Destination BC introduced six new Iconic destination brands, aiming to reshape how British Columbia (B.C) is marketed to travelers worldwide and drive future growth for the province’s outdoor hospitality sector.
The initiative, titled “Meet the Iconics,” highlights distinct regions and experiences across British Columbia, providing themes that campground operators, can align with in their own marketing and product offerings.
The six brands, Rainforest to Rockies, The Great Wilderness, The Infinite Coast, Nature’s Heartland, Valleys & Vineyards, and The Birthplace of Adventure, showcase diverse landscapes, cultures, and recreational opportunities appealing to both domestic and international visitors.
Destination BC plans to activate these brands across its consumer channels beginning in fall 2025. The rollout will be supported by regional tourism partners, indigenous communities, and local storytellers to ensure authentic representation and community involvement.
Resources including brand guidelines, visual assets, messaging toolkits, and campaign resources will be made available in advance to help tourism businesses integrate the new branding into their own promotional efforts.
The Iconics strategy is part of Destination BC’s broader “Invest in Iconics” plan, which aims to strengthen the visitor economy by focusing on iconic places that define British Columbia’s tourism identity.
Destination BC’s coordinated approach is designed to create consistency across marketing efforts, driving stronger awareness and more sustainable tourism growth throughout the province.
Rainforest to Rockies invites travelers on an iconic Canadian journey stretching from the Pacific Ocean to the Canadian Rockies, where each bend in the road reveals shifting landscapes and diverse ecosystems.
The Great Wilderness and The Infinite Coast also celebrate the vastness and diversity of British Columbia’s natural settings. The Great Wilderness surrounds adventurers with expansive backcountry terrain. Meanwhile, The Infinite Coast draws travelers along the Pacific edge where ocean, rainforest, and coastal mountains meet.
Nature’s Heartland, Valleys & Vineyards, and The Birthplace of Adventure round out the Iconics collection with landscapes that combine rugged beauty, agricultural abundance, and legendary peaks.