After Destination British Columbia (DBC) successfully rolled out Rainforest to Rockies and The Great Wilderness in 2024, two more Iconic journeys will now inspire the UK & Irish market - The Infinite Coast (TIC) and Valleys & Vineyards (V&V). These two new Iconics are part of DBC’s “Invest in Iconics strategy”, a long-term global marketing strategy to encourage British and Irish travellers to venture off the beaten path in Canada’s most western province. Through geographic and seasonal diversification within DBC’s overarching Super, Natural British Columbia brand, each Iconic serves to reflect the dramatic landscapes and cultures found within the area it represents all supported through new themed itineraries that are marked globally.