New Destination BC Marketing Campaign Invites British Columbians to Rediscover and Explore BC Safely

Vancouver—In alignment with Phase 3 of BC’s Restart Plan, Destination BC is launching a new chapter of its successful Explore BC campaigns: an extensive $8 million domestic marketing campaign encouraging BC residents to plan and book their trips for travel throughout the province this summer and into the fall.

The campaign is designed to promote safe travel practices, re-ignite BC’s tourism industry, promote BC tourism businesses and destinations, and rekindle British Columbians’ curiosity and passion for the place they live. With comprehensive tactics including TV, print, digital, paid search, social and editorial partnerships, Explore BC rallies BC residents to safely travel our province – to rediscover their wild backyard, and the incredible experiences offered by BC’s tourism industry. Whenappropriate, the campaign will later extend into Alberta and the rest of Canada.

By visiting, British Columbians can find trip planning ideas and resources to help them rediscover their province this summer. Destination BC is sharing British Columbia’s vast range of destinations and activities within six new experience collections to guide the rediscovery:

  • West Coast Culture 
  • Mountain Peaks & Towns 
  • Northern Wild 
  • Vineyards, Valleys & Lakes 
  • Rivers, Ranches & Ranges 
  • Vancouver & Sea to Sky 

In addition to trip planning, inspiration and booking assistance, Destination BC will utilize its channels to help BC residents understand what’s open and what they need to know before they go, including responsible traveller behaviour.

While some popular spots may be busy, there is plenty of room for everyone. BC is not sold out nor at capacity – it is unlike any other place on Earth, with plenty of options to rediscover its natural beauty this summer and fall. At 944,735 square kilometres, British Columbia is bigger than France and Germany combined, or almost four times the size of Great Britain, boasting plenty of places and spaces to explore BC, safely.

The Explore BC campaign is the latest activity in the evolution of Destination BC’s marketing and industry response throughout the COVID-19 pandemic, and continues to align with the Province’s Restart Plan and provincial health directives. In Phase 1, residents were encouraged by Destination BC to #exploreBClater – to stay home and do their part in flattening the curve of COVID-19 in BC. In mid-May, with the start of Phase 2, efforts evolved with #exploreBClocal – hyper-local marketing to encourage people to be a tourist in their hometown, to reignite interest in our museums, galleries and cultural sites, to remind residents of how parks, beaches and outdoor spaces can strengthen their mental and physical wellbeing, and to support the small tourism businesses that are the foundation of BC’s tourism industry. Now, we can carefully expand our travels throughout the province and #exploreBC like never before.


Honourable Lisa Beare, Minister of Tourism, Arts and Culture

“B.C.’s tourism industry is a major economic driver that creates jobs for people and supports families throughout the province. Now that we’re in Phase 3 of BC’s Restart Plan, I encourage all British Columbians to take this opportunity to show their support for the friends, families and neighbourswho are the foundation of the tourism industry in B.C.”

Marsha Walden, CEO, Destination BC

“From robust public awareness plans to innovative consumer planning tools and creative partnerships, we’re thrilled to launch the Explore BC recovery marketing campaign – to support the tourism businesses around the province that provide remarkable experiences, and to bring the spectacular places of Super, Natural British Columbia® to residents in a new and exciting way.”

Destination BC Resources:

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