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BC Bike Life

BC Bike Race Partners with Destination BC

By March 20, 2017No Comments

BC Bike Race (BCBR) is honoured to have been awarded a grant from Destination BC through its new Event Co-op Marketing Partnership Program. The application process for this grant was an arduous endeavor and allowed us the opportunity to develop a plan for an original video project that will highlight the towns of Cumberland, Powell River, Sechelt, North Vancouver, Squamish, and Whistler. The grants – 60 in total – were awarded based on the ability to increase tourism revenue for British Columbia, the ability to build brand equity for the British Columbia Brand, the strength of our marketing plan, and the resources to execute the program effectively. With this funding BCBR, working alongside local Destination Management Organizations (DMO), will be producing a 7-part video series that will highlight the history, culture, local business, and dedicated trail builders in each of the communities we visit while also outlining the BCBR route. Over the last decade, BCBR has built a connection to these towns and is proud to shine a spotlight on what makes them unique, the economy of mountain biking, and the Event Destination Tourism program. We are especially thankful to the mountain bike clubs in each of the locations we visit for supporting us and endorsing our application to Destination BC. We are thrilled to be recognized by Destination BC as a marketing vehicle with the ability to showcase the beauty of our home – British Columbia, to the world. We are further enthused by the validation of mountain bike tourism through their eyes.

Thirty-five years ago mountain biking was born on the West Coast of North America and it wasn’t long before the world heard about it. Currently, British Columbia has a distinct global advantage as one of the first places that mountain biking began, this means that it has more mature trail networks and more amazing terrain than most other places in the world. It is this advantage that has made it a destination that international mountain bikers desire to visit and ride. All of this is made possible by the ongoing work of the amazing communities, clubs, and trail builders who embody the spirit of mountain biking.

Much like the Tour de France encompasses a whole country – and not just the race, BCBR is about all of British Columbia and celebrating all the possibilities within for international visitors. BCBR brings 600 people from roughly 36 different countries to participate in our seven-day mountain bike adventure annually. Many of these participants – 85% new each year – spend an average of five extra days exploring other parts of British Columbia. BCBR celebrated its 10th year in 2016 and this year sold out in 23 hours. With the support of this grant, we look forward to sharing our story, along with inspiring scenes of mountains, oceans, and legendary singletrack with the world from July 5-13th, 2017.


Destination BC is an industry-led Crown corporation that works collaboratively with tourism stakeholders across the province to coordinate tourism marketing at the international, provincial, regional and local levels, and supports regions, communities, and Aboriginal people in developing or expanding tourism experiences, businesses and jobs. Destination BC has also been mandated to fulfil several key marketing and leadership responsibilities critical to the long-term, sustainable growth of the provincial tourism industry.

BC Bike Race is an international 7-day mountain bike stage race that hosts 600 participants from an average of 36 different countries every year in British Columbia. Going into their 11th year of operation and another year of a sold out event – BCBR is proud to showcase their ‘backyard’ to an international audience again from July 5 – 13, 2017.