British Columbia: The Birthplace of Adventure – Image: Destination Canada
The tourism industry in British Columbia (BC) has reached a revolutionary milestone in how one Canadian province is positioned globally as a destination. Destination BC launched a bold new era in tourism marketing, unveiling six new destination brands under a refreshed Super, Natural British Columbia® (SNBC) parent brand, powered by a new creative platform, Let the Outside In.
This integrated global campaign redefines the way the world understands and experiences BC as a destination. Rooted in the understanding that people everywhere are yearning to reconnect with the natural world, this launch speaks to BC’s unique ability to answer that call.
This Canadian fall, the new brands and messaging will reach audiences across key markets whose travel behaviours and values align with what BC has to offer. This is the first time the six destination brands are collectively featured in market, as part of a long-term strategy – known as Invest in Iconics – to elevate BC’s global presence and encourage travel to all places, across all seasons.
Focus Markets & Traveller Segments
The campaign is designed to reach highly engaged audiences in markets where travel motivations align with BC’s strengths, in line with Destination Canada’s traveller segments:
- California – A hybrid approach reaching both Refined Globetrotters and Outdoor Explorers
- UK – Featuring Rainforest to Rockies, Valleys & Vineyards, and The Infinite Coast for Refined Globetrotters
- Germany – Showcasing The Great Wilderness, The Birthplace of Adventure, and Nature’s Heartland to Outdoor Explorers
Other core international markets, including Australia, Mexico, and China, will see destination brand-focused activity.
British Columbia: Showcasing the Great Wilderness – Image: Destination Canada
The Nature Rating
As part of the campaign, Destination BC is launching The Nature Rating: a first-of-its-kind digital tool designed to inspire real-world connection through media, reflecting the Super, Natural British Columbia® purpose to bring people and nature closer together.
Based on the psychological principle that the more you experience nature through culture, the more you’ll seek it out in real life, this innovative PR activation invites people to reflect on how much nature shows up in their everyday lives, starting with the content they consume. By analysing films, TV shows, books, and songs through an AI-powered model, The Nature Rating assigns a score based on nature-related themes. It then offers recommendations to boost each user’s ‘nature score’ and actionable tips to help them get outside.
Grounded in new consumer research from the UK and US, the tool responds to a rising ‘nature deficit’. From screen-heavy lifestyles to time spent commuting rather than connecting, the research reveals just how distant many people have become from the natural world. More info: Let the outside in (NAN/Destination BC 26-09-25)
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