Exploring British Columbia’s Hidden Gems: A Journey Through Its Majestic Valleys and Wine Country

British columbia Tourism Amplifies ‘Valleys & Vineyards’ Brand

Vancouver, BC – October 11, 2025 – A Major push to bolster tourism in British ColumbiaS ‘Valleys & Vineyards’ region is currently underway, with Destination BC launching a extensive campaign to attract both domestic and international visitors.

Campaign Launch & Focus

Destination BC has initiated a series of campaigns to highlight six of the Province’s iconic destination brands. The current focus, running from october 6th to October 12th, is dedicated entirely to the ‘Valleys & Vineyards’ region. This initiative aims to showcase the area’s unique combination of scenic landscapes, locally-sourced produce, and wellness offerings.

The goal is to encourage active participation from tourism stakeholders to amplify the message globally, utilizing all available dialog channels.

How Tourism Partners Can Participate

Destination BC is actively inviting tourism partners to contribute to the campaign’s success. Participation can take several forms, aimed at maximizing reach and impact.

Social Media Engagement

Tourism operators are encouraged to engage with destination BC’s content on Instagram (@SuperNaturalBC). resharing posts to stories or feeds, and tagging the official account, will increase visibility and foster wider engagement.

Access to Industry Toolkit

A comprehensive toolkit is available to support partners in their marketing efforts. This includes resources specifically designed for the ‘Valleys & Vineyards’ feature week. The toolkit can be found at DestinationBC.ca/VV.

resource	Description	Link
Brand Launch Toolkit	Practical tools to align marketing with the brand launch.	DestinationBC.ca
Industry Video	A brief overview of the brand’s identity and strategy.	DestinationBC.ca
Brand Strategy One-Pager	A concise summary of the brand’s positioning and key messaging.	DestinationBC.ca
Image Collection	A curated selection of brand-aligned imagery.	BC Content Hub

Did You Know? British Columbia‘s wine industry has seen critically important growth in recent years, with over 900 wineries contributing billions to the provincial economy, according to Wines of British Columbia.

Identifying Your Region’s Brand

For tourism partners unsure of their region’s assigned brand, Destination BC provides a ‘Community Look-Up’ tool. This tool helps determine which of the six iconic destination brands best represents their area, accessible at DestinationBC.ca.

The Growing Importance of Regional Tourism Branding

Experts agree that focused regional tourism branding is becoming increasingly vital in a competitive global market. By emphasizing unique attributes and experiences,regions can differentiate themselves and attract target audiences. This approach not only benefits local businesses but also contributes to sustainable tourism practices, preserving cultural heritage and natural resources. A recent report by the World Tourism Institution highlights the effectiveness of branding in attracting high-value tourists, who tend to spend more and stay longer.

Pro Tip: When promoting your business, consistently use the designated brand messaging and imagery to strengthen the overall regional identity.

Frequently Asked Questions About Valleys & Vineyards

What role do you see regional branding playing in the future of tourism? Share your thoughts in the comments below!

What specific cool-climate varietals are highlighted as being specialties of wineries on the Naramata Bench?

The Okanagan Valley: Beyond the Beach

The Okanagan Valley is arguably British Columbia’s most celebrated wine region, but it offers so much more than just award-winning wineries. Beyond the popular beaches of Kelowna and Penticton lie hidden treasures for the adventurous traveler.

* naramata Bench: A scenic drive along the Naramata Bench reveals boutique wineries with stunning lake views. This area is perfect for a leisurely afternoon of wine tasting, focusing on smaller producers specializing in cool-climate varietals like Pinot Noir and Riesling.

* Giant’s Head Mountain Park: For hiking enthusiasts, Giant’s head Mountain Park in Summerland provides challenging trails and panoramic views of the valley. It’s a fantastic spot for birdwatching and enjoying the natural beauty of the region.

* Peachland’s Historic Charm: Explore the quaint town of Peachland, known for its namesake fruit and its walkable waterfront promenade. Don’t miss a visit to the Peachland Museum to learn about the area’s history.

Similkameen Valley: The Organic Wine Paradise

Often overshadowed by its larger neighbour, the Similkameen Valley is a rising star in BC’s wine scene, particularly renowned for its organic and biodynamic wineries. This valley offers a more rustic and intimate wine-tasting experience.

* Certified Organic Wineries: The Similkameen boasts a high concentration of certified organic wineries. Look for labels highlighting this commitment to sustainable practices.

* Fruit Stands & Local Produce: The valley is a major agricultural area. Stop at roadside fruit stands to sample fresh cherries, peaches, and other seasonal delights.

* hiking & cycling Trails: Explore the valley’s natural beauty with numerous hiking and cycling trails. The Kettle valley Rail Trail passes through the Similkameen, offering a scenic route for cyclists.

Fraser Canyon: History, Adventure & Unexpected Vineyards

The Fraser Canyon, a dramatic landscape carved by the fraser River, is a region steeped in history and offering thrilling outdoor adventures. Surprisingly, it’s also home to a growing number of wineries.

* Hells Gate Airtram: Experience breathtaking views of the Fraser canyon from the Hells Gate Airtram. Witness the powerful currents of the Fraser River and learn about the canyon’s geological history.

* Gold Rush history: explore the historic towns of Lillooet and boston Bar,remnants of the fraser Canyon Gold Rush. Visit museums and heritage sites to learn about this pivotal period in BC’s history.

* fraser Valley Wine Region: Discover emerging wineries in the Fraser valley, benefiting from the unique microclimate and growing conditions.These wineries frequently enough offer a more off-the-beaten-path experience.

Thompson Valley: Sun-Drenched slopes & Desert Landscapes

The Thompson Valley, characterized by its semi-arid climate and sun-drenched slopes, is a unique wine-growing region. it’s known for its robust red wines and stunning desert landscapes.

* kamloops Wine Trail: Follow the Kamloops Wine trail to discover a diverse range of wineries, from established estates to smaller family-run operations.

* Petroglyph Provincial Park: Explore the ancient rock carvings at Petroglyph Provincial Park, offering a glimpse into the region’s Indigenous history.

* Fishing & Water Sports: The Thompson River is a popular destination for fishing and water sports. Enjoy kayaking, canoeing, or fly fishing in this scenic river valley.

Vancouver Island’s Cowichan Valley: A Maritime Wine Experience

While often associated with its rugged coastline, Vancouver Island also boasts a thriving wine region in the Cowichan Valley. The maritime climate creates unique growing conditions, resulting in distinctive wines.

* Cowichan Wine Route: Explore the Cowichan Wine Route, visiting wineries specializing in cool-climate varietals like Pinot Gris and Ortega.

* Farm-to-Table Dining: The Cowichan Valley is a hub for local agriculture. Enjoy farm-to-table dining experiences at restaurants showcasing the region’s fresh produce.

* The Kinsol Trestle: Walk or cycle across the historic Kinsol Trestle, one of the largest wooden trestle bridges in the world. It’s a stunning landmark and a popular attraction in the Cowichan Valley.

Benefits of exploring BC’s Hidden Wine & Valley Gems

* Unique Wine Experiences: Discover smaller, boutique wineries offering personalized tastings and a more intimate atmosphere.

* Support Local Businesses: Contribute to the local economy by supporting family-run wineries, farms, and businesses.

* Escape the Crowds: Avoid the bustling tourist hotspots and enjoy a more peaceful and authentic travel experience.

* Connect with Nature: immerse yourself in the stunning natural beauty of BC’s valleys and landscapes.

Practical Tips for Planning Yoru Trip

* Book Accommodations in Advance: Especially during peak season (summer and fall), book accommodations and wine tasting appointments in advance.

* Designate a Driver: If you plan on wine tasting, designate a driver or utilize transportation services.

* Pack for All Types of weather: BC’s weather can be unpredictable. Pack layers and be prepared for both sunshine and rain.

* Check Winery hours: Winery hours can vary, especially during the off-season. Check their websites or call ahead to confirm.

* Respect the Surroundings: practice responsible tourism by respecting the natural environment and