Destination British Columbia (Destination BC) will unveil six new Iconic destination brands this September, marking a major shift in how the province is promoted to global travelers.
The announcement, made earlier this month, emphasizes a research-driven approach to redefining British Columbia’s identity through distinct, globally compelling regional brands.
The launch, scheduled for Wednesday, June 4 at 9 a.m. PDT, reflects extensive collaboration with tourism operators, destination marketing organizations, and sector partners.
The initiative builds on the existing “Super, Natural British Columbia” brand and aims to enhance its international appeal by spotlighting unique regional attributes.
Tourism stakeholders are encouraged to attend the virtual launch event to understand the strategic reasoning behind the brand evolution and how they can integrate the new messaging into their marketing efforts.
The free event offers industry partners an opportunity to align with Destination BC’s vision and leverage the branding to attract more visitors.
In addition to the branding initiative, Destination BC will host a webinar on Friday, May 23 at 10 a.m. PDT addressing how political and economic tensions between Canada and the United States are shaping travel perceptions.
The session, titled Welcoming the American & Canadian Visitor This Season, aims to help operators adapt to shifting visitor expectations.
The one-hour virtual session is tailored to prepare tourism operators for a potentially complex summer season.
The webinar will also focus on equipping businesses with tools to navigate these challenges while continuing to deliver high-quality visitor experiences. Attendees will receive insights into current cross-border dynamics and practical strategies to maintain strong visitor engagement.
Destination BC has positioned itself as a resource for tourism professionals navigating industry shifts. With the upcoming dual sessions, the organization is offering both a long-term strategic brand framework and timely operational guidance for the peak travel period.