Destination BC (DBC) has released its 2026–2028 Global Marketing Strategy, bringing to life the organization's new Corporate Strategy and supporting the Province’s Look West: Jobs and Prosperity for a Stronger BC and Canada priorities and Tourism Sector Action Plan.

As global competition for travellers intensifies, BC has a major opportunity thanks to growing interest in Canada, rising demand for Indigenous tourism, and global moments like the FIFA World Cup 2026™. At the same time, travellers are seeking deeper connections to nature, culture, and meaningful experiences.

Together with partners across the province, DBC will focus on strengthening BC’s global brand, growing visitation across seasons and places, evolving marketing in an AI-driven discovery environment, and improving collaboration, data, and marketing systems. Working together, DBC and its partners can inspire more travellers to choose BC, stay longer, and explore further, supporting tourism businesses and communities across the province.

Destination BC’s 2026/27 Annual Marketing Plan outlines how the new Marketing Strategy will be delivered in the year ahead. Marketing efforts will focus on attracting high-value travellers—particularly Outdoor Explorers and Refined Globetrotters—from priority markets including the United States, United Kingdom, Germany, Australia, Mexico, and China. 

In the year ahead, programs will focus on strengthening the Super, Natural British Columbia® brand family, activating the new Iconic places and routes, and leveraging major global opportunities such as the FIFA World Cup 2026™. Marketing will include always-on digital campaigns, global media and travel trade engagement, and expanded storytelling that highlights BC’s nature, culture, and Indigenous tourism experiences.

DBC's efforts aim to grow visitation year-round and across regions, increase international travel to BC, and support the long-term goal of doubling tourism revenue by 2036. Tourism businesses, communities, and partners can participate through co-operative marketing programs, media and travel trade opportunities, and collaborative storytelling that helps showcase BC to travellers around the world.

Since DBC's 2026/27 Marketing Plan and 2026-2028 Global Marketing Strategy contain proprietary information, distribution of both documents is limited to BC tourism businesses, sector associations, and destination management organizations. To obtain a copy of the Marketing Plan and/or three-year Marketing Strategy, please email Marketing.Plan@destinationbc.ca.