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Directions: News from Destination BC
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Helmcken Falls thunders into a secluded lake in Wells Gray Provincial Park.
(Stephanie Devereaux Pacific Peaks Media/Tourism Wells Gray)
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Submit your "Beautiful Seats" photos and videos by Nov. 30, 2025. (Destination Vancouver/Hubert Kang)
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Discover BC’s Most Beautiful Seats, No Ticket Required
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As Vancouver prepares to host FIFA World Cup 26™ matches next June, BC is poised to capture the world’s attention—not just for the action on the pitch, but for the breath-catching landscapes that define the province. Destination BC’s “Beautiful Seats” campaign invites you to showcase BC’s most spectacular “seats”, from beach blankets and park benches to paddleboards and mountain vistas. It’s a reminder that with or without a ticket to the match, visitors can still enjoy a front-row experience in nature. Submit your photos or videos by Nov. 30, 2025.
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The new SuperNaturalBC.com was designed to inspire, connect, and elevate how we share this province with the world.
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Discover SuperNaturalBC.com: Our New Digital Home
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The newly launched SuperNaturalBC.com—formerly HelloBC.com—marks a major milestone for Destination BC and the province’s tourism industry. This reimagined digital marketing platform introduces the refreshed Super, Natural British Columbia brand® alongside six new destination brands, creating a more cohesive and inspiring online experience. Designed to better connect global travellers with BC’s diverse regions, the site offers streamlined navigation, in-context travel tips, immersive terrain visuals, and personalized trip planning. Content creators will also benefit from a flexible design system, enabling richer storytelling and stronger destination promotion.
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Marketing Resources Now Available for BC’s Iconic Destination Brands
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Destination BC’s global rollout of the six Iconic destination brands—Rainforest to Rockies, The Great Wilderness, The Infinite Coast, Birthplace of Adventure, Nature’s Heartland, and Valleys & Vineyards—is gaining traction worldwide. As momentum grows, we encourage tourism industry partners to amplify this messaging across your channels.
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Help amplify BC's Iconic destination brands with ready-to-use marketing resources available at DestinationBC.ca/Brands.
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To support your efforts, we’ve developed easy-to-use marketing resources:
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Watch our Sept. 18 industry call to learn how we're rolling out the Iconic destination brands to travellers around the world.
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Reminder: Industry Update on Iconic Destination Brands Launch Available Online
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On Sept. 18, Destination BC hosted an industry webinar unveiling the full consumer launch of the Iconic destination brands across the global travel ecosystem. The session also highlighted the next chapter of Super, Natural British Columbia® and introduced our refreshed creative platform, “Let the Outside In." If you weren’t able to join live, the full webinar is available to watch on-demand via Destination BC’s YouTube channel.
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Apply Now: “Spark” Programs Open for Two Iconic Regions
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The Valleys & Vineyards and Birthplace of Adventure “Spark” Programs are now open, offering mentorship and seed funding to help bring innovative tourism ideas to life. Whether you’re an individual, start-up, or small business, this program is designed to support new experiences and partnerships aligned with BC’s destination brands.
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Application deadlines for these "Spark" programs are Oct. 30 (Birthplace of Adventure) and Nov. 12 (Valleys & Vineyards).
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Selected applicants will receive:
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A three-month mentorship with a seasoned tourism professional $3,000 in seed funding
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Access to a supportive innovation network
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Ongoing guidance from industry leaders
All applicants are invited to join the broader “Spark” community for exclusive networking and development opportunities.
Apply today:
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Destination BC Travel Media Update
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September was a busy month for Destination BC’s Travel Media team, with the unveiling of the new destination brands across key media events. At the GoMedia Summit in Jasper (Sept. 15-18), Destination BC’s Meredith Moll, Sabrina Robson, and Vidia Panna connected with 80 international media and 79 Canadian partners through presentations and story-driven meetings designed to bring BC’s refreshed identity to life. On Sept. 23, over 65 media from across the world attended Destination BC’s annual event in Vancouver, which featured six immersive activations showcasing the unique character of each brand.
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September was packed with media engagements focused on showcasing the new iconic destination brands.
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The team also hosted a series of press trips highlighting BC’s iconic routes and places, attracting 26 media from priority markets. These efforts are already generating strong results, including a winter adventure feature in Matador Network, a primetime segment on The Social focused on Squamish Canyon (reaching 1.4 million weekly viewers), and a storm-watching story in AFAR.
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Visitor services are a vital part of BC’s $22.1 billion tourism economy.
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Visitor Services: Making First Impressions Count
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Behind every unforgettable trip to British Columbia is a welcoming first impression… and often, it starts with Visitor Services. From personalized tips at local Visitor Centres to helpful responses online, these touchpoints shape memorable experiences and encourage discovery. In 2024 alone, over 2.2 million visitors were supported through 135 community-led Visitor Centres across the province. At the heart of this work is Destination BC’s Visitor Services team, working to keep these essential services strong, consistent, and collaborative.
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Use Destination BC’s Market Insights to Strengthen Your Tourism Strategy
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Destination BC’s Market Profiles are a valuable tool for tourism partners looking to refine and strengthen their marketing and business strategies. These profiles break down key data for domestic, US, and international markets, covering visitor volume, spending patterns, traveller demographics, and emerging trends. Whether you’re launching a campaign, targeting new segments, or aligning with market shifts, these profiles help you make informed, data-driven decisions.
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Destination BC's Market Profiles can help you make informed, data-driven decisions for your business.
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Northern BC Parks See Accessibility Upgrades
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Exciting improvements are underway in Northern BC to make local parks more inclusive and welcoming for all. At Seven Sisters Park, a $400,000 investment is enhancing the Watson Lakes Trail with a regraded, widened first kilometre—ideal for beginner hikers and families. New backcountry amenities include tent pads, picnic tables, a toilet, and a bear cache. Meanwhile, Lakelse Lake Park is set to receive $200,000 in accessibility upgrades beginning winter 2025–2026, including accessible parking, beach access mats, and improved facilities. These upgrades are part of a larger multi-year effort to ensure BC Parks offer safe, enjoyable outdoor experiences for every visitor.
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Lakelse Lake Park is one of two parks in Northern BC that will see accessibility improvements over the next year. (Northern BC Tourism/Andrew Strain)
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Seair's new VictoriaーVancouver route begins Oct. 20. (Seair Seaplanes)
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Seair’s New VancouverーVictoria Route Takes Off Oct. 20
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Big news for travel within BC! Starting Oct. 20, 2025, Seair Seaplanes will begin scheduled service between downtown Vancouver and Victoria’s Inner Harbour.The seamless, scenic experience brings added convenience and reliability to visitors and daily commuters. Flights will primarily be operated using modern Cessna 208 Caravan turboprop seaplanes—renowned for their spacious cabins, smooth and quiet ride, and reliability in all types of coastal weather.
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BC Shines in Condé Nast Traveler’s 2025 Readers’ Choice Awards
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BC is once again in the global spotlight, helping Canada land a spot among the top 10 countries in the world in the 2025 Condé Nast Traveler Readers’ Choice Awards. Voted on by hundreds of thousands of travellers worldwide, these rankings celebrate excellence in travel—and BC’s destinations stood out across multiple categories.
Victoria claimed the #1 spot for Best Cities, while Vancouver ranked #7. Also recognized: Vancouver Island (Best Islands), YVR (Best Airports), Rocky Mountaineer (Best Train Trips), and Wickaninnish Inn, Four Seasons Hotel Whistler, and Clayoquot Wilderness Resort (Best Resorts).
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Victoria was named the #1 city by Condé Nast Traveler readers, among several BC destinations and experiences that earned top honours. (Destination BC/Reuben Krabbe)
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Baan Lao, along with Published on Main, were named among the best restaurants in North America. (Baan Lao website)
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BC Restaurants Named Among North America’s Best
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BC’s culinary excellence is gaining global recognition. The team behind The World's 50 Best Restaurants has launched a new list celebrating North America’s top dining spots—and two BC restaurants made the cut. Baan Lao in Richmond and Published on Main in Vancouver have been named among the continent’s best, highlighting not only their world-class talent but also the depth and diversity of BC’s food scene.
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Historic Tla-o-qui-aht Beach in Tofino Formally Recognized as Tinwis
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The ƛaʔuukʷiʔatḥ ḥaw̓ iiḥ (Hereditary Chiefs of the Tla-o-qui-aht First Nation) have announced the official recognition of tinwis (ti-nu-wis) as the name of the historic beach in Tofino, briefly known as Mackenzie Beach. Meaning “calm beach” in the Tla-o-qui-aht language, tinwis has been a gathering place for generations of the Tla-o-qui-aht people. This recognition is part of a growing provincial effort to restore Indigenous place names across BC, an act of cultural revitalization and reconciliation that honours the original stewards of the lands.
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The name tinwis will continue to appear on all official maps, wayfinding, and interpretive materials. (Tla-o-qui-aht First Nation)
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2025 Tourism Congress
November 18-20
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Don't forget to register 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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2026 BC Tourism Industry Conference
March 4-6, 2026
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Save the date for the 2026 BC Tourism Industry Conference (TIC)! Taking place at the Delta Hotel, Grand Okanagan Resort in Kelowna, this must-attend event is BC's premier annual event for tourism professionals. Sponsorship opportunities are now available by contacting [email protected]. Learn more about sponsorship here.
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