Invest in Iconics Strategy

We are competing fiercely to differentiate British Columbia from other destinations and position the province as one of the most extraordinary places to visit on earth.

We want BC’s remarkable destinations to be recognized alongside other wonders of the world. Through new and compelling place brands, we will inspire more visitors to visit to more places in the province, at more times of the year. BC’s raw wilderness, rugged coastlines, diversity of Indigenous cultures, vibrant cities, and welcoming people will be reflected in these new brands which will elevate BC in the minds of global travellers and allow BC to compete on the world stage with other bucket-list destinations.

Indigenous tourism is important, and Indigenous voices and perspectives will be reflected in this Strategy.

Destination BC (DBC) and Indigenous Tourism BC (ITBC) are working closely together to ensure that Indigenous culture, language, and stories are respectfully and thoughtfully woven into the Iconic route and place brands. There is an amazing diversity of First Nations culture and language in BC, and it is important that Indigenous Peoples have the space to share their stories, songs, and legends if, when, and how they’d like to do so. This includes their insights and connection to the lands—the lakes, mountains, lava beds, and more.

Indigenous tourism has a strong voice and identity in the tourism industry in BC.

The province’s beauty, strength, and identity is rooted in Indigenous history, culture, and traditions; and layered with the diversity of people living here today. Tourism provides an opportunity for residents and visitors to understand the diversity of Indigenous Peoples in BC and to share in rich, cultural experiences. Through the Invest in Iconics Strategy and together with ITBC, we can inspire partnerships between the tourism industry and Indigenous peoples with an approach to tourism development that honours Indigenous communities, and contributes to the well-being of the local economy and environment.

ITBC is leading respectful, effective, and meaningful engagement with their partners about these route and place brands, with a mandate from the First Nations Leadership Council as the voice of Indigenous Tourism interests in British Columbia. As partners, ITBC is helping to ensure sustainable growth is carried out in a respectful manner, with and for, Indigenous peoples’ cultures, protocols, and territories. Learn more about ITBC’s work here.