Differentiating BC on the World Stage
Monkman Provincial Park | Destination BC/Mike Seehagel
A Family of Globally Compelling
Iconic Destination Brands.
One Unified BC.
The Invest in Iconics Strategy is a long-term strategy to increase the benefits of tourism throughout British Columbia through the integration of Place Branding and Destination Development. Together with Indigenous Tourism BC, the tourism industry, and communities throughout the province, we are creating globally compelling routes and places that span the entire province.
In today’s increasingly competitive global travel sector, BC’s new destination brands strengthen and differentiate Super, Natural British Columbia’s® market positioning while strategically spreading tourism benefits across more areas and seasons, establishing BC as a unified destination that can compete and win on the global stage. These new route and place brands join Destination Ski and Vancouver & Area as our globally compelling reasons to visit BC.
Real Benefits for BC’s Tourism Industry
The destination brands provide tangible benefits for BC’s tourism industry through increased reach and demand for BC, globally. This means:
Increased Business Impact – More visitors, higher revenue per guest, and extended operating seasons that reduce downtime and create year-round opportunities.
Global Marketing Reach – Access to collective marketing power that amplifies our impact in international markets – reach that operators and communities couldn’t achieve individually.
Strategic Advantage – Brand positioning that connects authentic BC experiences directly with what high-value international travellers actively seek.
Practical Resources – Brand tools, messaging frameworks, visual assets, and audience insights for reaching and engaging the Refined Globetrotters and Outdoor Explorer traveller segments.
When we unite as Team BC, we create something far greater than any individual effort; a globally competitive destination that benefits everyone.
Building BC's Global Reputation for Decades to Come
The Invest in Iconics strategy is a long-term vision, building momentum for meaningful, sustainable growth that will benefit BC’s tourism industry for years to come by attracting high-value, values-aligned international travellers who stay longer, visit more places, and spend more in local communities. By combining place branding with experience development, we ensure BC continues to offer remarkable experiences that deliver on our brand promise over time.
Explore the Destination Brands
Frequently Asked Questions
Do the Iconics replace the current tourism regions (Regional DMOs)?
No; the new destination brands are consumer-facing brands, designed to help international travellers easily and quickly understand the offering for British Columbia. They do not reflect a change in current administrative boundaries for the BC tourism industry.
The regional DMOs are key partners in this project and have helped to create the brands and play a critical role in implementing them moving forward. Some RDMOs support several of the new destination brands.
Is Super, Natural British Columbia being retired? How do the brands work together with Super, Natural BC?
Super, Natural British Columbia will continue to play a critical role in building awareness and demand for tourism in BC. Super, Natural BC is the overarching parent brand for our global marketing efforts; it sets the tone, values, and shared story that unite all of the BC destination brands and acts as the guiding force for how BC shows up in international markets. The new destination brands join Super, Natural BC as our globally compelling, competitively positioned reasons to visit BC.
How do I get involved? Are there tools or materials I can use to support the strategy?
The best place for you to start is the industry toolkits—one for each destination brand. Inside these toolkits you’ll find practical tools, messaging frameworks, and creative assets that make it simple to weave the brands into what you’re already doing. While Destination BC will be focused on international markets, industry can use the assets and tools in their domestic marketing, too.
The toolkits, alongside a number of other great resources, can be found at DestinationBC.ca/Brands and in Destination BC’s Learning Centre.
Which markets will Destination BC be promoting the Iconic place and route brands in?
Super, Natural British Columbia and the iconic destination brands will be promoted through a mix of consumer-direct, travel trade, and travel media activities in all of Destination BC’s key global markets: USA, UK, Germany, Australia, China, and Mexico.
News and Updates
Destination BC Launches The Great Wilderness Iconic Brand in California
Destination BC Launches Rainforest to Rockies in UK and Australia
Brand Strategy: The Foundation of a Brand
Creating Strong Place Brands
Subscribe to Directions, Destination BC’s e-newsletter, for the latest news and program updates.
Receive updates, research and news you can use.
