ITBC Talks Indigenous Tourism at the Launch of ‘The Great Wilderness’ in Germany

Destination BC’s Invest in Iconics recently launched The Great Wilderness Iconic brand in Hamburg, Germany. This is part of ongoing efforts to change the way travellers see the province by creating globally compelling routes and places that span all of British Columbia.

The Great Wilderness extends from the coast mountain range in the west to the Alberta border in the east and from Highway 16 in the south to the Yukon border in the north.

Indigenous Tourism BC (ITBC) was there to participate, ensuring that Indigenous-owned businesses and their stories were well-represented. The event featured an immersive carwash experience, where guests were taken on a sensory journey through BC’s wilderness. “Indigenous tourism offers visitors authentic, transformative experiences while contributing to Truth and Reconciliation. It’s much more than travel—it’s about sharing our stories and building meaningful connections,” Paula Amos, ITBC’s Chief Marketing and Development Officer, explained.

The launch also included training sessions for partners like Canusa and CRD, equipping them with the knowledge to promote The Great Wilderness in a way that respects Indigenous cultures.

As global travellers seek more meaningful and responsible experiences, The Great Wilderness positions BC as a destination that offers breathtaking scenery and deep, culturally immersive journeys.