In this interactive workshop, attendees will learn how to identify their institution’s unique destination marketing selling points to enhance their global brand and attract and retain international students. Attendees will work together to identify both institutional and provincial selling points that can be used to draw interest.

The workshop will kick off with a review of specific markets and their demand for British Columbia, offering attendees valuable insights into the evolving landscape of international education. Building on this foundation, institutions will examine their current marketing strategies and identify areas for improvement.

Through interactive discussions, attendees will explore innovative approaches to enhance their institutional brand and contribute to the provincial narrative. This workshop will also present case studies to show regional marketing initiatives in practice.

As an exercise, workshop attendees will be given the challenge to develop a destination marketing brand profile for BC. This exercise will highlight how the province is perceived by external stakeholders and provide a baseline by which, in group discussion, BC’s unique appeal can be accentuated.

Workshop leaders will include experienced IDP Partnerships and Marketing team members and a representative from a BC institution to speak about their destination marketing.