March 15, 2024

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CEO MESSAGE

In a previous role, I worked with consultant Duane Knapp to help our organization reshape its brand. Duane is considered to be one of the world’s foremost brand experts and has authored several books related to a strategy he developed called brand science. As part of his work, he frequently speaks to corporations and at conferences (including the BC Tourism Industry Conference) on the notion of a brand promise, specifically in the context of customer service.

Whenever Duane travelled north from his home in Palm Springs to meet with me, we’d have dinner at a downtown restaurant. The first thing he would do before we ordered so much as a glass of water was pull out a $100 US bill and tip the server. Because neither of us typically ate or drank enough to warrant that size of gratuity (based on a percentage of the final bill), it was a very generous gesture that virtually guaranteed top-notch service.

Whether I’m out for a meal, getting my hair cut, or finding my way home in a taxi, I try to emulate Duane and leave a good size tip, partly out of empathy for young people trying to eke out a living in a very expensive part of the world. However, unlike my American friend, I find it hard to offer a gratuity for services not yet rendered.

Recently I took a pair of pants in for alterations where payment was required up front, including a suggested tip of between 10% and 30%. Wait, what? How was I to determine how much to give before the tailor actually fixed my trousers? Ironically, it took two more adjustments before the pants fit right. The same goes for other services like ridesharing where the base fare and tip are already processed by the time the vehicle arrives. There is no recourse (other than a bad review) if the driver sucks, gets lost or makes everyone car sick.

As I was relaying my experience with the tailor to some friends recently, I learned that some of them believe we’ve reached the so-called tipping point on tipping and have resorted to a maximum percentage or not tipping at all for basic (i.e. not exceptional) services they believe are a core function of someone’s job.

The subject of tips and tipping point reminded me of another conversation I had the other day with a couple of operators who fear that we’ve reached the tipping point on the cost of travel to and within Canada. Taking into consider the combination of a higher base price for most services or experiences, compounded by myriad fees, taxes and/or a minimum 20% tip, they wonder whether Canada is no longer considered reasonable or affordable for the average middle-income earner.

Moreover, operators are nervous that booking pace in some regions is down noticeably compared to 2023, with the cost of travel assumed to be one of the contributing factors. Although visitors begrudgingly accept that travel is generally more expensive everywhere these days, is there such a thing as a tipping point that dissuades people from visiting Canada (& BC)?

Some of my highly regarded professional colleagues tell me that although the cost of travel influences where vacationers might go, what they buy, what they experience during their trip, and length of stay, tourists are still willing to spend good money to visit reputable destinations (including BC) that offer exciting and memorable experiences, as well as deliver outstanding service and value.

As we approach what’s commonly referred to as ‘peak season’, I expect to hear from media asking about consumer perceptions on the price of a BC vacation especially when it comes to certain sectors that are often unfairly singled out and criticized for high rates despite the reality of soaring operating expenses, supply constraints, high demand, and other circumstances. At the risk of sounding insensitive to the consumer, I typically err on the side of operators who both need to stay the course on price but also focus on value and not deep discounting…which generally doesn't attract significantly more visitors and becomes a race to the bottom.

As for tipping...in the days before credit card terminals offered tip percentage choices, I inadvertently miscalculated and left a woefully inadequate gratuity for a business breakfast that I discovered as I was submitting my receipt to the finance department. Sheepishly, I went back to the restaurant, apologized to the server, and squared up with a more generous tip than what I should have left in the first place. Again I thought of my friend Duane who, as a brand and customer service guru, has never been embarrassed like that given he always tips upfront. Perhaps there’s something to his tipping practice for future consideration.

Walt Judas

CEO, TIABC

BC Vineyards & Orchards Receive Help to

Replant for Changing Climate

The province announced earlier this week that more BC farmers producing grapes, cherries, tree fruit and berries will receive support to replant their vineyards, farms and orchards to make them more resilient to climate change, strengthening the province’s economy and food security.

A new enhanced replant program will provide as much as $70 million in support to help producers replace damaged, diseased and low-producing vines, plants and trees with climate-resilient varieties that produce in-demand, premium fruit. Application information will be made available as soon as the guidelines are established.

Government staff will work with industry associations to develop planting guidelines, while producers will make replant choices based on the best available agronomic science to ensure they can handle extreme-weather events.

As part of this investment, government is also establishing a BC wine-grape sector task force to develop a research and varietal road map for an economically viable B.C. wine-grape industry. The task force will run for two years and provide practical recommendations to producers and the industry about how to remain profitable and resilient. Members are anticipated to be identified this year.

Read the official announcement from government HERE.

Alcohol Excise Tax Increase Capped at 2% for Two More Years

Last week, Deputy Prime Minister and Minister of Finance, Chrystia Freeland, and Minister of Small Business, Rechie Valdez, announced that the federal government is delivering thousands of dollars in alcohol excise duty relief to Canadian businesses, particularly local craft breweries.

The government is proposing:

• For two additional years, cap the inflation adjustment at 2% for beer, spirit, and wine excise duties; and,
• For two years, cut by half the excise duty rate on the first 15,000 hectolitres of beer brewed in Canada

To deliver this tax relief to local craft breweries who are facing surging production costs, these measures would be effective for two years starting on April 1st. Congratulations to many of TIABC's sector partners who have been lobbying for relief for several years.

Learn more HERE.

Canadian Tourism Labour Market Snapshot February 2024

The tourism workforce accelerated in February after a sluggish start to 2024. Overall, the tourism sector saw increases over the previous month with growth in employment (+2.6%) outpacing that in the labour force (+2.4%). Additional highlights include:

• The sector was in a stronger position than in February 2023, but remained around 1-2% below 2019 levels.
• The tourism labour force in February accounted for 9.9% of the total Canadian Labour force, which was 0.2 percentage points higher than in January, but still below its pre-pandemic share.
• Tourism unemployment rates were generally higher than those of the broader provincial economies, except in British Columbia, Alberta, and Saskatchewan. Both British Columbia and Saskatchewan experienced the lowest unemployment rate at 4.3%.

Read the full, detailed report by Tourism HR Canada HERE.

Port of Vancouver On Course for Record Breaking Cruise Season in 2024 

The first cruise ship of the season, the Disney Wonder, arrived in Vancouver earlier this week, kicking off what is expected to be another local record season for the industry. There are 329 cruise ship visits currently scheduled for the Canada Place cruise terminal at the Port of Vancouver between March 11th and October 29th. 

This could mean a record 1.27 million passengers would travel through the Canada Place cruise terminal this year, about 2% more than last year’s record. 

Vancouver has been a homeport for Alaska cruises for more than 30 years, acting as the base for one-way and round-trip cruises through the Inside Passage. As a homeport destination, the Vancouver cruise industry injects an average of almost $3 million into the local economy for each ship visit, supports nearly 7,000 jobs across Canada, generates some $300 million in wages, and contributes $840 million to Canada’s GDP.  

• Learn more about the anticipated 2024 cruise season from the Port of Vancouver HERE.
• Visit HERE for the 2024 Port of Vancouver cruise schedule

Work Begins on Belleville Terminal Redevelopment

Construction is moving forward for the Belleville Terminal Redevelopment Project and people travelling between Victoria and Washington State by ferry will soon experience a new secure modern pre-clearance facility. Early work on the terminal begins immediately, with estimated completion in fall 2024.

There will be no impact to current Clipper and Coho ferry sailings during construction. 

The terminal acts as an international gateway for goods, services and passengers, and drives regional and provincial economic growth. Travellers spend approximately $174 million annually, generating $268 million in economic output and $155 million in provincial gross domestic product (GDP).

The project is expected to be completed in time for the 2028 tourism season. The province is working collaboratively with the Songhees and Esquimalt Nations to identify opportunities to showcase the cultural and geographical significance of the project’s location and welcome visitors into Lekwungen territory.

• Learn more about the Belleville Terminal Redevelopment project HERE.
• Read the official announcement from the province HERE.

Park Additions Aim to Boost 

Outdoor Recreation 

Newly introduced legislation will expand BC's parks and protected areas, strengthen biodiversity conservation and provide more opportunities for people to access outdoor recreation.

The additions, proposed through legislative amendments to the Protected Areas of British Columbia (PABC) Act, add 189 hectares to six existing provincial parks and one conservancy.

The additions consist of private land acquisitions, private donations and Crown lands, and include:

• Tribune Bay Park (on Hornby Island)
• Muncho Lake Park (near Fort Nelson)
• Edge Hills Park (near Clinton)
• Valhalla Park (near Slocan)
• Purcell Wilderness Conservancy Park (near Kaslo)
• Mount Pope Park (near Fort St. James), and
• Taku River/T’aḵú Téix̱’ Conservancy (near Atlin)

For a summary of the types of parks and protected areas, visit HERE.

Read the full announcement including details to the park additions HERE.

Province Seeks Public Input on Proposed Clayoquot Sound Conservancies

The province is encouraging people to have their say on proposed conservancies in the Clayoquot Sound area.

As part of ongoing land-use discussions with the Ahousaht and Tla-o-qui-aht First Nations, forestry operators, communities and the public, the province and the Ahousaht and Tla-o-qui-aht First Nations are proposing to establish 77,000 hectares of new conservancies under the Park Act. This is part of long-term planning for the area, which is currently authorized for commercial forestry. If approved, this would mean that nearly 60% of the current area of the TFL would be conserved, with 55,000 hectares remaining within forest tenures.

The proposed conservancies would support reconciliation, the conservation of old-growth forests and healthy ecosystems, as well as provide clarity on areas that will continue to be managed for forestry to support timber supply.

Public comment will be received until April 10th. To learn more and participate in the engagement on this proposed conservation area, visit HERE.

Share Your Thoughts | Workplace Mental Health in BC's Tourism and Hospitality Industry

Mental health and wellness are increasingly being seen as critical to overall employee health and well-being in the workplace.

go2HR, in partnership with the Canadian Mental Health Association - BC Division, provides mental health training and resources to businesses in BC’s tourism and hospitality industry.

This survey is to learn what businesses in the industry think about this topic so that they can continue to develop the most relevant resources.

The survey takes about 8 minutes and can be accessed by clicking HERE.

The 2024 BC Tourism Industry Conference could not have been possible without the support of our valued sponsors. We were proud to partner with like-minded organizations that are as passionate about the prosperity of our sector as we are.

In each newsletter over the next several weeks, we will highlight our conference sponsors to acknowledge their role as industry supporters. On behalf of TIABC and the 2024 BC Tourism Industry Conference Planning Committee, thank you for your generous contributions.

Huntingdon Manor Hotel & Suites

The story of the Huntingdon Manor Hotel and Pendray Inn and Tea House is just as fascinating as that of the City of Victoria itself. Framed by elegant architecture, lovely rose and topiary gardens and scenic ponds and cobblestone pathways, the Huntingdon Manor Hotel merges the timeless ambience of early 20th century Canadian Pacific hotels with a uniquely British character to create a one-of-a-kind travel experience. The Manor is located in the bustling heart of Victoria, across the street from the Coho and Victoria Clipper ferries and a short walk from downtown and the Inner Harbour.

Learn more about Huntingdon Manor Hotel & Suites HERE.

Would you like to be featured in our weekly Voice of Tourism, social channels or on our website? TIABC member testimonials provide visibility and exposure to the tourism industry and a wider audience for your business. If you want to be featured in an upcoming TIABC Voice of Tourism and other platforms, contact Deborah - deborah@tiabc.ca

Become a Member in 2024

Your Membership is Important to Us!

We strongly encourage you to consider membership or renew your membership with TIABC in 2024 to support our important advocacy efforts on behalf of the entire visitor economy.

TIABC continues to identify your concerns, raise your voice, champion your needs, and push for support and programs while encouraging policy changes at both the provincial and federal level.

Contact info@tiabc.ca for more information, visit our website HERE or the link below.

TIAC's Associate Program for TIABC Members

The Tourism Industry Association of BC (TIABC) and the Tourism Industry Association of Canada (TIAC) continue to offer TIABC members an opportunity to extend their membership. TIABC members in good standing can enrol in TIAC’s Associate Program FOR ONLY $25.

By visiting this link, you can become a TIAC Associate Member, enjoy access to a range of TIAC benefits and add your voice to National efforts.

Note: If you are already a TIAC associate member, you will receive a renewal notice before your anniversary date. If you are currently a full TIAC member, you already get enhanced advantages. You will continue to enjoy added benefits and savings over and above what is available to associate members, including the TIAC Member Advantage program at Rendez-vous Canada.

Mastering the Game: Unveiling the Tactics for Sport Tourism

Join in for an insightful seminar delving into the dynamic world of organizing sporting events, where you will explore the pivotal role they play in fostering community growth. From the illustrious history since the Olympics to the vibrant present, the Province of BC has been a hub for numerous national and international events, leaving a profound legacy for grassroots sports programs and bolstering local economic prosperity.

Speaker Information:

• Riley Wiwchar – Executive Director - 2024 Grey Cup Festival
• Warren Hansen – Former Director of Event Operations - Canadian Curling
• Rohaan Sethna – Director, Destination Events - Destination Vancouver

Date: Thursday, April 11

Times: Registration – 4pm – 4:30pm, Panel Discussion 4:30pm – 6pm

Post Game Networking - The Taste of New West! 6pm- 7:30pm

Venue: Anvil Centre, 777 Columbia Street, New Westminster 

Learn more and register HERE.

National Tourism Week 2024 

April 15-19

Now in its 14th year, National Tourism Week (NTW) is a weeklong national social media campaign orchestrated by the Tourism Industry Association of Canada (TIAC) in partnership with provincial/territorial industry associations such as TIABC. This annual event is a crucial platform for highlighting the pivotal role of tourism in Canada.

TIAC and TIABC are enthusiastically inviting everyone to partake in celebrating the nation's finest offerings to the world under the inspiring banner: Canada: Powered by Tourism

There are four easy ways to get involved; Go Green, Get Social, Share a Video Message, and Spread the Word.

The NTW website provides useful toolkits, which includes suggestions on how to do the video, how operators and organizations can get involved, and a valuable factsheet to readily use.

It's time to start planning, to celebrate tourism in our province. 

Stay tuned to TIABC for 2024 Tourism Week in British Columbia toolkit and resources.

Crisis Communications Planning Training

Destination BC is offering one last Crisis Communications Planning training session this spring! The goal is to equip tourism destination management or marketing organizations, visitor centres and experience sector organizations with the skills required to effectively communicate during crises, including emergencies and reputational issues.

The application-based training encompasses 10 hours of guidance over two days and is led by seasoned crisis communications experts.

Dates: April 16 & 18 (applicants must be available to attend both training days).

Learn more and register HERE.

Art of Leadership for Women Returns

to Vancouver

The Art of Leadership Women is returning to Vancouver! This year's conference features a riveting collection of renowned world leaders, business icons, esteemed academics, and bestselling authors who share strategies and insights on the most critical issues confronting leaders in our world today. Don't miss this unique opportunity to develop your leaders, engage your talent, and build high-performing teams.

Date: June 24

Time: 8:30 am - 4:30 pm

Location: Vancouver Convention Centre

Use promo code TIABC40  and save $100 per pass.

Learn more and register HERE.

Spring Break Learn to Fish Programs

Looking for an activity to do with the kids this spring break? Join us for a Learn to Fish program in Coquitlam. Register via the links below with the City of Coquitlam.

• Como Lake, March 20
• LaFarge Lake, March 21
• LaFarge Lake, March 27

7th Annual TRUE Penticton Tourism Expo!

This not-to-be-missed FREE tourism event will give you a unique opportunity to meet with local tourism businesses and get you Thinking about the Remarkable Unique Experiences that keep visitors coming back to Penticton year after year. Discover new adventures and reacquaint yourself with all of the amazing activities, attractions, accommodations, restaurants, wineries, breweries, cideries, events and so much more happening in and around Penticton.

Date: April 7

Location: Penticton Trade & Convention Centre

Time: 10:00 am - 3:00 pm

Learn more HERE.

BC Hotel Association Summit

Registration is now open for the 2024 BCHA Summit Conference.

Date: May 1-2

Location: Fairmont Chateau Whistler

Join the BCHA to network with leaders, owners, operators, vendors, and tech partners. Featuring provincial and federal advocacy, in-person Fast Track Your Future education series, dynamic opening and closing keynote speakers, plus many more speakers, session, and panels!

Learn more and register HERE.

2024 BC Mountain Bike Symposium

Mountain Biking BC has announces the next symposium to be held will be at the Naramata Centre in the South Okanagan. The theme chosen for the symposium is “Stewardship; Creating a Culture of Care”. Stewardship can be applied to many aspects of mountain biking from the responsible management of trails to the effective leadership of our organizations and to the way we promote and market the experience to riders. 

Date: May 1-3

The venue is just 15 kilometers north of Penticton on the east side of Okanagan Lake and has many great riding options to offer including the extensive Three Blind Mice trail network and the Kettle Valley Rail Trail that connects Naramata and Penticton along the scenic Naramata Bench.

Registration is now available HERE.

OC Cultivates

Okanagan College is hosting the second in a series of industry events called OC Cultivates, highlighting the Okanagan’s food, wine, beverage, hospitality, and tourism industries. Join in for a panel discussion exploring the unique characteristics and opportunities of our region’s food and beverage businesses. Learn more about how the Okanagan is striving to become a globally renowned gastro-tourism destination.

Date: Thursday, May 2

Time: 5:00 pm to 8:00 pm. Event doors at 5:30pm and tear-down at 8pm.

Location: CFL Building, Okanagan College, Kelowna

Format: Mingling and paired tastings followed by a talk-show style speaker series

Learn more HERE.

Pig Out Festival

Buy tickets now for Pig Out Festival Weekend in the heart of Oliver Osoyoos Wine Country.

Date: Saturday, May 4

A colourful "Fiesta" celebration of the diverse food and culture of the South Okanagan, this popular one-day event returns to its original spring dates, in an exciting new location.

Gather with friends and savour the start of the sunshine season with one of the biggest and best outdoor culinary festivals in the Okanagan Valley.

Learn more and purchase tickets HERE.

2024 BC Economic Summit

Transforming Industries, Empowering Communities

With the theme "Transforming Industries, Empowering Communities," the 2024 BC Economic Summit will be delivering this highly anticipated annual event, dedicated to fostering collaboration and growth among Indigenous and non-Indigenous communities alike, and to focusing on local industries and empowering communities to achieve success.

Date: May 6-9

Location: Penticton

The BC Economic Summit serves as a dynamic platform that brings together a diverse range of thought leaders, experts, and innovators from within and outside British Columbia. It offers an unparalleled opportunity to explore the latest economic development trends, strategies, and success stories that are reshaping industries and creating positive change in communities.

Learn more and register HERE.

Save the Date | WORTH Leadership Summit

This Spring, women-identifying leaders and their allies in recreation, tourism, and hospitality will come together for a full-day industry event. Top voices in the sector will share inspiring ideas to spark dialogue about issues that impact women in the workplace. Their perspectives will inform, ignite, and empower to collectively identify ways to retain and develop women in the industry. This event will connect a community of leaders to expand their network and create meaningful relationships.

Date: May 13

Location: Fairmont Waterfront Vancouver Hotel

Tickets go on sale soon! For sponsorship details, please get in touch with summit@worthassociation.com or view HERE.

2024 Canadian RVing and Camping Week

The Canadian RVing and Camping Week is designed to encourage Canadians and international visitors to get outside to enjoy a fun, safe and secure camping experience with family and friends.  

Dates: May 21-26

The week is organized and sponsored by the Canadian Camping and RV Council and supported by the BC Lodging and Campgrounds Association to:

• Promote the lifestyle associated with camping and RVing.
• Promote good behaviour and respect via the Camper’s Code
• Raise funds for Care Camps to send children with cancer to camp.

Be part of the program and sign up HERE.

Save the Date

2024 Annual Conference | BCAC's "Soaring Above Challenges"



The BC Aviation Council (BCAC) is excited to announce that the 2024 Conference is now scheduled! Mark your calendar now and check in with our draft event webpage closer to the date for more details including agenda, speaker profiles, sponsorship opportunities, activities (including add-ons), travel and hotel partners, and more.

Date: May 27-29

Location: Nanaimo

View the draft event agenda HERE.

2024 BC Chamber of Commerce AGM

Join us and explore this vibrant, diverse and naturally beautiful city located on the traditional, ancestral, unceded territory of the Syilx/Okanagan people.

Date: May 28-30

Location: Coast Capri, 1171 Harvey Ave., Kelowna

Learn more and register HERE.

Active Transportation Summit 2024 Registration Now OPEN!

Shape the future of active transportation in BC at the 2024 Active Transportation Summit. This dynamic two-day conference, supported by the Ministry of Transportation and Infrastructure, and hosted by BCCC, brings together planners, engineers, government leaders, industry experts, nonprofits, and academics for collaboration and innovation. This year's theme, "Let's Keep Moving", challenges us to do even more.

Dates: June 18 - 19

Location: Anvil Centre, New Westminster

Get 50% off the regular price if you register before April 5!. Learn more and register HERE.

2024 CanSPEP National Conference Registration

Join event entrepreneurs at CanSPEP featuring immersive programs, networking and awards in Victoria, BC.

Dates: June 25 - 28

Early registration is now open until May 3, 2024. Learn more and register HERE.