The Invest in Iconics Strategy is a long-term strategy to responsibly increase the benefits of tourism throughout British Columbia through the integration of Place Branding and Destination Development to competitively differentiate BC on the world stage.
The Invest in Iconics Strategy was originally identified as a key pillar in Destination BC’s 2023-2025 Corporate Strategy, and is now reflected within the Compelling Reasons to Explore BC pillar. It focuses on increasing the benefits of tourism throughout the province. 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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