Beginning in Fall 2019, we commenced discovery work to validate the Iconics concepts. Some of the materials and research we have reviewed and commissioned included:
At the core of this work, are BC’s destination development plans. Our province has a huge advantage over other destinations because of the 19 destination development plans that were created with over 1,800 partners and thousands of hours of industry engagement, over the past few years.
These 19 Destination Development planning area strategies are the foundation of our work, and will guide activities to support existing and future revenue potential for all parts of the province. We are at the beginning of a long-term journey, with discovery and validation being a continual part of our Invest in Iconics process.
Place Making is the process of developing long-term competitiveness. It is focused on enhancing existing experiences, and creating new experiences that elevate and deliver on the uniqueness of each Iconic Place Brand. While branding is a critical component of the strategy, these iconic brands will only thrive and survive if they are supported by equally compelling on-the-ground experiences through our Place Making activities.
Even though Place Branding typically takes place first, Place Making is critically important over the long run. It’s the activity that brings the destination to life as the brand intended it too. While this work is being completed, 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. Explore how our province is working together with various partners by clicking through to each region below.
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