Destination BC has unveiled six dazzling new “Iconic Experiences,” each designed to give travellers a taste of British Columbia’s grandeur, grit, and gorgeous geography.
In a move that could shake up the global travel trade, the provincial tourism body has revealed six destination brands under its refreshed parent identity, the ever-recognisable Super, Natural British Columbia®. Think of it as BC giving its tourism wardrobe a snappy new seasonal collection, chic, outdoorsy, and utterly irresistible.
Travel agents across Australia and New Zealand will soon get front-row seats. Destination Canada is hosting its next Canada Specialist webinars on 1 October 2025, at 8:30 a.m. and 12 noon AEST and 11:30 a.m. and 3 p.m. NZT, where agents can learn the finer points. The sessions will also feature updates from Air Canada, which is never shy about reminding us it knows a thing or two about flying across the Pacific.
Six New Icons for an Old Favourite
Joanne Motta, Destination BC’s Manager for Australia and New Zealand, will unpack six travel brands. Each, she insists, is more than a marketing label; it’s a narrative pathway into the wild heart of Canada’s westernmost province.
The freshly minted brand pillars are:
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Rainforest to Rockies – from moss-draped coastal trails to snow-capped peaks, it’s a tale of altitude and attitude.
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The Great Wilderness – vast, untamed, and guaranteed to make city slickers feel small in the best possible way.
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Nature’s Heartland – fertile valleys, shimmering lakes, and the insistence that perhaps life should slow down.
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The Birthplace of Adventure – whether you’re dangling from a climbing rope or skimming a glacier lake, here’s where adrenaline takes root.
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Valleys & Vineyards – rolling terrain where the grapes grow as confidently as the locals pour.
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The Infinite Coast – think islands upon islands, lighthouses and endless horizons reminding you the Pacific is no small puddle.
According to Destination BC, these new icons are not just colourful brochure fodder. They are curated invitations for visitors to choose their own adventure through a province brimming with culture, First Nations heritage, natural wonders and, of course, the wine that makes long flights worthwhile.
Why It Matters for Agents
For travel agents, the launch is about far more than pretty slogans. Each brand aligns with itineraries ready to be packaged, promoted, and sold. “We’re creating clear pathways for visitors to discover exactly what calls to them,” a Destination BC spokesperson said. In an age where holidaymakers want experiences rather than just holidays, these pathways are pure gold for the trade.
The webinars, which last a brisk 30 minutes each, promise to be fast, informative, and frankly more appealing than yet another round of office small talk. Agents can register directly via Zoom here.
Those who haven’t yet donned their Canada Specialist badge can enrol at canadaspecialist.com.au, where training materials, destination updates, and practical selling tips are available.
Canada Calling, Loud and Clear
This launch is timely because of the global travel mood. After years of pent-up demand and wistful dreaming, people are again hungry for the outdoors, not just any outdoors. They want meaning, connection, and landscapes that leave them humbled. Few destinations deliver that better than British Columbia, where glaciers, grizzlies, vineyards, and villages can all fit into a fortnight’s itinerary.
With Air Canada’s network updates also on the agenda, travel planners can confidently stitch together journeys from Sydney or Auckland to Vancouver and onwards to the Rockies, coastlines, and cultural hubs that are set to star under these new brand umbrellas.
So, mark your diary. On 1 October, pour yourself a coffee (or something more substantial if the morning sales meeting dragged on), and let Destination BC and Air Canada remind you why travellers keep saying “Oh, Canada” and meaning it.
By Bridget Gomez
