March 22, 2024

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CEO MESSAGE

After arriving in Maui for a week-long golf trip with some buddies several years ago, our first order of business was to stock up on groceries for the week. We divided the cost and responsibilities to cover breakfast and dinner each day, although cooking was done mainly by the two chefs in our group.

It must have been amusing to fellow grocery shoppers to watch eight (German) guys wearing loud, branded golf shirts and caps wander the aisles, arguing about what and how much to buy. Not being much of a foodie, I limited my selections to cereal, yogurt, bananas, eggs, milk, cookies, and bread while my friends stocked up on steak, ribs, fish, chicken, vegetables, cheese, and seemingly everything else in the store. We bought enough food to last a month.

Through that experience I recognized one major difference between me and my pals. While I eat to live, they live to eat. For them, trips revolve around planning for and feasting all day whereas I typically need to be reminded to eat, usually by my growling stomach. That said, I’m somewhat of an enigma. While I’d happily settle for pancakes for supper, I also greatly appreciate good food and a gourmet meal. In fact, I’ve been telling everyone about an amazing experience last week in Osoyoos where I joined TOTA’s board and leadership team for an incredible dinner specially prepared by Backyard Farm Proprietor and Chef Chris Van Hooydonk whose farm-to-table creations are to die for. 

Ironically, thoughts about food have been on my mind for the better part of two months given how important meals are to the success of the annual BC Tourism Industry Conference. Yesterday I spent time analyzing our post-conference survey results in which many delegates offered strong opinions on the food served. Let’s just say the level of satisfaction was decidedly mixed.

As I reflect on the reviews, I am reminded that context is often missing in surveys. For example, most attendees wouldn’t know that food was the highest line item in our conference budget at over 40% of total expenses. Immense efforts were made to ensure the selected menu was well-balanced, substantial and nutritious for all while also striving to source local, be more sustainable and control costs. Yet, we understand that in some instances the F&B offering fell short of expectations. After the fact I can only promise that next year, we'll aim to do better within the parameters we’re given and seek broader input and expertise to offer a menu that satisfies the needs of each delegate, especially those with food sensitivities.

While in a conference debrief mode, it’s worth mentioning a couple of other numbers that might be of interest and certainly pointed to another successful event. Between the gala awards, opening reception, and the conference, more than 500 people attended BCTIC 2024. Some 71 speakers presented in the various workshops and plenary sessions, including 42 women during a week where we celebrated International Women’s Day. Overall, close to 90% of delegates rated their experience as positive.

As always, we are grateful for the support and feedback by our delegates, sponsors and speakers who participated in BCTIC 2024. We will look to apply our learnings and your suggestions to next year’s BC Tourism Industry Conference in Vancouver as we strive for continuous improvement and a 100% satisfaction rating.

Whether I’m on a golf trip with my mates, at a conference, or enjoying an all-inclusive resort vacation, I don’t get my money’s worth eating my way through each day but I also relish the opportunity to sit around a table with family, friends and colleagues to enjoy a wonderful meal even if I can’t keep up with the conversation on ingredients, spices, wine pairings, cooking methods, or recipes.

Walt Judas

CEO, TIABC

TIABC Appeals for Assistance on Behalf of

Small Air Carriers

TIABC recently submitted letters to the US Consul General in Vancouver and the US Ambassador to Canada, appealing for assistance in resolving an urgent matter that has potential to negatively impact BC's tourism sector, particularly in Greater Victoria and Metro Vancouver.

This is due to the fact that the United States Department of Agriculture’s (USDA) Animal and Plant Health Inspection Service is looking to impose new inspection fees on commercial airlines entering the country. Historically, smaller aircraft of 64 seats or less have been exempt from this fee given they typically pose no phytosanitary risk or inspection burden. Typically, these short-haul, cross- border flights occur over small geographic areas that are ecologically identical and primarily carry visitors and business travelers, not cargo or perishable goods.

Passengers and bags are already screened and checked by US Customs and Border Patrol Agents with fees applied within the cost of an airline ticket. It should be noted that no agriculture inspection fees apply for flights entering Canada.

It is the goal of TIABC and its small airline members, Destination Greater Victoria and other stakeholders to have the USDA re-open the public comment period so input by small carriers can be fully considered, ultimately leading to a further exemption for aircraft with 16 or fewer seats.

Read the letter to the US Consulate General and Ambassador to the U.S. HERE.

Destination Canada Launches Fund Aimed to Attract International Conventions

Destination Canada has announced the launch of a new three-year International Convention Attraction Fund (ICAF).

The awarded financial commitment is determined by a pre-established scoring system based on select criteria, demonstrating the value of each bidding opportunity.

The ICAF: 

• aims to bolster Canada’s global competitiveness in attracting major international conventions, conferences, and events to Canada 
• offers support of up to $1 million per event for eligible Canadian destinations bidding to host major international business events  
• is part of an overall $50 million investment by the Government of Canada for this purpose 

Learn more about the ICAF and how to apply HERE.

Province Announces New

BC Flood Strategy

The Province announced a new BC Flood Strategy this week that will also build flood preparedness throughout the province.

Government is investing approximately $39 million for more than 50 local disaster-risk reduction and climate-adaptation projects through the Community Emergency Preparedness Fund (CEPF). This funding will be used by local governments and First Nations to make necessary changes, such as small-scale structural flood projects and improvements to community flood-mitigation strategies, including more accurate flood mapping. The strategy will support communities to better prepare for flood impacts and strengthen their ability to respond to flood crises.

• Read the official government announcement and learn more about the projects funded across BC through the CEPF HERE.
• To find out more about the BC Flood Strategy, visit HERE.

TIABC Discusses Potential Impacts of Impending STR Restrictions

On May 1st, new regulations will take effect on short-term rentals (STR) province-wide. TIABC CEO Walt Judas joined host Al Ferraby to share what the organization is hearing about how the restrictions might impact tourism-dependent communities, and how the organization is working with government as the new rules unfold.

Listen to the interview HERE.

TIABC Provides Update on the State of BC's Visitor Economy Heading into Spring Break

TIABC Chair JJ Belanger and CEO Walt Judas were both asked about how tourism is faring so far this year and what lies ahead for the sector heading into the summer peak season.

Read more on this update and view the CTV News story HERE.

go2HR Releases 2024 Labour Market Insights for February

According to the latest Employment Tracker from go2HR, BC's tourism & hospitality sector rose slightly in February, at 1.5% compared to the previous month. There was a total of 336,500 jobs, indicating ongoing challenges post-COVID. Here are a few key highlights: 

Employment Trends:

• Employment in BC's tourism and hospitality sector slightly increased from January 2024 to February 2024, but it remains below pre-COVID levels. As of February 2024, there were 9,000 fewer jobs compared to February 2019. 

Regional Dynamics:

• Employment increased in the Lower Mainland and Vancouver Island but decreased in Cariboo, Thompson Okanagan, Kootenay, and Northern BC. Employment levels in February 2024 remained below pre-COVID levels across all regions, except for Thompson Okanagan and Vancouver Island.

Unemployment Rates:

• The unemployment rate decreased slightly in February 2024 and it remains above pre-COVID levels. Rates vary across sectors and regions with the Food and Beverage sector showing relatively higher unemployment rates. 

Visit go2HR's Employment Tracker and learn more about the most current Tourism and Hospitality industry data HERE.

Reconciliation Training Program for Non-Indigenous Businesses and Organizations

ITAC, in partnership with Legacy Bowes, is offering the Truth2Action reconciliation training program for non-Indigenous businesses and organizations in the tourism industry. The Certificate in Reconciliation for the Tourism Industry is a hybrid virtual and in-person program that provides a safe space for staff and board members to learn more about Indigenous perspectives and explore their role in furthering reconciliation.

Learn more and apply HERE.

Leading Mentally Healthy Workplaces Survey

Tourism HR Canada is embarking on a project aimed at improving mental health and wellbeing across the tourism sector, and need your help. This survey represents a chance to come together as a community to address the mental health challenges that many of us are facing. By sharing your experiences and insights, and by encouraging your employees to share their experiences and insights, you'll help pave the way for a healthier, more supportive work environment that benefits everyone— from employees to customers.

Survey Highlights:

• It takes just about 15 minutes to complete.
• All responses are entirely anonymous, ensuring privacy.
• The findings will help develop strategies to improve workplace wellbeing and employee satisfaction.

Estimated completion time: 15 minutes. Deadline for submission: April 5th. Please take the survey and share the survey link below:

Destination BC Welcomes Rebecca Wilson-Mah to its Board of Directors

Destination BC has announced Rebecca Wilson-Mah, EdD, CPHR has joined its Board of Directors. Rebecca is an associate professor in the School of Tourism and Hospitality Management and program head for the MA in Tourism Management at Royal Roads University.

Wilson-Mah is an award-winning case writer and reviewer. She researches and writes cases that convey real life organizational problems for students to analyze and resolve. Rebecca’s research interests include communities of practice, collaborative learning, and regenerative tourism experiences.

TIABC joins the Destination BC team in welcoming Rebecca to this new role. Read the full announcement by DBC HERE.

Rocky Mountaineer Announces Second Generation for CEO

Family-owned business Rocky Mountaineer announced earlier this week Tristan Armstrong, son of Founder Peter Armstrong, will step into the role of CEO.

Tristan brings valuable experience to the position, having served on the Board of Directors since 2016. He previously worked in numerous roles on Rocky Mountaineer’s operations and guest experience teams, where he gained experience in guest service, maintenance, and hospitality.

Tristan is also the president and CEO of Major Rock Corporation, a multi-generational family business operated by the Armstrong family, which includes businesses in the hospitality, real estate and private equity sectors, as well as the Armstrong Family Foundation.

Rocky Mountaineer is recruiting for a president/chief operating officer to provide day-to-day operational oversight. This role will work closely with Tristan as he focuses on the longer-term growth and strategic direction for the business.

TIABC wishes to extend congratulations to Tristan as he embarks on this next step with Rocky Mountaineer. Read the official announcement 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.

Tofino Becomes a Biosphere Committed Destination

Tourism Tofino, the organization responsible for Tofino’s destination management and marketing has become a Biosphere Committed Destination with the Responsible Tourism Institute (RTI).

Already actively engaged in sustainability initiatives, Tourism Tofino supports programs such as being a Surfrider Ocean Friendly Business, offering a Marine Debris Recycling Station at the Tofino Visitor Centre, collaborating with Tofino's Coastal Queer Alliance, and partnering with organizations like Spinal Cord BC and the Clayoquot Biosphere Trust.

Learn more and read the official announcement HERE.

Prices for Fishing License to Increase April 1 | Renew Today!

Pre-season sales of the 2024/25 annual non-tidal fishing licences, which run from April 1 to March 31, are now available online. Anglers are encouraged to buy now before prices increase on April 1.

100% of licence revenue goes to the Freshwater Fisheries Society of BC and the Habitat Conservation Trust Foundation, where it is used for the enhancement and conservation of BC's freshwater fish resources.

For more information about the licence fee increase, read the BC government media release HERE.

Kootenay Rockies Tourism Association

The Kootenay Rockies Tourism Association has operated since 1978 and represents over 850 tourism businesses and operators. This includes resorts, accommodation properties, wellness retreats, golf, ski, adventure, communities, retail, food & beverage, transportation, arts & culture and attractions.

Kootenay Rockies Tourism works on behalf of tourism stakeholders located in the geographic area of southeastern BC known as the Kootenay Rockies region.  The region borders Alberta and the US and includes four national parks (Yoho, Glacier, Mt. Revelstoke, Kootenay) as well as over 75 provincial parks. 

Learn more about the Kootenay Rockies Tourism Association 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.

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, TIABC and Destination BC 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.

Wilderness Tourism Association

Online Auction Now Live!

Auction Alert! - some incredible BC wilderness experiences are up for bidding! TIABC member, the Wilderness Tourism Association of BC (WTA), has launched an online auction to support their advocacy efforts.

The WTA is dedicated to the preservation of 'Super, Natural British Columbia'. They speak up for wild salmon, demand protection of precious forests, advocate for changes to antiquated legislation and ask that the government treat tourism on par with other industries. Wilderness tourism protects and restores BC’s wild spaces and wild species (wolves, wild salmon, cariboo, bears) and serves as a sustainable economic enterprise.

Support the efforts of the WTA by bidding on a 'once in a lifetime' offer! The auction will be live until the end of April.

Learn more and start bidding 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 link below with the City of Coquitlam.

• 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.

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.

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! The full program is now complete and can be viewed HERE.

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

Learn more about the full program and purchase tickets HERE. 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.

Save the Date | NBC Tourism Summit!

The Northern BC Tourism Summit is back for 2024! It will be the first time the summit has happened since 2019 and we are thrilled to be back in the room together.

Dates: October 22-24

Program details will be released soon!.