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Directions: News from Destination BC |
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An aerial view of the trees, mountain spires, and glacial turquoise waters in the Bugaboos mountain range, captured during a heli-hiking trip with CMH Bugaboos. Credit: Destination BC/Reuben Krabbe. |
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FIFA World Cup 26™ Tourism Industry Call Resources |
Last week, the Destination BC team hosted a webinar with updates on planning, upcoming activations, and consumer marketing initiatives. From engaging Australian visitors to Destination BC’s Home Pitch experience at the FIFA Fan Festival, this session shared a look at what’s ahead as British Columbia prepares to welcome the world.
Find the presentation and resources available for review here.
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Learn about overseas marketing, travel media engagement, and resources for industry. |
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An estimated 350,000 spectators are anticipated to pass through downtown Vancouver during the tournament. |
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Destination BC FIFA World Cup 2026™ Industry Resource |
On the call last week, Destination BC shared an industry resource for British Columbia’s tourism industry—operators, frontline staff, and visitor services teams—helping guests navigate the FIFA World Cup 2026™ this summer. It covers the key information you’ll need, with links to official partner sources for the details that continue to evolve. The resource includes guidance for visitors, essential information, details on the FIFA Fan Festival™ Vancouver, celebrations across the province, and a detailed frequently asked questions section. |
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Thomas Müller Trades the Pitch for the Pacific on Infinite Coast Adventure |
In preparation for FIFA World Cup 26™, Destination BC recently supported a visit to the Infinite Coast by Vancouver Whitecaps FC player Thomas Müller. Newly arrived in Vancouver from Germany, Müller brings with him an international fan base of more than 50 million followers across social platforms, offering a unique opportunity to introduce coastal BC experiences to audiences in key global markets. Destination BC supported the visit through itinerary development and destination recommendations designed to highlight the region’s world-class experiences and natural beauty. |
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During the trip, Müller and his team experienced a curated Infinite Coast itinerary featuring a scenic floatplane journey, a walk along Chesterman Beach, Indigenous and culinary experiences, and whale watching along the west coast. |
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The programming begins with a dedicated Tourism Showcase on Friday, June 12, just ahead of the first match in Vancouver at the Vancouver Convention Centre. |
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Destination BC Participates in BC Business House During FIFA World Cup 2026™ |
Destination BC is proud to announce participation in the Province’s BC Business House activation during FIFA World Cup 2026™. BC Business House, launched by the Government of British Columbia, is designed to leverage global attention towards the tournament to advance trade, attract investment, and showcase the strengths of our province across sectors including technology, agriculture, transportation, and tourism. On June 12, tourism will be showcased as a key economic driver for British Columbia, highlighting the world-class experiences, destinations, and partnerships that make our province such a compelling place to visit and invest in. This opportunity positions tourism as a key economic driver for British Columbia and highlights the world-class experiences, destinations, and partnerships that make our province such a compelling place to visit and invest in. |
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FIFA World Cup 2026™ Media Kit |
During the upcoming tournament, international media will be coming to Vancouver, and our Travel Media team has create a FIFA World Cup 2026™ Media Kit with curated story ideas, travel inspiration, planning information, and media-ready resources highlighting the many ways to experience British Columbia during the tournament.
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The media kit includes a flatsheet with media resources and story starters, a fact sheet with context and key facts about BC, image asset banks, pitch ideas and much more. |
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The goal is to make it easier for visitors and residents alike to discover what’s happening across British Columbia during the tournament period, whether that’s a large community celebration, a local viewing event, or a unique experience connected to the excitement of the beautiful game. |
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Share your Community Event on Destination BC's Consumer Website |
To help bring all of these experiences together, Destination BC is encouraging communities, tourism partners, and local organizers across the province to upload their FIFA related events, celebrations, and watch parties to our Festivals and Events page.
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Destination BC Strengthens Tourism Trade Relationships in China and Launches New Website |
Destination BC recently returned from a strategic sales mission to China, reinforcing British Columbia’s presence in one of the province’s most important international visitor markets as outbound travel from China continues to recover and evolve. Led by Destination BC’s Maya Lange and Monica Leeck, the mission took place April 21–29 and brought together a strong “Team BC” delegation.
Last month, Destination BC launched its all-new consumer website for the China market, SupernaturalBC.com.cn. The new platform replaces the legacy HelloBC China website, which had been in place since 2018, and brings China fully into alignment with Destination BC’s refreshed Super, Natural British Columbia® brand and global web experience.
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The coordinated approach highlighted BC’s commitment to growing international visitation through aligned storytelling, trade relationships, and long-term market development. |
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By combining localized storytelling with a coordinated, multi-channel approach, the campaign connected with travellers in their own language and cultural context, an approach that reflects Destination BC’s commitment to authentic, audience-first marketing. |
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Destination BC Wins Global Award for Influencer Marketing Campaign |
Destination BC’s recent work with Matador Network and agency 9Letters has been recognized on the global stage with a 2026 eTourism eTSY Award for Best Influencer Marketing Campaign for its Super, Natural British Columbia® international program.
The award celebrates an ambitious, multi-market campaign that brought iconic landscapes in BC to life through the voices of trusted creators in California, Germany, and the UK.
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Destination BC Strengthens Travel Media Connections at TMAC 2026 |
Destination BC was proud to participate in the 2026 Travel Media Association of Canada (TMAC) Conference, hosted by Tourism Richmond from April 29 to May 3. The annual conference brought together more than 80 travel media and over 25 BC tourism partners to strengthen industry connections, enhance collaboration, and support compelling travel storytelling that showcases destinations across the province. As one of Canada’s leading travel media events, TMAC provides an important platform for BC’s tourism industry to build relationships with journalists, content creators, and storytellers who help inspire future travel to BC communities and businesses.
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Destination BC participated in the conference alongside tourism partners from across the province, helping facilitate opportunities for travel media to experience BC destinations firsthand through pre- and post-conference tours in communities throughout the province. |
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Tourism partners are encouraged to explore Destination BC’s Emergency Preparedness Hub, a central resource designed to support readiness across the industry. |
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Emergency Preparedness Week 2026 |
While Emergency Preparedness Week is over for another year, emergency preparedness is an ongoing activity. For BC’s tourism industry, emergency preparedness is a shared responsibility. From tourism operators and destination management organizations to provincial partners and local communities, working together helps ensure safe, resilient experiences for visitors and residents alike. Take advantage of our resources and make sure your plans are up to date. |
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Travel Media Coverage: March 2026 |
In March, Men's Journal featured a story with the Powder Highway as a premier ski road trip destination. It showcased BC’s alpine landscapes, resort experiences, and winter adventure offerings to a large international audience, reaching 9.91 million. Click below to learn more about coverage from March. |
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Travel media relations is an essential marketing channel to tell our brand story, build awareness, and encourage travellers to visit BC. |
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DESTINATION BC INDUSTRY TOOLS |
The Foundations of Inclusive Marketing |
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We have developed a resource that offers practical guidance for reviewing and strengthening campaigns, visuals, web content, itineraries, and destination stories, with a focus on who is represented, how stories are told, and who feels invited and considered, for tourism marketers, businesses, and operators across British Columbia to help you apply more inclusive approaches to marketing and storytelling.
Additionally, our recorded webinar introduces foundational concepts and practical considerations for inclusive marketing in the tourism sector. Designed for destination marketers and industry partners, the session explores how marketing choices, including visuals, language, and storytelling, influence who sees themselves reflected and who feels a sense of belonging. The presenters share real‑world examples, common pitfalls to avoid, and practical ways to approach inclusion with intention, care, and context. |
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Using AI Tools for Tourism Marketing |
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AI tools can help tourism businesses edit their own writing, analyze research, repurpose content, and draft technical elements like meta descriptions to summarize web content. However, AI should not be used to create your marketing content from scratch. Travel is an emotional, story-based experience that AI cannot authentically capture. Learn how to use AI tools in our Learning Centre resource. |
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| 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. |
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Increased International Visitation in February 2026 International Visitor Arrivals Report |
The February 2026 International Visitor Arrivals report is now available on our website. February saw increasing visitation with monthly growth of 7.5% from the US and 23.9% from the Asia/Pacific. |
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Shaping Communities: The Value of Destination Development in BC |
Shaping Communities: The Value of Destination Development in BC is a video series told through the voices of community leaders, Indigenous partners, tourism professionals, and local champions from across the province. Speakers highlight the foundations of destination development, including strong partnerships, coordinated planning, a shared vision, and collaboration among diverse interest holders. |
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The video shows how strategic investment in tourism supports local economies, attracts investment, improves community infrastructure, and helps draw professionals through recreation assets and amenities. |
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To coincide with FIFA World Cup 2026, Science World will host Soccer and Technology from the FIFA Museum, presented in partnership with the Province of British Columbia, which takes fans behind the scenes of the game, showing how innovation has shaped its continuing evolution. |
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Science World Transforming its Dome into FIFA World Cup 2026 Official Match Ball |
Science World will be unveiled as The Beautiful Dome, a massive, 360-degree, 40-metre-diameter recreation of the Adidas Trionda, the official match ball of the FIFA World Cup 2026. A nod to “the beautiful game,” the project is made up of 131 custom-shaped and -sized panels. Installation of the Trionda design will take approximately four weeks to install (depending on weather conditions) with completion anticipated in early June 2026. |
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Minister’s Statement On One Month Until FIFA World Cup 2026 |
Anne Kang, Minister of Tourism, Arts, Culture and Sport, has issued the following statement: “Next month, British Columbia will step onto the world stage as Vancouver hosts the FIFA World Cup 2026, and the excitement is building in every corner of our province. “This is the largest single-sport event on the planet with a massive global audience. More than 350,000 fans will fill BC Place for seven unforgettable matches, including two Canadian men’s national team matches. But this moment is about more than what happens on the pitch, it’s about the energy, pride and opportunity it creates across our entire province.' |
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The statement was issued Monday, May 11, 2026, marking one month to go until the FIFA World Cup 2026. |
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Starting in 2027, eligible municipalities will have an earlier timeline to request an exemption from the provincial principal residence requirement. Photo credit: Tourism Kelowna/Danika Lee. |
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Short-Term Rental Rules Update: What Tourism Partners Need to Know |
The Province of British Columbia has introduced updates to the timeline for municipalities that choose to opt out of short-term rental rules. These changes aim to better align local decision-making with seasonal tourism demand, while maintaining a focus on housing availability for residents. |
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Planning For Travel? Check Fire Restrictions |
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Residents and travellers are encouraged to plan, be prepared and stay safe as fire prohibitions take effect in parts of BC. Most new wildfires at this time of year are preventable. People are asked to take precautions with any fire use, stay up to date on current wildfire activity, check for road closures, evacuation alerts and orders, and pay attention to weather conditions. Category 2 and 3 open fire prohibitions are in place throughout the Cariboo Fire Centre, Coastal Fire Centre, Kamloops Fire Centre and parts of the Prince George Fire Centre and Northwest Fire Centre. Effective Friday, May 15, 2026, noon, the Category 1 campfire prohibition will be rescinded throughout the Coastal Fire Centre. |
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