Marketing Campaigns

With a focus on online marketing and through integration of advertising, web, social media, email marketing, print materials and promotions, ITBC’s consumer marketing tactics drive awareness of Indigenous tourism in BC as well as direct consumer bookings for ITBC’s Market-Ready and Export-Ready Stakeholders.

ITBC’s consumer marketing efforts are focused on connecting travellers with meaningful Indigenous experiences across British Columbia. Our campaigns showcase the rich heritage of Indigenous Peoples, empowering communities to thrive while honouring the land and its people.

We’ve led impactful campaigns, including “Everything is Connected,” which was launched post-pandemic to encourage travellers to reconnect with nature and each other. We highlighted Indigenous Peoples’ deep connections with the land, waters, and animals through storytelling. In partnership with Destination B.C., we co-created the “BC Effect – Find Yourself” campaign, featuring a poem by ITBC team member and Haida artist Taaydal | Cohen Isberg. The campaign also included the “Illahee” docu-style video series, which featured Indigenous storytellers sharing their ties to the land, inspiring travellers to explore B.C. through an Indigenous worldview.

These campaigns have led to real, lasting outcomes for Indigenous communities. The “Illahee” series brought a nearly 50% increase in people visiting ITBC’s website, connecting more visitors to its stories and experiences. Our social media collaborations amplifies authentic voices globally, driving bookings, increasing website traffic, and strengthening partnerships. ITBC’s app, landing pages, and content collaborations make it easy for visitors to explore and connect with Indigenous-owned experiences.

At the heart of our efforts is a deep collaboration with Indigenous communities. We don’t just create content—we collaborate with Indigenous tourism operators to amplify their voices. From honouring stories to enhancing online presence or offering social media training, we take a personalized approach that reflects the spirit of Indigenous tourism, ensuring these experiences are seen, felt, and celebrated by travellers worldwide.