Its coverage includes travel, outdoor recreation, geography, wildlife, conservation, people, science and natural phenomena, First Nations culture, heritage places, and history within the province, with a tradition of extensive use of photography.

In the early 1960s, sales increased dramatically as residents began to send Beautiful British Columbia Magazine subscriptions to friends and relatives across Canada and around the world.

[1] The quarterly magazine, now incorporating an annual scenic calendar, soon developed one of the largest circulations in Canada according to the national Print Measurement Bureau (PMB).

A new title, Beautiful British Columbia: Ours to Cherish, mirrored the new editorial mandate, and the magazine began to win the first of dozens of regional and international awards for its articles, design, photography, and printing quality.

Published monthly in Vancouver, British Columbia from July 1907 to January 1915, it ceased publication in the First World War and never resumed.