Invest in Iconics Strategy

A Strategy to Differentiate BC on the World Stage

The Invest in Iconics Strategy is a long-term strategy to responsibly increase tourism revenue and visitation to British Columbia through dispersion, using Place Branding and Place Making (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.