The Invest in Iconics Strategy is a long-term strategy to responsibly increase tourism revenue and visitation to British Columbia through dispersion, using Place and Route 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.
The Invest in Iconics Strategy represents the third pillar of Destination BC’s 2020-23 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 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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