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 January 2025, we tracked 45 pieces of coverage for destinations in the province with an estimated 2.36 million combined views. Here are a few examples of those stories and how Destination BC supported them:
CNN Travel – Where to Go in 2025: The Best Places to Visit
Vancouver Island was selected for CNN’s ‘Where to go in 2025’, featuring Butchart Gardens in Victoria, Kingfisher Pacific Resort & Spa in Courtenay, and Pacific Rim National Park. Destination BC collaborated with 4TVI to support CNN Travel Staff Writer, Julia Buckley, in highlighting the Island as a global destination.
News of this story was also picked-up by CheckNews Vancouver Island, in addition to Vancouver Island being included in 2025 travel lists from Conde Naste, Outside Magazine, and Canada.com this month.
BBC Travel – The 25 Best Places to Travel in 2025
Our Travel Media is continually cultivating relationships with travel media across the country and around the world to create proactive opportunities to showcase BC’s tourism stories, including through a monthly email newsletter—The Pitch—that seeks to inspire travel media to pick up story ideas featuring BC.
This story incorporated a highlight from one of these newsletters which featured Haida Gwaii in a story idea titled ‘Five UNESCO Sites to Explore in BC’.
The story highlights Haida Gwaii for it’s unique connection to nature, culture, and history and the important steps toward reconciliation that have been made in the region with the Haida Title Lands Agreement signed by the Government of British Columbia and the Haida Nation last year.
Toronto Sun – Revel In Revelstoke
In January 2025, Destination BC joined Kootenay Rockies Tourism in supporting ski writer Glenn Crouter of the Toronto Sun on a press trip, featuring BC’s Powder Highway and Revelstoke Mountain Resort.
The resulting coverage was published in the Toronto Sun the following month.
