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New Fishing Tourism Marketing Initiative Launches as the Fishing Season Begins

Kamloops — The Fishing BC marketing initiative is excited to announce the launch of fishingbc.com, a new microsite aimed at providing anglers with inspirational fishing stories and trip ideas for destinations around the province.

Marketing Manager, Matt Jennings says:
“The foundation of Fishing BC’s new microsite and content strategy is the recently refreshed Super Natural British Columbia brand and its “brand journalism” approach to content development.

“Our focus is to feature authentic, inspirational, and iconic experiences through photobased stories and short film-style video features. Our approach aligns well with the key strengths of BC’s fishing sector and its stakeholders. The fishing experiences available in our province take place in some of the most breath-taking settings, and our stakeholders, operators, and visitors have amazing stories to tell.”

Along with the website, the following social media channels will be used to actively promote fishing tourism opportunities across B.C.:

  • Facebook @explorefishingbc
  • Instagram @fishingbc
  • Twitter @fishingbc
    (Hashtag your Fishing BC photos with #fishingbc)

Fishing BC and Hooké Present: Explore Fishing in BC from FishingBC on Vimeo.


For more information please contact:
Matt Jennings
Marketing Manager, Fishing BC
[email protected]

Fishing tourism is one of B.C.’s pioneering tourism sectors and continues to be a key economic driver for rural and coastal communities. Recent studies indicate that more than 400,000 annual fishing licence holders produce $936 million in annual sales and contribute $144 million to the province’s gross domestic product. The sport fishery is now the single largest economic driver of all B.C. fisheries.

The new initiative is intended to bring together B.C.’s fishing tourism sector stakeholders, both freshwater and tidal water to generate greater marketing impact, raise the profile of the sector and increase the number of anglers in B.C. Fishing was recently identified as one of Destination BC’s key passion sectors in their Global Marketing Plan.

This provincial sector marketing initiative is a partnership between the BC Fishing Resorts and Outfitters Association (BCFROA), Freshwater Fisheries Society of BC (FFSBC), and Sport Fishing Institute of BC (SFI). A number of community and sub-regional destination marketing organizations from across the province are also participating in this initiative including, Fishing Highway 24, Tourism Fernie, Tourism Chilliwack, Tourism Harrison Hot Springs, Tourism Port Hardy, Tourism Prince George, Nelson Kootenay Lake Tourism, and Campbell River.


BC Fishing Resorts and Outfitters Association (BCFROA)
The BCFROA is the not-for-profit industry association that represents fishing resorts and angling guides across the province. The BCFROA has been designated by Destination BC as the eligible entity to receive funding to promote the freshwater fishing tourism sector.

Freshwater Fisheries Society of BC
The Freshwater Fisheries Society of BC is a private, not-for-profit organization dedicated to the enhancement and conservation of B.C.’s freshwater fish resources for the benefit of the public. Funded through freshwater licence revenues, the society delivers the provincial stocking program, as well as research and educational programs. To learn more, visit gofishbc.com.

Sport Fishing Institute of BC (SFI)
The SFI is a not-for-profit society. Its members are comprised of a wide range of stakeholders including, fishing lodges, certified tidal angling guides, manufacturers, retailers, hoteliers and airlines. Our common goals are to ensure sustainability of our natural resources and that angling opportunities are maintained and promoted. The SFI has been designated by Destination BC as the eligible entity to receive funding to promote the saltwater fishing tourism sector.

Destination British Columbia (DBC)
DBC is an industry-led Crown corporation that works collaboratively with tourism stakeholders across the province to coordinate tourism marketing at international, provincial, regional and local levels, as well as to support regions, communities and Aboriginal groups in developing or expanding tourism experiences, businesses and jobs.

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