British Columbia has proven itself to be a magnet for tourists, but one problem for the industry is that visitors tend to arrive during peak seasons.
They also cluster in the province’s tourism hot spots: Metro Vancouver, Victoria, Whistler and the Okanagan.
The province’s destination tourism marketer, Destination British Columbia, is attempting to change this by creating and using niche sub-brands that operate under the province’s well-known slogan, Super Natural British Columbia.
Two of these new sub-brands were released last year: Rainforest to Rockies and The Great Wilderness.
On June 4, the tourism marketer that operates on a $59 million annual budget launched four additional sub-brands: The Infinite Coast, Nature’s
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