BC’s Destination Brand

Inspiring Travellers to Discover British Columbia

Building a solid brand is essential to our success as a tourism destination. It is the fundamental building block from which all marketing communications and behaviours should flow. Our brand serves as our competitive identity: it promises a distinct travel experience, and guides expectations of not only what travellers will see and do, but also how they will feel.

For over 35 years, our tourism brand—using the tagline, Super, Natural British Columbia®—has inspired millions of people to visit BC. It continues to be a highly regarded brand, and the envy of many destinations. Our brand puts BC’s true nature at its core, and truly injects deeper meaning and emotional resonance to the tagline, Super, Natural British Columbia, while continuing to build on its long-established equity.

Our brand essence is that we are wild at heart. And, our promise back to those that travel here is that BC’s powerful nature will transform and renew you, bringing out your better self. BC has a unique combination of refined civilization with raw wilderness, sophistication and exhilaration, and of urban areas immersed in natural environments.

We don’t just have nature, we have true wilderness. We are a province shaped by nature, which is vast, diverse, abundant, awe-inspiring, and powerful. It has nurtured our people, our history, our culture…and our visitors.

To learn more about our brand, visit our Learning Centre to access our brand resources.

And to learn about provincial brand alignment, contact our team.