Timelines and Engagement

Where Are We Now?

As of March 2023, we have completed the extensive Discovery phase which included comprehensive research exploration as well as engagement with tourism industry partners, BC residents, and ITBC’s partners and stakeholders. The timeline for the launch of the new Iconic brands has been finalized with the first Iconic brand to launch in late Fall 2023 and the second in early Spring 2024. We are nearing the final stages of the Brand Strategy Phase and are currently finalizing the new Iconic brand names with key stakeholders, legal and cultural advisors. A Destination Development Framework and Action Plan have been created to guide DBC’s and its core partners work. Work is underway to the first two Iconic Destination Development Strategies as well as planning for programming, resources and tools to support the roll out to industry.

As of May 2024, we have launched the first two Iconic brands: Rainforest to Rockies in the UK and Australia and The Great Wilderness in California and shortly to be launched in Germany in mid-September.

Timelines

The new Iconic brands launch in Waves. These waves have been determined based on an extensive review of different criteria, including market readiness, completion of industry engagement in key areas, and available resources.

Engagement

To date, our engagement activities have included meeting with over 2,550 across 72 workshops and 202 interviews, which includes 2,160 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.