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What's 'The BC Effect?' Joanne Motta, Manager Australia & NZ, Destination British Columbia explains

Are you looking for a destination to soothe your mind, body and soul? 'The British Columbia Effect' or 'The BC Effect' is a new campaign highlighting the healing effects of nature, not through studies or statistics, but through the actual experiences BC has to offer. We asked Joanne Motta, Manager Australia & NZ, Destination British Columbia to tell us all about it.

Are you looking for a destination to soothe your mind, body and soul? ‘The British Columbia Effect’ or ‘The BC Effect’ is a new campaign highlighting the healing effects of nature, not through studies or statistics, but through the actual experiences BC has to offer. We asked Joanne Motta, Manager Australia & NZ, Destination British Columbia to tell us all about it.

British Columbia on Canada’s West coast has always prided itself on reminding people that they belong in the wild. After all, It’s a place where nature and culture welcome you in to explore not just new sights but new sides of yourself.

So in a time when the world has just gone through a transformative shared experience like no other, it’s never been more important to tap into something bigger than ourselves on our travels – to awaken a deeper connection and regain valuable perspective.

Here’s Canadian and long time visitor to BC Joanne Motta to tell us more.

So what exactly is the ‘BC Effect’ Jo?

We like to say that pushing beyond the beaten path in British Columbia brings you closer to nature and your true self: happier, more creative, and less stressed.

But according to science, the benefits go deeper. In as little as three days, measurable cognitive changes begin to occur, making you a better problem solver and creative thinker.

Scientists are finding that the more exposure humans have to nature, the more they will benefit from reduced stress, enhanced creativity, and overall well-being.

We like to talk about wildlife viewing as meditation and the unexpected benefits of that.

In BC, you can tune into nature’s rhythms by closely observing its movements—and its stillness— and feel the therapeutic benefits of immersing yourself in the wilderness and amongst the wildlife and the marine life.

That’s the essence of the BC Effect. And it is simply life-changing for anyone who visits.

Tell us more about… The mountains

©Destination BC

If you are looking for ‘Big Mountain’ landscapes, BC is where you will find them.

The grand scale of British Columbia’s mountains is punctuated by the impossibly vibrant colours of glacial-fed lakes and sounds of crashing waterfalls in National and Provincial Parks like Wells Gray and Mount Robson.

With ten major mountain ranges spanning British Columbia, including the Coast Mountain Range to the west and the Canadian Rockies to the east, adventure and beauty are always at hand.

From the exhilaration and awe of summiting a craggy mountain peak by foot to taking on a trail in one of the world’s mountain biking capitals to the serenity and silky waters of an alpine lake, BC’s mountains deliver a unique and rich experience for every type of traveller.

Tell us more about… The rainforest

©Destination BC

As Canada’s most culturally diverse province, BC is also one of the most biologically diverse areas in the world. Home to approximately a quarter of the world’s remaining temperate rainforest and a coast that spans more than 25,000km (almost 16,000 miles), British Columbia supports a wide range of wildlife, including bears, moose, caribou, whales, and eagles.

Hike through the rainforest with Indigenous guides, relax at a luxury ecolodge on a remote ocean inlet after a wildlife viewing expedition, and savour sustainably harvested seafood and locally- sourced produce at farm-to-table restaurants.

Tell us more about… The ocean

©Destination BC

Exposure to blue spaces like ocean landscapes regulates the nervous system through the senses, making us feel calmer—what one researcher calls “blue mind”.

Spend a few days or a week or two on the remote shores of BC, tap into the flow of your surroundings, and take in healing—through all your senses.

©Destination BC

Whether by exploring by boat on a whale and bear watching expedition, taking in views from a SUP or canoe, or waking up with an ocean view, experience the therapeutic quality of the great Pacific Ocean on the rainforested shores of British Columbia.

BC’s mild-weathered coasts are bursting with life and vibrant greens throughout the year. There are endless ways to be enveloped by their beauty and healing effect.

The soft coastal light and colours have an especially pacifying effect, while the meditative sounds of the coast echo the body’s natural rhythms, which helps rebalance the nervous system.

Tell us more about… The wildlife

©Destination BC/Reuben Krabbe©Destination BC/Reuben Krabbe
©Destination BC

From mountain ranges, through verdant forests and down to stunning coastal scenery, BC landscapes are home to a wide variety of wildlife that can be viewed in its natural habitat both safely and responsibly.

While mountain ranges are home to bighorn sheep, mountain goats, and marmots, forests support populations of grizzlies and black bears, who migrate to rivers to feed on salmon in late spring.

The Great Bear Rainforest is also home to the elusive Kermode (Spirit) bear, a rare black bear with a white coat, while BC’s glacial valleys are home to herds of caribou, wolves, and moose.

©Destination BC

BC has 200 designated marine protected areas located in all six of the provincial marine ecoregions, home to marine mammals like Orcas, humpback and grey whales, as well as porpoises and dolphins.

They can be seen cruising the coastline fed by the salmon and herring runs that support so much of this rich ecosystem.

Eagles are also a very common sight, as they perch in trees waiting to swoop down for a meal. Enjoy a half-day or full-day tour by boat to watch for whales, view bears feeding from the shore, or stay at a wilderness lodge for a multi-day experience.

Tell us more about… Indigenous experiences

©Destination BC

Indigenous peoples in British Columbia maintain deep connections to their unique Territories’ lands, waters, animals, and supernatural realms.

These connections are more critical now than ever before, as we all realise what Indigenous BC has long known–our health and wholeness are written upon the land.

With 203 Indigenous communities and more than 30 Indigenous languages, British Columbia’s six diverse and beautiful regions offer extensive authentic Indigenous experiences.

Connect with the people and languages that have spoken the land, collected the knowledge, and passed the stories of Indigenous BC for thousands upon thousands of years. 

Tell us more about… Sustainability and Conscious Travel

©Destination BC

Travellers today are increasingly concerned about their impact on the planet and are looking to find more meaning and purpose in their travels.

With strong roots and growing activities in sustainable tourism, BC offers many opportunities for the conscious traveller.

Environmental sustainability and land stewardship are central to the Indigenous philosophy and way of life, and supporting Indigenous-owned businesses and experiences is a way to help sustain cultural legacies and support Reconciliation.

Tell us more about… Your sustainable eco-adventure famil in British Columbia

Adventure World’s new brand identity has launched with a “Travel with Purpose” campaign in partnership with Destination BC and a free downloadable toolkit of marketing assets for advisors to use.

For every booking* you make from now until the 2nd of May, you’ll go in the draw to win a life-changing spot on Adventure World’s 2023 BC “Sustainable Eco-Adventure” Fam in British Columbia in 2023.

That’s not all. All British Columbia trips booked with Adventure World (like this epic one below) during the same time net your client a 1-year sponsorship with BC Whales.

It’s the perfect way to get them excited for their upcoming travels! Sponsorship helps this not-for-profit organisation continue their mission to protect and research the whales that call this region home.

To discover more about all of Adventure World’s Destination BC tours, the T&Cs* for the exciting Sustainability Fam opportunity, and to access your free downloadable toolkit, head here.

Remember, when you maximise your BC sales, you maximise your chances to nab that fam spot!

Adventure World offers so much more than the (grizzly) bear necessities to connect your clients to more meaningful travel (and their authentic self).

Head to to find out more.

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