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Invest in Iconics Strategy

Paddlers at Tā Ch'ilā Provincial Park (Boya Lake)

Paddlers at Tā Ch'ilā Provincial Park (Boya Lake) | Northern BC Tourism/Andrew Strain

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  • Invest in Iconics Strategy

A strategy to differentiate BC on the world stage.

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.

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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.

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.
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Timelines and Engagement

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

Destination development is the process of improving the long-term competitiveness of tourism destinations in alignment with community needs.
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Frequently Asked Questions

Browse a variety of commonly asked questions from other stakeholders.
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Indigenous tourism is important, and Indigenous voices and perspectives will be reflected in this Strategy.

Destination BC (DBC) and Indigenous Tourism BC (ITBC) are working closely together to ensure that Indigenous culture, language, and stories are respectfully and thoughtfully woven into the Iconic route and place brands. There is an amazing diversity of First Nations culture and language in BC, and it is 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—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 route and place 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 carried out 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 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.

 

 

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

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