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Directions: News from Destination BC |
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Wildflowers blooming over some rolling hills in Kamloops. Credit: Thompson Okanagan Tourism Association. |
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BC Tourism Partners Encouraged to Share Real-Time Content Through New Social Toolkit |
Destination BC has developed a new BC Tourism Partner Social Toolkit to help tourism businesses and organizations share verified, real-time content that highlights the many destinations, experiences, and communities across British Columbia that remain open and welcoming to visitors. The toolkit was created to support immediate tourism recovery efforts and provide partners with practical resources to help travellers make informed travel decisions. |
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The toolkit encourages partners to share real-time photos and videos from their communities, including the location, date, and time, to help travellers better understand current conditions. |
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By bringing trusted travel media to the destination, Destination BC helps introduce BC experiences to potential visitors and keeps the province top of mind as Australians plan future overseas holidays. |
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Australian Travel TV Show Highlights BC Experiences for One Million Viewers |
In May 2026, Destination BC’s Australia team brought over the crew of The Great Outdoors on Australia’s Seven Network for a Rainforest to Rockies journey through Vancouver, Squamish, Whistler, Kamloops, and Wells Gray Park. The resulting episodes recently aired across Australia, reaching approximately one million viewers.
The program showcased a range of experiences that help inspire future travel to British Columbia, from vibrant urban experiences and mountain communities to wildlife encounters and iconic natural landscapes.
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Destination BC Tourism Marketing Committee: Call for Applications 2027-2029 Term |
Destination BC is seeking five representatives for its Tourism Marketing Committee (TMC). The TMC provides strategic advice to Destination BC’s Board and executive team on tourism marketing and destination management priorities in British Columbia. Beginning January 1, 2027, the TMC requires representatives from the following tourism regions: one representative from the Cariboo Chilcotin Coast tourism region, one representative from the Northern BC tourism region, one representative from the Thompson Okanagan tourism region, and two representatives from the Vancouver, Coast & Mountains tourism region. |
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Applications are to be submitted in electronic form and must be received no later than 5:00 p.m. PT on September 29, 2026. |
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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: May 2026 |
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 May, Bloomberg examined the growing appeal of Canada for American travellers, including experiences on Vancouver Island; Travel + Leisure shared Yoho National Park in a story about the Canadian Rockies; and National Geographic included Kelowna as a top food destination in a culinary travel story. |
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Why Perspective Matters: Helping Travellers Understand the Scale of British Columbia During Emergencies |
Reports about wildfires can shape traveller perceptions, particularly for audiences unfamiliar with the scale and geography of British Columbia. While some communities may experience wildfire impacts, conditions can vary significantly across the province. As an industry, it’s important for us to provide accurate, destination-specific information and support travellers in making informed decisions. |
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British Columbia is one of the largest and most geographically diverse provinces in Canada. Conditions can vary significantly between communities, often separated by hundreds or even thousands of kilometres. |
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The profiles are available for the Cariboo Chilcotin Coast, Kootenay Rockies, Northern BC, Thompson Okanagan, Vancouver Island, and Vancouver, Coast & Mountains regions. |
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Destination BC Releases Updated Regional Tourism Profiles |
Destination BC has released updated Regional Tourism Profiles, providing the latest tourism economic indicators and regional tourism data for each of the six tourism regions in British Columbia. The profiles incorporate newly released 2024 data from BC Stats and provide a regional view of tourism’s contribution to local economies across the province. |
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A Message from the Honourable Anne Kang, Minister of Tourism, Arts, Culture and Sport |
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Minister Anne Kang shared a statement for tourism partners across the province regarding wildfire activity and its impacts on BC's tourism industry. |
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Provincial State of Emergency Ends, Wildfire Risk Remains |
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The state of provincial emergency in British Columbia has come to an end, though wildfire risk remains high in much of the province and people are urged to remain prepared. The state of provincial emergency, which was initially declared on August 8, 2026, came to an end on August 27, 2026. The decision follows advice from emergency management officials. |
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2027 BC Tourism Industry Conference |
Save the date for the 2027 conference, happening February 24 to 26, 2027, at the Victoria Conference Centre, in Victoria, BC. |
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