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Back in the day as PCs were becoming more mainstream, I occasionally received calls from someone claiming to be from Microsoft to tell me about a software issue that was compromising my hard drive. You know the drill. Typically they would ask me to log-on to my computer and follow their instructions to allow them to take the controls to fix the problem.
These scammers had plans to reconfigure my hard drive to blackmail me into paying significant fees to restore it to its original state. After nearly falling for the scam the first time, whenever I took similar calIs henceforth, I pretended to comply for as long as I could so as to waste their time and eventually expose their ruse. It was great fun.
These days though, cyber scams and phishing attacks are increasingly more sophisticated. Whether it’s fake texts from me to colleagues asking for their help, or unsolicited emails that appear to come from TIABC offering to sell a BC Tourism Industry Conference attendee list, I’ve increasingly been forced to deal with these cons and you likely have as well.
It seems that each week I’m learning of additional incidents targeting the tourism sector that we need to pay attention to, both to avoid financial hardship, as well as to protect BC’s reputation. For example, last week, AI-generated photos purported to show wildfires in parts of the province that were not only bogus, but projected a distorted image of the situation and could have caused multiple visitor cancellations.
Consequently, BC Wildfire Service (BCWS) issued a special bulletin reminding people that use social media to access and share info that misinformation can cause fear and anxiety during an emergency, and could even be deadly.
To avoid any uncertainty about what’s real or simulated, BCWS recommends either downloading its app, signing up for a local emergency alert system, or accessing a reliable news source like a radio station which is better than random, unsubstantiated social media posts.
Yet another scam that I recently heard about is even more disturbing than phony emails or photos. It appears fraudsters impersonated real businesses or created fake websites for those that don’t operate in a digital environment, to promote high-end BC experiences to prospective international clients. Some of these customers unknowingly purchased and ultimately e-transfered thousands of dollars to scammers on legitimate platforms for a service that the actual operator knew nothing about and wasn’t obliged to deliver.
In two recent cases, owners found out they had been misrepresented when the client called looking for additional trip details. Can you imagine if these prospective visitors didn’t phone ahead and just showed up at the business expecting to receive what they had supposedly paid for?
These examples show the growing sophistication of cybercriminals and the urgent need for businesses to routinely monitor their digital presence. In the tourism sector, where many organizations operate with lean staffing and limited IT resources, it’s all too easy for a single click on a bad link to result in data breaches or financial fraud. Alas, cybersecurity is no longer a big business imperative but also a small tourism operator necessity.
In the meantime, I connected with our partners at the Tourism AI Network (TAIN) to ask about bogus photos and videos. I also reached out to Consumer Protection BC (CPBC) about what recourse customers have (if any) on the aforementioned scenario and what businesses can do to protect themselves. CPBC advised that although scams and fraud are not part of its mandate and therefore referred to the police or the Canadian Anti-Fraud Centre, consumers should do a business license search on CPBC’s website or call the tourism operator directly…as the clients did in the incidents I mentioned earlier…albeit too late.
TAIN provided some excellent advice on detecting fabricated photos and videos:
- Source – Is it posted by a legitimate organizations like your municipality, your local DMO or a verified newsroom?
- Context – Does the caption give a specific time/date/location? Does it match official updates?
- Provenance – Look for content credentials (C2PA) or platform labels indicating how/when the image was created. Some images contain a small icon or label you can click to view creation/edit history. Absence doesn’t prove anything, but presence helps.
- Reverse search – Use Google Lens or TinEye to see if the image is old, AI-generated, or unrelated.
- Account hygiene - Is the publishing account new, use a generic name or say anything of substance in the bio? These are all signs of things that should raise suspicion
- Caption vs reality - Does the image align with official location/time details? E.g. - fires raging this morning yet the image appears to be taken in the evening
- Red flags – Impossible angles, glossy smoke or flames, melted text/signage, inconsistent shadows, or crowds/fire trucks that look copy-pasted.
It's important to note that if in doubt, refrain from sharing the photos or videos and report the post to the platform. Finally, TAIN insists that any images you see online should be assumed to be fabricated until you’re able to prove otherwise. The same goes for unsolicited email and phone calls from numbers you don’t recognize. All good advice worth paying attention to.
Thankfully Microsoft has stopped calling but regrettably Revenue Canada, Immigration Canada, Canada Post, and other government entities are constantly trying to connect with me for urgent information about taxes I owe or a Nigerian fortune awaiting collection. The only condition is that I would need to press this key or call that number, forward my bank information, or better still, pay a nominal processing fee. For obvious reasons I no longer play along just for the fun of it.
Walt Judas
CEO, TIABC
| | Stay updated on the latest news and developments by checking out this week's compilation of important matters impacting and influencing our industry. | | | |
TIABC Urges Federal Gov't to Intervene in Looming Airline Labour Dispute
In response to the looming airline labour dispute, TIABC has sent a letter to Honourable Chrystia Freeland, Minister of Transport & Internal Trade, with a formal request for the Government of Canada to intervene to prevent labour disruption at Air Canada.
TIABC has urged government to call the parties into binding arbitration to help resolve this critical issue to ensure the stability of British Columbia’s multi-billion tourism industry, as well as the entire Canadian economy.
The letter to Minister Freeland stresses that we must protect our critically important and economically viable sector now and in the days ahead to ensure the health and welfare of all Canadians.
Read the letter to Minister Freeland HERE.
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TIAC Urgently Calls for Government Intervention to Protect Canada's Economy and Tourism Sector
The Canadian tourism sector, through the Tourism
Industry Association of Canada (TIAC), provincial and territorial tourism associations that include TIABC and businesses nationwide, have expressed grave concern over the impending job action by Air Canada flight attendants, represented by the Canadian Union of Public Employees (CUPE).
An urgent letter to the Honourable Chrystia Freeland, Minister of Transport and Internal Trade and the Honourable Patty Hajdu, Minister of Jobs and Families & Minister responsible for the Federal Economic Development Agency for Northern Ontario stresses that the economic and social ramifications of a full-scale work stoppage are profound and cannot be underestimated.
- The air transport sector is a vital economic engine that helps power tourism from coast to coast to coast.
- A strike during the peak August travel month would be catastrophic for the tourism and travel industry.
- National connectivity is at risk as Air Canada provides a critical service, connecting families, businesses, and communities across the country.
The tourism sector is urging all parties involved to prioritize an immediate and equitable settlement, trusting that both parties will continue to work diligently towards a fair deal.
Read the full letter from TIAC to Minister Freeland and Minister Hajdu HERE.
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YVR Passenger Advisory - Air Canada Labour Action
Air Canada is continuing a phased wind-down of its operations ahead of possible labour action. This follows a 72-hour strike notice and lock-out notice issued as part of contract negotiations between Air Canada and CUPE, the union representing its flight attendants. Air Canada passengers should not come to YVR unless they have a confirmed flight.
If an agreement is not reached, a full disruption of Air Canada service could begin at 9:58 p.m. PT tonight (Friday, August 15) / 12:58 a.m. ET Saturday, August 16.
- YVR will continue to share updates on their social channels and at yvr.ca.
- For more information, including Air Canada’s traveller FAQ, visit HERE.
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go2HR Release July 2025 Labour Market Update
According to the July 2025 Labour Market Update from go2HR, BC’s tourism & hospitality industry saw another month of growth in July. In summary, increased domestic travel is driving demand, but ongoing U.S.–Canada tensions and broader economic uncertainty mean these results reflect a seasonal high rather than a guaranteed long-term trend.
Key Highlights
Employment increased by 2.6%, reaching 360,000 jobs.
Labour force participation rose by 2%, with gains in Accommodation, Food and Beverage, and the Transportation and Travel sectors.
Regional Trends
Employment growth occurred in the Cariboo, Northern BC, Kootenay Rockies, and Vancouver Island regions. Employment in the Lower Mainland declined slightly, while the Thompson Okanagan region held steady.
For detailed monthly updates and regional breakdowns, visit go2HR’s Employment Tracker HERE.
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4TVI Seeks Input on 10-year Strategy for The Future of Tourism on Vancouver Island
4TVI (Tourism Vancouver Island) is seeking input from First Nations, tourism business owners and operators, residents of Vancouver Island, and visitors to the region as it develops a long-term tourism strategy.
The 10-year Vancouver Island Destination Stewardship Strategy will use a foundation of academic research, findings from tourism plans in communities across Vancouver Island, and successes found in global destinations. Simultaneously, a robust engagement process is underway to hear from First Nations communities, residents, tourism businesses, and visitors to the Island.
A short, 5–10 minute survey for residents and visitors is available for residents and visitors until September 15th. Additionally, a paper version will be available at visitor centres, ferry terminals, and community gathering points around the region.
- Fill out the survey HERE.
- To learn more about the Destination Stewardship Strategy, visit HERE.
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Get Involved With the Iconics Brands and Strategies
Ahead of the full Iconics launch to consumers next month, Destination BC wishes to encourage everyone to familiarize yourself with the Iconics brands and strategies and learn more about the opportunities to get involved.
This fall and winter, there will be opportunities to join an in-person workshop near you for hands-on support and activation ideas. You can also incorporate the brand into your own marketing—add the logo to your website or brochures, share brand-aligned posts on social media, or display a decal at your business. Tourism operators can also get involved through new intakes of the “Spark” Mentorship and Grant Program, or by exploring how their work connects to regional destination development.
Learm more about the six destination brands HERE.
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Help Shape Adaptive Mountain Biking at BC Parks and Recreation Sites and Trails BC
BC Parks and Recreation Sites and Trails BC are seeking input from the adaptive recreation community to better understand how they can improve adaptive mountain biking experiences across the province.
This survey is an opportunity to share your thoughts about adaptive mountain biking experiences, including:
- Challenges and barriers to participating in adaptive mountain biking
- Your satisfaction with information delivery about adaptive mountain biking experiences
- Key priorities for the future
Your feedback will help to better understand the barriers, needs, and priorities of the adaptive recreation community. The survey is open until September 2nd.
Learn more and take the survey HERE.
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FIFA World Cup 26™ — Volunteer Program Now Open for Applications!
In 2026, the world is coming to BC! The tournament's Volunteer Program is now open and accepting applications — and you can be part of the team that makes it happen.
Volunteer roles will include support at BC Place, arrival and departure points, along key stadium routes, or at the FIFA Fan Festival.
Be part of the team that makes the FIFA World Cup 26™ another BC remarkable and exceptional event.
Learn more and sign up today by visiting HERE.
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Job Opportunity | Destination Vancouver - Manager, Stakeholder Engagement
Reporting to the Director, Communications & Stakeholder Engagement, and working closely with the Manager, Corporate Communications, this role leads the development and execution of strategies and initiatives that foster positive, productive relationships with a wide range of partners, members and media to advance Destination Vancouver’s strategic priorities and organizational goals, building on our positive corporate reputation.
The deadline to apply is September 30th. Learn more about this opportunity HERE.
| ONE MINUTE MONITOR INSIGHTS | |
Thank you to our stakeholders and members for participating in the latest One Minute Monitor (OMM) - recently deployed to help us better understand your views on pressing issues as we prepare to submit recommendations for the 2025 Federal Budget. The following is a summary of responses:
Regulatory roadblocks
- Members cite economic and political uncertainty along with softer consumer spending as the biggest tourism pressures, compounded by excessive administrative processes, public safety concerns affecting visitor experience, and weak transit connectivity.
Targeted federal investment can help unlock sustainable growth to boost Canada’s economy.
- Your top asks for the 2025/26 budget are dedicated tourism infrastructure and transit, stable funding for arts & culture, workforce training, and strengthened support for Indigenous partnerships.
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TIABC's Voice of Tourism is a podcast that gives a voice to British Columbia's vibrant tourism industry.
EPISODE #38 - Barrett Fisher
Meet Barrett Fisher, president and CEO of Tourism Whistler as she chats with TIABC's Voice of Tourism host Walt Judas for an engaging conversation on destination management, major events, and community sustainability. Barrett shares her journey from journalism on Vancouver’s North Shore to leading one of Canada’s premier resort destinations for over three decades. She reflects on Whistler’s transformation before and after hosting the 2010 Olympic and Paralympic Winter Games, the community’s progress on housing and transportation, and the importance of balancing growth with responsible tourism.
Barrett also discusses her organization’s unique funding model, efforts to extend the tourism season, and the policy priorities needed to keep Whistler competitive and vibrant year-round.
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Now more than ever, it's time to celebrate the beauty, energy, and unforgettable experiences found right here at home.
Would you like to be part of our weekly Postcards from BC feature? Send a photo of you enjoying a BC destination to deborah@tiabc.ca.
| AN AI MOMENT WITH PETER PILARSKI. | |
Welcome back to the bi-monthly feature with Peter Pilarski, founder of the Tourism AI Network. Peter shares his expertise to demystify the AI landscape and provide essential understanding, helping us to simplify technology, embrace innovation, and navigate the exciting world of AI.
Is ChatGPT 5 Just Another AI Upgrade or the Business Revolution You’ve Been Waiting For?
Last week, the long anticipated ChatGPT 5 model was launched, resulting in excitement from some and criticism from others. While the model is smarter and more capable, it’s different and in some ways, more difficult to use than the ChatGPT 4 series of models that came before it.
On the “good” side, it delivers unprecedented reasoning power, real-time adaptability, and the ability to act more like a trusted colleague than a passive tool. On the “bad” side, it can be unforgiving with vague prompts, requires technical know-how to unlock its full potential, and demands a shift in how leaders think about AI integration.
In this article, I break down what GPT-5 really means for your organization, from competitive advantages and workforce transformation to the strategic risks of falling behind. Whether you’re in boardrooms or booking engines, this is your roadmap to understanding GPT-5 and getting the most out of its newly rolled out features and capabilities.
Learn more in the link below:
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Western Community College Delivers Hospitality Gold Club Training Program
Congratulations to TIABC member Western Community College (WCC) on the successful completion of their Hospitality Gold Club, an intensive 5-day training program (Micro-Credential), developed exclusively for top-tier hospitality talent. ✨
From day one, the handpicked students stepped into real-world, high-standard training environments led by highly trained instructors. The mission of WCC is simple: transform promising talent into polished professionals who can raise the bar in service excellence.
Over five immersive days, participants mastered:
- Great BC Customer Service Accelerator Training
- Table Set-Ups & Guest Welcoming
- Beverage Service Excellence
- Fine Dining Service
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BLACK BALL FERRY LINE
Black Ball Ferry Line operates the M.V. Coho year-round passenger and vehicle ferry linking Victoria, with Port Angeles, Washington on the scenic Olympic Peninsula. The crossing is 90-minutes and passengers can enjoy the ship’s many amenities including the cafeteria, gift shop, duty free store, comfortable interior lounges, solarium and pet-friendly areas.
Learn more about the Black Ball Ferry Line HERE.
Photo Credit: Black Ball Ferry Line
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Let's Work Together on What Matters Most
To bolster industry advocacy efforts, membership in the Tourism Industry Association of BC (TIABC) is a good investment.
Becoming a member of TIABC offers many significant benefits that can enhance your business, elevate your voice on the issues that matter, and contribute to the success of BC’s visitor economy. As well, you will gain ease of access to a collaborative network of businesses, partners and allies that support the tourism industry, both nationally and provincially.
NEW! Associate Member Category
If you’re a tourism operator and already an active member of another sector association or DMO and cannot afford a full membership in TIABC, consider supporting us by becoming a TIABC Associate. For a nominal annual fee you’ll receive streamlined benefits and opportunities, including adding your voice to the conversation about the future of our sector.
Contact info@tiabc.ca for more information, visit our website HERE or the link below.
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You’re Invited | Wine Growers Canada Come Over October Webinar & Campaign
Come Over October is an international grassroots campaign launched to encourage people to gather and share wine in the spirit of connection, community, and culture. It's part of a broader initiative called Come Together - A Community for Wine, which promotes wine as a beverage of moderation that brings people together.
Wine Growers Canada has commissioned Come Together to develop a Canadian version of the campaign to launch across the country this fall. The campaign runs throughout October, including Thanksgiving, and encourages wine lovers to host or attend gatherings - at home, in restaurants, or at wineries - centered around wine and togetherness.
Campaign materials are free to use, designed for co- branding, and available to participating wineries, associations, DMOs, and retailers to support your own activations, messaging, and events. To learn more, join the orientation webinar:
Date: August 11
Time: 10:00 am (PDT)
Wineries, associations, DMOs, retailers, and industry partners are invited to attend. To register, please email Rob Taylor directly at rob@wgcanada.ca. A Zoom link will be provided to all registrants.
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Destination Dialogues 2025 | Rethinking Experience Development: From Ideation to Export Ready
Join Destination Canada for a free 90-minute session to explore how destinations, businesses, and community leaders can develop regenerative, Indigenous tourism experiences in rural, remote, and northern areas of Canada.
Date: October 8
Time: 9:00 am (PDT)
This session is tailored for tourism and destination development professionals in Canada. It will share best practices in rural experience development, leaving you informed, inspired and empowered to create regenerative travel experiences deeply rooted in your community.
This year's session theme will focus on Indigenous tourism in collaboration with the Indigenous Tourism Association of Canada.
Learn more and register HERE.
| | | CONFERENCES & SPECIAL EVENTS | |
BC Hospitality Foundation | Tee Up for An Unforgettable Golf Event
Join the BC Hospitality Foundation in Victoria for a premier golf event this summer - offering an incredible day of competition, camaraderie, and hospitality at its finest. This tournament promises an unmatched experience on the greens. i
- August 20| 9th Annual Victoria Golf Tournament | Olympic View Golf Club
Visit HERE to learn more and to book!
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19th Annual Partners In Tourism Invitational Golf Tournament
The Partners in Tourism Invitational Golf Tournament is a fundraising event organized by Partners in Tourism to support future generations of tourism professionals. The tournament raises funds through various means, including sponsorships and donations, which are then used to provide scholarships and awards to students and programs in the tourism and hospitality industry.
Date: Thursday, August 28
Location: Fairmont Chateau Whistler Golf Club
Learn more including how to register and how to donate HERE.
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Wine Capital Weekend Returns to Oliver!
The Oliver Tourism Association is thrilled to announce that Wine Capital Weekend will return for another unforgettable celebration. As the Wine Capital of Canada, Oliver welcomes locals and visitors alike to experience three days of wine, craft beverages, food, live music, team competitions, and family-friendly fun.
Dates: September 19-21
The weekend will once again feature:
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Kick-Off Party at District Wine Village – This year’s musical act will be GLASS TIGER
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Cask & Keg Festival – A celebration of craft beer, cider, and spirits featuring delicious eats, live entertainment, yard games, a family zone, and the crowd-favourite Beer Olympics.
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Festival of the Grape – The South Okanagan’s premier wine tasting event returns for its 26th year.
Learn more, including how to participate and purchase tickets HERE.
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4TVI | 2025 Vancouver Island Stewardship Summit
You are invited to the 4TVI Vancouver Island Stewardship Summit. The 2025 program will focus on the efforts of stewardship through destination management and collaboration. Speakers will provide tangible, inspiring presentations for attendees. The full day event will also include a State of the Region presentation.
Date: October 2-3
Location: Coast Bastion, Nanaimo
Registration is now open.
Early Bird Registration (until July 31): $199 + GST
General Registration $299 = GST
Learn more and register HERE.
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Northern BC 2025 Tourism Summit
The Northern BC 2025 Tourism Summit, a must-attend event for anyone passionate about the development of a strong tourism sector in Northern British Columbia.
Ready to connect, learn, and lead the future of tourism? The Northern BC 2025 Tourism Summit is your opportunity to be part of the region’s most dynamic gathering of tourism professionals, entrepreneurs, and community changemakers.
Dates: October 15-17
Location: Courtyard by Marriott, Prince George
Learn more and register HERE.
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Mark Your Calendar | TOTA AGM and Summit
The Thompson Okanagan Tourism Association (TOTA) has announced the dates for the 2025 TOTA AGM & Summit.
Dates: October 22-23
Location: KF Centre for Excellence, Kelowna
Last year's Summit was a sold-out event that brought together tourism industry professionals from around the region for two days to network, engage in industry-specific workshops, and learn from experts.
Stay tuned for more details, including registration and speaker updates.
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Western Ideas Forum & AccomEx
Registration is now open for the inaugural Western Ideas Forum & AccomEx.
Dates: November 3 - 6
Location: St. Eugene Golf Resort & Casino, Cranbrook
Come join campground, RV park, glamping, and outdoor hospitality operators from across Western Canada for three days of:
- Inspiring speakers and expert-led sessions
- Practical workshops tailored to your business
- Networking opportunities with industry leaders and peers
- An exhibitor showcase featuring products and services designed for your operation
Learn more and register HERE. Early bird registration ends Sept. 15.
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Save the Date!
Boating BC 2025 Conference: Rocking The Industry – Navigating Disruptive Times
Presented by Mercury Marine, this is the must-attend event for marine professionals across the province — a dynamic two-day experience packed with industry insight, leadership, and valuable networking. We’re also excited to announce our first confirmed speaker: Vaughn Palmer of the Vancouver Sun, returning to share his always-popular perspectives.
Dates: November 18-19
Location: River Rock Casino Resort, Richmond
To learn more about the conference sponsorship opportunities, visit HERE. Early bird tickets go on sale in early September — stay tuned!
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TIAC - 2025 Tourism Congress
Tourism is more than travel—it is a tool for unity across Canada. TourismCan celebrates the industry that unites the country through building economies, communities, careers, innovation, and policy. Tourism is the thread that ties Canada together.
Dates: November 18–20, 2025
Location: Hilton Lac-Leamy, Gatineau, QC
Here’s what you can look forward to:
- Engage with industry leaders and stakeholders from across the country
- Participate in critical discussions on the future of Canadian tourism
- Recognize and honour the strength, resilience, and ingenuity of Canada’s tourism sector
Early-bird registration is open until August 13, 11:59 pm. Learn more and register HERE.
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IMPACT Sustainability Travel & Tourism Summit - 2026
Registration is now open for 2026's iteration of the IMPACT Sustainability Travel & Tourism Summit Victoria
Dates: January 25-28
Get ready to explore Aligned action, shared direction, and real progress alongside global changemakers. With a brand-new Workshop Series, immersive case studies, and hands-on tools to take home, IMPACT 2026 will equip you to transform your destination into one that's not just visited, but nurtured.
Learn more and secure your spot HERE.
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SAVE THE DATE | 2026 International Indigenous Tourism Conference
The 2026 International Indigenous Tourism Conference (#2026IITC), hosted in partnership with Indigenous Tourism Alberta and Explore Edmonton, will be held on unceded Treaty 6 Territory in Amiskwacîwâskahikan (Edmonton).
Dates: February 17-19, 2026.
The many Nations that call the area home, including Cree, Saulteaux, Blackfoot, Sioux and Métis People, are excited to welcome you to their territory at this amazing celebration of Indigenous tourism. Save the date!
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SAVE THE DATE | 2026 BC Tourism Industry Conference
It's hard to believe the 2025 BC Tourism Industry Conference is behind us! While planning for 2026 won't begin until early fall, we're excited to announce the date and location:
Dates: March 4-6, 2026
Location: Delta Hotel, Grand Okanagan Resort, Kelowna
Mark your calendar - we can't wait to see you there and celebrate our incredible industry together!
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Save the Date | BC Outdoor Recreation Conference 2026
The Outdoor Recreation Council of BC is celebrating 50 years of advocacy in 2026, and we’re marking the occasion in a big way! Join us at Thompson Rivers University in Kamloops, BC, for this milestone event.
Dates: May 20-22, 2026
Location: Thompson Rivers University, Kamloops
This conference will bring together outdoor recreation leaders, advocates, and enthusiasts from across British Columbia to reflect on our past, celebrate our achievements, and shape the future of public recreation. Look forward to engaging speakers, insightful panel discussions, hands-on workshops, and valuable networking with recreationists, land managers, and decision-makers.
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TIABC recognizes that our members, stakeholders and staff occupy the ceded, unceded and traditional territories of Indigenous Nations across British Columbia. We sincerely appreciate the opportunity to live, work and play on the lands that our Indigenous friends and First Nations ancestors honour and care for.
#970 - 1050 West Pender Street | Vancouver, BC | V6E 3S7 | 604.685.5956
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