Destination BC Familiarization Tour Promotes Rainforest to Rockies

Destination BC hosted a familiarization trip (FAM) for a group of Travel Trade and Travel Media from China October 9-15, 2024. The trip featured sightseeing in Vancouver followed by a journey aboard the Rocky Mountaineer from Vancouver to Banff and returning to Richmond.

Hosted in partnership with Destination Canada China, Air Canada, Rocky Mountaineer, and Alberta partners Banff & Lake Louise Tourism, this FAM focused on seasonal growth and the Rainforest to Rockies Iconic route. Guests included representatives from Trip.com, 6renyou, Intriq Journey, Tunio.com, Voyage, and Comfort.  

Destination BC has remained active in the China market through efforts in social media, offline events, strategic FAMs and co-op marketing, and partnerships promoting Rainforest to Rockies, winter/ski and seasonal travel. Despite air capacity between BC and China remaining a fraction of pre-pandemic air capacity, visitor arrivals from China to BC have shown signs of recovery, with travellers using other air routes such as Tokyo, Seoul, Taipei and Hong Kong.