Timelines and Engagement
Comox | Peter O'Hara
Where Are We Now?
As of November 2024, we have launched the first two Iconics, Rainforest to Rockies in the UK and Australia, and The Great Wilderness in California and Germany. Brand building for these two Iconics will be ongoing, including fostering alignment with communities and businesses in these Iconic areas.
The destination development strategies for Rainforest to Rockies and The Great Wilderness will soon be available, with the destination development strategies for these last four beginning in Spring 2025, and the final brand strategies and names for the last four Iconics will be shared in early 2025.
Timelines
All of these new Iconics will launch as a Super, Natural British Columbia brand family in Fall 2025.
Engagement
To date, our engagement activities have included meeting with over 3,450 across 72 workshops and 202 interviews, which includes 3,060 industry members and just under 400 BC residents.
The Invest in Iconics Strategy aims to:
- Sustainably increase tourism revenue across British Columbia through geographic and seasonal growth
- Create globally compelling routes and places that compete on the world stage
- Support the industry in the aftermath of weather-related challenges
Who Have We Engaged With?
Engagement with members of BC’s tourism industry including Indigenous tourism business owners, and BC residents is critical to the success of the Invest in Iconics Strategy. Over the past three years, we have had the opportunity to connect with many tourism partners, organizations and businesses across the province to share information and gather feedback about the Invest in Iconics Strategy; this engagement has included ITBC, regional DMOs, city and community DMOs, tourism business operators, Travel Trade, Travel Media, Destination BC’s Tourism Marketing Committee and Board, the Ministry of Tourism, Arts, Culture and Sport, other government ministries and many more.
