Building Global Connections at International Media Marketplace in New York

Last month, Northern BC Tourism Association's Travel Trade and Media Specialist, Dustin Ruth, showcased stories of the region on a global stage at the International Media Marketplace (IMM) in New York City. IMM is one of the travel industry’s most influential media events, connecting destinations with leading travel journalists, editors, and broadcasters actively seeking fresh, compelling story ideas.

For Northern BC Tourism Association, IMM is an opportunity to have direct, focused conversations with media who shape how and where people travel. Against a backdrop of growing demand for meaningful, less-crowded experiences, northern BC stands out as a destination offering expansive landscapes, authentic communities, and a sense of discovery that resonates strongly with today’s travellers.

Attending IMM reinforces Northern BC Tourism Association’s commitment to raising the region’s profile internationally. Strategic media exposure plays a critical role in increasing awareness, shaping perception, and inspiring travellers to look north when planning their next adventure.

The momentum from IMM is already carrying forward. Follow-up conversations are underway, with multiple media requesting additional information and story support. These early leads represent promising opportunities to generate future media coverage that highlights the diversity, depth, and character of experiences available across northern BC.