Fishing BC is a joint marketing initiative of the BC Fishing Resort and Outfitters Association, Sport Fishing Institute of BC, Freshwater Fisheries Society of BC, and 15 regional and community destination marketing organizations. The backbone of our marketing strategy is the recently refreshed “Super Natural British Columbia” brand and its focus on featuring authentic, inspirational, and iconic experiences through storytelling and the creation of sharable content. The brand is built upon BC’s unique selling proposition, our wilderness, and “Wild at Heart” as the core brand essence. The new brand aligns extremely well with the key strengths of our sector and its stakeholders. Our BC fishing tourism product is world class and our tourism operators have amazing stories to tell. The main goal of our strategy is to raise the profile of fishing opportunities in BC and increase tourism revenues via the fishing sector. The success of the strategy is dependent on the support and involvement of fishing tourism stakeholders.