The Canadian province of British Columbia has resumed international tourism marketing with a CA$6.7 million (about £4 million) campaign that includes the UK market.

Called The British Columbia Effect – Find Yourself, the campaign by the Destination BC tourist board highlights the province’s open spaces, nature, wildlife and authentic experiences.

Trade-facing tour operators taking part include Audley Travel, First Class Holidays, My Canada Trips and North America Travel Service.

E-shots and trade events are planned to help travel agents capitalise on increased awareness of the province generated by TV, video, newsprint, magazine and digital ads.

Agents can also sign up to the BC Content Hub for more resources such as images, videos, b-roll, travel stories and maps.

Lisa Cooper, Destination BC’s UK travel trade director, said: “The British Columbia Effect – Find Yourself campaign will share the authentic values and transformative powers of BC’s nature with potential visitors, creating an emotional connection with the province.

“We are looking forward to working with our tour operator and travel agent partners to turn that into memorable, meaningful holiday experiences.”

Before the pandemic, international travellers represented about 25% of visitors to BC, but around half of the visitor spending.

Picture: hiking in Mount Robson Provincial Park by Megan McLellan.