B.C. alters tourism strategy to attract off-peak visitors

Six distinct sub-brands are being used under the Super Natural British Columbia slogan British Columbia has proven itself to be a magnet for tourists, but one problem for the industry is that visitors tend to arrive during peak seasons. They also cluster in the province's tourism hot spots: Metro Vancouver, Victoria, Whistler and the Okanagan. The province's destination tourism marketer, Destination British Columbia, is attempting to change this by creating and using niche sub-brands that operate under the province's well-known slogan, Super Natural British Columbia. Two of these new sub-brands were released last year: Rainforest to Rockies and The Great…