Project Status and Timelines
Where Are We Now?
As of February 2022, we are nearing the completion of our extensive Discovery phase which has included comprehensive research exploration as well as engagement with tourism industry partners, BC residents, and ITBC’s partners and stakeholders.
To date, our engagement activities have included meeting with just under 1,800 people across 57 workshops, 173 interviews, and 150 meetings, presentations, and town halls.
We continue to review and distill all of the information and insights gathered as we move into the Brand Strategy phase of the Place Branding timeline in early 2022.
The Invest in Iconics Strategy aims to:
- Support the tourism industry in recovering from the devastating impacts of COVID-19
- Increase revenue and visitation across British Columbia through geographic and seasonal dispersion
- Create globally compelling routes and places that compete on the world stage
Ways to Get Involved
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 two 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.
And we’d like to connect with you too – if you haven’t had the opportunity to learn first-hand about the Invest in Iconics Strategy there are many different ways to become involved and learn more.
Contact us
We’re listening – Iconics@DestinationBC.ca
