Travel Media Coverage Report: February 2025

Destination BC has a well-developed program to work with travel media – journalists or outlets who specialize in telling travel and lifestyle stories – to create exposure for BC as a destination of choice. Travel media relations is an essential marketing channel to tell our brand story, build awareness, and encourage travellers to visit BC.

In the month of February 2025, we tracked 39 pieces of coverage for destinations in the province with an estimated 2.32 million combined views. Here are a few examples of those stories and how Destination BC supported them:

Travel + Leisure – This Charming Ski Town is Nicknamed ‘Pow Town’

Freelance travel writer Evie Carrick’s recent article in Travel + Leisure showcased the Kootenay Rockies region, the result of close collaboration with Kootenay Rockies Tourism. Destination BC’s Travel Media team was able to support this story through regular outreach, tailored to the writer, through our US-based PR contractor.

This tailored, trust-based approach helps align BC’s story ideas with the writer’s editorial interests, leading to meaningful, high-impact coverage in top-tier outlets. It’s a strong example of how strategic, cross-border media engagement can elevate regional narratives and deliver lasting value to industry partners throughout the province.

The Globe and Mail – In Northern BC, Backcountry Skiing Still Feels Like an Escape

In February 2024, Destination BC hosted the Ski the Skeena group press trip to spotlight the warmth, culture, and outdoor adventure of northern BC’s winter experiences. The itinerary brought media into the heart of the region, from sleigh rides in Telkwa and powder turns at Hudson Bay Mountain in Smithers, to backcountry exploration at Hankin-Evelyn and deep snow descents at Shames Mountain in Terrace.

Among the attending journalists was The Globe and Mail staff writer Salmaan Farooqui, whose resulting story brought national attention to the rich, community-driven winter experiences found across the Skeena region.

MSN.com – Into the Wild Heart of British Columbia’s Cariboo

In early February 2025, Destination BC hosted the Cariboo Winter Wildlife group press trip, offering media a first-hand look at the region’s unique cold-season experiences. The itinerary featured ice fishing in Lone Butte, cultural stops in Williams Lake and Quesnel, an immersive tour with Ecotours-BC, and time spent in the arts-forward town of Wells. A standout moment of the trip was the historic sled dog mail run—a great tradition that brings the region’s historic Gold Rush Trail to life.

Freelance writer Heidi Brandes participated in the trip, helping to share the Cariboo’s winter charm with broader audiences through future editorial coverage.

View the full February 2025 Coverage Report here: https://share.coveragebook.com/b/cd59f057f7134b87