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Relax and unwind is the philosophy of a new tourism initiative that encourages vacation goers coming to the Southern Gulf Islands to enjoy the simple things in life. 

For those that spend a large part of their working day behind a screen or on social media the Nothing is the New Something campaign is designed to give people a much-needed break from the stress of life. 

Nothing is the New Something invites travellers to take time away, curl up and enjoy the cozy season. 

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Featuring luxurious accommodations, comfort food served to your door, as well as wellness activities such as yoga, spas, and massages. The new project is intended to relieve stress in the minds of stressed individuals.

Marketing Coordinator, Jamie Sterling says the effort is part of a broader tourism incentive for the local region.

“Folks coming to the Southern Gulf Islands are finding special places where they can re-charge, re-connect and re-generate,” said Sterling.

“This invites visitors to sync with the islands’ values; respecting nature, celebrating creative expression, slowing down and giving back to the community.”

Through a series of humorous short videos, the doing nothing campaign offers curious visitors a glance at what un-mastering one’s life actually looks like. 

At the heart of this campaign is an unconventional mindset that prioritizes nature, creativity and individuality over the 9 to 5 grind. This experience is intended to share the values of each of the five Southern Gulf Islands with guests looking to recharge. 

“This invites visitors to sync with the islands’ values; respecting nature, celebrating creative expression, slowing down and giving back to the community,” said Sterling.

If you’re in need of a much-needed break in the new year. Clear your schedule and enjoy the subtle art of not showing up. 

Nothing is the new Something

  • Where: Southern Gulf Islands, British Columbia

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