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Directions: News from Destination BC
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Summer views of Barriere (Thompson Okanagan/Allen Jones).
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Message from Destination BC's Chair of the Board, Ingrid Jarrett
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I am honoured to have been appointed as Chair of the board for Destination BC, understanding this role holds a responsibility to support you, our industry. As I work hand in hand with Minister Anne Kang, our ministry team and our amazing team at Destination BC, I see significant opportunities for the coming years.
This fall we are rolling up our sleeves on a refresh of the corporate strategy, as well, looking at the markets that best support the meaningful growth of our industry around our province.
With the ever-changing geopolitical landscape, staying focused on building the industry in a meaningful way and ensuring our domestic and international visitors continue to prioritise British Columbia as their chosen travel destination will be a key focus.
My first month in my role as Chair has been a lot of listening, and absorbing where we are and why, and also where the opportunities lie.
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I'd like to thank those of you I've had the opportunity to meet with, I am grateful for your insights, your candid opinions and your support.
I see one team in BC tourism, in all its shapes and sizes, which brings a beautiful complexity which is also why travellers of all ilks love beautiful British Columbia so much. We have a lot of work to do, and I know we have the right team to get it done.
I look forward to working together to grow our tourism economy in all parts of our amazing province.
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The new Community Activation Playbook shows you how to get in on the action of FIFA World Cup 2026™.
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Your Guide to FIFA World Cup 26™: Community Activation Playbook Now Available
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Destination BC is excited to share the new Community Activation Playbook, developed by the FIFA World Cup 26™ Vancouver Host Communities. With 350,000 fans expected to attend seven matches at BC Place Stadium, this is a once-in-a-generation opportunity to celebrate the world’s biggest sporting event right here in BC.
The Playbook is your go-to guide for getting involved, whether you’re a business, resident, or community group. It includes tips on permitting, public viewing events, and creative ways to activate your space. The Playbook will continue to evolve as new opportunities emerge—so stay tuned and get ready to play your part.
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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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Contribute to the excitement of FIFA World Cup 2026™ by applying to be a volunteer.
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Don’t Miss the Iconic Destination Brands Industry Call on September 18
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It’s time to bring the Iconic destination brands to life! Join us Thursday, September 18 at 10 a.m. for a special industry call exploring how BC’s six Iconic destination brands are now live to consumers in global markets. We’ll take you through how the refreshed Super, Natural British Columbia® brand and the Let the Outside In platform are being activated across international media, travel trade, and travel media channels, and will share new tools, including brand guidelines, videos, and visual assets, designed to help you align with the destination brands and bring them to life through your own work.
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Remember to register for the September 18 industry call.
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Use the toolkits to spotlight your region's Iconic destination brand in the coming weeks.
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New Toolkits will Help You Share the Iconic Destination Brands, Starting with Rainforest to Rockies (September 15-21)
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As part of our full consumer launch, Destination BC will spotlight each of the six new Iconic destination brands weekly across our @supernaturalbc (formerly @HelloBC) channels.
Iconic Destination Brand Toolkits: Rainforest to Rockies Now Available
We’re inviting tourism partners along the R2R route to help bring this brand to life. Here's how you can join in:
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Reshare Destination BC’s posts
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Tag @SuperNaturalBC and use hashtags #ExploreBC and #RainforesttoRockies
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Send a Facebook collaborator request to @SuperNaturalBC (one per day)
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Create your own content using our brand-aligned templates (within the toolkit)
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Engage through comments and “Add Yours” Story prompts
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This is your chance to show the world the remarkable stories and landscapes along the Rainforest to Rockies route.
Plus: Additional resources for each iconic destination brand, including toolkits, will be shared during the industry call on September 18 (register here).
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Iconics Destination Development Strategies Now Available
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Destination BC has developed destination development strategies for three of BC’s Iconic brands: Rainforest to Rockies, The Great Wilderness, and Valleys & Vineyards.
These strategies aim to enhance existing visitor experiences and inspire new ones—from improved signage and storytelling to festivals, events, and more—all designed to showcase what makes each place truly iconic.
Coming soon:
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Birthplace of Adventure—strategy in development
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Nature’s Heartland and The Infinite Coast—launching spring 2026
These long-term strategies will help shape the future of tourism in BC, connecting visitors more meaningfully with the province’s diverse landscapes and communities.
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Valleys & Vineyards is one of three iconic destination development strategies currently available, with three more on the way.
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This video showcases the achievements of the Huu-ay-aht Nation in preserving local culture and supporting meaningful destination development.
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How the Huu-ay-aht First Nations are Leading Bamfield's Tourism Revival
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Across BC, destination development is building stronger, more competitive tourism experiences, while also leaving lasting benefits in local communities. Our latest video series highlights how these efforts are making a difference.
One inspiring story comes from the Huu-ay-aht First Nations, whose leadership in the Bamfield area is driven by a commitment to cultural revitalization, sustainable development, and community wellbeing. While the region was recently impacted by wildfires and road access remains temporarily closed, the Huu-ay-aht continue to move forward with a long-term vision. When the time is right, visiting Bamfield will provide a memorable travel experience while supporting a community on the path to recovery and resilience.
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Destination BC Travel Media Coverage Report: July 2025
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In July, Destination BC’s Travel Media team tracked 108 pieces of coverage for destinations across the province, reaching an audience of 460 million. Highlights include:
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Some of this month's stories resulted in the Travel Media team's farm-to-table edition of The Pitch newsletter.
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Is your business prepared for wildfires and other emergencies?
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Emergency Preparedness: What Tourism Operators Need to Know
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While summer may be winding down, high temperatures and dry conditions continue in parts of BC, increasing the risk of wildfires. These emergencies can disrupt travel, affect visitors, and impact tourism businesses—often with little warning.
The Tourism Emergency Management Committee (TEMC)—a collaboration between industry and government partners—works to ensure visitor safety, business continuity, and BC’s reputation as a safe travel destination during regional or provincial emergencies.
TEMC resources are available online, including:
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Downloadable responsible travel graphics
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Emergency Communications Guidance for BC’s Tourism Industry
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Emergency Communications Plan Template & Checklist
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Track the Latest Tourism Trends with Destination BC’s Tourism Industry Dashboard
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Destination British Columbia’s Tourism Industry Dashboard is an interactive, easy-to-use tool that publishes monthly updates on key tourism metrics across the province. It provides a clear snapshot of BC’s tourism performance, featuring data on international visitor arrivals, convention centre activity, hotel occupancy rates, and more. Access the dashboard to track trends or make data-informed decisions for your business or community.
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Access the dashboard for year-to-date insights.
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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. In its first three years, REDIP will have 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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Space for this webinar is limited, so register today.
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Register Now: Destination Dialogues 2025—Rethinking Experience Development
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Join Destination Canada for the third edition of the Destination Dialogues webinar series, on Wednesday, October 8 at 9:00 a.m. (PST). This year’s theme—“Rethinking Experience Development: From Ideation to Export Ready”—explores how rural, remote, northern, and Indigenous communities can channel local culture, creativity, and knowledge into regenerative tourism experiences.
This free, 90-minute webinar is hosted in collaboration with the Indigenous Tourism Association of Canada (ITAC). Following the webinar, Tansi Tourism Solutions will deliver an interactive, two-hour workshop (11:00 a.m. PST) that dives deeper into experience design.
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IMPACT Summit
January 25-28, 2026
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The IMPACT Sustainability Travel & Tourism Summit takes place annually in Victoria, and promotes sustainable regenerative solutions for the travel and tourism industry.
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BC Tourism Industry Conference:
March 4-6, 2026
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Mark your calendar for the 2026 BC Tourism Industry Conference, taking place March 4-6, 2026 at the Delta Hotels Grand Okanagan Resort in Kelowna. Further details will be shared soon.
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