Destination BC’s role is to inspire and captivate the interest of high yield international travellers through compelling brand storytelling. Through integrated and innovative marketing, we seek to create a sense of urgency to visit BC through consumer direct marketing, travel trade, and travel media.
In 2021 and 2022, domestic Canadian travel will be of primary importance as fuel for short-term recovery.
Destination BC will make initial investments domestically in 2021 and 2022 and then will resume and increase our focus on the high-yield international traveller to grow future demand.
Destination BC markets of focus:
Mid-Term – International
As borders open in the second half of 2021, we believe the USA (Washington primarily and then California), the United Kingdom and Germany represent the greatest international opportunities. Pre-pandemic, these markets were strong performing markets with excellent air capacity and solid product-visitor interest match. Based on market research and tour operator feedback, consumer interest for travel to our destination continues to be strong from these markets.
Monitor for Recovery
Destination BC will continue to monitor China, Australia, and Mexico closely as these have been strong markets for BC in the past. Research and in-market intelligence on vaccine management, the impact of the pandemic on the economy, airline capacity and other factors will inform our market re-entry decisions and timing.
With overseas representatives in the United Kingdom, Germany, China, Australia, and Mexico, we work in partnership with Destination Canada, key travel trade, travel media outlets and airlines to reach target consumer audiences.
The first step to working with Destination BC in our key markets is to tell us and/or your regional DMO about your product. Destination BC relies on the expertise of our regional representatives, and their knowledge of the products within the region, to educate our overseas partners.
Download our Market Profiles
Destination BC’s 2021-2023 Global Marketing Strategy and 2021 Plan is available to BC tourism industry partners. To request a copy, please email Marketing.Plan@destinationbc.ca.
Asia Pacific, Australia and Mexico
Monica Leeck, Market Development Manager
UK, Germany and USA
Stephanie Fielden, Market Development Manager
Receptive Tour Operators
Leona Zheng, Sales Manager, Global RTOs
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