Destination BC Rethinks Tourism Marketing with a new Global Approach

Jul. 24, 2026

British Columbia is home to some of the world's most diverse natural landscapes, where rainforest, coastline, mountains, deserts, and vast wilderness exist within one destination. Yet when international travellers picture the province, their vision often narrows to a handful of familiar places and peak-season experiences.

One year after introducing six distinctive destination brands under the refreshed Super, Natural British Columbia® platform, Destination BC and its creative agency partner, Zulu Alpha Kilo, are sharing how that challenge inspired a new destination branding approach - one that is now reshaping how British Columbia is presented to international travellers and being adopted across global marketing, travel trade, and media programs.

Working with Zulu Alpha Kilo to bring that vision to life, Destination BC developed a connected family of destination brands that reflects the extraordinary range of landscapes, cultures, and experiences found across the province while remaining unified under the internationally recognized Super, Natural British Columbia® parent brand. Together with Vancouver & Area and Destination Ski, the six Iconic destination brands create a comprehensive brand story that represents more places, more experiences, and more seasons across British Columbia, providing globally compelling reasons to visit Super, Natural British Columbia®.

Since launching globally in September 2025, the destination brands have become the organizing framework for Destination BC's international marketing, travel trade, and travel media activities. Integrated into tour operator itineraries, training resources, global campaigns, and major activations such as FIFA World Cup 26™, the brand system is helping broaden international perceptions of British Columbia, encouraging visitors to discover more places, more experiences, and more seasons across the province.

Maya Lange, Vice President of Global Marketing at Destination BC said:

"British Columbia boasts incredible cultural and natural diversity. Created in partnership with communities, Indigenous partners, and local tourism leaders, the six Iconic destination brands celebrate the distinct landscapes, cultures, and experiences that make British Columbia so extraordinary. Together, they provide travellers with compelling reasons to discover more of the province, at more times of year, and connect more deeply with the places and people that make each destination unique.”

 

Bringing Destination BC's strategic vision to life required more than a new visual identity. As the organization's creative agency partner, Zulu Alpha Kilo developed a flexible design system that gives each iconic destination its own distinctive character while strengthening the broader Super, Natural British Columbia® brand.

The destination brands were created as a connected family of place identities that work together under the Super, Natural British Columbia® parent brand while celebrating the distinct character of six iconic destinations.

From the endless Pacific shoreline of The Infinite Coast to the vast wilderness and northern skies of The Great Wilderness, the vineyards, orchards, and rolling valleys of Valleys & Vineyards, the rugged peaks of Birthplace of Adventure, Nature's Heartland, and Rainforest to Rockies, each destination brand was thoughtfully developed with its own name, visual identity, symbol, typography, colour palette, and design system. Together, they create a cohesive yet flexible identity that allows each destination to tell its own story while strengthening the overall British Columbia brand.

To create the destination brands, Destination BC and Zulu Alpha Kilo worked closely with tourism and Indigenous partners to develop a design system that reflects the diversity of British Columbia's landscapes, cultures, and visitor experiences, while providing industry partners with a shared platform to inspire travel throughout the province.

Stephanie Yung, Chief Design Officer at Zulu Alpha Kilo said:

"Through collaboration with Destination BC, tourism and Indigenous partners, we collectively wanted to create a shared design approach that captures the essence of British Columbia's destination experiences: eclectic, yet unified. Super, Natural British Columbia doesn't just reframe British Columbia. It transforms the province into a place people can finally imagine exploring.”