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Destination BC Launches 2026 Marketing Plan & 2026-2028 Marketing Strategy
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2026-2028 Marketing Strategy
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Destination BC has released its 2026–2028 Marketing Strategy, bringing to life the new Corporate Strategy and supporting the Province’s Look West: Jobs and Prosperity for a Stronger BC and Canada priorities and Tourism Sector Action Plan.
As global competition for travellers intensifies, BC has a major opportunity—with growing interest in Canada, rising demand for Indigenous tourism, and global moments like the FIFA World Cup 2026™. At the same time, travellers are seeking deeper connections to nature, culture, and meaningful experiences.
The Marketing Strategy is Destination BC’s primary demand-generation engine, building on the globally recognized Super, Natural British Columbia® brand and activating the expanded brand family—including the Iconic places and routes, Vancouver & Area, and Destination Ski—to encourage travellers to explore more of the province across seasons and regions.
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Together with partners across the province, Destination BC will focus on strengthening BC’s global brand, growing visitation across seasons and places, evolving marketing in an AI-driven discovery environment, and improving collaboration, data, and marketing systems.
Working together as Team BC, we can inspire more travellers to choose BC, stay longer, and explore further—supporting tourism businesses and communities across the province.
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Destination BC’s 2026/27 Annual Marketing Plan outlines how the new Marketing Strategy will be delivered in the year ahead. Marketing efforts will focus on attracting high-value travellers—particularly Outdoor Explorers and Refined Globetrotters—from priority markets including the United States, United Kingdom, Germany, Australia, Mexico and China.
In the year ahead, programs will focus on strengthening the Super, Natural British Columbia® brand family, activating the new Iconic places and routes, and leveraging major global opportunities such as the FIFA World Cup 2026™. Marketing will include always-on digital campaigns, global media and travel trade engagement, and expanded storytelling that highlights BC’s nature, culture, and Indigenous tourism experiences.
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These efforts aim to grow visitation across seasons and regions, increase international travel to BC, and support the long-term goal of doubling tourism revenue by 2036. Tourism businesses, communities, and partners can participate through co-operative marketing programs, media and travel trade opportunities, and collaborative storytelling that helps showcase BC to travellers around the world.
Please note, Destination BC is limiting the distribution of the 2026 Marketing Plan and 2026-2028 Global Marketing Strategy to BC tourism businesses, sector associations and destination management organizations only, as it contains proprietary information. To obtain a copy of the Marketing Plan and/or three-year Marketing Strategy, please email [email protected].
Our Marketing team looks forward to continuing to share updates on the plan and our work via our industry newsletter, Directions (subscribe here), and social media channels (LinkedIn and YouTube).
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