The Invest In Iconics Strategy

This long-term strategy, developed in partnership with Destination British Columbia, aims to responsibly and sustainably increase tourism revenue in British Columbia. The strategy uses place branding (creating a distinct identity for a location) and destination development (improving infrastructure and experiences to enhance tourism) to differentiate B.C. on the world stage, encouraging travellers to explore more parts of the province year-round.

Overview of The Strategy

Indigenous tourism is essential to B.C.’s tourism industry. Indigenous tourism is essential to BC’s tourism industry. The Invest in Iconics Strategy includes Indigenous voices and perspectives, bringing Indigenous Peoples’ cultural and historical stories to the forefront. By prioritizing these voices, the strategy creates tourism initiatives that honour and respect Indigenous communities’ traditions, customs, and values while encouraging travellers to explore more diverse regions of BC throughout the year, promoting both seasonal and geographic dispersion.

This strategy allows us to reimagine British Columbia by creating iconic and culturally rich routes and destinations that highlight Indigenous experiences, enhancing the appeal of travel across all regions in every season. In the short term, we aim to support tourism recovery during peak seasons throughout the province. In the long term, this strategy balances community needs and market readiness by promoting shoulder-season growth in cities and established destinations while fostering year-round tourism in high-potential Indigenous and rural communities, ensuring sustainable growth where capacity allows.

Shaped by Indigenous Voices

ITBC developed the Invest in Iconics Strategy through meaningful engagement with Indigenous Peoples across British Columbia. By hosting virtual sessions with stakeholders, Indigenous tourism experts, and partners, ITBC ensured that Indigenous communities’ insights, ideas, and cultural perspectives shaped the core of this work.

Graphic recordings were created to capture the rich input from each region visually.

We invite stakeholders to explore these visuals by clicking on the map, where you can review thematic summaries and regional highlights. We encourage you to reflect on these themes and ensure they align with your perspectives and experiences.

Place Branding

Place branding creates a distinct identity for a location, highlighting its unique qualities to inspire travellers and residents.

Under a mandate from the British Columbia Assembly of First Nations Leadership Council, ITBC leads respectful and meaningful engagement with Indigenous communities and businesses in developing brands based on a place (area) or a route (e.g. a connected journey). This approach ensures sustainable growth while honouring Indigenous cultures, protocols, and territories across British Columbia.

With its breathtaking and rugged landscapes, B.C. offers a profound opportunity for Indigenous tourism. As stewards of these lands and waters, Indigenous Peoples have a deep, culturally rooted connection to the environment. Indigenous tourism allows residents and visitors alike to experience this connection, appreciate the diversity of Indigenous Peoples in the province, and engage in authentic cultural experiences.

Discover Rainforest to Rockies

Discover The Great Wilderness

We will elevate the Iconic brands and experiences by building on the strength and recognition of the Super, Natural British Columbia brand, with Indigenous cultures and perspectives integrated into every step of its evolution. This approach ensures that Indigenous stories, values, and traditions are meaningfully represented, highlighting Indigenous Peoples’ crucial role in shaping B.C.’s tourism landscape.

Through this work, we’re not just promoting tourism—we’re fostering understanding and respect for the land and the people who have stewarded it for generations. Our continued focus includes:

• Growing tourism in rural Indigenous communities during peak seasons,
• Extending the tourism season in areas that welcome visitors throughout the year and
• Helping international visitors understand the vast geography of BC and the rich diversity of Indigenous cultures and experiences across the province.

More Iconic brands are being developed to ensure that Indigenous voices continue to guide the way in showcasing BC’s beauty and cultural richness.

Rainforest to Rockies and The Great Wilderness

Destination BC has introduced two Iconic routes: Rainforest to Rockies and The Great Wilderness, each offering distinct and remarkable journeys through British Columbia’s landscapes.

Rainforest to Rockies: This route takes travellers from sea to sky on Vancouver’s Pacific Coast through ever-changing landscapes—rainforests, deserts, rivers, lakes, and mountain ranges—to the Canadian Rockies.

The Great Wilderness: Spanning the vast and remote beauty of northern B.C., from the Coast Mountains to the Yukon border, this region highlights expansive wilderness, abundant wildlife, and deep cultural connections with Indigenous Peoples, the original stewards of the land.

These routes highlight B.C.’s breathtaking scenery and offer Indigenous-owned businesses opportunities to share their cultures and services with visitors.

Destination Development

The Role of the Iconics in Destination Development

Destination development enhances a location’s tourism potential by improving infrastructure, experiences, and community engagement. It’s about creating travel destinations that are both appealing and sustainable. The Iconics Strategy promotes regional growth, seasonal dispersion, and meaningful engagement with Indigenous communities and experiences.

This strategy goes beyond branding and marketing; it includes connectivity, workforce development, and visitor management. By collaborating with Indigenous communities, destination development fosters economic resilience while preserving cultural authenticity and environmental sustainability.

Explore how Destination BC works with various partners by clicking through each region.