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Directions: News from Destination BC
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Scenic views from Sugarbowl-Grizzly Den Provincial Park near Prince George.
(Northern BC Tourism/Andrew Strain)
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Submit your 'Beautiful Seats' photos and videos by November 30, 2025 to be featured in this once-in-a-generation campaign.
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Final Call: Submit Your 'Beautiful Seats' by November 30
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Destination BC’s “Beautiful Seats” campaign is your chance to show how BC offers front-row views of nature—no ticket required. From coastal beach blankets and park benches to mountaintop lookouts and paddleboards, these “seats” capture the natural beauty that makes BC a world-class destination—whether or not you have a ticket to the match. With the world watching, this is your moment to show how BC offers front-row experiences in nature like nowhere else. Submit your photos or videos by November 30, 2025.
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Australian FIFA Broadcaster Features Vancouver Ahead of 2026 World Cup
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Claudes Fabiano, a prominent Australian footballer, co-founder of “I Want It Yesterday,” TV personality with SBS, and Australia’s official FIFA World Cup broadcaster, visited Vancouver and Whistler this summer. During his visit, Claudes captured exclusive content for SBS’s “The Weekly Football Wrap” and his digital channels, offering fans a firsthand look at what awaits in 2026. His journey was part of a broader initiative to spotlight FIFA World Cup 26™ host cities and bring Australian audiences closer to the energy, culture, and excitement of the tournament’s host venues.
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Claudes Fabiano is sharing BC’s culture, energy, and excitement with Australian audiences ahead of FIFA World Cup 26™.
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Vancouver Stars in The Reluctant Traveler Season Finale on Apple TV+
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The season finale of The Reluctant Traveler with Eugene Levy wrapped with a heartfelt episode set in Vancouver. Airing to millions on Apple TV+, the show followed the Emmy-winning Canadian actor as he stepped out of his comfort zone to explore BC’s awe-inspiring scenery, diverse culture, and signature hospitality. This high-profile exposure was made possible through a swift collaboration between Destination BC, Creative BC, Destination Vancouver, and UK-based production company Twofour.
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The Reluctant Traveler follows actor Eugene Levy as he visits some of the world's most beautiful and intriguing destinations.
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Destination BC's Erica Hummel participated in a panel discussion at SIRES 2025 in Salmon Arm.
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Destination BC Contributes Insights to SIRES 2025
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Earlier this month, Destination BC joined over 120 provincial leaders in Salmon Arm for the Southern Interior Regional Economic Summit (SIRES), a gathering focused on collaboration and innovative thinking. Erica Hummel, Director of Destination & Industry Development, contributed to a thought-provoking panel titled “The True Value of Tourism: Beyond the Visitor,” which emphasized tourism’s essential role in diversifying regional economies and enhancing long-term community wellbeing. Tourism Kamloops also shared their Room to Invest initiative—an inspiring example of how targeted tourism investment can drive meaningful development at the local level.
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Destination BC Travel Media Update
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Destination BC's Travel Media team supported several media stories this season.
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New Research Highlights $17B Impact of Outdoor Recreation and Adventure Tourism in BC
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Destination BC, alongside the BC Ministry of Environment and Parks, the Outdoor Recreation Council of BC, and the Ministry of Tourism, Arts, Culture and Sport, recently collaborated on an in-depth study examining the economic impact of outdoor recreation and adventure tourism across the province. Conducted by Leger in 2022 and 2023, with economic estimates developed in partnership with BC Stats, the findings reveal a thriving sector that generated $17 billion in revenue in 2023, supported thousands of jobs, paid out $3.2 billion in wages, and contributed nearly $2 billion in provincial and municipal taxes. To further support industry planning and development, Destination BC has released a detailed activity profile outlining key statistics and insights into this vital segment of the tourism economy.
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Access the new research study on the growing importance of outdoor recreation in BC here.
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More Campsites Coming to Rolley Lake Park to Expand Outdoor Access
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Thanks to a $4 million investment from the BC government, 32 new campsites will be added to Rolley Lake Park, enhancing access to nature and outdoor recreation. Construction is set to begin soon, with completion expected by spring 2026, bringing the total number of drive-in sites to 95. This expansion follows the addition of 17 walk-in sites in May 2024, along with upgrades including 30 new parking stalls, a communal shelter, bear-proof storage, and more. The new sites are being built with universal design standards to improve accessibility and ensure more visitors can enjoy this popular park.
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The upgrades to Rolley Lake Park will ensure more people can get outside and enjoy nature. (BC Parks website)
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The application deadline is November 14. See the job posting here.
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TIABC Seeks New CEO: Apply By November 14
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After more than 36 years of dedicated service to BC’s tourism industry, Walt Judas is stepping down as CEO of the Tourism Industry Association of BC. A pillar of the sector, Walt has held key leadership roles with BC Pavco, Port Metro Vancouver, and Destination Vancouver, and spent nearly a decade at the helm of TIABC. The tourism community extends its heartfelt thanks to Walt for his remarkable contributions and unwavering commitment to strengthening the industry.
With this transition, TIABC is seeking its new CEO—someone who is collaborative, passionate, and driven by a commitment to advocacy, relationship building, and inspiring leadership. The incoming CEO will work closely with government, industry stakeholders, and community partners to ensure tourism remains a powerful economic and cultural force in BC. The application deadline is November 14.
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BC Earns Global Accolades as International Spotlight Grows
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BC continues to shine on the world stage, with a series of high-profile accolades praising the province’s diverse tourism offerings. Together, they affirm BC’s reputation as a globally appealing, values-driven destination:
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BC continues to earn global accolades for world-class tourism destinations and experiences. (Graeme Owsianski)
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Kelowna made history as Canada’s first UNESCO City of Gastronomy, recognized for its syilx Indigenous foodways, culinary culture, and leadership in agritourism.
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In the Condé Nast Traveler Readers’ Choice Awards, Victoria and Vancouver ranked among the Best Cities in the World (#1 for Small Cities and #7 for Big Cities, respectively).
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Rounding out the wins, Lonely Planet named BC one of the 25 Best Destinations for 2026, citing its natural beauty, Indigenous heritage, and strong commitment to sustainable travel.
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BCEDA Launches DisasterSmartBC.ca
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The BC Economic Development Association (BCEDA) has introduced DisasterSmartBC.ca, a new online platform designed to help First Nation and local governments, businesses, and local leaders strengthen their economic resilience in the face of natural disasters. The platform offers tailored guidance, access to the Red Cross Ready Rating Program, and a free Community Economic Readiness Assessment Tool.
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Early Bird Registration Open:
BC Tourism Industry Conference
March 4-6, 2026
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Planning is underway for the 2026 BC Tourism Industry Conference, taking place at the Delta Hotels Grand Okanagan Resort in Kelowna. Industry professionals can take advantage of early bird registration, now open through January 14, 2026, to secure preferred rates. Full registration details and pricing are available on the conference website.
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IMPACT® Summit Victoria
January 25-28, 2026
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Registration is open for the IMPACT Sustainability Travel & Tourism Conference, taking place at the Victoria Conference Centre. Presented by Destination Greater Victoria, the event brings together industry, government, and community leaders to advance sustainable tourism. The name “IMPACT” reflects tourism’s dual role as both a key economic driver and a force with significant environmental, social, and cultural influence.
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