As of March 2023, 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. The timeline for the launch of the new Iconic brands has been finalized with the first two brands launching in Fall 2023. The working titles for these two brands are “The North” and “Rockies to Rainforest”. We are nearing the final stages of the Brand Strategy Phase and are currently finalizing the new Iconic brand names with key stakeholders, legal and cultural advisors. A Destination Development Framework and Action Plan have been created to guide DBC’s and its core partners work. Work is underway to the first two Iconic Destination Development Strategies as well as planning for programming, resources and tools to support the roll out to industry.
The new Iconic brands will launch in Waves. These waves have been determined based on an extensive review of different criteria, including market readiness, completion of industry engagement in key areas, and available resources. While priority focus will be given to finalizing the brand strategies for the first two Iconic brands to launch, work will soon be underway to support the Iconic brands which will launch in Wave 2 and Wave 3.
To date, our engagement activities have included meeting with over 2,550 people across 72 workshops and 202 interviews, which includes 2,160 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 three 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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