Destination BC has announced its 2025 Global Marketing Plan, aiming to enhance British Columbia’s visibility in key international markets and promote year-round tourism across the province.
The plan is anchored by the organization’s “Invest in Iconics” strategy, which emphasizes globally competitive routes and place branding. This approach will showcase six new iconic regions and travel routes, supporting the province’s established “Super, Natural British Columbia” identity.
“This year, our focus is on strengthening Super, Natural British Columbia supported by our six new iconic place and route brands,” Destination BC stated. The plan also aims to “advance digital experiences” and extend marketing efforts to attract high-value, responsible travelers.
By differentiating BC’s tourism offerings and improving digital engagement, the strategy seeks to reshape travel patterns, encouraging visitors to explore lesser-known areas throughout all seasons.
“Explore the full plan and discover opportunities to get involved,” Destination BC urged. Stakeholders can access the document through the BC Content Hub until January 31, 2026.
The marketing initiative comes as tourism operators in British Columbia continue to adapt to shifting travel demands, seeking to attract responsible travelers who prioritize sustainability and cultural experiences.
“Our reach to attract high-value, responsible global travelers to fundamentally shift when and how people travel in BC. We encourage you to dig into the plan to find out how and where we will do so,” Destination BC noted.
Destination BC is a provincially funded, industry-led Crown corporation dedicated to fostering a “strong and competitive future” for the province’s tourism sector.
Through initiatives that include global marketing, destination development, industry training, cooperative community-based programs, and visitor services, the organization aims to enhance the tourism experience across British Columbia.
Destination BC’s programs are designed to achieve key objectives for stakeholders. For tourism businesses, the goal is to enhance profitability by attracting and retaining visitors.
Travelers are inspired to explore BC’s diverse offerings, while residents benefit from the economic opportunities created by a thriving visitor economy. The organization also emphasizes dispersing tourism across all seasons and encouraging travel to lesser-known regions.
Additionally, it supports sustainable growth by ensuring the tourism industry aligns with or exceeds BC’s Climate Change Action Plan targets, promoting responsible tourism development.