BC's Destination Brands

Super, Natural British Columbia® represents a four-decade journey of strategic brand evolution that transformed BC into a globally recognized destination brand.

This enduring tourism brand showcases British Columbia's authentic identity through three core pillars: A World of Natural Wonder, Culture Shaped by Nature, and the Heartbeat of Adventure. Through continuous strategic refinement, the brand has successfully positioned BC as a premier destination that creates deep emotional connections with international travellers seeking transformative experiences in extraordinary natural landscapes.

• Built one of the world's most recognized destination brands over 40+ years
• Centers on BC's authentic nature through three strategic brand pillars
• Creates emotional connections with wonder-seeking travellers globally
• Positions BC as a premier destination for transformative natural experiences