ICYMI: Destination British Columbia has launched a suite of six iconic destination brands, each evoking a distinct journey through the Canadian province’s natural, cultural and adventurous appeal to inspire your clients to holiday here this year. Here are three iconic experiences to create extraordinary BC itineraries in 2026.
From the classic Canadian Rainforest to Rockies journey to adventures along The Infinite Coast and unearthing BC’s bounty in the Valleys & Vineyards, these new iconic destination brands make it easy to match your client to the right experience.
The new framework guides travellers along clear emotional and experiential pathways, helping them instantly recognise what kind of BC experience calls to them.
Clients can follow what moves them, whether that’s coastal calm, Indigenous culture, wildlife and wilderness, alpine adventure or culinary immersion.
Rainforest to Rockies, The Infinite Coast and Valleys & Vineyards have all the attributes that resonate with the Australian market.
For travel advisors, the lead experiences do the heavy lifting, translating inspiration into bookings and building itineraries that flow naturally from these narratives.
Each itinerary is a story that feels curated, intentional and personal, converting your clients from interest to action.
1. If you like scenery, adventure, culture and history, try Rainforest to Rockies
Rainforest to Rockies is an iconic journey between the Pacific Ocean and the Canadian Rockies, where ever-changing terrain from coastal rainforests, glacial lakes and waterfalls to mountain peaks and ocean views unfold at every turn.
Lead experiences highlight the diversity of landscapes, culture and history through accessible adventures, such as a Rocky Mountaineer rail journey, alpine resort activities, epic road trips and witnessing the salmon run.
Your clients can experience all this and more on a North to Mount Robson itinerary, a seven- to 10-day road trip on the Sea-to-Sky Highway from Vancouver and the Pacific Ocean to the Canadian Rockies’ highest peak.
This epic trip journeys through six iconic destinations, including Whistler and Kamloops, taking you from sea level to summit, canyons to cactus, with nature all around.
There’s also the lesser-known Crowsnest Highway 3 to the Canadian Rockies road trip with memorable detours through culinary and Indigenous cultural experiences. Set aside at least seven days to travel from Vancouver to Fernie via Crowsnest Highway.
You’ll experience a scenic drive from the ocean and rainforests through canyons, desert and wine country to the rugged Canadian Rockies, showcasing the diverse naturescape.
2. If you like marine life, active adventure and the arts, try The Infinite Coast
The Infinite Coast promotes the Pacific edge lifestyle, where ocean, rainforest and mountains converge, and coastal and Indigenous cultures are shaped by land and sea.
Experiential highlights include spying wildlife, such as bears and whales, in national and provincial parks, sanctuaries and the ocean; exploring the coastline by kayak, sailing or floatplane; and cultural immersion in creative communities.
Inspire your clients to experience the coastal BC lifestyle on the Pacific Marine Circle Route, spending five days travelling by water and land on a return trip from Victoria on Vancouver Island.
Stop at wineries and cideries in the Cowichan Valley, stroll the spiral Malahat Skywalk above the Salish Sea and go hiking on epic trails in Sooke and Port Renfrew.
To see where the landscapes have inspired artists, your culturally minded clients will adore the Coastal Circle Route – a seven-day road trip from Vancouver that loops around the Gulf Islands and bays, full of creative communities and fresh local fare.
Take the ferry to Victoria and follow the Saanich Inlet and Peninsula around via Butchart Gardens, Nanaimo (home of Nanaimo bars), the Sunshine Coast and Lund for beaches, wildlife viewing, Indigenous culture and artistic expression.
3. If you like soft adventure, foodie finds and indulgence, try Valleys & Vineyards
The Valleys & Vineyards places and routes showcase BC’s generous side, where life-giving waters nourish both soil and soul for those who prefer soft adventure, immersion in a thriving culinary scene and wellness experiences.
It’s all about balance, such as cycling scenic rail trails, gentle hikes and lake swims alongside produce picking, sampling breweries, distilleries and cideries and immersive spas and Indigenous cultural practices.
A four- to seven-day road trip along Route 97: The Okanagan Corridor in central BC will showcase the appeal of slowing down and connecting with nature on an itinerary that balances farm-to-table fare with leisurely activities in wine country.
Start in Vernon and follow Route 97 north to Kelowna and Myra Canyon, before veering south and ending in Osoyoos via Penticton and Naramata.
Stop to pick fresh fruit before indulging in Kelowna’s renowned artisan foodie scene, explore the two tunnels and 18 trestle bridges along the Kettle Valley Rail Trail, and wind your way through vineyards to Canada’s only desert, Osoyoos and the Nk’Mip Desert Cultural Centre.
Don’t miss your BC moment!
Rainforest to Rockies, The Infinite Coast and Valleys & Vineyards are just three of the six iconic destination brands to inspire your clients to explore more in BC.
Visit the dedicated Destination BC travel trade website for advisors to access all the marketing resources, storytelling and sales tips and local contacts you need in one spot.
For more info and inspo, visit supernaturalbc.com
This article was brought to you by Destination British Columbia:
