Beautiful Seats
Beautiful Seats was built on a powerful creative insight: while millions of fans compete for seats inside stadiums, British Columbia offers a different kind of spectacle – one where the seats are found on mountaintops, along coastlines, in vineyards, forests, or Indigenous-led cultural experiences.
It’s a concept that resonated deeply with audiences in the UK and Germany during its first run in spring/summer 2025, helping to position BC as a destination worth travelling for – before, during, and long after the tournament.
The next phase was also shaped by a remarkable collective effort. Following a province-wide call for content, 169 communities and tourism organizations registered to participate, with over 1,000 assets submitted to be featured in this iteration of the campaign. These contributions reflect the diversity of places and experiences that define travel in BC, and show how industry voices across the province are came together for a once-in-a-generation moment. The resulting campaign assets carry the spirit of shared pride and shared opportunity as BC stepped onto the world stage.
This approach allowed Destination BC to stay responsive to global developments and audience signals, while continuing to centre tourism industry participation and long-term impact. The campaign’s collaborative foundation remains a key strength: over 1,000 assets submitted by 169 communities and organizations are featured in this phase, reflecting a province-wide effort to welcome the world.
In British Columbia, the best seats come with ocean breezes and mountain views.
During FIFA World Cup 2026™, some of the best seats were found beyond the stadium. When the action paused, visitors travelled across BC to where mountains rise and oceans meet the horizon.
Learn more about the Beautiful Seats: https://www.supernaturalbc.com/beautiful-seats/
News Stories
Examples of Beautiful Seats
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