Destination BC Encourages British Columbians to be Open to More for Summer Travel
Vancouver—As BC enters Step 2 of the Restart Plan, Destination BC has launched Open to More: a domestic summer marketing campaign encouraging BC residents to experience new adventures and connect with their province in a different way this summer – whether travelling somewhere new or trying a new, bookable activity in their favourite destination.
The campaign is designed to tap into the universal need to experience new things and connect with others, to demonstrate how travel connects us to the people and places we love, and to drive immediate revenue for BC’s tourism industry, which has been devastated by the impacts of the COVID-19 pandemic.
By visiting exploreBC.com, residents can find trip planning ideas and resources to help them experience their province in a new light this summer. To help inspire residents to expand their travels and minds, Destination BC identified the top 10 quintessential BC experiences that every British Columbian should have in their lifetime:
- Connect With Indigenous Cultures
- Find Adventure in BC’s Mountains
- Get to Know Our Wildlife
- Wake Up in Nature
- See Metro Vancouver and Victoria in a Whole New Light
- Take the Road Trip of a Lifetime
- Find Your New Favourite Pinot in one of our 9 Wine Regions
- Cast a Line in BC’s Rivers, Lakes, and Coastal Waters
- Find Your Flavour Along an Ale Trail
- Golf with Ocean, Mountain, Forest, or Desert Vistas
Residents are encouraged to share photos and videos of their BC travels on social media using the hashtags #exploreBCnow and #exploreBC.
In addition to trip planning, inspiration and booking assistance, Destination BC will utilize its channels to help BC residents understand what they need to know before they go, how to be a responsible traveller, and where they will be welcomed by host communities. Extensive work has been done in partnership with Indigenous Tourism BC, regions, sectors and communities around BC to ensure that Destination BC is promoting and supporting communities and businesses that are ready and open to welcoming visitors.
The campaign is designed with the ability to be extended into other provinces and seasons, where and when appropriate. Throughout the pandemic, Destination BC has continued to work in lockstep with the Provincial Health Orders and guidance, and any campaign extension tactics will continue to fall in line with BC’s Restart Plan.
Quotes:
Honourable Melanie Mark, Minister of Tourism, Arts, Culture and Sport
“In Step 2 of our Restart Plan and beyond, residents have the opportunity to experience their own province in an entirely new way, while supporting the people and small businesses that make up BC’s hard-hit tourism industry. This summer, I’m looking forward to camping, and I invite all British Columbians to enjoy our spectacular province and explore more of BC!”
Maya Lange, Vice President of Global Marketing, Destination BC
“Here in BC, we are spoiled for adventure. Whether you connect with Indigenous culture through guided tours and stays at Indigenous-owned resorts, sip your way through Vancouver Island’s wineries set among lush green valleys and ocean landscapes, or cast a line along BC’s Fishing Highway 24, we encourage you to leave your walls behind this summer as you #exploreBCnow.”
Links and Resources:
- Discover the Top 10 Experiences
- Sign up for our BC Content Hub for images, videos, b-roll, travel stories, maps and more
- Check here for BC trip planning resources andWays to Travel Safely and Responsibly this Summer
- View up-to-date Know Before You Gotravel information
- Download Responsible Travel graphics here
- View Destination BC’s COVID-19 tourism industry resources here
About Destination BC:
Destination BC is a provincially funded, industry-led Crown corporation that supports a strong and competitive future for BC’s tourism industry through a combination of global marketing, destination development, industry learning, cooperative community-based programs, and visitor servicing. Destination BC receives approximately $52 million each year, out of a Provincial investment of about $140 million in BC’s tourism ecosystem as a whole. These investments help to improve the visitor experience, support businesses and communities, and strengthen BC’s worldwide reputation as a destination of choice. For more information about Destination BC’s programs and services, please visit: http://www.DestinationBC.ca/
For additional information, please contact:
Destination BC Media Relations
