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Directions: News from Destination BC
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Night aerial view of Vancouver’s False Creek waterfront, featuring Science World’s geodesic dome illuminated with FIFA World Cup branding, BC Place lit up in the background, and the downtown skyline and North Shore Mountains beyond. Credit: Destination Vancouver/Jon Ross Films.
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Destination BC's Home Pitch at FIFA Fan Festival™ Vancouver
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Destination BC's Home Pitch continues to draw crowds at the FIFA Fan Festival™ Vancouver. Home Pitch is a large-scale, immersive activation at the festival, designed to inspire province-wide travel and connect fans with the diversity of British Columbia experiences.
Visit during the last two weeks of Home Pitch, to see upcoming programming, including Vancouver Whitecaps FC, Vancouver Rise FC, Vancouver FC, and Tsleil-Waututh Youth Soccer.
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Located in a prime, high-traffic area of the Fan Festival site—The Plaza, adjacent to the PNE Amphitheatre and Gate 10—Home Pitch is positioned to engage a significant share of attendees throughout the tournament.
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Forecasts indicate leisure visitation from China to BC will increase by 18% in 2026, generating nearly $590 million in visitor spending. With Approved Destination Status (ADS) restored, air connectivity continuing to recover, and strong demand for premium, experience-led travel, Destination BC is working to ensure British Columbia is well positioned to capture that growth.
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Behind the Scenes: Destination BC’s Maya Lange Attends Provincial Delegation to China to Strengthen Relationships, Grow Opportunity, and Create Future Business for BC Tourism Partners
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China continues to be one of British Columbia’s most important international tourism markets, and one with significant growth potential. As part of Premier David Eby’s trade mission to China, Destination BC Vice President of Global Marketing, Maya Lange, joined the in-market China team for a week of meetings, events, and industry engagement across Beijing, Shanghai, and Guangzhou. From airline executives and travel distributors to tourism partners and government leaders, every conversation was focused on one goal: creating more opportunities for visitors to choose British Columbia.
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New Crisis Communications Resource Library Helps BC Tourism Organizations Build Readiness
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To help tourism organizations strengthen their crisis readiness, Destination BC has launched a new Crisis Communications Resource Library through its Learning Centre. The free, self-paced resource hub provides practical guidance, templates, and tools to help organizations create, update, and implement a crisis communications plan. Available online 24/7, the series is designed for tourism businesses, destination management organizations, sector associations, and other tourism organizations across British Columbia.
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Together, the resources support organizations in planning, preparing, responding, and evaluating their communications before, during, and after a crisis.
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Destination BC’s Board of Directors, executive team, and staff wholeheartedly congratulate Marsha and thank her for the leadership, strategic vision, and creativity she brought to the organization and to BC’s tourism industry.
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Destination BC Congratulates Marsha Walden on Her Retirement
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Destination BC extends its heartfelt congratulations and gratitude to Marsha Walden as she retires from Destination Canada and begins an exciting new chapter focused on family, friends, and fun. Marsha played a pivotal role in shaping Destination BC as its first permanent President and CEO from 2013 to 2020. During her tenure, she helped guide the organization from its infancy into an internationally recognized leader in tourism marketing and destination development, while championing innovation, collaboration, and a strong vision for British Columbia’s visitor economy.
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Introducing The Infinite Coast Destination Development Strategy
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Destination BC is pleased to announce the release of The Infinite Coast Destination Development Strategy, a collaborative roadmap designed to guide the future of one of British Columbia’s most extraordinary travel experiences. The strategy supports the long-term development of the coastal corridor spanning Vancouver Island, the Sunshine Coast, the Great Bear Rainforest, and the North Coast—an iconic journey where ocean, rainforest, and mountains converge and where cultures have been shaped by land and sea for generations. The positioning of The Infinite Coast as a journey along BC’s Pacific edge aligns with Destination BC’s broader vision for iconic destination development across the province.
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The strategy was developed through an extensive engagement process led by Destination BC, in partnership with Indigenous Tourism BC, 4TVI, Cariboo Chilcotin Coast Tourism Association, Northern BC Tourism Association, Vancouver, Coast & Mountains Tourism Region, Destination Greater Victoria, and the Ministry of Tourism, Arts, Culture and Sport.
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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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Travel Media Coverage: April 2026
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In April, the Weather Network highlighted the Northern Rockies as one of British Columbia’s premier destinations for viewing the northern lights. Additionally, the National Post shared BC's diverse outdoor experiences and scenic campgrounds, and the Sydney Morning Herald wrote about Whistler Blackcomb and British Columbia’s world-class ski industry and mountain resort experiences for Australian audiences. Season Three of the Reluctant Traveler, featuring Vancouver, was also recently nominated for an Emmy!
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DESTINATION BC INDUSTRY TOOLS
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Access Iconic Brand Tools for BC's Tourism Industry, including New AI Optimization Guide
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Ready to engage with BC's iconic destination brands? Use this resource for industry partners to get involved. Start by learning about the brands, then integrate them into your marketing, align around our best guests for BC, improve your return on investment by partnering with us, leverage our global reach, and stay connected. This also includes a new AI optimization guide on Generative Engine Optimization (GEO).
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To access the brand tools, sign the Consent & License Agreement. This one-time step gives you permission to use the brand tools with confidence and helps ensure the brands are used consistently across markets, protecting their integrity.
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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 Visitation in April 2026 International Visitor Arrivals Report
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The April 2026 International Visitor Arrivals report is now available on our website. April saw increased visitation, with growth of 4.1% from the USA, 7.8% from Australia, and 3.4% overall among international overnight visitors.
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