As of June 2022, we have completed the extensive Discovery phase which included comprehensive research exploration as well as engagement with tourism industry partners, BC residents, and ITBC’s partners and stakeholders. We have now begun the Brand Strategy Phase and are aiming to launch the first two new tourism brands in 2023.
To date, our engagement activities have included meeting with just under 1,835 people across 60 workshops and 202 interviews, which includes 1,445 industry members and just under 400 BC residents.
The Invest in Iconics Strategy aims to:
Engagement with members of BC’s tourism industry including Indigenous tourism business owners, and BC residents is critical to the success of the Invest in Iconics Strategy. Over the past two years, we have had the opportunity to connect with many tourism partners, organizations and businesses across the province to share information and gather feedback about the Invest in Iconics Strategy; this engagement has included ITBC, regional DMOs, city and community DMOs, tourism business operators, Travel Trade, Travel Media, Destination BC’s Tourism Marketing Committee and Board, the Ministry of Tourism, Arts, Culture and Sport, other government ministries and many more.
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