The Invest in Iconics Strategy is now reflected in the first lever of Destination BC’s 2023-2025 Corporate Strategy, Compelling Reasons to Explore BC. With this strategy, Destination BC is transforming the way British Columbia is seen through the eyes of travellers around the world.
Together with the support of Indigenous Tourism BC, the tourism industry, and communities throughout the province, Destination BC is branding, marketing, and supporting the development of globally compelling routes and places that span the entire province of British Columbia.
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 will inspire more visitors to visit to more places in the province, at more times of the year. BC’s raw wilderness, rugged coastlines, diversity of Indigenous cultures, vibrant cities, and welcoming people will be reflected in these new brands which will elevate BC in the minds of global travellers and allow BC to compete on the world stage with other bucket-list destinations.
We will 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 routes and places 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.
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