September 15, 2023

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CEO MESSAGE

Every year, another form of technology seems to dominate daily conversations, media reports, advertising campaigns, supplier sales pitches, podcasts, virtual and live presentations, social media, and virtually every other communication/marketing channel known to civilization.

In the last decade or two alone we’ve either heard about or adopted metaverse, blockchain, crypto, cloud, big data, Internet of things, data mining, machine learning, bandwidth, quantum computing, digital transformation…the list goes on and on.

These days, however, one can hardly access any medium without seeing or hearing the words Artificial Intelligence (AI). In some form AI has been around for years, but recent advances in this technology is drawing headlines.

In my rudimentary, Coles notes interpretation, AI is a machine’s ability to simulate human behaviour/thinking and use algorithms trained on data to learn, adapt and solve a problem, as well as deliver highly personalized, specific information well beyond the scope of what was previously available. Clear as mud?

Pragmatically, AI is being used in multiple disciplines including: image and facial recognition in security systems; autonomous vehicles; grading student papers; inventory management; disease detection; wildlife conservation; traffic management; chatbots; gaming; producing reports; and endless other applications.

Microsoft founder Bill Gates believes that AI is the most revolutionary technology in decades. In an op-ed published earlier this year, Gates said, “The development of AI is as fundamental as the creation of the microprocessor, the personal computer, the Internet, and the mobile phone. It will change the way people work, learn, travel, get health care, and communicate with each other.”  

In Gates’ commentary, the word travel jumped out at me for obvious reasons. I recognize that you may already be well down the path of embracing AI to advance your tourism business' objectives, but admittedly I’m still trying to fully comprehend what it is, never mind consider the implications for associations like TIABC. To that end, earlier this week I attended a virtual workshop that provided topline insights into AI that not only provided a solid base from which to expand my knowledge but will ultimately help inform TIABC’s strategic plan and priorities in the coming years.

If AI is not on your radar yet, I suggest that it should be. But don’t take it from me, look at what organizations like Destinations International are saying. In their DestinationNext 2023 Future Study, survey respondents ranked AI as number one of 50 trends that DMOs and the tourism industry in general need to consider, citing that artificial intelligence will become increasingly prevalent at an accelerated pace. As for strategy, DMOs ranked increasing knowledge of innovative technologies 11th out of 50 in terms of priority.

The possibilities are exciting but also scary. Goldman Sachs predicts that 300 million jobs will be lost or degraded by AI. The Daily Mail suggests that 20 percent of all jobs will disappear. On the other hand, technology experts maintain that Artificial Intelligence will not replace jobs but rather 'tasks'. In some respects it could help mitigate some of the workforce challenges in the tourism industry even though we are a high touch, personalized service delivery sector.

I look forward to seeing and embracing how AI will benefit the visitor economy and how we can maximize this cutting-edge technology to accomplish our respective and collective objectives.  

In a podcast interview with a couple of senior industry colleagues earlier this week, I raised the subject of Artificial Intelligence... which is not something I’ve broached with previous guests. Judging by their response, I suspect it will be a key topic in every TIABC Voice of Tourism Podcast for the foreseeable future.

Walt Judas

CEO, TIABC

Government of Canada Announces Extension of Repayment and

Partial Loan Forgiveness Deadlines

The Following is a Summary of the Announcement by TIAC:

On September 14, 2023, revised terms and deadlines were announced for the Canada Emergency Business Account (CEBA) loan program by the Government of Canada. 

We are continuing to communicate with government officials and stakeholders to voice concerns the changes do not adequately address the severity of the financial strain our member companies are experiencing.

Under these new terms, businesses with federal government loans under the CEBA program must make repayment arrangements with their lending financial institution before January 18, 2024, or the current CEBA loan will be subject to a three-year repayment plan at 5% interest per year, and lose the forgivable portion offered by the government.

In brief, businesses have been provided with a few scenarios and the following terms:

• CEBA loan holders must have started the refinancing process with the lending financial institution by January 18, 2024, or those businesses are immediately subject to three-year term loans at 5% interest.
• CEBA loan holders can still achieve the forgivable portion (up to $10 or $20K depending on the principal amount of the loan), if the loan refinancing process begins by January 18, 2024, and the loan is paid back in full by March 28, 2024. 
• Businesses who refinance but don't pay back the loan in full by March 28, 2024, will still receive the preferable 5% annual interest rate on the loan, which must be paid back in full by December 31, 2026. This scenario means loan holders who remain in repayment after March 28, 2024, will not be eligible for the forgivable amount.  
• Loans not fully repaid by March 28, 2024 will incur interest at 5% for a three-year period. Loan holders may have the option of making monthly payments equal to the interest portion during this period with the balance of the principal amount, coming due on December 31, 2026.
• The above changes to the CEBA program also apply to the CEBA-equivalent lending through the Regional Relief and Recovery Fund (RRRF).

TIAC has made significant efforts to actively amplify your concerns around CEBA repayment directly with the government. We would like to highlight that we were not consulted on the details of this announcement prior to its release by the Prime Minister and Finance Minister. Nor were our coalition members. The Minister of Tourism did not share the details of the announcement in advance of its release. TIAC has been in contact with the Minister’s office and government officials as we work through next steps and alternative support for the tourism sector. We will continue to provide pertinent information as it is learned.

Read the full government news release HERE.

TIAC Responds to CEBA Loan Repayment Announcement

The Tourism Industry Association of Canada (TIAC) said it's disappointed in the government's announcement, indicating that extending the forgiveness period by only three months is inadequate to resolve the significant financial stress and uncertainty that operators face. This includes dealing with the adverse effects of inflation and high-interest rates.

The tourism industry remains one of the hardest-hit sectors, with many businesses struggling to survive due to the prolonged absence of international travellers, mandated closures, and fluctuating domestic demand. The short extension of the loan forgiveness period raises concerns about the viability of many tourism businesses, particularly small and medium-sized enterprises in communities right across the country. 

TIAC urges the government to re-evaluate this decision for the tourism sector and extend the forgiveness period significantly to provide necessary breathing space for a full recovery. Such an extension would offer a lifeline to businesses striving to rebuild and contribute to Canada's economic revival.

TIABC CEO Walt Judas is working with TIAC, as well as his provincial counterparts (PTTIA), and other national business associations on an advocacy campaign to push for further CEBA relief changes. The group will be meeting next week to action next steps.

Read the full response from TIAC HERE.

New Marketing Alliance

Hwy 3 BC | The Winding Route to Adventure

The Highway 3 Tourism Alliance is a unique partnership forged through a collaboration led by three regions (Kootenay Rockies Tourism Association, Thompson Okanagan Tourism Association, and Vancouver, Coast & Mountains) aimed to market to visitors the corridor from Hope to the Alberta border and become know as the best-loved touring route in BC.

The website showcases communities in BC along Highway 3, shares recommended itineraries, and encourages travellers to slow down to enjoy a classic road trip. Digital ads will promote fall travel. The website features itineraries and stories from the road that have been themed to engage traveller passion for adventures, like Arts & Culture, Historic Highway 3, Food, Craft Beer & Wine, Lakes & Rivers, and Outdoor Adventure.

This collaborative regional initiative is aimed to feature the many adventures along Highway 3 and encourage travellers to slow down and enjoy a classic road trip, touring from community to community at all times of year with the intention of driving visitation and spending in more places, across more seasons. 

A corridor-long Festivals and Events strategy is also underway and the group hopes to continue their work together to secure funding and implement branded signage and wayfinding at key gateways and stops of interest.

Learn more about the Hwy3 BC initiative HERE.

New Episode in TIABC's Voice of Tourism Podcast Series Now Available!

TIABC is pleased to introduce episode #11 in our Voice of Tourism podcast series. Host Walt Judas speaks with Scott Ellis, CEO and Executive Director of the Guide Outfitters Association of BC, about the work they’re doing for members around the province, his thoughts on the grizzly bear hunt in BC, and better controlling wildlife activities.

TIABC's Voice of Tourism podcast feature interviews with some of the most respected professionals in the tourism industry and has been developed to provide TIABC members and stakeholders with insightful content and a unique perspective on industry developments, policy directives, the work that sector associations are doing, and the opportunities that exist for businesses, communities, and government within the visitor economy.

Now Available on Spotify or the link below.

Lil’wat, N’Quatqua and Province Reach Agreement on Joffre Lakes Access

Earlier this week, government announced that an agreement has been reached between the Province, Lil’wat Nation and N’Quatqua,for the reopening of Pipi7iekw (Joffre Lakes Park).

The park will reopen on Tuesday, September 19th for regular public access, with the exception of the National Day for Truth and Reconciliation. The Nations will gather on the land that day and the park will be inaccessible to the public. Day-use passes will continue to be required to access the park until October 9th. The backcountry camping season will close November 13th.

The Nations and the Province have agreed to continue to have regular, ongoing discussions throughout the remainder of the year and into spring 2024 to develop a plan for park access, park management, and cultural protection for future camping and recreation seasons. This time for dialogue will allow discussions to continue toward a collaborative resolution that supports reconciliation.

Read the official announcement from government HERE.

Marine Stewardship Initiative

New Debris Reporting Tool

The Marine Stewardship Initiative – an initiative whose goal is to share capacity to protect the diverse economic, ecological, cultural, and social values associated with Átl’ka7tsem/Howe Sound’s ocean and freshwater is working with partners to support the planning of a large-scale marine debris cleanup. To ensure these cleanup efforts are appropriately targeted and as efficient as possible, they have created a Marine Debris Reporting Tool. 

Reports submitted via this tool allow them to identify hotspots and recommend locations for targeted cleanups of marine debris that are “too big (or difficult/inaccessible) to pick up and throw in the garbage”. That means marine debris, including (but not limited to) abandoned docks, large chunks of Styrofoam, tires, scrap metal etc. 

Learn more about the new Marine Debris Reporting tool HERE.

Ocean Wise's Study Reveals Winter Secrets of BC's Iconic Whales

Thanks to sponsorship and funding by Prince of Whales, Ocean Wise recently embarked on a groundbreaking study to learn more about the winter behavior and ecology of BC's whale populations, addressing a critical knowledge gap essential for their protection and recovery. The Salish Sea plays host to year-round at-risk whale species, including the endangered southern resident killer whales, threatened northern resident killer whales, Bigg's killer whales, and North Pacific humpback whales - listed under Canada's Species at Risk Act (SARA).

The Department of Fisheries and Oceans Canada (DFO) has identified crucial gaps in data needed for understanding year-round habitat use by these whales, especially during winter, and their diet. To address these gaps, Ocean Wise launched a pilot winter field study. This inaugural year of fieldwork establishes a new baseline for winter whale behavior in the Salish Sea, guiding future interventions for at-risk populations. 

Ocean Wise is gearing up for a second fieldwork season, scheduled between October and April, with a preliminary report to be delivered to DFO in early 2024.

Learn more HERE.

Vancouver, Coast & Mountains Launches Sustainability Playbook

The Vancouver, Coast & Mountains (VCM) Tourism Region recently launched their latest industry resource, the Vancouver, Coast & Mountains Sustainability Playbook, created for tourism businesses and destinations.

The Playbook guides users through a step-by-step process of measuring baseline performance and creating an action plan for improvement. Designed using global best practices and input from regional partners, the playbook includes tools and industry resources for quick implementation into your operations. Whether you are a team of one or many, the playbook will set your organization up for success on its sustainability journey. 

Download the Sustainability Playbook HERE.

ABLE BC Delivers 2023 Advocacy Report

The Alliance of Beverage Licensees (ABLE BC) has made available their 2023 Advocacy Report: Building for the Future. In the report, you will learn more about how the ABLE BC organization, their team and Board of Directors work to support businesses in their sector. 

The report includes messages from ABLE BC President Yvan Charette and Executive Director Jeff Guignard, a re-cap of advocacy wins and member resources for 2022-2023, plans for their 2023-2024 membership year, policy priorities from the LRS, LP, and policy committees.

Download the 2023 Advocacy Report HERE.

WORTH Delivers Community Report

WORTH Association (Women of Recreation, Tourism & Hospitality) is celebrating their five-year anniversary since incorporating as a non-profit. As the only Association representing the interests of women in recreation, tourism and hospitality, they have witnessed the impact of their collective efforts by working to elevate, educate and empower thousands of women with the goal of retaining and developing more leaders. 

To mark their five year anniversary, they have compiled a community report that highlights the efforts of their organization to date and their commitment to promoting more equitable industries revolves around nurturing a strong community of belonging.

Read the 2023 Community Report HERE.

Report Identifies Gaps in Gender Equity in the Tourism Industry of Vancouver Island 



A newly released report has identified several gaps in gender equity within the tourism industry in the Vancouver Island Region. 

Earlier this year, WORTH Association (Women of Recreation, Tourism and Hospitality) conducted a study on gender equity with support from 4VI, surveying close to 400 women in the tourism industry. An inclusive definition of woman was used, with the survey also open to trans, cisgender, queer and non-binary participants. Through the research, issues in the region were examined to form recommendations that involve multiple stakeholders and rightsholders. 

The research identifies three areas of focus to build a more equitable and inclusive industry, while retaining and developing women in tourism and hospitality leadership. Efforts by businesses and organizations to improve data and reporting, training and education, and pay and total rewards are likely to reduce the impact of women leaving the sector. 

In summary, the research shows that 25% of women surveyed are not confident they will remain in the sector within the next 12 to 24 months.  

An unintended outcome of such gender inequality is that women are excluded from the majority of opportunities in the industry which could result in shaping a more women-friendly work environment.

Read the full report HERE.

Destination Vancouver Receives Award for Outstanding Organization

Congratulations are in order to Destination Vancouver who were recognized recently by the Downtown Vancouver Business Improvement Association (DVBIA) as an organization that works directly with and impacts the downtown community to improve economic, social, and environmental parameters.

Destination Vancouver is delighted to receive this award and thanks their many partners and members within the #TeamVancouver community for being part of their success.

ITBC Seeking Board Members

Indigenous Tourism BC (ITBC) is seeking motivated individuals to join its Board of Directors. The election and voting will be held digitally via online voting.

Six Directors will be elected to its Board by Indigenous Tourism BC Market/Export Ready Stakeholders at the 2023 Annual General Meeting on October 25th.

There are six available seats;

• Vancouver Island (one)
• Northern BC (one)
• Cariboo Chilcotin Coast (one), and
• Three At-Large positions

The deadline for applications is 4:30 PM PST on Monday, September 25th. Learn more and apply HERE.

Job Opportunity | Tourism Abbotsford Executive Director

Chemistry Consulting Group has been retained by Tourism Abbotsford Society to assist in searching for an Executive Director to lead their growing organization. 

Position Overview

Reporting to the Board of the Tourism Abbotsford Society, the Executive Director will formulate and lead the execution of strategic and business goals to ensure the continued growth and success of the mandate of Tourism Abbotsford. The Executive Director will oversee the strategic marketing campaigns and visitor engagement programs for the region while educating residents and their elected representatives on the contribution tourism makes to life in Abbotsford. The Executive Director will advocate for the tourism industry’s needs and for improvements to infrastructure and experiences that visitors and residents alike will enjoy.

Learn more and apply HERE.

REMINDER | DBC Emergency

Messaging Guidance

A reminder to visit the Destination BC (DBC) website to access the latest Emergency Messaging Guidance and learn more about official emergency information resources for BC as well as suggested messaging, infographics/visuals, and actions for BC’s tourism industry partners during emergencies.

DBC has compiled resources and tips to help tourism businesses navigate questions, mitigate visitor concerns, and proactively manage perceptions during emergencies.

Step-by-step guides are available for download to help prepare tourism businesses and their staff for emergencies, with templates and tools to help operators easily plan a fast and effective response.

Learn more HERE.

The Tourism Industry Association of BC (TIABC) Governance Committee is seeking qualified individuals for the 2023-2025 term that are dedicated to the success of the Association and will support its principles as a member of the Board of Directors. Acceptance of nominations is based on a specific set of skills and experience.

TIABC’s Vision is for the tourism industry to be recognized as one of British Columbia’s leading and sustainable industries. As the primary advocate for BC’s visitor economy, TIABC unites operators, sectors, DMOs, government and residents to support and be passionate about making this province a great place for tourism.

TIABC strives to maintain a balance of skills, industry knowledge and experience, technical skills, governance competencies, education and training, gender, and geographic representation on the board. Eligible candidates must demonstrate specific experience in the following areas:

1. Tourism Industry Knowledge

2. Technical & Business Expertise

3. Governance Competencies

4. Education and Training

The Board of Directors is made up of a maximum of 13 directors consisting of 11 directors elected by the active members. TIABC is seeking a total of five (5) candidates for the 2023-2025 term:

• From the DMO category one (1) is required for a two-year term.
• From the Sector Association category sector two (2) are required for a two-year term.
• From the Business Membership category two (2) are required for a two-year term.

TIABC strives for 50% gender parity and 30% representation of other under-represented groups including Indigenous peoples, racialized persons, people living with disabilities, and members of the LGBTQ2 community.

If you are a TIABC member in good standing, have a strong understanding of the tourism industry, significant expertise, and industry knowledge and are currently involved in tourism or destination management, we invite you to apply. As per the bylaws, the Tourism Industry Association of BC requests that all nominations from members be received 45 days prior to the Annual General Meeting. Deadline for application submissions is Monday, September 25th at 5:00 pm (PT).

To receive the TIABC Board Nomination Form, or If you have any questions or concerns, please contact Deborah Kulchiski at deborah@tiabc.ca or p. 604.530.9979

NOTE: The TIABC 2023 Annual General Meeting will be held virtually, Thursday, November 9th at 10:00 am. Further details including registration to soon follow.

Guardians of the sea: The Role of Whale-Watching Vessels in BC

Feature Story in the Times Colonist | Sept. 7

Last week, the Times Colonist published a story written by Alanna Kelly about whale watching in our province, and the need to ensure these endangered species are kept safe.

The article includes an interview with Erin Gless, Executive Director of the Pacific Whale Watch Association (PWWA) and TIABC member who speaks to our role of being their guardians and the advocacy work the PWWA is doing on behalf of the whale-watching industry.

Read and view the full story HERE.

Airport Roundtable Series in Canada

for the First Time

Earlier this week, Vancouver Airport Authority, Destination Vancouver, Destination BC, and the Vancouver Hotel Destination Association welcomed airlines and industry professionals to Vancouver for the Airport Roundtable Conference. Held for the first time in Canada, the event promotes continued air service development for Vancouver and for communities throughout BC.

The goal of the airport roundtable was to provide an environment of learning from each other. The Airport Roundtable Series is aviation’s small conference series for industry professions, especially those whose focus is air service development and marketing. Professionals from both Canada and the US participated in this event.

Tourism Innovation Lab

Meet Alex Berlyand, Programs Coordinator for the Tourism Innovation Lab and proud member of TIABC. Hear why this business recently became a member of TIABC and why he encourages other businesses and organizations to consider a membership.

Your support and engagement is vital to ensuring businesses, DMO's and sectors are united and speaking with one voice on issues that impact BC's tourism industry.

Click on the image to view the message.

Would you like to be featured in our weekly Voice of Tourism, social channels and 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

WEBINAR | Short-Term Vacation Rentals and Housing Crisis Advocacy

The BC Hotel Association invites you to attend an important advocacy impact session where they will unveil the results of groundbreaking research on the impacts of the short-term rental industry in Canada and British Columbia. 

Every community and business in the province, regardless of location, is impacted by a shortage of affordable housing. While our industry is gaining momentum in accessing employees for our sector, without affordable rental housing, businesses, communities, and the economy will be threatened. 

Date: Thursday, September 21

Time: 10:00 am (PT)

Learn more and register HERE.

Restaurants Canada Webinar

Driving Circular Solutions: BC Environment Ministry & Innovative Entrepreneurs Tackle Single-Use Plastic Challenges

Hosted by Restaurants Canada's very own Mark von Schellwitz, Vice-President, Western Canada, join us for an informative webinar where British Columbia Environment Ministry Officials will provide a comprehensive presentation on the critical topic of single-use plastic regulation.

This event aims to shed light on essential aspects, identify sustainable alternatives, and offer additional insights for individuals and businesses operating within regions subject to local government single-use plastic bylaws.

Date: Monday, September 18th

Time: 10:00 am (PT)

Learn more and register HERE.

NK'Mip Cellars Hosts Inagural Gala

You are invited to join in for the First Annual National Day for Truth & Reconciliation Fundraising Gala benefitting Indian Residential School Survivors Society

Date: September 30th

Time: 6:30 pm - 9:30 pm (PT) - VIP Reception 5:30 pm

Silent and live auctions, gourmet wine and food

stations, live music, raffles and much more!

Tickets are available online HERE.

2023 UBCM Convention

Registration for the 2023 UBCM Convention is proceeding at a record pace, with close to 1,800 delegates now registered.

This year’s agenda will feature sessions on the key issues facing B.C.’s communities, including housing attainability; the 2023 wildfire season; decriminalization; UNDRIP implementation and more.

Dates: September 18 - 22

Location: The Convention will take place primarily at the Vancouver Convention Centre, with scheduled events at the Fairmont Waterfront Hotel as well as the Pan Pacific Hotel.  

Learn more and and download the convention app HERE.

International Symposium on Destination Stewardship

Destination Canada is excited to be hosting the International Symposium on Destination Stewardship.

Dates: November 6 - 8

Location: Canadian Museum of History, Gatineau, Quebec

This three-day event will bring together global thought leaders, stakeholders, partners, and knowledge keepers from diverse sectors for a unique discussion on redefining tourism and destination stewardship. 

Building on the excellent work already taking place in this space, the Symposium will explore how we can transform ourselves into destination stewards, while unpacking how a regenerative approach to tourism can have a positive impact on residents, their communities, culture, economy, and the environment. 

Learn more and register HERE.