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Directions: News from Destination BC
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Fort Nelson | Northern BC Tourism/Dave McAleney
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Destination BC's 2025 Global Marketing Plan
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We are pleased to share our Global Marketing Plan for 2025. We see 2025 as a defining year for the Super, Natural British Columbia® brand family as we look to strengthen our position in the global travel marketplace. With a refreshed Super, Natural British Columbia® brand and newly defined product offerings, we are ready to re-emerge with a clear focus on building brand equity with global travellers.
Distribution of this document is limited to BC tourism businesses and BC destination marketing organizations only, as it contains proprietary information. For questions or to request a copy of the plan, please contact the Global Marketing team at Marketing.Plan@destinationbc.ca.
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Introducing the British Columbia Tourism Football Club
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In anticipation of the FIFA World Cup 2026™, the BC Tourism FC will be working together to maximize the benefits of this global event for the tourism industry across the province. As we move closer to 2026, we will be sharing resources and opportunities for the BC tourism industry to contribute to our collective success through our new website.
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Join the Journey! Visit www.bctourismfc.ca to explore resources, stay connected, and discover how you can contribute to BC’s FIFA 2026 success.
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Accessibility is a key pillar of Destination BC’s organizational commitments, both in culture and approach, and we believe in equity-based access that acknowledges lived-experience as unique and intersectional.
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Destination BC Welcomes Two New Members to Accessibility and Inclusion Committee
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We're pleased to welcome two new members to our Accessibility and Inclusion Committee, Don Monsour and Richard Marion. Destination BC has had the privilege of working alongside the Accessibility and Inclusion Committee (AIC) since September 2023 to authentically identify, remove, and prevent barriers to individuals in, or interacting with, Destination BC in the pursuit of a more inclusive and accessible tourism industry.
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Destination BC Hosts First Travel Media Familiarization Tour of 2025
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Our Travel Media team hosted their first media trip of 2025 in January, partnering with Kootenay Rockies Tourism Association to pitch the Kootenay Rockies region to travel journalists from around the US, Canada and Australia as a premiere winter destination.
The Travel Media program cultivates relationships with journalists across the country and around the world, works with travel media who specialize in telling travel and lifestyle stories, and partners with Destination Marketing Organizations across the province to showcase BC’s tourism stories, build awareness, and encourage travellers to visit BC.
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Heidi Korvin (Kootenay Rockies Tourism) and Melissa McGibbon (Powder Magazine) at Revelstoke Mountain Resort.
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Welcoming to Kimo Linders to our Tourism Marketing Committee.
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Destination BC Welcomes New Tourism Marketing Committee Member – Kimo Linders
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We would like to extend a warm welcome to Kimo Linders on being appointed to our Tourism Marketing Committee. Kimo brings over 20 years of experience in the Canadian tourism and travel industry, specializing in camping and RV-ing, self-guided RV Itineraries and (inbound) international travel trade.
We also renewed the appointments of current members Kevin Manuel and Dixit Talwar.
We are grateful for the committee's valuable contributions to Destination BC and BC’s tourism industry.
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Be Prepared for Emergencies this Winter
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Be prepared for emergencies this winter with the help of our recently updated Fall/Winter 2024-25 Emergency Messaging Guidance document. This guide outlines official emergency information sources and provides suggested messaging, actions, and other resources produced by the BC Tourism Emergency Management Committee for BC tourism businesses to help navigate questions, mitigate visitor concerns, and proactively manage perceptions during emergencies.
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Emergencies can impact travel, visitors, and businesses at any time, and potentially influence those who may be planning a trip to our province. During these emergencies, the tourism industry is an important conduit to official information sources for visitors.
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Community Destination Stewardship Initiative Workshop #7: Marketing & Storytelling
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Join us on February 19 at 10AM (PDT) for the Community Destination Stewardship Initiative's upcoming workshop on Marketing & Storytelling in the context of climate resilience in the tourism industry. Through this workshop, participants will learn about the powerful impact of marketing and storytelling in advocating for climate resilience in the tourism industry.
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The Community Destination Stewardship Initiative is the fourth project under the BC Tourism Climate Resiliency Initiative and is designed to establish a provincial network across BC, enhancing the management of climate resiliency and sustainability within community destinations and the broader tourism industry.
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Destination BC is currently hiring for multiple positions, including Creative Specialist, Creative Production Manager, and Manager of Brand Storytelling. (Northern BC Tourism/Christie Fitzpatrick)
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We're Hiring! Join the Destination BC Global Content Team
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We’re currently hiring for multiple positions on our Global Content team with an application deadline of February 18, 2025. Learn more about these opportunities and apply through our website.
We seek to create a workplace culture that is reflective of the province and the people who live here. We welcome people of all backgrounds to ensure how we operate, and our programs and services are equitable, inclusive, and accessible to all.
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Destination BC Promotes Winter Travel at ISPO Beijing 2025
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We recently joined the Embassy of Canada and tourism partners from across Canada for ISPO Beijing 2025 Asia Sports Equipment and Fashion Exhibition to promote winter travel to the province. This year’s exhibition was held at the China National Convention Center from January 10-12, 2025, and was attended by an estimated 25,000 people, including many outdoor and adventure enthusiasts.
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Super, Natural British ColumbiaTM prominently featured in the Canadian Pavilion at ISPO Beijing 2025.
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Three winners of the "Spark" Sunshine Coast Program were announced on January 10, 2025.
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The Boundary Country winning projects are:
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Lisa Houston – Christina Lake Sauna Experience
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Carissa Boynton – Hotel Midway as a Tourism & Community Hub
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Rocio Graham – Christina Lake Mushroom Festival
Learn more →
Congratulations to all the finalists for their innovative tourism ideas and inspiring presentations and thank you to everyone who put ideas forward.
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Congratulations “Spark” Program Winners!
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We're pleased to announce the winners of the "Spark" programs that recently concluded in both Boundary Country and the Sunshine Coast. Five finalists from each region presented their pitches to a panel of judges in January, 3 winning projects selected from each to receive $3,000 in seed funding, mentorship, and resources to bring their exciting tourism ideas to life in their respective regions.
The Sunshine Coast winning projects are:
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Ryan Barfoot – Lake Haven Sauna: Wellness on the Water
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Johanna Jackson – Ride Mount Mahony
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Adriana Lademann – This Tournament has Everything Dance
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Three winners of the "Spark" Boundary Country Program were announced on January 30, 2025.
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Tourism Businesses Invited to Participate in Province-Wide Tourism Climate Adaptation & Environmental Sustainability Business Survey
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Supporting the BC Climate Resiliency Initiative’s project to develop a sustainability & climate adaptation data framework, this survey aims to gather information directly from tourism businesses on their climate risk preparedness, environmental sustainability practices, and investments in these areas.
Survey participants will will have the opportunity to receive the final report(s) and be entered into a draw for an entry pass to a BC tourism conference.
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This survey should take 5-10 minutes and only be completed by one person per business, by an owner or employee who is familiar with operational practices in climate adaptation and environmental sustainability.
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Last Call to Participate in the 2025 TIABC Membership Survey!
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The Tourism Industry Association of BC (TIABC) is seeking input from its members and stakeholders to assess the level of satisfaction with the leadership that TIABC provides to the tourism industry, and to gain further insights to help shape their future direction, provide more value for members, and ensure their effectiveness as advocates for BC's visitor economy. The last day to respond is February 7, 2025.
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Survey respondents will be entered for a chance to win a two-night stay at Crystal Cove Beach Resort in Tofino.
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Applications for Outdoor Recreation Fund of BC Open Now!
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Offered by the Outdoor Recreation Council of BC, the Outdoor Recreations Fund offers grants of $2,000-$10,000 for projects that enhance outdoor recreation, promote stewardship, or increase inclusivity in the outdoor industry in BC.
The application deadline is February 20, 2025, for registered charities, incorporated non-profit organizations, local governments in BC, and Indigenous governments in BC to submit their projects for funding.
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Provincial Government Encourages British Columbians to Support Local BC Tourism Businesses
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BC has an abundance of amazing food, travel, local products, wine, restaurants and more. Now is a good time to support BC in big and small ways, when you can.
BC’s big backyard inspires unbridled adventures. Visit HelloBC.com to start planning your next trip away from home, close to home.
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Discover all that BC has to offer while supporting local communities.
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Hosts that register by February 28, 2025 will receive a 50% discount on fees, or a 25% discount if they register by March 31, 2025.
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BC Government News Release: New Short-term Rental Registry, Host Registration Required
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The Government of British Columbia has introduced a new registry for short-term rentals operating in the province in order to give hosts who are following the rules the ability to continue to legally operate and welcome guests while further cracking down on speculators who are breaking the rules.
Effective May 1, 2025, anyone operating a short-term rental in BC and listing on platforms such as Airbnb, Vrbo and others, will be required to register and display a provincial registration number on all online listings.
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Southern Interior Communities Receive Over $2 million to Create Memorable Outdoor and Cultural Experiences
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Pacific Economic Development Canada has announced $2 million in new investments coming to 14 tourism organizations based in BC’s Southern Interior through the Tourism Growth Program. Some of the organizations receiving funding include Black Jack Ski Club in Rossland, Niche Wine Company in West Kelowna, and Kootenay Rockies Tourism Association.
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The Government of Canada is making investments in tourism across British Columbia to attract visitors and drive local economic growth.
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BC Tourism Industry Conference
March 5-7, 2025
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The BC Tourism Industry Conference is just one month away! Reserve your spot today to take advantage of discounted accommodation and travel options, and begin planning your conference experience today.
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WORTH Leadership Summit
March 11, 2025
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Held on the week of International Women’s Day, the WORTH Leadership Summit is for anyone dedicated to uplifting women in recreation, tourism, and hospitality—regardless of gender. Whether you’re a manager, entrepreneur, or aspiring leader, the Summit offers valuable insights and connections to fuel your growth.
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BC Hotel Association Summit
April 22-23, 2025
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Early bird pricing is available now for the 2025 BC Hotel Association Summit April 22-23, 2025. Register early to take advantage of big savings on group and individual tickets, preferred room rates, and travel discounts with Air Canada and WestJet.
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