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DESTINATION DEVELOPMENT STRATEGIES

Building Iconic Attractions & Adventures

Northern British Columbia presents a vast and diverse tourism landscape, encompassing over 569,000 km² of varied geography, from coastal regions and mountains to significant headwaters and vibrant communities. 

As BC's largest tourism region, it boasts more than 60 natural heritage sites and offers a rich foundation for adventure, eco-tourism, cultural, and Indigenous tourism experiences, supported by its unique natural and cultural assets. 

This region, characterized by a younger demographic, holds significant potential for strategic tourism development and engagement.

Destination Overview

Northern BC’s geography and cultural landscapes are very diverse with coastal areas, mountains, significant headwaters, glaciers, rivers, lakes, hot springs, valleys and vibrant communities. 

It is BC’s largest tourism region, covering 569,000 km2 – half of the size of the province. It features more than 60 sites of natural heritage significance, including provincial, national, and marine parks, and wildlife refuges. 

With just under 500,000 people, the population of Northern BC is characterized by a younger demographic than the province as a whole. 

Its outstanding cultural and natural assets support (or could support) a range of adventure, eco-tourism, cultural, and Indigenous tourism
experiences.

Northern BC

Destination Development strategy & iconic
Strategy

The Great Wilderness 

The Great Wilderness Destination Development Strategy, outlines how The Great Wilderness brand will be brought to life on the ground for visitors, the tourism industry, and communities. With emphasis on the three focus areas identified in the Iconics Destination Development Framework, encounters, experiences, and touchpoints, it serves to help the brand succeed on the ground through guiding the development of an enhanced visitor experience. It identifies experience development opportunities to deliver on the brand promise and sets out key priorities to make that happen.

The Great Wilderness

Destination
Development
Strategy

Infinite Coast

The Infinite Coast Destination Development Strategy, outlines how The Infinite Coast will be brought to life on the ground for visitors, the tourism industry, and communities. With emphasis on the three focus areas identified in the Iconics Destination Development Framework, encounters, experiences, and touchpoints, it’s designed to help the brand succeed on the ground through guiding the development of an enhanced visitor experience. It identifies experience development opportunities to deliver on the brand promise and sets out key priorities to make that happen.

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Infinite Coast

Destination 
development
Strategy

Iconic Product Assesments

A key element of each of the Northwest and Northeast Destination Development Strategies was the identification of iconic features around which experiences and destination identity and branding can be developed. This is particularly important for Northern BC, given that the area is in the earlier stages of tourism development and there is very low awareness about Northern BC in many markets. Overall, there is limited understanding about how special these areas are and about the types of experiences that are offered and that could be offered.

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Iconic Product Assesments

DestionationDevelopment
Development

Destination Development Initiatives

The Northwest area is currently in the initial stages of their Destination Development Strategy planning. We are working with our partners in Northwest BC to create a dynamic strategy that will lead to implementation in the near future.
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RFP Opportunity: Regional Market Demand Study for Alternative Accommodation in Northern BC

Beyond the Horizon Experience Development Program Launches Along the Highway 16 Corridor

Beyond the Horizons: A Year of Discovery And Experience Creation

Iconic Destination Signage Project Continues to Advance

Iconic Destination Signage Program

Accessibility Enhancement: Olde Time Trolley Company

Lax Süülda Container Market

Cycle 16 Phase 1 Grand Opening

Accessibility Projects

Zen Garden Trail & Swift Creek Kiosk Construction

Northern BC Region Sees New Tourism Projects Being Completed

Tumbler Ridge Pump Track
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