The Invest in Iconics Strategy is a long-term strategy to responsibly increase tourism revenue to British Columbia through dispersion, using Place Branding and 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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