• Newsletter
  • News & Events
  • Work With Us
  • Our Commitments
  • Contact Us
Destination British Columbia logo
  • Who We Are
    • Overview
    • Provincial Government of BC
    • Board Of Directors
    • Executive Leadership
    • Tourism Marketing Committee
    • Regional, Community & Industry
      Partners
      • Industry Partners
      • Community Partners
      • Indigenous Tourism
    • Vancouver, Coast & Mountains
      • Meet the Team
      • Events
      • Regional Maps
      • Stay Connected
    • Corporate Documents
    • Diversity, Equity, Inclusion, and Accessibility
      • Accessibility
    • The Power of Tourism
  • What We Do
    • Overview
    • BC’s Destination Brand
      • Tools and Image Bank
    • Marketing
      • Consumer Marketing
      • Content Marketing
      • Social Media Marketing
      • Influencer Marketing
      • Travel Trade
      • Travel Media
      • Our Markets
    • Destination Management
      • Destination Development
      • Planning Area Look Up Tool
      • Emergency Preparedness
      • Industry Development
      • Visitor Services
    • Funding Sources
      • Co-op Marketing
      • Municipal & Regional District Tax
        Program (MRDT)
      • Other Funding Sources
  • Learning Centre
    • Overview
    • Experience Development
    • Digital Marketing
    • Social Media Marketing
    • Travel Trade & Travel Media
    • Applying Insights
    • BC's Destination Brand Resources
    • Accessible Tourism
    • Safety & Emergency Preparedness
  • Research & Insights
    • Overview
    • Industry Performance
    • Regional Research
    • Market Research
    • Activity Research
    • Resident Research
    • Research Tools & Methods
  • Invest in Iconics Strategy
    • Overview
    • Timelines and Engagement
    • Place Branding
    • Destination Development
    • Frequently Asked Questions
  • Who We Are
    • Overview
    • Provincial Government of BC
    • Board Of Directors
    • Executive Leadership
    • Tourism Marketing Committee
    • Regional, Community & Industry
      Partners
      • Industry Partners
      • Community Partners
      • Indigenous Tourism
    • Vancouver, Coast & Mountains
      • Meet the Team
      • Events
      • Regional Maps
      • Stay Connected
    • Corporate Documents
    • Diversity, Equity, Inclusion, and Accessibility
      • Accessibility
    • The Power of Tourism
  • What We Do
    • Overview
    • BC’s Destination Brand
      • Tools and Image Bank
    • Marketing
      • Consumer Marketing
      • Content Marketing
      • Social Media Marketing
      • Influencer Marketing
      • Travel Trade
      • Travel Media
      • Our Markets
    • Destination Management
      • Destination Development
      • Planning Area Look Up Tool
      • Emergency Preparedness
      • Industry Development
      • Visitor Services
    • Funding Sources
      • Co-op Marketing
      • Municipal & Regional District Tax
        Program (MRDT)
      • Other Funding Sources
  • Learning Centre
    • Overview
    • Experience Development
    • Digital Marketing
    • Social Media Marketing
    • Travel Trade & Travel Media
    • Applying Insights
    • BC's Destination Brand Resources
    • Accessible Tourism
    • Safety & Emergency Preparedness
  • Research & Insights
    • Overview
    • Industry Performance
    • Regional Research
    • Market Research
    • Activity Research
    • Resident Research
    • Research Tools & Methods
  • Invest in Iconics Strategy
    • Overview
    • Timelines and Engagement
    • Place Branding
    • Destination Development
    • Frequently Asked Questions
  • Newsletter
  • News & Events
  • Work With Us
  • Our Commitments
  • Contact Us

Invest in Iconics Strategy

Pacific Rim National Park | JF Bergeron

  • Home
  • |
  • Invest in Iconics Strategy

A strategy to differentiate BC on the world stage.

Destination BC is transforming the way British Columbia is seen through the eyes of travelers around the world.

Together with the support of Indigenous Tourism BC, the tourism industry, and communities throughout the province, we are branding, marketing, and supporting the development of globally compelling places and routes that span the entire province of British Columbia.

Play Learn More

We are competing fiercely to differentiate British Columbia from other destinations and position the province as one of the most extraordinary places to visit on earth.

We want BC’s remarkable destinations to be recognized alongside other wonders of the world. Through new and compelling place brands, we can disperse our visitors to more places in the province, at more times of the year. BC’s natural beauty is truly unique. With a diversity of Indigenous cultures, raw wilderness, rugged coastlines, vibrant cities, and welcoming people—when paired with strong and emotive place brands—they are compelling reasons to explore the province far and wide.

About

Strategy Overview

The goal of the Invest in Iconics Strategy is to responsibly increase tourism revenue to British Columbia through seasonal and geographic dispersion.
Learn More

Timelines and Engagement

Learn more about where we are now, engagement to date, and how to get involved.
Learn More

Place Branding

Place Branding for the Invest in Iconics Strategy is about taking BC’s extraordinary routes and places and making them even more globally compelling than they are now.
Learn More

Destination Development

Destination development is the process of improving the long-term competitiveness of tourism destinations in alignment with community needs.
Learn More

Frequently Asked Questions

Browse a variety of commonly asked questions from other stakeholders.
Learn More

Indigenous tourism is important, and Indigenous voices and perspectives will be reflected in this Strategy.

Destination BC and Indigenous Tourism BC (ITBC) are working closely together to ensure that Indigenous culture, language, and stories are respectfully and thoughtfully woven into the place and route brands. There is an amazing diversity of First Nations culture and language in BC, and it’s important that Indigenous Peoples have the space to share their stories, songs, and legends if, when, and how they’d like to do so. This includes their insights and connection to the lands—such as the lakes, mountains, lava beds, and more.

Indigenous tourism has a strong voice and identity in the tourism industry in BC.

The province’s beauty, strength, and identity is rooted in Indigenous history, culture, and traditions; and layered with the diversity of people living here today. Tourism provides an opportunity for residents and visitors to understand the diversity of Indigenous Peoples in BC and to share in rich, cultural experiences. Through the Invest in Iconics Strategy and together with ITBC, we can inspire partnerships between the tourism industry and Indigenous peoples with an approach to tourism development that honours Indigenous communities, and contributes to the well-being of the local economy and environment.

ITBC is leading respectful, effective, and meaningful engagement with their partners about these place and routes brands, with a mandate from the First Nations Leadership Council as the voice of Indigenous Tourism interests in British Columbia. As partners, ITBC is helping to ensure sustainable growth is done in a respectful manner, with and for, Indigenous peoples’ cultures, protocols, and territories. Learn more about ITBC’s work here.

We want to inspire travel that benefits everyone and uplifts all communities in British Columbia.

We do this by creating brands for BC’s extraordinary places and routes that support strong and compelling storylines for how we want the world to see and think about the province.

Tourism improves the quality of life for all British Columbians because visitors engage in a wide range of activities, such as interactions with communities and local environments. Without tourism, many of the things we enjoy in our communities would not be as viable; such as museums and galleries, festivals and sports events, air and highway transportation, and more. 

British Columbia is large—bigger than the United Kingdom and Ireland combined. It’s larger than Japan, broader than New Zealand, and swallows California. By branding, marketing, and supporting the development of unique places and routes in BC, we will make it easier for visitors to understand our province, plan their trips, and spend their dollars here. This is a powerful new way to package and market British Columbia internationally and ensure tourism positively contributes to life for those that live here.

 

 

Iconics News and Updates

Brand Strategy: The Foundation of a Brand

Guiding and inspiring how a brand is represented and how we position travel experiences.
Learn more

Creating Strong Place Brands

Meaningful branding helps destinations distinguish themselves.
Learn more

Subscribe to Directions, Destination BC’s e-newsletter, for the latest news and program updates.

Receive updates, research and news you can use.

Destination BC

  • Work With Us
  • Contact Us
  • News & Events
  • Corporate Documents
  • Site Map
  • Legal Terms & Privacy Policy

Official Websites

Spirit Bear

HelloBC.com

Be inspired to start planning your BC Vacation.

B.C. and Guangdong work together to open doors for businesses, create good jobs in B.C.

Travel Media

Information for journalists, editors and broadcasters.

red truck in a vineyard

Tourism Business Portal

Online, self-service business listings system for tourism industry.


Follow Us:

Twitter Youtube Linkedin

Subscribe to our newsletter

Subscribe
Destination British Columbia logo
© 2023 - Destination BC Corp. – All rights reserved. "Super, Natural British Columbia®", "Super, Natural", "Hello BC" and "Visitor
Centre" and all associated logos/trade-marks are trade-marks or Official Marks of Destination BC Corp.