The Invest in Iconics Strategy (now Compelling Reasons to Explore BC) is a long-term strategy to responsibly increase tourism revenue to British Columbia through dispersion, using Place Branding and Destination Development to competitively differentiate BC on the world stage. By identifying a small number of globally compelling routes and places, this strategy provides a powerful new way to package and market British Columbia to international visitors and facilitate the development of remarkable in-destination experiences.
The Invest in Iconics Strategy was originally identified as a key pillar in Destination BC’s 2020-2023 Corporate Strategy, and is now reflected and renamed as Compelling Reasons to Explore BC – the first lever in in Destination BC’s 2023-2025 Corporate Strategy, which focuses on increasing revenue across the province through geographic and seasonal dispersion. This strategy provides the opportunity to re-imagine our province—creating iconic, inspirational routes and places that will strengthen travel appeal in all regions of BC, in all seasons. In the short-term, we recognize the need to rebuild the high season in all areas of our province. Long-term, this strategy balances the capacity needs and market-readiness of our communities—focusing on shoulder-season growth in our cities and mature destinations, while fostering all-season growth in high-potential communities and rural destinations where capacity exists.
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