While branding is a critical component of the Invest in Iconics Strategy, we know that the destination brands will only thrive long-term if they are supported by equally compelling, on-the-ground experiences through thoughtful Destination Development activities. While branding work is underway, we are integrating Destination Development work in collaboration with our core partners to ensure we can bring these brands to life on the ground.
Strong place brands are built through engagement with the people who live in BC communities and with the businesses that operate within them to form an in-depth understanding of the intrinsic character of the places in BC. We support these brands through sustainable destination and experience development, including tourism products, experiences, infrastructure, and assets. By combining destination and experience development with branding and marketing strategies, we can enhance, protect, celebrate, and share what makes BC stand out amongst other destination travel choices around the world.
It involves working collaboratively with governments, industry partners, Indigenous Peoples, community members, and brand experts to turn a destination’s vision into reality, by being strategically deliberate and responsible in the creation of tourism experiences, products, and services that elevate and deliver on a destination’s unique selling proposition. Strong Destination Development planning enables us to be proactive—anticipating travel and visitation patterns and balancing the needs of BC communities—ensuring that the broad benefits of tourism are retained in the long-term.
Tourism planning and management is a process by which local communities, governmental agencies, and the tourism industry work together to deliver sustainable tourism benefits without compromising the integrity of environment, cultures, and sense of place.
While Place Branding work is being completed and Destination Development planning moves ahead, Destination BC continues to work with communities across the six tourism regions to build on existing Destination Development strategies that pull together planning, policy, and capacity building efforts. This includes improving transportation and ease of access, having an available and knowledgeable workforce, critical supporting infrastructure, enabling policies, and public and private investment.
The destination brands being developed as part of the Invest in Iconics Strategy will only thrive long-term if they are supported by equally compelling experiences.
Destination Development takes place over many, many years. It brings the destination to life through visitor touchpoints that are consistent with the brand vision, including everything from welcoming gateways and wayfinding signage to new experiences or interpretive centres, visitor services, and much more.
The Invest in Iconics Strategy is a dispersion strategy that is intended to inspire travelers to visit destinations and businesses in BC where they need visitors and when they need visitors. Destination BC understands and accepts our responsibility to ensure that our work throughout the province is done through the lens of stewardship and reconciliation.
There is a strong interconnectedness between Destination Stewardship, Destination Development, and Destination Development within the Invest in Iconics Strategy.
Overarching lens on how to thoughtfully develop the economic, social, cultural, and environmental benefits of tourism to enhance the well-being and quality of life for all British Columbians:
Strategic planning and advancement of defined areas to support the evolution of desirable destinations for travellers, with a focus on the supply side of tourism:
Enhancing existing experiences and creating new experiences that elevate and deliver on the uniqueness of each Iconic Place Brand:
Three themes were identified to guide Destination Development work for the Invest in Iconics Strategy:
We will focus Destination Development work towards supporting and creating experiences, encounters and touchpoints:
A key aspect of bringing Destination Development to life is the supporting environment needed:
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