Tackling Tariffs: Strengthening Global Connections through Tourism

British Columbia is a place where people come together to experience the power of nature, the warmth of communities, and the different perspectives of different cultures. Travel has the power to connect, inspire, and uplift, and we remain committed to building a better world, together, through tourism, while ensuring that BC is a place where everyone feels welcome and included.

Each year, we have the privilege of opening our doors to visitors from across the country and around the globe—including our US neighbours—and this will continue. With ongoing conversations about tariffs, trade policy changes, and potential shifts in cross-border travel, we want to reassure industry partners that Destination BC is actively monitoring the situation. Tourism, as a service industry, is not directly subject to tariffs; however, the economic effects could have ripple impacts, influencing travel patterns and visitor sentiment. While we continue to promote BC as a must-visit destination across US and global markets, we are also prepared to adjust our response plans if needed.

Ongoing Activities: Global and Domestic Efforts

Destination BC continues to invest in key international markets, including the United States, the United Kingdom, Germany, Australia, Mexico, and China, while also strengthening domestic efforts in BC, Alberta, and Ontario.

For 2025, our international marketing strategies include:

• Expanding partnerships in China, continuing with an in-market representative, along with increased travel trade activities, and collaborations with travel media partners.
• Maintaining  our Team Canada model with Destination Canada to leverage co-investment opportunities where it makes sense.
• Strengthening BC’s position globally with the Super, Natural British Columbia® (SNBC) brand family and Invest in Iconics Strategy.
• Launching an integrated marketing program into the US, United Kingdom, Germany, and Australia in fall 2025 with the goal to drive awareness for SNBC and the brand family, which includes Rainforest to Rockies, The Great Wilderness and four new iconic routes and place brands.   
• Launching an integrated marketing program into the US and Australia to promote the BC destination ski experience. 
• Maintaining a robust Always On Program through travel trade, travel media, and owned channels, as well as paid marketing across international  markets, ensuring BC remains top of mind for travellers year-round.

US Market Strategies

Our American neighbours have long played a vital role in BC’s tourism economy, and we continue to extend a warm invitation for them to experience all that our province has to offer. The strong US dollar makes BC an attractive option for American visitors, and while global political and economic shifts can influence travel behaviors, BC remains well-positioned as a top choice for these visitors. Destination BC continuously monitors these factors and is ready to adjust our marketing strategies, as needed, to support our tourism sector’s success.

Our current approach to marketing in the US includes:

• Consumer-direct marketing campaigns to drive brand awareness and demand.
• Press trips and media outreach to key US journalists and influencers.
• Always-on digital marketing, leveraging our website, email campaigns, and social media channels. We continually adjust our always-on marketing content and messaging to be responsive to emerging travel trends.
• Paid media investments, including search and social marketing. Examples can be found here.

Travel Trade & Travel Media Initiatives

Destination BC’s year-round efforts with the travel trade and travel media help ensure BC remains a must-visit destination. Key activities include:

• Participating in Explore BC, Mountain Travel Symposium, Rendez-vous Canada, and a new Destination BC-led B2B trade event planned for Fall 2025.
• Travel trade co-op programs, sales missions, familiarization (FAM) tours, and marketing toolkits to support partners in selling BC experiences.
• Hosting and attending global media events such as International Media Marketplace (IMM) New York, IMM Australia, IMM UK, Go Media, and Travel Classics, as well as organizing a major media event in Vancouver.
• Developing itineraries for Receptive Tour Operator clients to encourage dispersion throughout BC and support the iconics. Collaborating with Regional Destination Management Organizations to bring key trade and media representatives on immersive FAM tours of BC tourism experiences.
• Working with BC tourism suppliers and international buyers to maximize exposure during marquee events leading up to and following Summer 2026.

Future Readiness, Now

During any emergencies or major events that have the potential to impact travel, Destination BC actively monitors travel sentiment and behaviours across global markets, so that we can respond rapidly to any significant shifts. We are continuing to work with internal teams and creative agencies to update contingency marketing plans based on the latest information and circumstances, which are ready to activate, should the need arise.

Diversity, Equity, Inclusion and Accessibility

We know that tourism is a force for good. It brings people together, supports communities around the province, and enriches all our lives by contributing to our collective social, cultural, environmental, and economic well-being. We are continuing to implement the commitments made in our DEIA strategy: a long-term strategy that acts as our foundation towards becoming a more equitable and inclusive organization and inspiring change across the tourism industry. Together, we are working to create a culture of belonging, barrier-free and inclusive policies, processes, and programs, and an inclusive and accessible tourism industry.

Potential Impacts and Opportunities for the Tourism Industry

Potential economic downturns caused by tariffs could impact household income on both sides of the border, potentially reducing discretionary spending on travel. Additionally, there is a risk of increased border restrictions or thickening, whether through more rigorous security processes or new policies that could affect different sectors of the travel industry. 

While tariffs and economic shifts present challenges, they may also create opportunities for BC’s tourism sector, including:

• Increased US visitor spending, as past trends suggest that some American travellers may opt for more frequent or longer overnight trips to BC.
• Greater domestic travel, as the depreciation of the Canadian dollar could encourage Canadians to explore BC rather than traveling abroad.
• Enhanced demand for locally sourced products, benefiting sectors such as agritourism, culinary tourism, and Indigenous tourism.
• A weaker Canadian dollar and Canada’s reputation as an open and welcoming country,  making BC even more attractive to international visitors.

To navigate these uncertainties, we are working with Destination Canada to track American traveller sentiment weekly, ensuring we are prepared to adjust messaging and outreach if shifts occur. We also continue to advise our Minister, as per our legislated mandate, on the potential implications for tourism and ensuring proactive response planning. 

What Industry Partners Can Do

We invite BC tourism organizations to help amplify the reach of our marketing efforts, and stay up to date on our strategies. Here’s how you can contribute:

• Create and publish short-form vertical videos, photos, and articles showcasing diverse travel experiences in BC, including hidden gems, outdoor adventures, local culture, and Indigenous experiences.
• Tag us on social media: use @hellobc and #exploreBC in your Instagram, Facebook, and TikTok posts to help surface content for us to share on our platforms.
• Mention @hellobc in Instagram Stories so we can engage with, and potentially repost, your content.
• Engage with our social media channels: Join our consumer communities on Facebook, Instagram, TikTok, and YouTube to stay connected and share relevant BC travel content.
• Engage with our posts: If we feature and tag your business in a feed post, join the conversation in the comments!
• Stay informed: Follow Destination BC on LinkedIn and subscribe to our industry newsletter for the latest updates and opportunities.

By working together, we can reinforce BC’s position as a must-visit, welcoming, and inclusive destination and ensure the continued success of our tourism industry. Thank you for your ongoing collaboration and commitment to welcoming the world to Super, Natural British Columbia®.