From the Pacific to the peaks, Destination British Columbia has six new iconic place brands designed to inspire your travels in 2026. Each distinct journey highlights the Canadian province’s innate appeal, making it easy to map out your ideal itinerary and follow your naturally wild and adventurous heart in BC.
We’ve shared the highlights of the first three iconic destination brands, from the classic Canadian Rainforest to Rockies route to epic quests along The Infinite Coast and savouring Valleys & Vineyards’ smorgasbord of cultural and culinary discovery.
Now it’s time to explore BC’s even wild(er) side through three more iconic destination brands: Birthplace of Adventure, Nature’s Heartland, and The Great Wilderness.
Each curated journey plots a path through BC’s key natural, cultural and adventurous attributes, allowing travellers to choose the experience that calls to them.
For travel advisors, the lead experiences provide a narrative guide to BC’s lesser-known regions, shaping the place-making storytelling and compelling imagery into inspired itineraries and navigating clients from bucket-list dreams to holiday action.
1. If you like peak thrills and alpine culture, try Birthplace of Adventure
Birthplace of Adventure is for outdoor explorers who want more – bigger scenery, epic road trips, peak ski resorts and endless activities in the great unknown.
This itinerary is the pinnacle of challenging outdoor adventures, literally, encompassing four mountain ranges – the Canadian Rockies, Purcells, Selkirks and Monashee – and four national parks on the Powder Highway in the southeast corner of BC.
Lead experiences highlight on- and off-piste activities at the birthplace of heliskiing and Canada’s mountain biking capital, showcasing the year-round appeal, as well as awe-inspiring scenery that’s best explored on road trips.
Your clients will be steeped in mountain culture on an eight-day Small Towns & Big Mountains round-trip itinerary from Calgary in Alberta, crossing the Continental Divide and following the Columbia River Valley in BC’s Kootenay Rockies region.
This epic road trip is packed with mountain scenery and outdoor adventure with some seriously eye-popping vistas like jagged peaks, alpine lakes and hot springs that are prime terrain for hiking, biking and rafting alongside stays in stunning mountain towns, such as Fernie, Panorama Mountain Resort and Golden.
2. If you like historic quests and traditional ways, try Nature’s Heartland
Nature’s Heartland cuts to the central core of British Columbia, contrasting the adrenaline rush of the Birthplace of Adventure with a soul-stirring landscape that invites slow travel layered with cultural storytelling and living history.
It’s a region that offers the lot, from mighty waterways and canyons to grasslands and ranges, including the Fraser River, Kamloops, Chilcotin area and the Cariboo Mountains.
Experiential highlights include flightseeing over glaciers, canoeing in dramatic canyons, riding the Rocky Mountaineer, all-season adventures at Sun Peaks and immersive Indigenous and cowboy culture.
Inspire your clients to experience BC’s heartland on the Canyons to the Cariboo itinerary, spending eight days following the historic Gold Rush Route from Vancouver via the Trans-Canada and Cariboo highways to the heritage town of Bakersville and back.
Along the way, peel back the layers of Indigenous, cowboy and Chinese pioneering history on scenic routes, tiny trading posts, First Nations cultural villages and hands-on ranches. Keep an eye out for wildlife, such as caribou, bears, eagles and wild horses.
3. If you like ancient lands and abundant wildlife, try The Great Wilderness
Tucked into BC’s expansive northwest, The Great Wilderness covers remote areas characterised by ancient lands and lore, towering mountains and roaming wildlife. Shaped by spirits and storytelling, traverse fire and ice from lava beds to glacier valleys, including the world’s most vehicle-accessible, Salmon Glacier.
Here, you can travel past peaks by road or rail, experience northern Indigenous cultural traditions, encounter local wildlife, including grizzly bear viewing off Prince Rupert, and chase waterfalls or the Northern Lights.
An 11-day road trip through untouched wilderness on the Great Northern Circle Route from Prince George in Northwestern BC will showcase everything from the Peace River Country prairies to the Northern Rockies with azure lakes and dense forests in between.
The 1,800km-plus circuit features outdoor adventure, rich cultural traditions and wildlife sightings at every turn, including driving the Alaska Highway from Fort Nelson to Watson Lake, stopping at the Northern Lights Centre in the Yukon, then back on the scenic Stewart-Cassiar (Highway 37) through ghost towns, characterful inns and more.
Be iconic in BC
Birthplace of Adventure, Nature’s Heartland and The Great Wilderness are three of the six new iconic destination brands that have been thoughtfully designed with today’s travellers in mind.
Travel advisors can use these distinct journeys to inspire their clients to experience more of BC beyond the gateways with a clear framework leading the way.
Visit Destination BC’s travel trade website to access all the storytelling inspo, marketing resources, sales tips and local contacts you need to create extraordinary itineraries for your clients.
For more info and inspo, visit supernaturalbc.com
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