As of June 2025, we have launched the first two Iconics, Rainforest to Rockies in the UK and Australia, and The Great Wilderness in California and Germany. The destination development strategies for these Iconics will be available shortly, and strategies are underway for the last four, now that the final brand strategies and names for the last four Iconics have been announced.
The Invest in Iconics Strategy aims to:
Sustainably increase tourism revenue across British Columbia through geographic and seasonal growth
Create globally compelling routes and places that compete on the world stage
Support the industry in the aftermath of weather-related challenges
Timelines
This September 2025, we’ll launch all six Iconic brands and a refreshed Super, Natural BC parent brand, globally. Launch elements will include:
Fresh videos and photography
A new consumer website with itineraries and other planning tools
Indigenous stories, in partnership with Indigenous Tourism BC
Global travel media coverage for all Iconics
Travel trade partnerships, including bookable itineraries
This is just the beginning. After September 2025, we’ll move to always-on promotion, including new content programs for each Iconic in partnership with regional DMOs.
This fall and winter 2025, in partnership with the regional DMOs, we’ll be offering workshops in communities all around BC. These sessions will provide more information on opportunities, and provide hands-on support to activate the Iconics in your work. Stay tuned for more information coming soon via Destination BC and the regional DMOs.
Engagement
To date, our engagement activities have included a variety of meetings, workshops, and interviews with thousands of industry members and hundreds of BC residents.
Who Have We Engaged With?
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.
