Destination Vancouver and ReThink launch “Recouver in Vancouver” Campaign
FOR IMMEDIATE RELEASE: VANCOUVER, B.C. | 25 May 2026 – Destination Vancouver has launched Recouver in Vancouver, a new campaign that introduces a fresh and distinctly Vancouver way to talk about the city’s visitor experience.
The campaign’s idea is simple: people often leave Vancouver feeling better than when they arrived. They feel more energized, more balanced, and more connected to themselves and the world around them.
From that idea came Recouver, a playful portmanteau inspired by a feeling many visitors already associate with the city. The campaign brings the concept to life through a series of films and creative assets focused on wellness, culinary experiences, neighbourhood exploration, and Vancouver’s unique “city in nature” lifestyle.
“People are craving opportunities to slow down, recharge, and recover from the pace of everyday life,” said Stefan Hawes, Vice President, Global Marketing, Destination Vancouver. “What makes Vancouver special is that the city naturally helps people do that. Recouver became a playful way to capture a feeling that visitors already associate with being here.”
Developed with Canadian creative agency ReThink, the campaign leans into a tone that is warm, self-aware, and rooted in the character of the destination itself.
“We’ve learned that the best ideas come from amplifying something people already feel,” said Morgan Tierney, Executive Creative Director, ReThink. “Vancouver has always had this effect on visitors. They leave feeling recharged, inspired, or more connected. Recouver isn’t revolutionary, it simply gives that feeling a name.”
The campaign intentionally moves away from traditional destination marketing tropes in favour of storytelling that feels more personal, emotionally resonant, and reflective of Vancouver’s identity. Rather than positioning the city as an escape from everyday life, Recouver in Vancouver highlights Vancouver as a place that helps people return to life feeling renewed.
The campaign films and additional content can be viewed at:
www.destinationvancouver.com/recouver
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Media contact:
Destination Vancouver
Darren Dunne | Manager, Corporate Communications
T: 604.631.2830
E: ddunne@destinationvancouver.com
About Destination Vancouver
Destination Vancouver is the non-profit, member-based destination marketing and management organization for the spectacular city of Vancouver, BC. Our purpose is to transform our communities and our visitors through the power of travel and to be thoughtful leaders, advocates and ambassadors for our city. We work with our partners in Vancouver’s visitor economy to develop compelling experiences and offerings for our visitors and to promote Vancouver in key Canadian, US, and international markets. The responsibility to build a sustainable and resilient visitor economy is the foundation of everything we do.