What destinations can learn from BC's Iconics approach

Destination BC has just unveiled its most ambitious brand platform in years: the Iconics. With bold sub-brands like Rainforest to Rockies and The Infinite Coast, it's a masterclass in sharpening focus and telling a story travellers can actually remember.

As someone who's worked across dozens of destinations, I think there are important lessons here and a few missed opportunities other DMOs should note.

Lesson 1: Be brave enough to pick just two markets

One of the boldest aspects of this strategy is its focus. Rather than trying to be everything to everyone, Destination BC has chosen just two high-spending markets and gone all in: Outdoor Explorers, and Refined Globetrodders. 

This is difficult for most destinations. It feels risky to exclude potential visitors. But the payoff is clarity: stronger targeting, stronger messaging, and more efficient use of marketing dollars. In destination marketing, saying no to 90% of opportunities is what makes the remaining 10% work.

Lesson 2: See yourself the way travellers see you

Here's the thing: DMOs love maps, borders, and micro-regions. Travellers don't.

Most destinations outside of Paris and New York are obscure. Most visitors can only remember one thing about your destination, if you're lucky. BC recognizes this and has built Iconics around broad, memorable visitor personas that align with how travellers already think: start in Vancouver and head out into the Rockies (Rainforest to Rockies). Or head to Victoria and work your way up the island (The Infinite Coast).

Destination BC got it right because they stopped marketing their org chart and started marketing the journey. It's about meeting travellers where they are and guiding them along paths that make intuitive sense.

Lesson 3: Sub-brands can work when tied to a master brand

I'll admit, I was skeptical of the sub-brand approach. They weren't all released at the same time, so as they popped up, I thought they would compete against one another, not complement. But seeing Iconics in practice, I think it works.

Why does it work? Mostly because Super, Natural British Columbia is such a durable master brand. It's been the destination's tagline for more than a decade. I’m convinced it’s what made my little brother move to Vancouver after it was plastered all over the 2010 Olympics. There's weight to it. If travellers know anything about BC tourism, it's that line. The sub-brands don’t overshadow it. They feel like chapters in the same book, not competing novels.

They create corridors that disperse travellers beyond crowded gateways into rural and remote communities, which is exactly where the economic impact is most needed.

Lesson 4: Play your obvious strength

Every destination wants to be known for culture, food, or innovation. BC doesn't overcomplicate things. It leans into the obvious: nature.

By highlighting parks, trails, and landscapes, it positions BC exactly where Canada shines most on the global stage. Sometimes the smartest marketing move isn't inventing something new, but owning what everyone already knows. We recently worked with Destination Markham to go all-in on their obvious strength: Global Food City. That’s it. Just food. And it’s cutting through the online noise with clarity. Hats off to the bold DMOs who do this.

Where Iconics Falls Short: The conversion gap

The Iconics approach is a breath of fresh air, but it's not perfect. Here's my critique, which is really a critique of our entire industry: Iconics is a beautiful awareness play, but awareness is only the first step.

We've mastered the art of inspiration but fumbled the science of conversion. Visitors can browse itineraries on the site, but there's still a massive gap between "wow, that looks amazing" and "book now." We're essentially running million-dollar campaigns to drive traffic to websites, then crossing our fingers that visitors somehow find their way to actual bookings.

This isn't just BC's challenge. It’s endemic across destination marketing. And here's what makes it even messier: campaigns like Iconics span multiple DMO territories. So you've got one brilliant brand strategy working across several organizations, each with their own systems, their own business listings, their own way of doing things.

The real opportunity isn't just fixing conversion. It's fixing coordination. The tools exist to solve both problems through systems where businesses manage listings across multiple destinations, DMOs can collaborate seamlessly, and results actually get tracked from inspiration to booking. This is why we built the platforms Whereabouts to turn destination inspiration into measurable bookings across DMO boundaries.

The missed opportunity isn't in the creative, it's in the infrastructure. We're building beautiful front doors to houses with no hallways. The giant opportunity is mixing this level of strategy and brand creativity with actual AirBnB style booking solutions. Tourism business owners will have monuments built for the DMO that does this. 

What other destinations should take away

The tourism industry may be tempted to learn the wrong lessons here. The goal isn’t to rush to create sub-brands just because BC did. Instead, ask three essential questions:

What's the one thing travellers already know about us? This is a mix of data and the gut feeling destination managers have by keeping their finger on the pulse of their region. 

What's the journey we want them to take after that first impression? We need to lead with what’s already working, then encourage longer stays and routes for specific markets. 

What system do we have in place to measure if it's working? Tourism business owners want destination campaigns to lead to actual bookings. How can you move behind awareness and work with your businesses to achieve that?

The genius of Iconics isn't in its design assets. It's in its clarity of purpose. Other destinations can achieve the same breakthrough if they're willing to strip away complexity and focus relentlessly on what actually moves the needle for travellers.

BC has shown that bold focus beats broad appeal every time. The destinations that win will be the ones that combine bold positioning with smart systems and campaigns that not only inspire, but convert. The question is: are other destinations brave enough to follow their lead?

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