August 7, 2026
A MESSAGE FROM THE CEO
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Brookfield Corporation earned US$75.1 billion, or roughly $101 billion Canadian, in revenue during its most recent full fiscal year. Its CEO, Bruce Flatt, has led the company since 2002. He holds a Bachelor of Commerce degree, is a Chartered Accountant, and served in several senior leadership roles, including Chief Financial Officer, before being appointed CEO.
When you look at his background, it is easy to understand why Brookfield’s Board selected him. Brookfield is a publicly traded company with a responsibility to deliver results, manage risk, make sound strategic decisions, and answer to its shareholders. Its Board would reasonably be expected to appoint a CEO with significant business experience, financial expertise, a strong understanding of the market in which the company operates, and a demonstrated record of leading a large and complex organization.
Until stepping down in 2025 to become Prime Minister of Canada, Brookfield’s Board Chair was Mark Carney.
So, what does any of this have to do with tourism?
That is a fair question, but before I answer it, let's consider the size of Canada’s tourism sector in comparison to Brookfield. Tourism generates approximately $130 billion in annual revenue, or roughly $350 million every day. It contributes more than $50 billion to Canada’s GDP, supports over two million jobs, and sustains more than 265,000 businesses in over 5,000 communities across the country.
Tourism is also one of Canada’s leading service export industries, driven significantly by international travel demand. That point is especially important because international visitors have choices. Canada competes with destinations around the world for their attention, their travel plans, and their spending. Our mountains, coastlines, cities, culture, and communities may give us a strong product, but they do not guarantee that visitors will choose Canada. We must compete for them.
That is why Canada created Destination Canada, the national organization responsible for marketing our country internationally and strengthening Canada’s position in the global visitor economy. The federal government provides approximately $125 million annually to support that work, making Destination Canada an important steward of public investment and a critical driver of economic activity across the country.
The CEO of Destination Canada therefore holds a significant strategic leadership role. The person chosen to lead the organization must understand the tourism sector, international markets, marketing strategy, financial management, organizational leadership, and the competitive forces shaping global travel. They must be able to lead a complex national organization, make sound business decisions, deliver measurable results, and account for how public funds are being used.
Most importantly, they must answer to their shareholders. In this case, the shareholders are you, me, and every other Canadian.
That brings me back to Brookfield. If the company were searching for a new CEO, would its Board consider appointing someone with no meaningful corporate or business experience, no history of serving in a senior leadership role, no understanding of the market in which Brookfield operates, and no demonstrated record of successfully managing a large organization? I highly doubt it.
Brookfield’s shareholders would expect a rigorous process. They would expect the Board to select a leader whose experience, judgment, and capabilities matched the scale of the company and the significance of the responsibility being entrusted to them.
Why, then, should our expectations be any different for Destination Canada?
As Destination Canada begins the search for a new CEO following the retirement of the highly respected and experienced Marsha Walden, the same level of care should guide the selection of her successor. The person chosen will inherit responsibility for leading Canada’s international tourism strategy at a time of intense global competition and significant economic opportunity. Their experience, sector knowledge, business acumen, and record of leadership should reflect both the importance of Destination Canada’s mandate and the enormous value of the industry it serves.
Canada’s tourism sector generates more annual revenue than Brookfield. It supports millions of workers, hundreds of thousands of businesses, and communities in every part of the country. Its ability to compete internationally directly affects jobs, investment, exports, tax revenues, and Canada’s broader economic performance.
This is not simply about one appointment or one individual. It is about governance, accountability, and whether tourism is treated with the same seriousness as other major sectors of the Canadian economy.
Private-sector boards understand that experience matters. Industry knowledge matters. Business judgment matters. A demonstrated ability to lead people, manage resources, make difficult decisions, and deliver results matters. Those principles should not disappear simply because an organization is publicly funded.
As Prime Minister, Mark Carney is now accountable to a much larger group of shareholders than he was at Brookfield: the people of Canada. One would hope that the same standards of governance, leadership, and accountability expected of a company generating $101 billion annually would also be expected of an organization responsible for helping a $130 billion Canadian industry compete in the global marketplace.
Tourism has earned the right to be treated as the serious economic sector it is. The question is whether the person entrusted to lead one of its most important national institutions will be selected with the same level of care, scrutiny, and expectation that would be demanded in any other major Canadian enterprise. As shareholders in Canada’s tourism sector, our answer should be a resounding yes.
Amber Papou, B.Ed, MBA, ICD.D
CEO, TIABC
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Stay updated on the latest news and developments by checking out this week's compilation of important matters impacting and influencing our industry.
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Make Your Voice Heard in the 2026 Municipal Elections
B.C.’s municipal elections will be held on October 17, 2026. Having a mayor and council that understand the importance of tourism and the role it plays in strengthening local economies and communities matters.
That is why TIABC has created new resources to help tourism stakeholders engage local candidates and ensure tourism is part of the municipal election conversation. Our 2026 Municipal Elections Toolkit will help you prepare, identify key issues, and advocate effectively, while our All-Candidates Information Package is designed to be shared directly with candidates so they understand the value of tourism to your community and the municipal decisions that support a strong visitor economy.
Mark Your Calendars and Make Sure Your Voice Is Heard. Join us on September 9, 2026 at noon for a live webinar where we will walk through the toolkit, share practical tips on how to get the most from these resources, and answer your questions.
A link to join the webinar will be shared in the coming weeks.
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TIABC MEMBER SURVEY
Wildfire Impacts on British Columbia's
Tourism Sector
As wildfires continue to affect communities across British Columbia, TIABC recognizes the challenges facing tourism businesses, employees, visitors, and destinations. We understand that these situations can create uncertainty, disruption, and considerable pressure, whether a business is directly threatened by wildfire or experiencing indirect effects related to access, visitor perceptions, changing demand, or emergency-response needs.
To help us better understand the current impacts and identify where support and communication are most needed, TIABC is asking members to complete a brief Wildfire Impact Survey. As conditions evolve, additional surveys may be distributed to monitor emerging issues and help inform our advocacy and response efforts.
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Be Prepared | Destination BC's Emergency Communications Resources
With continued warm and dry conditions forecast across much of British Columbia in the days ahead, now is a good time to remind tourism businesses and organizations of the resources available.
Destination BC's comprehensive Emergency Communications Resource Hub provides practical tools and guidance to help tourism operators prepare for, respond to, and recover from emergencies while supporting visitors, employees, and local communities.
Resources include:
- Emergency Communications Modules
- Emergency Messaging Guidance
- Responsible Travel Graphics
- Official Information Sources and Industry Resources
- Tools to Help Tourism Organizations and Businesses Communicate Effectively with Visitors and Guests
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THIS WEEK'S NEWS FROM THE PROVINCE
Province Invests $1 Million to Protect Critical Ecosystems
The Province of British Columbia is investing $1 million in a new partnership led by the Habitat Conservation Trust Foundation (HCTF) to help protect critical ecosystems and improve the management of water-control infrastructure across the province.
The initiative will identify and assess infrastructure such as small dams, dikes, and water-control structures on conservation lands and other ecologically important areas. A new shared database will help prioritize future investments by tracking infrastructure condition, safety risks, and the ecological, cultural, and community values associated with each site.
This investment is part of the Province’s ongoing work to protect biodiversity, and improve climate resilience and ecosystem services that will continue to deliver environmental, cultural and recreational benefits.
Learn more and read the full announcement from the Province HERE.
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Destination BC Welcomes Three New
Board Members
Destination BC (DBC) is pleased to welcome Ajay Patel, Carol Chiang, and Jill Earthy to its Board of Directors. Bringing expertise in education, finance, governance, entrepreneurship, economic development, and community leadership, they add a wealth of knowledge and diverse perspectives that will help guide Destination BC's work in supporting and strengthening British Columbia's visitor economy.
Learn more and read the official announcement from DBC HERE.
Destination BC Tourism Marketing Committee | Call for Applications
2027-2029 Term
Destination BC is seeking five representatives for its Tourism Marketing Committee (TMC). The TMC provides strategic advice to Destination BC’s Board and executive team on tourism marketing and destination management priorities in British Columbia.
Beginning January 1, 2027, the TMC requires representatives from the following tourism regions: one representative from the Cariboo Chilcotin Coast tourism region, one representative from the Northern BC tourism region, one representative from the Thompson Okanagan tourism region, and two representatives from the Vancouver, Coast & Mountains tourism region.
Applications close Tuesday, September 29, 2026, at 5:00 p.m. PT.
Learn more HERE.
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Free Tool Helps Businesses Find Accessibility Funding
Finding funding for accessibility improvements is now easier with Easy Surf's Accessibility Funding Finder. This free, searchable database brings together accessibility funding opportunities from across Canada, allowing users to filter programs by location and funding category, while offering email alerts for upcoming application deadlines.
Learn more and explore available funding opportunities HERE.
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TIABC Membership Renewals | Thank you for your Continued Support
Your TIABC membership renewal is more than an investment in your organization - it's an investment in the future of British Columbia's visitor economy. Every membership strengthens our collective voice and enhances our ability to advocate on behalf of tourism businesses and organizations across the province.
As a TIABC member, you gain access to valuable industry resources, timely communications, advocacy updates, educational opportunities, and meaningful engagement with tourism leaders and decision-makers.
Your support enables TIABC to champion the issues that matter most, influence policy at all levels of government, and ensure tourism is recognized as a major economic driver and essential contributor to communities throughout British Columbia. Thank you for your continued support! If you have questions regarding your TIABC membership, please do not hesitate to reach out to Deborah at info@tiabc.ca.
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TIABC’s Advocacy Highlights section provides members with regular updates on the policy, government relations, and sector advocacy work TIABC is undertaking on behalf of British Columbia’s tourism industry. Each week, this section will feature one key advocacy focus.
Protecting Canada's Tourism Economy During Aviation Labour Disruptions
TIABC has submitted recommendations to the Government of Canada as part of its consultation on potential changes to the Canada Labour Code. The submission focuses on the economic impact aviation labour disruptions can have on tourism businesses, workers, visitors, and communities across Canada.
TIABC supports fair collective bargaining while also recognizing that major aviation disruptions have consequences far beyond the parties directly involved. Cancelled flights can result in lost hotel stays, tours, restaurant reservations, events, and visitor spending that tourism businesses may never recover.
TIABC is recommending that the federal government retain the existing tools available under the Canada Labour Code while considering additional measures, including earlier mediation, to help reduce the risk of widespread aviation service disruptions.
Reliable air access is essential to a strong Canadian tourism economy and to the businesses and communities that depend on it.
Read TIABC's full submission to the Government of Canada in the link below.
To learn more about the broader advocacy work TIABC is working on, PLEASE VISIT HERE.
Amber Papou, B.Ed MBA ICD.D
CEO, TIABC
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Mountain Biking BC To Deliver Industry Roundtables
Join Mountain Biking BC this fall for their industry regional roundtables! Mountain Biking BC is bringing together tourism and mountain bike sector partners this fall through two collaborative MTB Industry Roundtables. These roundtables are designed to align regional priorities, strengthen partnerships, and help shape the future of mountain biking in British Columbia. These working sessions will focus on practical discussion, networking, and provincial initiatives that support trail development, tourism, and the mountain bike sector.
Kootenay MTB Industry Roundtable
Dates: October 1–2, 2026 | Nelson, BC
Hosted by Nelson Kootenay Lake Tourism and the Nelson Cycling Club. REGISTER HERE.
Vancouver Coast & Mountains MTB Industry Roundtable
Dates: October 18–20, 2026 | Powell River, BC
Hosted by Sunshine Coast Tourism and the qathet Regional Cycling Association. REGISTER HERE.
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Cariboo Chilcotin Coast Tourism Online Auction
Experience a Land Without Limits through the Cariboo Chilcotin Coast Tourism Online Auction. Browse and bid on unique stays, outdoor adventures, Indigenous cultural experiences, local products, flights, advertising packages, and more from across the Cariboo Chilcotin Coast.
Bidding Ends: August 28, 2026, at 10:00 p.m. PDT
Browse Items and BID HERE.
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WORTH Mentorship Program
Applications Now Open for Mentors and Mentees
The WORTH Mentorship Program connects women working in recreation, tourism, and hospitality through meaningful mentor-mentee partnerships that foster leadership, professional growth, and industry connections. Participants gain valuable insights, build confidence, expand their networks, and help shape the future of the sector.
If mentorship isn't the right fit for you at this time, consider sharing this opportunity with women in your network. Your recommendation could help someone take the next step in their career and strengthen the future of our industry.
Applications are now open for both Mentors and Mentees until August 31st. Learn more including how to apply HERE.
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Royal BC Museum Travelling Exhibitions Connect Communities Across B.C.
The Royal BC Museum's travelling exhibitions continue to bring British Columbia's rich history and culture to communities across the province. Over the past decade, more than 300,000 visitors have experienced these exhibitions at 42 venues, from Fort Nelson and Kitimat to Trail and Port Alberni.
Developed in-house by museum staff, many of the 11 travelling exhibitions have been created in partnership with local communities and organizations, helping to share diverse stories and make B.C.'s history more accessible to residents and visitors alike.
Learn more and explore the exhibitions HERE.
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AN AI MOMENT WITH PETER PILARSKI
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AI in Tourism: A Practical Adoption Roadmap
Your team signed up for ChatGPT, drafted a few social posts, and called it a strategy. Then the person who knew the right prompts went on leave during peak season. The capability vanished with them. Sound familiar?
In this guide, Peter Pilarski explains why that's a habit, not adoption, and lays out the "harness" tourism organizations actually need: data foundations, governance, workflow integration, staff capability, and measurement. He also maps out where most adoption attempts stall, usually in the same three ways, and what a roadmap looks like when it's built around your team's actual constraints instead of a generic playbook.
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Tourism Delta
Tourism Delta is the official destination marketing and management organization for Delta, B.C. It promotes local travel, supports regional businesses, and highlights attractions across Delta’s three main communities: Ladner, Tsawwassen, and North Delta. The organization collaborates on regional economic recovery, visitor services, and community-focused sustainable tourism initiatives.
Learn more about Tourism Delta HERE.
Photo Credit: Tourism Delta
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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.
Contact info@tiabc.ca for more information, visit our website HERE or the link below.
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Try the Taste of Place Agent by Culinary Tourism Alliance and Tourismo
An easier way to find out what’s on the menu in your destination has arrived. The Taste of Place AI Agent by Culinary Tourism Alliance and Tourismo scans the web to find out what’s cooking and what ingredients your destination or operation still need to succeed. The Taste of Place Agent is a new AI-powered tool designed to help destinations strengthen culinary and agritourism experiences.
Catch the demo webinar!
Date: Tuesday, August 11
Time: 10 am - 11 am (PT)
Register HERE.
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Abbotsford International Air Show
It’s one of the biggest and fastest annual traditions in the Fraser Valley! The airshow is back with more soaring engines, more aerial maneuvers and more reasons to stand in awe at the incredible skill of each top gun pilot.
Dates: Aug 7 - 9
Learn more and purchase tickets HERE.
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UBCM Convention
Registration is now open for the 2026 UBCM Convention.
Dates: September 14-18
Location: Vancouver Convention Centre, Vancouver
Register before July 31 for early bird pricing. Registration includes access to all Convention sessions. Additional fees apply for lunches, the agricultural tour, and the banquet.
Learn more and REGISTER HERE.
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Save the Date | Wine Capital Weekend 2026
Wine Capital Weekend returns, welcoming visitors and locals alike to three days of wine, craft beverages, live music, food, and community celebration in Canada’s Wine Capital.
Dates: September 18 - 20 | Oliver
From the energy of the Kick-Off Party to the excitement of Cask & Keg and the iconic Festival of the Grape, the weekend showcases the very best of the South Okanagan during peak harvest season. Note: Early bird pricing is still available! Purchase tickets HERE.
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BC Rivers Day | September 27
The 46th annual BC Rivers Day is happening on Sunday, September 27. Whether your group is planning a shoreline cleanup, guided paddle, restoration project, interpretive walk, community celebration, or educational event, you are encouraged to share your event with the wider BC Rivers Day and recreation community.
Learn more and register your event with the Outdoor Recreation Council of BC HERE.
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Save the Date | TOTA AGM and Summit
Mark your calendars! The Thompson Okanagan Tourism Association (TOTA) AGM & Summit will soon bring together tourism leaders, partners, and stakeholders from across the region to connect, share ideas, and explore opportunities shaping the future of tourism. Stay tuned! Registration and event details will be available soon.
Dates: October 7 - 8, 2026
Location: Coast Kamloops Hotel
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Save the Date | VCM Industry Forum
The next VCM Industry Forum will be held on Oct. 15 in North Vancouver.
This much-loved, in-person event brings together tourism businesses, Indigenous partners, and Community Destination Management Organizations from across the region to connect, learn, and strengthen relationships.
Registration details and additional information will be shared soon. For now, please save the date!
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2026 Cariboo Chilcotin Coast Tourism Summit & AGM
The Cariboo Chilcotin Coast Tourism is excited to host the 2026 Tourism Summit & AGM.
The event will welcome delegates from across the region and all areas of BC's tourism industry to connect, network, gain knowledge, and support the tourism industry and economy. Designed to educate, provide networking opportunities, inspire new ideas, and recognize outstanding industry leaders in the Cariboo Chilcotin Coast, the Summit offers valuable opportunities for learning, collaboration, and celebration.
Dates: October 19–21, 2026
Locations: P’egp’ig’lha Community Centre (Summit & AGM) and Royal Canadian Legion Branch #66 (Awards Gala), Lillooet
Learn more and REGISTER HERE
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2026 Northern BC Tourism Summit
Join tourism professionals, entrepreneurs, and community leaders for the 2026 Northern BC Tourism Summit. Connect through keynote speakers, hands-on workshops, and panels focused on the future of tourism in our region.
Dates: October 20 - 22
Location: Coast Prince George Hotel, Prince George
Gain fresh insights, spark new partnerships, and help shape a thriving visitor economy in northern BC.
Learn more and REGISTER HERE.
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2026 Vancouver Island Stewardship Summit
Final Call for the EARLY BIRD Rate
The 2026 Vancouver Island Stewardship Summit, presented by FortisBC, will bring First Nations, tourism business owners, staff members, community leaders, and residents together for a 1.5 day event in Ucluelet, BC.
The 2026 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 from 4TVI.
October 22 - Evening Kickoff, hosted by Tourism Ucluelet, Community Partner.
October 23 - Stewardship Summit Day, presented by FortisBC.
For additional Summit details, visit HERE.
Final call for $199 EARLY BIRD rate; available until July 31.
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The Kootenay Tourism Summit
This 2-day event is the largest gathering of tourism professionals in the Kootenay Rockies region and provides awesome opportunities for networking, professional development and peer learning. There are so many incredible things happening in the tourism world in the Kootenays and they are excited to showcase them with you.
Date: October 27 - 28
Location: Best Western Plus Fernie Mountain Lodge
Learn more and REGISTER HERE.
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Register Today | Canadian Outdoor Hospitality Conference
You are invited to attend a historic gathering! Save the Date for Canada’s National in-person Campground owners convention - the 2026 Canadian Outdoor Hospitality Conference.
Dates: November 1 - 4, 2026
Location: Sheraton Vancouver Airport Hotel
CampEx brings together more than 50 exhibitors, hands‑on workshops, and energetic keynote speakers, making it a prime place to explore new ideas, tools, and best practices for running a successful campground. Owners from across Canada are welcome — whether you’ve been in the industry for years or are attending for the first time.
Don’t miss out. Learn more and REGISTER HERE.
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2026 Tourism Congress
The Tourism Congress is Canada’s leading and only national-level event bringing together all sectors of the industry. The 2026 Tourism Congress is all about ACCESS: Unlocking Canada’s Tourism Advantage.
Dates: November 17 - 19, 2026
Location: Fredericton, NB
Early bird registration is now open! Learn more HERE.
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Save The Date | Yes Shef Vancouver 2026
Canada’s Premier Celebration of Women in Food and Beverage
Mark your calendars, the countdown to Yes Shef Vancouver 2026 starts now.
Date: November 18
Location: Fairmont Pacific Rim, Vancouver
This unforgettable evening of incredible food will bring together top culinary talent for a celebration of flavour, mentorship, and leadership.
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IMPACT Sustainability Travel & Tourism Conference | "A Decade of Impact - From Vision to Practice"
The 10th anniversary of the IMPACT Sustainability Travel & Tourism Conference is taking place in beautiful Victoria, BC.
Dates: January 24 - 27, 2027
Location: Victoria Conference Centre
Register now to reserve your pass to a transformative dialogue around sustainability and regenerative tourism in Canada, and around the globe. Leaning into the topics of human connection to place, biodiversity, resilience, and driving action, 2027's conference aims to build on a decade of progress to shape the future ahead.
Early bird registration is now open! Learn more and REGISTER HERE.
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Learn More | The READI™ Program
The READI™ program is designed to support the growth and resilience of Canada’s tourism industry. Whether you’re an independent business or an organization looking to support your members, READI™ gives tourism operators practical tools, training, and support to handle challenges and take advantage of new opportunities.
Participants can choose from various designation categories based on their organizational focus and goals.
Learn more about the READI™ program HERE.
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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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