolution of the Heritage Conservation Act
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Heritage professionals and stakeholders across BC are invited to participate in the Province’s ongoing transformation of the Heritage Conservation Act, now entering its third phase. This milestone marks a significant step in modernizing the Act to better reflect the principles of the UN Declaration on the Rights of Indigenous Peoples and enhance the protection of heritage resources throughout the province. As part of this engagement process, Heritage BC is calling on members of the heritage community to contribute their insights and expertise through a public survey. Feedback will inform legislative changes expected in spring 2026.
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WORTH Association Fall Mentorship Program Now Accepting Applications
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Are you, or do you know, a woman working in recreation, tourism, or hospitality who’s ready to grow, connect, and give back? WORTH Association is now accepting applications for its Fall Mentorship Program, offering a valuable opportunity for women working in recreation, tourism, or hospitality to grow their careers, build meaningful connections, and collectively move the dial. Whether you’re seeking mentorship or ready to share your experience, this program is a powerful way to invest in both personal growth and the future of BC’s tourism sector.
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WORTH Association is now accepting applications for its Fall Mentorship Program.
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A depth of understanding and knowledge of the Kootenay region tourism sector is critical to success for this position.
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Kootenay Rockies Tourism Association Launches Executive Search for New CEO
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Kootenay Rockies Tourism Association is seeking a visionary leader to step into the role of Chief Executive Officer. Headquartered in Kimberley, the CEO will lead the strategic direction of the organization, overseeing regional destination development, marketing, and stakeholder engagement. Chemistry Consulting Group has been retained to manage the executive search and is seeking candidates who exemplify innovation, integrity, and a proven track record in destination leadership.
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Last Chance for Early-bird Rates!
2025 Tourism Congress
November 18-20
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It's your last chance to take advantage of early-bird pricing for the Tourism Industry Association of Canada (TIAC) 2025 Tourism Congress and Canadian Tourism Awards! Taking place November 18-20, 2025 in Gatineau, Quebec, the event unites tourism leaders, stakeholders, and innovators from across Canada and beyond.
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Mountain Travel Symposium:
April 13-18, 2026
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Join the global mountain travel community at the Mountain Travel Symposium (MTS), taking place in Whistler from April 13-18, 2026. The lowest rates available expiring on September 3. As the largest and longest-running gathering of mountain travel professionals worldwide, MTS offers a week of high-impact networking, business development, and collaboration, as well as a dedicated ski day.
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