Destination BC has begun implementing destination development strategies for three of the province’s iconic brands—Rainforest to Rockies, The Great Wilderness, and Valleys & Vineyards. The initiative marks a new phase in efforts to strengthen tourism across British Columbia.
The strategies are designed to enhance existing visitor experiences while inspiring new ones.
Plans include improved signage, expanded storytelling, and the introduction of festivals and events that highlight the unique character of each destination.
In addition to the three launched brands, more are in progress. The Birthplace of Adventure strategy is under development, while Nature’s Heartland and The Infinite Coast are scheduled for release in spring 2026.
According to Destination BC, these long-term strategies will shape the future of tourism by connecting visitors more meaningfully with British Columbia’s landscapes and communities.
Destination development, a central component of the plan, focuses on strengthening the long-term competitiveness of tourism destinations while aligning with community needs. The approach includes improving current visitor experiences and developing new ones that reflect what makes each region unique.
“While branding is key to the Invest in Iconics Strategy, the destination brands will thrive when they’re backed by authentic, memorable experiences,” Destination BC indicates on its website.
It added that close collaboration with partners ensures that development aligns with both branding and marketing efforts.
The strategies emphasize the role of local communities in shaping successful destination brands.
As part of the initiative, Destination BC supports the creation of tourism products, experiences, infrastructure, and assets. These investments are intended to benefit both visitors and local communities, strengthening tourism’s role as an economic driver across the province.
“The Invest in Iconics Strategy creates compelling reasons for travellers to visit more places, stay longer, and visit at more times of the year,” Destination BC said.
With the first three destination development strategies already underway, the agency is positioning British Columbia’s iconic landscapes and cultural assets as anchors of its long-term tourism strategy.