Destination British Columbia has launched six iconic destination brands to experience BC in 2026, each highlighting a distinct journey that showcases the Canadian province’s natural, cultural and adventurous appeal for all kinds of Australian travellers.
Think of British Columbia, and the snow-capped Canadian Rockies, the sparkling Pacific Coast and the vibrant, cultural and cosmopolitan cities of Vancouver and Victoria instantly spring to mind.
Nature is indeed all around in BC and easily accessible within cities and beyond, but where to start? And what’s the best way to uncover the layers of culture, nature, culinary and adventure in every experience? It’s easy as one, two, three.
Destination BC has identified three iconic ways to make it easy for travellers to find what they’re looking for in British Columbia and experience BC all year round.
These include Rainforest to Rockies, The Infinite Coast and Valleys & Vineyards, part of a series of six iconic destination brands, with each tapping into themed experiences that resonate with Aussies and allow travellers to map their own adventure.
Experience BC: Rainforest to Rockies
The OG, Rainforest to Rockies is the iconic Canadian journey between the Pacific Ocean and the Canadian Rockies, where ever-changing landscapes unfold at every turn.
It bookends two of BC’s iconic outdoor attributes, packing its mighty appeal into one place branding concept and multiple, year-round themed itineraries, including 12 road trips featuring exploration by road, rail and trail.
Rainforest to Rockies aims to put the Canadian province on the worldwide map and invite global recognition in the manner of Australia’s Great Ocean Road or Ireland’s Wild Atlantic Way.
It showcases BC in all seasons, inspiring travellers to explore beyond Vancouver to the landscapes and towns between the Pacific Coast, the temperate rainforest and mountain peaks, as experienced by Destination Canada’s inaugural Radical Ambassadors in 2024.
Highlight experiences include journeying the diverse terrain in style on the Rocky Mountaineer, enjoying natural highs in alpine resorts, driving the scenic Sea to Sky Highway and seeing the highest peak, Mount Robson, in the Canadian Rockies.
This is the best BC introduction for new travellers to British Columbia, along with repeat visitors who want to venture beyond the highlights and choose their own adventure.
Experience BC: The Infinite Coast
The Infinite Coast is an inspiring journey along the Pacific edge, where ocean, rainforest and mountains converge, and cultures are shaped by land and sea.
This iconic option places the place-branding focus on BC’s Pacific coastline, where oceans, rainforest and mountains have influenced culture and community as the home of more than 50 First Nations. It’s best explored by water, whether that’s on a floatplane, SUP boarding, surfing or kayaking.
Connect with BC’s coastline from the capital city of Victoria on Vancouver Island to the Great Bear Rainforest and the artsy, laidback Sunshine Coast (Canada’s one along the Salish Sea, not the Queensland destination).
Wildlife and wilderness are on full display here – see orcas and whales in the Sounds, bears at wilderness lodges in the pristine Great Bear Rainforest and eagles in the air. This destination also highlights the intertwined relationships of Indigenous coastal cultures and nature.
On The Infinite Coast, the journey is what makes the experience unique for those keen to go with the flow.
Experience BC: Valleys & Vineyards
BC’s Valleys & Vineyards unearths a generous land, where life-giving waters nourish both soil and soul.
From SUP to sup, Valleys & Vineyards place branding taps into the fertile farmlands, lush valleys and deep lakes of the Okanagan for slow travel journeys and road trips into BC’s unique farm-to-table foodie culture and a full-bodied way to experience BC.
Visitors can sample BC at a gentler pace, from Kelowna’s waterfront to the Okanagan’s lakes, orchards and 150-plus vineyards, the quiet charm of the Similkameen Valley and the surprise of pop-up deserts.
It’s an area that invites travellers to slow down and soak it all up, whether that’s tasting wine trails or biking on gentle rail trails. There are seasonal festivals, weekly markets and First Nations cultural traditions to enjoy, houseboats and lodges for immersive stays and small towns bursting with warmth and creative spirit to experience BC.
This one’s for the refined traveller who wants to take their time and savour all the sights and flavours and values shared experiences with family and friends (old and new). Find out more from the firsthand BC experiences enjoyed by the 2025 Radical Ambassadors.
Travelling to BC in 2026 and beyond
Each iconic destination brand surfaces lead experiences as an entry point for the myriad adventures on offer in British Columbia, both allowing BC to stand out and streamlining itinerary options, taking the guesswork out for travel advisors and travellers alike.
It’s complemented by a dedicated Destination BC travel trade website with everything advisors need to inspire their clients to travel to British Columbia and experience BC in 2026, highlighting the accessible nature and ease of travelling around.
Here, you’ll find a toolkit of marketing resources, storytelling and sales tips and local contacts to create itineraries, promotions and more, including useful info about cruise ship schedules (for pre- and post-cruise inspiration) and airlines and destinations.
In addition, Destination BC’s Indigenous Tourism BC Trip Planner allows advisors to cater for travellers who increasingly seek meaningful and impactful ways to experience BC and the world.
In short, it’s the ideal one-stop shop for travel advisors and their clients to start their BC travel plans for 2026 and beyond.
For more info and inspo, visit supernaturalbc.com
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