Destination BC’s immediate and urgent focus is to provide support, and help BC’s tourism industry recover from the devastating impact of the COVID-19 pandemic. At the same time, we must look ahead to what will be a very different and competitive marketplace. To succeed, we must work together to build a strong future for BC’s tourism industry.
In early March 2020, Destination BC launched its three year corporate strategy, which includes three strategic pillars that aim to respectfully grow sustainable social, cultural, environmental and economic benefits for all British Columbians. Although the world around us has changed greatly since its launch, the fundamentals of the corporate strategy still ring true.
One of the three strategic pillars – Invest in Iconics – is a strategy designed to make British Columbia more globally competitive. It focuses on the collaborative creation of a small number of iconic routes and places which together promote seasonal and geographic dispersion of travelers throughout the province. These iconic routes and places will be developed through an integrated destination development (place making) and marketing (place branding) approach, leaning heavily on the consultation that has already taken place through the destination development planning areas work, positioning the Iconics to successfully attract public and private interest and investment.
Over the coming year, we will work with tourism businesses, organizations, sectors, communities, ITBC and indigenous communities, government and others to take these iconic routes and places and create globally compelling place brands and destination experiences that attract the right travellers, travelling in the right ways to all parts of our province.
To learn more about the Invest in Iconics strategy and how you can participate, please contact Jacqueline.Simpson@DestinationBC.ca.
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