|
|
Directions: News from Destination BC
|
|
|
Hiking in Tumbler Ridge. Credit: Northern BC Tourism/Abby Cooper.
|
|
Shaping Communities: The Value of Destination Development in BC
|
|
Across British Columbia, communities are using destination development to support local priorities, strengthen economies, and enhance the places people live, work, and visit. Shaping Communities: The Value of Destination Development in BC is a seven-part video series that includes six community-based stories from across the province, along with an overview video that brings together the key series themes and learnings. This seventh video highlights the shared themes that emerge across the six stories, reinforcing that destination development is most effective when it’s built through strong partnerships and shaped by local priorities.
|
|
|
The series was developed through collaborative efforts between Destination BC, the Ministry of Tourism, Arts, Culture and Sport, and the six Regional Destination Management Organizations.
|
|
|
|
Staff Milestones: Celebrating Mika Ryan and Kathleen Harvey in Retirement
|
|
We are celebrating the careers of two long-standing leaders as they retire. Kathleen Harvey, a leader in Destination Management for 20 years, pioneered our accessible tourism framework and helped transition provincial visitor centres into community-led spaces. Mika Ryan, Senior Manager of Marquee Events and Travel Media, concludes 27 years of dedicated service to BC's tourism industry. Her passion for media relations and her work on the Vancouver 2010 Games significantly raised our profile worldwide. Both Kathleen and Mika leave a legacy of meaningful partnerships and deep commitment to the tourism sector. We thank them for their incredible contributions and wish them the best in their upcoming travels and community work.
|
|
|
Mika Ryan (left) and Kathleen Harvey (right) are retiring.
|
|
|
|
|
This webinar helps partners assess if travel trade is right for them, understand BC’s priority markets, debunk common myths, and walk away with practical next steps and resources to support trade readiness.
|
|
Webinar Video: Working with the Travel Trade
|
|
Missed our last webinar? You can now watch the recording to learn how Destination BC assists tourism businesses and community DMOs to work with the travel trade. This session breaks down how the travel trade works and how it can help connect your business to global markets
|
|
|
|
NEW: Destination BC Launches BC Tourism Basics Learning Resource
|
|
BC Tourism Basics is now available through our Learning Centre.
Designed as a Tourism 101-style overview, the resource supports those who are new to the industry, or anyone looking to better understand the landscape, key players, and systems that shape tourism in BC.
BC Tourism Basics offers an accessible foundation on how the visitor economy works and why tourism is such an important contributor to communities across the province.
|
|
|
BC Tourism Basics reflects Destination BC’s commitment to building shared understanding and supporting a resilient, competitive tourism industry across the province.
|
|
|
|
|
Self-guided and available 24/7, the Learning Centre covers key topic areas including digital marketing, business planning, experience development, accessibility, crisis planning, and brand resources, designed to fit the realities of running a tourism business.
|
|
Destination BC’s Refreshed Learning Centre
|
|
We have refreshed our Learning Centre with an improved user experience and new learning resources. Updated navigation and user flow helps learners move more intuitively through topics, while resources reflect current industry priorities and evolving business needs. Designed for tourism businesses, operators, destination management organizations, and other industry professionals, the Learning Centre is a centralized hub offering free content that supports business planning, marketing, experience development, and more.
|
|
|
|
Destination BC Will Present New 2026-2028 Corporate Strategy at BC Tourism Industry Conference
|
|
Join the Ministry of Tourism, Arts, Culture and Sport (TACS) and Destination BC at the BC Tourism Industry Conference for a forward-looking session that celebrates how far we’ve come and where we’re headed next. In this session, attendees will learn about the actions TACS is taking to strengthen British Columbia’s economy through tourism, alongside Destination BC's new 2026-2028 Corporate Strategy, outlining bold growth ambitions for the sector.
In our Breakout Sessions, we will share our new three-year marketing strategy and 2026 plan and more.
|
|
|
The Marketing Strategy session will explore how brand-led storytelling, high-impact tentpole moments, and always-on engagement are being used to guide travellers to new destinations, support community readiness, and drive long-term, sustainable growth for tourism in British Columbia.
|
|
|
|
|
The campaign used Pinterest’s trending “Peak Travel” insights to feature BC’s snow-covered mountains at a time when Australian users were actively researching their ski vacations.
|
|
Tapping into Travel Planning Trends with Pinterest
|
|
Destination BC is always looking for fresh ways to reach high-intent travellers, and our latest ski campaign in Australia marked a new milestone by embracing Pinterest as a key channel. In a recently published case study by Pinterest Business, Destination BC’s Sarra Gau, Marketing Manager, shares how the platform delivered strong performance with an audience already in planning mode.
|
|
|
|
BC Ski Resorts Make Condé Nast's Must-Visit List
|
|
Many BC ski resorts were recently featured in Condé Nast Traveler, one of the world’s most influential travel publications. The story also ran on MSN USA with an audience of potentially up to 39 millions viewers. Destination BC supported the journalist's trip to several partner resorts last month. The travel media team first met journalist Brent Rose in media meetings in California and he continues to be big supporter of BC.
|
|
|
This kind of coverage helps position British Columbia as a premier winter destination and delivers real value for ski resorts and tourism businesses across the province.
|
|
|
|
|
Travel media relations is an essential marketing channel to tell our brand story, build awareness, and encourage travellers to visit BC.
|
|
Travel Media Coverage: December 2025
|
|
We have a well-developed program to work with travel media – journalists or outlets who specialize in telling travel and lifestyle stories – to create exposure for BC as a destination of choice. In November, SilverStar Mountain Resort (#11) and Whistler Blackcomb (#9) were recognized in Condé Nast Traveler’s 2025 Readers’ Choice Awards. In the National Post in December, Vancouver and Kelowna were featured among eight Canadian destinations highlighted for 2026 in this “destinations you’ll want to visit in 2026” feature.
|
|
|
|
Media accreditation for the FIFA World Cup 2026™ is Now Open
|
|
Accreditation is now open for media representatives and non-rights holders (NRHs). The process is exclusively handled via the FIFA Media Hub. Due to very high demand, a structured and quota-based process will apply. Media members should visit the FIFA Media Hub, where there are an FAQ page and a contact form. The contact form is monitored daily by a team spread around the globe and media will receive a prompt response.
|
|
|
Media accreditation for the FIFA World Cup 2026™ is open from January 26 and will close on March 31, 2026.
|
|
|
|
|
For businesses, residents and communities throughout BC, this is our moment to celebrate the sport, showcase our vibrant culture, and bring people together to enjoy the matches and festivities.
|
|
Community Activation Playbook Version 2.0
|
|
This Playbook outlines how to engage residents and visitors, promote your business or organization, host events, and celebrate creatively—while staying within FIFA’s brand guidelines. This playbook is your guide to joining the FIFA World Cup 2026™ celebrations. With tips on activating, permitting and public viewing, you can join us in bringing the FIFA World Cup 2026™ atmosphere to life province-wide.
|
|
|
|
Donate $26 or More for a Chance to Be Invited to a FIFA World Cup 26™ Match
|
|
Level the Field Foundation and the FIFA World Cup™ Host Committee Vancouver have partnered to raise funds to make sport more inclusive and accessible for everyone in British Columbia. Every dollar donated goes towards making amateur sport more accessible and welcoming to all. To enter the draw, donate $26 or more between January 23 and March 3, 2026.
|
|
|
Only BC and Yukon residents, who are 19 years of age at time of entry, are eligible.
|
|
|
|
|
The BCRFA is working in full alignment with the Craft Brewers Guild, ABLE BC, and Wines of BC, leveraging their collective networks to amplify every opportunity for their membership.
|
|
BC Restaurant and Foodservices Asociation Secures Foodservice Contract, “Taste the Beautiful Game – BC Style”
|
|
In conjunction with the World Cup Program, the BC Restaurant and Foodservices Association (BCRFA) has officially secured the foodservice contract, “Taste the Beautiful Game – BC Style”, encouraging activities across British Columbia. This province-wide program aims to help restaurants host watch parties, drive traffic, celebrate BC-grown food and drink, and share in the economic benefits of this once-in-a-generation moment. This is a high-profile, time-sensitive opportunity, prioritizing registered members only.
|
|
|
|
|
The International Visitor Arrivals Report summarizes customs entries to BC and Canada from key markets, providing monthly and year-to-date data, with percentage changes compared to last year.
|
|
Increased International Visitation in November 2025 International Visitor Arrivals Report
|
|
The November 2025 International Visitor Arrivals report is now available on our website. November saw increasing visitation with year-to-date growth of 22.5% from China, 12.7% from Japan, 22.2% from South Korea, and 4.4% from Europe.
|
|
|
|
Participate in the 2026 Tourism Climate Adaptation & Environmental Sustainability Business Survey
|
|
Tourism businesses across British Columbia are invited by Destination BC, in collaboration with BC Tourism Climate Resiliency Initiative (BCTCRI) partners, to participate in the second year of the Tourism Climate Adaptation and Environmental Sustainability Business Survey.
Building on the BCTCRI’s work to develop a sustainability and climate adaptation data framework, the survey gathers input directly from tourism businesses on climate risk preparedness, environmental sustainability practices, and related investments.
The 2026 survey launches today, February 19, and is open for a limited time. Participating businesses will be entered into a draw for a pass to a tourism conference in BC.
|
|
|
The survey data will continue to support provincial, regional, and sector-level insights over time.
|
|
|
|
Destination Development Strategy: Valleys & Vineyards
|
|
This Destination Development Strategy outlines how tourism businesses and organizations in the Okanagan and Similkameen Valleys can bring the Valleys & Vineyards brand to life on the ground for visitors, industry, and communities. With emphasis on the three focus areas identified in the Iconics Destination Development Framework—encounters, experiences, and touchpoints—this strategy identifies experience development opportunities aligned to deliver on the brand promise and sets out key priorities to make that happen.
|
|
|
The Invest in Iconics Strategy is a long-term plan to sustainably grow tourism revenue in British Columbia by developing globally compelling travel routes and place brands.
|
|
|
|
Destination Events Program 2026 Intake Now Open
|
|
|
|
|
The Destination Events Program supports tourism, arts, culture and sport events throughout British Columbia to drive economic growth and position the province as a leading destination for diverse events. The 2026 intake for the Destination Events Program is now open and will accept applications from February 9, 2026, until March 6, 2026, at 11:59 p.m. (PST). The program aims to enhance BC’s reputation as an events destination, foster economic growth, and increase visitation throughout the province.
|
|
|
|
|
The awards recognize employees, sustainability, indigenous excellence, community contribution and impact, inclusive and accessible tourism, remarkable experiences, professional excellence, innovation, and culinary and agrotourism.
|
|
2026 BC Tourism Industry Awards Finalists Announced
|
|
The exceptional work showcased across this year’s nominations is greatly inspiring and reflects the passion, innovation, and dedication found throughout BC’s tourism industry. Congratulations to all of this year’s finalists!
|
|
|
|
|
Register Now! BC Tourism Industry Conference
March 4-6, 2026
|
|
The 2026 BC Tourism Industry Conference, taking place at the Delta Hotels Grand Okanagan Resort in Kelowna, will celebrate the transformative power of tourism.
|
|
|
WORTH Leadership Summit 2026
April 1, 2026
|
|
Join Western Canada’s premier summit advancing women in recreation, tourism, and hospitality. Together, we’ll spark passion, strengthen performance, and drive our industry forward toward a stronger, more inclusive future. The WORTH Leadership Summit brings together the people who power recreation, tourism, and hospitality, from rising talent to seasoned executives, entrepreneurs, and organizations committed to advancing women across the sector.
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
