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“Never doubt that a small group of thoughtful, committed citizens can change the world; indeed, it's the only thing that ever has.”
It is one of my all-time favourite quotes. Margaret Mead absolutely nailed it. I have always loved the simplicity of it. No grandstanding. No dramatic language. Just a quiet truth about how real change actually happens. Not through noise. Not through sheer size. But through commitment, alignment, and people who care enough to show up.
This week, that quote felt less like inspiration and more like observation.
TIABC held its annual BC Tourism Industry Conference, and as this newsletter goes out, we are wrapping up the final day. For the past few days, hundreds of passionate, thoughtful, and very committed people gathered with one thing in common: a deep belief in what tourism means to this great, big, beautiful province.
If you have ever walked into a room filled with people who genuinely love what they do, you know the feeling. The conversations are animated and generous. Ideas move quickly. There is disagreement, of course, but it is constructive. Everyone ultimately wants the same thing: a stronger, more resilient tourism sector.
This year’s conference carried a different kind of weight. Not because of a milestone, but because of the moment we find ourselves in. Tourism in BC is navigating complexity on multiple fronts. Workforce pressures. Housing realities. Climate adaptation. Investment attraction. Global competition. The questions are bigger, and so are the expectations.
What stood out to me most over the past few days was not just the scale of the challenges being discussed, but the depth of the solutions being offered. Operators sharing best practices. Community leaders discussing partnership models. Industry voices calling for smarter alignment between marketing, infrastructure, and policy. There was a collective understanding that tourism’s future will not be shaped by any single strategy, but by collaboration across regions and sectors.
That kind of alignment does not happen by accident. It happens because people choose to engage. To listen. To debate thoughtfully. To push for better. It happens when individuals decide that the sector is worth the effort.
This conference was also bittersweet. It marked a symbolic curtain call for Walt Judas, who has served as CEO of TIABC for the past decade. Walt’s leadership has shaped not only the organization itself, but its standing across the province. Under his guidance, TIABC solidified its role as the voice of tourism in BC.
His dedication, expertise, and steady hand have left a lasting imprint. I had only a few short weeks to work alongside Walt, but even in that brief time he demonstrated what true leadership and mentorship look like. Calm in complexity. Clear in purpose. Generous with knowledge. Focused on the bigger picture. He will be missed.
And yet, as with all strong organizations, the work continues. It has always been bigger than any one person, bigger than any one conference, and bigger than any one moment in time.
As I looked around the conference rooms this week, listening to operators share their realities and watching panels debate ideas, I was reminded of why this sector matters so deeply. Tourism is not just about attracting visitors. It is about sustaining communities, creating livelihoods, preserving culture, stewarding natural spaces, and strengthening connection across the province.
When hundreds of thoughtful, committed people gather with a shared purpose, something shifts. Ideas sharpen. Partnerships form. Confidence grows. Momentum builds. The world may not change overnight, but industries evolve, policies shift, and perceptions transform. More often than not, it begins in rooms like the ones we have been in this week.
Which brings me back to that quote.
“Never doubt that a small group of thoughtful, committed citizens can change the world; indeed, it's the only thing that ever has.”
This week, in rooms filled with tourism professionals from across BC, it felt less like a quote on a page and more like a living example.
Amber Papou
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. | |
Province Launches Look West | Tourism Sector
Action Plan
Earlier this week, the Province launched the Look West: Tourism Sector Action Plan that positions tourism as a key driver of economic diversification and growth.
The official news release from the Province stated they will work with industry, communities and Indigenous partners to support a tourism sector where entrepreneurs and investors can confidently develop world‑class experiences that drive jobs, community vitality and long‑term economic growth and diversification.
The goal of the Tourism Sector Action Plan is to double visitor spending to $48 billion by 2036 and is built on five pillars:
- marketing B.C. as a top-tier destination
- improving access through expanded air services and provincial corridors
- leveraging events
- mobilizing private-sector investment
- creating a supportive business climate for tourism operators and investors
“Launching this action plan is a positive step toward strengthening the foundation for tourism operators in every part of the province to grow and create jobs, and it offers our industry clear direction and better conditions to attract investment, improve access and welcome visitors throughout the year.” - Amber Papou
Read the official announcement from the Province HERE.
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2026 BC Tourism Industry Conference Highlights
More than 475 tourism industry professionals gathered in Kelowna this week for the annual BC Tourism Industry Conference, hosted by TIABC. Industry leaders representing businesses, sector associations, regional and community destination management organizations, First Nations, federal, provincial and municipal governments, as well as non-government organizations came together for the three-day event.
Guided by the conference theme, The Transformative Power of Tourism, the dynamic program featured both knowledge and skills-based learning through plenary sessions and interactive workshops.
Below are just a few highlights from this year’s conference.
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Krystal Withakay (spaxwawlm) opened the 2026 BC Tourism Industry Conference with an Indigenous Blessing. Residing in Westbank, Krystal is of the syilx nation. She is an independent syilx artist and apprentice knowledge keeper.
In sharing knowledge and creating safe learning spaces, Krystal is a life long advocate in holding the syilx practices, language and lifestyle close to her heart.
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More than 450 delegates wrapped up the first day of the conference at the lively opening reception held at BNA Brewing Co. & Eatery.
The evening offered the perfect opportunity for industry colleagues from across the province to reconnect and unwind, with guests enjoying the vibrant atmosphere while sampling sips and tastes that celebrated the best of the Okanagan.
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The conference delivered 8 plenary sessions and 16 engaging workshops that provided valuable insights aimed at strengthening B.C.'s tourism industry.
Throughout the program, delegates heard from industry leaders, innovators, and subject matter experts who shared perspectives on emerging trends, destination stewardship and strategies to support sustainable growth.
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The conference concluded with closing remarks from TIABC CEO Amber Papou, who thanked delegates for their participation, collaboration and continued commitment to strengthening the province's tourism industry.
In her remarks, she reflected on the valuable conversations and connections made throughout the event before inviting attendees to continue the momentum at next year's conference in Victoria.
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BC Tourism Industry Awards Gala | Celebrating Our Industry
Winners of the 2026 BC Tourism Industry Awards were unveiled last night during a gala celebration presented by Indigenous Tourism BC.
Ten awards were presented, recognizing excellence, leadership, and innovation across British Columbia’s tourism and hospitality sector. The evening shone a spotlight on the province’s outstanding leaders and changemakers who have made a meaningful impact over the past year.
The winners and finalists of the 2026 BC Tourism Industry Awards are:
Indigenous Operator or Experience | Sponsored by Indigenous Tourism BC
Winner: Tse'k'wa Heritage Society
Finalist: Best Western Tin Wis Resort
Finalist: Takaya Tours
Sustainability Excellence | Sponsored by GreenStep
Winner: Spirit Bear Lodge
Finalist: Science World (ASTC Science World Society)
Finalist: Takaya Tours
Employees First | Sponsored by go2HR
Winner: Inn at Laurel Point
Finalist: Nimmo Bay Resort
Finalist: Parkside Hotel & Spa
Tourism Business Person of the Year | Sponsored by Prince of Whales
Winner: Jill Doucette
Finalist: Doug Bell, Northern Lights Estate Winery
Finalist: Norm Coyne, FanCon Society
Community Contribution & Impact | Sponsored by Air Canada and Tourism Richmond
Winner: Aboriginal Affects Consulting
Finalist: Songhees Tours
Finalist: Tourism Kamloops
Inclusive & Accessible Tourism Experience | Sponsored by Rocky Mountaineer
Winner: Vancouver's North Shore Tourism Association
Finalist: Malahat Skywalk
Finalist: Tourism Nanaimo
Remarkable Experience | Sponsored by BCDMOA
Winner: Nk'Mip Desert Cultural Centre
Finalist: Kingfisher Pacific Resort and Spa
Finalist: Tyax Adventures
Professional Excellence, DMO or Sector Association | Sponsored by Acera Insurance
Winner: Tourism Prince George
Finalist: Tourism Kelowna
Finalist: Tourism Terrace
Innovation | Sponsored by tourismo
Winner: CMH Heli-Skiing and Summer Adventures
Finalist: Kingfisher Pacific Resort and Spa
Finalist: Spinal Cord Injury BC
Culinary and Agritourism Experience | Sponsored by Culinary Tourism Alliance
Winner: Locality Brewing
Finalist: The Cove at Kaay Linagaay
Finalist: Tourism Richmond
Congratulations to all the 2026 Tourism Industry Award recipients and finalists on
your outstanding achievements!
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HONORING WALT JUDAS
Delegates attending the BC Tourism Conference shared a moving moment of appreciation as they honored Past CEO Walt Judas with a heartfelt musical tribute, written and performed by artist Andrew Allen.
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The 2026 BC Tourism Industry Conference would not have been possible without the generous support of our valued sponsors. We were honoured to collaborate with like-minded organizations who share our commitment to strengthening and advancing British Columbia’s tourism sector.
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 2026 BC Tourism Industry Conference Planning Committee, thank you to our Presenting Sponsor - Destination BC, Host Destination Sponsor - Tourism Kelowna, Platinum Sponsor - Indigenous Tourism BC, Diamond Sponsors - Air Canada and Destination Vancouver, and Gold Sponsors - VERB Interactive, Ministry of Tourism, Arts, Culture & Sport, BC Regional Tourism Secretariat (BCRTS), Rocky Mountaineer and the Thompson Okanagan Tourism Association (TOTA).
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ICYMI | TIABC is inviting our members and readership to share their views on the recently announced changes to the BC PST and how these changes may impact your business. Your input is essential in helping us effectively advocate on your behalf.
Thank you for taking a moment of your time today!
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FINAL CALL | President & CEO – Tourism Kelowna
Ready to lead one of Canada’s most exciting destinations?
Chemistry Consulting Group is conducting the search for the next President & CEO of Tourism Kelowna — and this is a standout, career-defining leadershiopportunity. Kelowna and the Central Okanagan are thriving — world-class wine, year-round adventure, a booming visitor economy, and limitless potential. Now it’s time for bold leadership to take it even further.
We’re looking for a dynamic, strategic changemaker who can unite partners, elevate the brand, and drive sustainable growth on a national and global stage.
Big vision. Real impact. Incredible region.
Applications close March 13, 2026. Don’t miss your moment. Learn more & APPLY HERE.
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Destination BC Present
Foundations of Inclusive Marketing
Inclusive marketing is no longer “nice to have” — it’s essential for building trust, deepening audience connection, and reaching increasingly diverse traveller markets. This 90‑minute session, led by AndHumanity is designed for Destination Management Organizations, and introduces the principles, practices, and real-world examples that make inclusion both achievable and impactful in tourism marketing.
Date: April 16
Tiime: 10:00 am - 11:30 am (PT) - FREE
You’ll learn:
- More about Destination BC’s inclusive marketing journey
- Why inclusion influences travel decision-making
- A practical framework for assessing and improving your marketing
- How to avoid stereotypes and default lenses
- How to integrate lived experience into your content
- Low-budget ways to produce more inclusive storytelling
Whether your team is already doing this work or just beginning, this session will help you build stronger, more representative communications that benefit your audiences and your brand.
REGISTER HERE
Want to help shape the content? Complete this brief survey.
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GOLDEN SKYBRIDGE
Adventure awaits at Golden Skybridge, home to Canada's highest suspension bridges. As you walk 426ft above an expansive canyon, engulfed by the Columbia Valley, the epic views of the Rocky and Purcell mountain ranges will take your breath away. Beyond the incredible skybridges, there's plenty more to see and do. Take a thrilling ride through the forest, along the canyon edge and down the mountainside aboard the Railrider Mountain Coaster, soar through the sky on the zipline, climb towards the clouds on the rock wall or try you hand at axe throwing.
Learn more about Golden Skybridge HERE.
Photo Credit: Destination BC
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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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BCHA's Fast Track Your Future Education Series
The BC Hotel Association's (BCHA) Fast Track Your Future education series is back! Designed for aspiring, new, and seasoned leaders who want to build practical skills, improve performance, and advance their careers.
Each series is designed to be accessible, relevant, and immediately applicable, helping individuals and teams grow their impact and contribute to long-term business success.
2026 Series Schedule:
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Managing Food & Beverage Operations | March 4 – April 8
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Advanced Leadership for Hospitality Professionals – level 2 | Apr 15 – May 20
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Guest Experience & Service Excellence sponsored by Stayntouch | Apr 21 – May 26
Learn more about the Fast Track Your Future Series HERE.
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Tourism DMO Sustainability Training Course – Spring 2026
Synergy Academy is a new learning format from Synergy Enterprises, created to make real-world sustainability knowledge more accessible and actionable for the business community.
The courses empower executives, professionals, teams, and emerging leaders to integrate sustainability into their operations, strategy, and decision-making processes. The following courses are specifically designed for Destination Management Organizations:
A). 5 modules in workshop format from March 3 - 31
- 1-hour, virtual, Live delivery
- 10 AM PST, Every Tuesday
B). 5 modules in workshop format from March 4 - April 1
- 1-hour, virtual, Live delivery
- 10 AM PST, Every Wednesday
Learn more and register HERE.
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go2HR Presents - Supporting Neurodiversity in the Workplace
This webinar will explore practical strategies for fostering neurodiversity-inclusive workplaces, including adapting training methods, strengthening communication approaches, and building recruitment practices that support long-term success.
Participants will gain insight into common challenges faced in dynamic service environments and learn how inclusive scheduling, accessible training design, and thoughtful leadership can enhance engagement and reduce turnover.
A valuable opportunity to deepen inclusive leadership practices across the sector!
Date: March 25
Time: 10:00 –11:00 AM PT
Learn more and REGISTER HERE.
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Vancouver International Wine Festival
The Vancouver International Wine Festival is Canada’s premier food & wine event.
Dates: March 7 - 14
Location: Vancouver Convention Centre
The festival has three mandates: to provide an informative, educational and entertaining wine experience for public and trade; to be a premier marketing opportunity for the wine industry and festival partners; and to raise funds for the Bard on the Beach Theatre Society. The 2026 festival will feature the wines from France.
Learn more and purchase tickets HERE.
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MARK YOUR CALENDAR | WORTH Leadership Summit 2026
This full-day event brings together women from across recreation, tourism, and hospitality for skill-building, inspiration, and connection. With this year’s theme, Get Game Ready, attendees will walk away with practical tools, fresh perspectives, and renewed confidence in their leadership journey.
Date: April 1
Location: JW Marriott Parq, Vancouver
Bring a colleague or rally your team. Groups of eight or more from the same organization receive a discounted registration rate.
Learn more HERE or contact summit@worthassociation.com.
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BCHA 2026 Summit
The British Columbia Hotel Association invites you to the 2026 BCHA Summit, taking place at the Vancouver Island Conference Centre in Nanaimo.
Dates: April 14 - 15
The Summit is the must-attend event for BC's hospitality industry, bringing together hoteliers, educators, suppliers, key industry stakeholders, and emerging leaders for thought-provoking sessions, valuable connections, and unforgettable experiences.
This year's theme — Future Ready: Strategies for a Stronger, Smarter Sector — highlights the people, ideas, and opportunities that will elevate our industry.
Registration is NOW OPEN - Learn more HERE.
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CredX 2026 Symposium on Micro-Credentials, Badges, and Recognition
Join in for two transformative days of collaboration, innovation, and action-oriented dialogue at the 2026 CredX Symposium. This year’s symposium brings together diverse voices from industry, government, and post-secondary education to continue discussions on advancing access to higher education, addressing labour market and industry needs, all with the aim to tangibly advance how micro-credentials, digital badges, and recognition practices can positively transform British Columbia and beyond.
Dates: April 15 - 16
Location: VCC, Downtown Vancouver
Learn more and REGISTER HERE
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2026 Pig Out Festival
Get ready for the 2026 Pig Out Festival where local and guest chefs will take center stage, serving unlimited bites alongside tastings from award-winning wineries, live theatre, and culinary demos.
Date: Saturday, May 2
Location: Cellar Door & More!, Oliver
Adult tickets are $109 + tax, youth (13–18) $45, kids 12 and under free. Learn more and purchase tickets HERE.
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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
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. Learn more and REGISTER HERE.
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BCAC 2026 Conference Kelowna: Soaring Above Challenges – Eyes on the Horizon
Registration is open for the BC Aviation Council spring conference!. (Pro Tip: Book your accommodation ASAP as the CHL Memorial Cup is also taking place in Kelowna in May.
When: May 25 - 27
Where: Kelowna
For updated event details, ticket prices as well as links for discounted hotel rooms at the lakeside Eldorado Hotel and Monteo Resort, VISIT HERE.
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74th Annual BC Chamber of Commerce AGM and Conference
Building What Matters: Clarity, Trust, and Partnership in Action
With new leadership at the BC Chamber of Commerce, this conference marks an important moment to look ahead, focusing on clear direction, trusted relationships, and meaningful collaboration across sectors and regions.
Date: June 1 - 3rd
Location: Fort St. John
Learn more and REGISTER HERE.
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Save the Date | BC Trails Day on June 6
The Outdoor Council of BC wish to remind you that BC Trails Day is on June 6th! More details will be coming soon including the 2026 micro-grant program.
You are encouraged to register your event HERE.
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Culinary Tourism Alliance’s Taste of Place Summit
From Soil to Story
Hosted by the Culinary Tourism Alliance, the Taste of Place Summit is a national gathering bringing together destination leaders, chefs, producers and marketers from across Canada to celebrate and advance culinary and agritourism.
Dates: June 15 - 16
Location: Westin, Edmonton
Delegates can expect immersive learning journeys, thought-provoking discussions during main stage programming and plenty of networking along the way.
Early bird registration is now open until Dec. 31. Learn more and purchase tickets 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.
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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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