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According to Aesop’s Fables, a former Greek slave and storyteller uttered the words, “Be careful what you wish for, lest it come true.” The gist of his message was that what one desires may not make you happy, and that obtaining something you wished for may have unexpected consequences.
For a few weeks I had been lobbying for tourism to have a seat at the Premier’s Trade & Economic Security Task Force, which was formed in response to the trade war launched by the United States that will significantly impact multiple business sectors across the province, including tourism.
As part of its Terms of Reference, the Task Force is looking to develop:
- Actions to help protect BC’s economy
- Actions to identify and prepare for new economic opportunities for BC
- Actions to ensure BC’s economy remains strong and secure
- Opportunities where BC industries could deliver domestic value with strong export potential
Thanks to support from the Ministry of Tourism, Arts, Culture & Sport, I was recently invited to serve on the Task Force, alongside mining, unions, First Nations, business associations, and representatives from other sectors and organizations. Regardless of whether it was me or another designate, the fact that our industry is at the table is a very positive step because tourism has so much to offer to meet the Province’s economic objectives.
As we were reminded at the BC Tourism Industry Conference this week, tourism’s GDP outstripped most other major sectors last year, with potential for even more growth in 2025. And as an export industry that draws foreign capital into BC, we’re not subject to tariffs. At the same time, we need help to create the conditions that allows the visitor economy to grow in every part of the province.
As Skift Managing Director Greg Klassen referenced in his conference keynote on Wednesday, governments at all levels must truly prioritize tourism as a driver of the economy and supporter of community amenities. In order to do that, regulatory barriers that deter investment or growth must be removed; infrastructure, products and assets need to be developed; destinations require training to become investor-ready; and BC must continue to market aggressively in a very competitive global tourism environment. These are all priorities we know as an industry, but governments and other business sectors may not recognize.
While I have yet to attend my first meeting, my role within the Task Force is to expose the barriers to tourism growth, but more importantly, present solutions and opportunities that will help BC address the challenges brought on by the tariffs. To that end, I will look to TIABC members, operators and tourism experts to help inform a submission to the Task Force in the coming weeks. In the meantime, feel free to reach out and offer your thoughts as per the committee’s objectives I outlined earlier.
The invitation to join the Task Force came as I was in final preparation mode for the just concluded BC Tourism Industry Conference (which was a huge success BTW), and other pressing priorities including a quick trip to Ottawa for a TIAC board meeting. With all of that behind me, I am grateful that my so-called ‘wish’ for a tourism seat at the Task Force table has come to fruition. I look forward to contributing in whatever way I can over the next several months.
In Aesop’s Fables, the story of the Crow and the Pitcher notes that ‘necessity is the mother of invention’ which essentially suggests that when one is put into a difficult situation, one is likely to think of or be inspired to create an ingenious solution. As Greg Klassen pointed out, the crisis we’re facing presents a tremendous opportunity for the tourism industry to take the next step to be recognized and respected as a leading business sector to help British Columbia overcome the challenges that lie ahead.
Walt Judas
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. | |
2025 BC Tourism Industry Conference | Highlights
Over 450 tourism industry professionals convened in Vancouver 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 gathered for the three-day event.
Anchored by the conference theme - Embracing the Journey - the outstanding program provided both a knowledge and skills track via plenary sessions and workshops. Here are just a few highlights:
Photos: Mark Kinskofer, Vision Event Photography Inc.
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Opening Welcome and Remarks
The 2025 BC Tourism Industry Conference officially opened on Wednesday afternoon and included warm welcomes from Vancouver Mayor Ken Sim, Destination Vancouver CEO Royce Chwin, Hon. Harjit Sajjan, and an Indigenous blessing from the Squamish Nation.
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Opening Reception
TIABC and ABLE BC co-hosted the BC Tourism Industry Conference Opening Reception that took place at the Rocky Mountaineer Train Station. The event was highlighted by featuring tastings from BC distilleries, wineries and breweries.
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Keynote Speakers | "Knowledge" and "Skills" Track Workshops
The conference included three days of workshops, plenary sessions and keynote speakers, focused on today's issues and opportunities.
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Greetings to Conference Delegates from Minister of Tourism, Arts Culture & Sport
Honourable Spencer Chandra Herbert, Minister of Tourism, Arts, Culture & Sport opened the final day of the conference and commended delegates for their dedication and commitment to BC's visitor economy.
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BC Tourism Industry Awards Gala | A Night to Celebrate!
Winners of the 2025 BC Tourism Industry Awards were announced during a gala celebration last night, presented by Indigenous Tourism BC.
Ten awards were given out that recognized and celebrated excellence, leadership, and innovation within British Columbia’s tourism & hospitality sector, showcasing the province’s most exceptional leaders and positive change-makers this past year.
The winners and finalists of the 2025 BC Tourism Industry Awards are:
Indigenous Operator or Experience (Co-sponsored by Indigenous Tourism BC and the Indigenous Stewardship Fund
Winner: Haida Style Expeditions
Finalist: Ahous Adventures
Finalist: Talaysay Tours
Sustainability Excellence (Sponsored by YCD Nanaimo Airport)
Winner: Sea to Sky Destination Management Council - "Don't Love It To Death"
Finalist: Eagle Wing Tours
Finalist: Prince of Whales
Employees First (Sponsored by go2HR)
Winner: Pemberton Valley Lodge
Finalist: Point Group Hospitality
Finalist: The Westin Resort & Spa, Whistler
Tourism Woman of the Year (Sponsored by Prince of Whales)
Winner: Talaysay Campo, Talaysay Tours
Finalist: Jikke Gyorki, Tourism Fernie
Finalist: Amy Thacker, Cariboo Chilcotin Coast Tourism Association
Community Contribution & Impact (Sponsored by Air Canada)
Winner: Eagle Wing Tours
Finalist: Prince of Whales
Finalist: Vancouver's North Shore Tourism Association
Inclusive & Accessible Tourism Experience (Sponsored by Destination BC)
Winner: Reel North Adventures
Finalist: Campbell River Whale Watching and Adventure Tours
Finalist: Vancouver Aquarium
Remarkable Experience (Sponsored by BCDMOA)
Winner: Siwash Lake Wilderness Resort and Ranch - 'Find Your Wild' Experience
Finalist: Echo Valley Ranch and Spa - The Signature Experience
Finalist: Kingfisher Pacific Resort & Spa - Pacific Mist Spa: The Healing Caves
Professional Excellence, DMO or Sector Association (Sponsored by Acera)
Winner: Tourism Fernie Society
Finalist: Sunshine Coast Tourism
Finalist: Tourism Kelowna
Innovation (Sponsored by tourismo)
Winner: Airble Aviation Inc.
Finalist: Northern BC Tourism Association
Finalist: Outland Adventure Vehicle Rentals
Culinary and Agritourism Experience (Sponsored by Culinary Tourism Alliance)
Winner: Maple Leaf Adventures
Finalist: Nimmo Bay Resort
Finalist: Tourism Richmond
Congratulations to all the 2025 Tourism Industry Award recipients and finalists on
your outstanding achievements!
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The 2025 BC Tourism Industry Conference could not have been possible without the support of our valued sponsors. We were proud to partner with like-minded organizations that are as passionate about the prosperity of our sector as we are.
In each newsletter over the next several weeks, we will highlight our conference sponsors to acknowledge their role as industry supporters. On behalf of TIABC and the 2025 BC Tourism Industry Conference Planning Committee, thank you to our Presenting Sponsor - Destination BC, Host Destination Sponsor - Destination Vancouver, Platinum Sponsor - Indigenous Tourism BC, Diamond Sponsors - Air Canada, Rocky Mountaineer, Destination Greater Victoria, and Gold Sponsor - VERB Interactive, Ministry of Tourism, Arts, Culture & Sport, BC Regional Tourism Secretariat (BCRTS) and Tourism Richmond.
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Statement from TIAC Regarding Tariffs and How to Advocate for Industry Support
In light of the escalating trade tensions between Canada and the United States, TIAC has provided an update their proactive efforts to protect our tourism sector. Understanding the significant impact these potential tariffs could have on your businesses, TIAC want to assure you that they are working diligently to advocate for targeted relief measures and support.
Please see a statement from TIAC President and CEO Beth Potter issued earlier this week in addition to a practical guide on how you can help advocate for support to our sector and your community.
"For over 50 years, Canada and the United States have shared a special relationship that transcends politics and administrations. This enduring relationship is evident in our deeply integrated economies, including our position as each other’s top visitor destination for one another’s citizens.
Since January, we have directly engaged with government officials through the Prime Minister’s Canada-US Summit and a weekly forum with officials from Finance Canada on any support measures.
Rest assured that we are advocating for meaningful and targeted support measures for our industry. To ensure that Canada remains a competitive destination, we have urged the Minister of Finance to act swiftly to extend the International Convention Attraction Fund (ICAF) and increase funding for international marketing efforts. We are steadfast in our belief that our industry will not only weather these uncertain times but will emerge stronger than before.
We are in this together and by working together, we will navigate these challenges while continuing to showcase Canada as a top-tier global destination."
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A Message from ABLE BC Regarding LDB Purchases and Sales
As we come to terms with the reality of the trade war with the US, we expect to see details and information shared fast and furious. While we can't answer every question you have right away, rest assured we are working to get you answers as quickly as possible.
Here's what you need to know:
- Liquor Distribution Wholesale (LDB) has halted the importation of US liquor products manufactured in 'red' states.
- Red states includes Kentucky, as the legislature is red, despite having a 'blue' governor.
- Purchase orders placed prior to March 4, 2025, are not impacted.
- Current inventory of US liquor products manufactured in red states will be available for purchase by licensees (from LDB Wholesale and third-party warehouses) until inventory sells out.
- BC Liquor Stores (BCL) are pulling liquor products from red states off their shelves today.
- Hospitality customers serviced by BCL can continue to purchase these products, while inventory lasts, even if they have been removed from BCL shelves for other customers.
- US liquor products from non-red states will have the federal 25% tariff applied.
LDB Wholesale has shared a message with industry outlining how the province will handle US liquor products for the foreseeable future. See the link below.
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A Reminder fron DBC | BC Welcomes You:
Strengthening Global Connections Through Tourism
As reminded by our industry partners at Destination BC (DBC), our province is a place where people come together to experience the power of nature, the warmth of communities, and the different perspectives of different cultures.
Our partners at DBC want to remind our industry that we have the privilege of opening our doors to visitors from across the country and around the globe—including our US neighbours—and this will continue. With ongoing conversations about tariffs, trade policy changes, and potential shifts in cross-border travel, DBC want to reassure industry partners that they are actively monitoring the situation. Tourism, as a service industry, is not directly subject to tariffs; however, the economic effects could have ripple impacts, influencing travel patterns and visitor sentiment. While we continue to promote BC as a must-visit destination across US and global markets, they are also prepared to adjust our response plans if needed.
By working together, we can reinforce BC’s position as a must-visit, welcoming, and inclusive destination and ensure the continued success of our tourism industry.
Read the full message from Destination BC HERE.
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PacifiCan Announces over $4.8M in Funding to
Attract More Visitors to BC
At the BC Tourism Industry Conference on Wednesday, The Honourable Harjit S. Sajjan, Minister of Emergency Preparedness and Minister responsible for the Pacific Economic Development Agency of Canada (PacifiCan), announced over $4.3M in PacifiCan funding to 24 organizations aimed at enhancing local attractions that will bring more visitors to communities across BC. These projects will strengthen local economies and showcase BC's rich culture, Indigenous history, and beautiful landscape with memorable experiences for residents and visitors to enjoy.
As part of the announcement, Destination BC will receive $250,000 to launch a global market development program, helping BC's tourism operators attract more international visitors. This initiative will connect local businesses with global travel trade specialists, bringing more visitors to communities across our province and strengthening BC's tourism industry.
Read the official announcement from Government HERE.
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Government of Canada and NACCA Celebrate Recipients of the Signature Indigenous Tourism Experiences Stream
The Honourable Pascale St-Onge, Minister of Tourism and Minister responsible for the Economic Development Agency of Canada for the Regions of Quebec, has announced funding through the Indigenous Tourism Fund (ITF) Signature Indigenous Tourism Experiences Stream (SITES) for 10 projects that include 3 projects in British Columbia.
- Homalco Wildlife Tours is receiving $1 million. This award-winning tour operator will expand its offerings with new vessels, upgraded accommodations and a pier replacement, supporting significant growth in wildlife and cultural tourism.
- Ktunaxa Nation – St. Eugene Resort is receiving $745,000 toward St. Eugene Resort, a transformed residential school, to add glamping options, renovate hotel rooms and upgrade its RV park to enrich its offerings while honouring its history.
- Nk'Mip Desert Cultural Centre is receiving $1 million to expand exhibits, revitalize interpretive programs and showcase the modern Osoyoos Indian Band to solidify its role as a leading cultural tourism destination.
The National Aboriginal Capital Corporations Association (NACCA) is leading the delivery of SITES.
Read the full announcement HERE.
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Destination Canada & Tourism HR Canada Partner to Improve Tourism Workforce Data
Destination Canada and Tourism HR Canada have announced a new Memorandum of Understanding (MOU) that builds on their years of collaboration in providing key statistics trusted by governments, businesses, educators, researchers, and more to make smart, data-driven decisions.
The partnership is part of the Canadian Tourism Data Collective, an innovative platform for sharing and accessing robust tourism data, research, and insights in one location. This sharing of data will help to provide a comprehensive understanding of tourism’s socio-economic impacts and contributions to the Canadian economy.
The MOU between Destination Canada and Tourism HR Canada seeks to:
- Grow the sector and improve Canada’s competitiveness
- Strengthen both organizations’ longstanding collaboration on data collection and sharing
- Expand the depth and breadth of workforce insights to showcase tourism’s multitude of viable, long-term career pathways
- Enhance public access to workforce data via the Data Collective, to deepen understanding of tourism employment as critical to vibrant local communities and economies
- Facilitate evidence-driven policy and planning, by empowering decision makers to implement policies and practices to build and support a thriving, future-ready tourism workforce
Read the full announcement from Destination Canada HERE.
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DBC Release 2024 BC Residents Perceptions of Tourism Research
Earlier this week, Destination BC (DBC) released the 2024 BC Resident Perceptions of Tourism survey findings and Snapshot Series, providing valuable insights into how residents across the province perceive the economic, social/cultural, environmental, job/career, and Indigenous impacts of tourism at the provincial, regional, sub-regional, and local levels. Insights from this annual survey contribute to shaping the Globally Competitive Tourism Ecosystem strategy, which is one of three strategic levers highlighted in Destination BC’s 2023-2025 Corporate Strategy.
This research, based on the fall 2024 Resident Perceptions survey with over 4,800 respondents, helps tourism industry partners, destination management organizations, and policymakers better understand residents’ views on tourism and its role in their communities. The reports provide valuable insights into how residents perceive tourism, offering data that supports informed decision-making in destination management and industry planning.
The Snapshot Series presents findings at multiple levels:
Read the full announcement from Destination BC HERE.
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We value our members and are excited to share with them the latest news, successes, and achievements! | |
Vancouver, Coast & Mountains Introduce New General Manager for Region
The Vancouver, Coast & Mountains Tourism Region (VCM) has announced that Dayna Miller has been appointed as its new General Manager . She will officially join the VCM team on Monday, March 17.
Dayna is a seasoned tourism professional with over 30 years of experience in destination marketing, sales, and development. She has worked with Destination Canada, Destination Vancouver, and most recently, the Globus family of brands. She will play a key role in advancing Destination BC’s programs and initiatives throughout the Vancouver, Coast & Mountains region. She can be reached at Dayna.Miller@destinationbc.ca on or after March 17.
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BEATY BIODIVERSITY MUSEUM
The Beaty Biodiversity Museum is a natural history museum located on the campus of the University of British Columbia.
Its collections include over two million specimens collected between the 1910s and the present. The collection focuses in particular on the species of British Columbia, Yukon, and the Pacific Coast. Through our collections, interactive activities and regularly changing art exhibitions, you can learn more about the biodiversity of British Columbia, Canada, and the world.
Learn more about the Beaty Biodiversity Museum HERE.
Photo Credit: Beaty Biodiversity Museum
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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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JUST RELEASED | Unlock the Power of Generative Al in
Tourism Workshop Series
TIABC and Tourism AI Network are partnering together to empower BC's tourism professionals with AI training by offering an opportunity to explore how artificial intelligence is transforming the tourism industry.
Join Peter Pilarski from Tourism AI Network for this 6-part virtual workshop series:
- March 10: AI in Action: Foundations of Generative AI
- March 14: AI in Action: Unlocking ChatGPT’s Potential
- March 18: AI in Action: Harnessing AI for Personal Productivity
- April 7: Unlock the Power of Your Data with Effective Governance
- April 10: Unlock the Power of AI to Elevate Customer Service in Tourism
- April 11: Marketing Applications of Generative AI in Tourism
Workshops are open to everyone. Attend one session or the full series and gain practical tools to drive your success in tourism.
Cost: $149 CAD per session. Seats are limited! Learn more and register in the link below.
Note: TIABC members enjoy special savings: Use promo code TIABC10 for a 10% discount on individual sessions or TIABC15 for a 15% discount on the full series bundle.
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BCHA | FAST TRACK YOUR FUTURE
Financial Literacy & Logistics
One of the BC Hotel Association's (BCHA) most popular and highly rated Fast Track topics, the six-part Financial Literacy & Logistics series is available again.
Join industry expert and hotel financial coach, David Lund, for an invaluable learning experience designed to enhance financial skills, improve cost management, and drive business success.
This course provides the essential knowledge and practical tools needed to boost profitability, optimize operations, and ensure long-term stability for you and your team.
COURSE SCHEDULE
Week 1 - Financial Leadership
Week 2 - Business Principles
Week 3 - Financial Statements
Week 4 - Controlling Labour
Week 5 - Managing Expenses
Week 6 - Advanced Financial Analysis
Dates and Times: Wednesdays at 11:00 am (PST)
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CONFERENCES & SPECIAL EVENTS | |
Bite of Burnaby
Taste Your Way Through Burnaby! Burnaby’s favourite dining festival is back, and this year, it’s bigger and better than ever! Bite of Burnaby 2025 is turning up the heat with an exciting mix of prix-fixe menus, immersive dining experiences, and hands-on culinary events, making it the ultimate foodie adventure. Whether you’re a seasoned foodie or just looking for a reason to explore Burnaby’s incredible dining scene, March is the time to dig in.
Dates: March -31
Learn more HERE.
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Sunshine Coast Flavour Festival
Indulge in 10 days of culinary adventures from Gibsons to Lund. Enjoy exclusive menus, special offers, and unique events from over 35 local food and drink artisans, including restaurants, cafes, tasting rooms, food trucks, and specialty shops. This is your chance to sip, savour, and celebrate the vibrant culinary scene of the Sunshine Coast.
Dates: February 28-March 9
Learn more HERE.
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WORTH Leadership Summit
Join WORTH for Western Canada’s only summit dedicated to women in recreation, tourism, and hospitality—an inspiring event designed to uplift women, elevate organizations, and drive progress across our industry.
Date: March 11
Location: Westin Bayshore, Vancouver
Held on the week of International Women’s Day, the WORTH Leadership Summit is for anyone dedicated to uplifting women in recreation, tourism, and hospitality—regardless of gender. Whether you’re a manager, entrepreneur, or aspiring leader, the Summit offers valuable insights and connections to fuel your growth.
TIABC members use discount code TIABC10 for a 10% discount on registration. Discount Code: TIABC10. Learn more and register HERE.
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Capilano University | 2025 Tourism Hiring Fair
In celebration of National Co-operative Education and Work-Integrated Learning Week, Capilano University is inviting you to connect with tourism co-op and practicum students at their Tourism Hiring Fair. This event brings together tourism and hospitality industry leaders, experienced professionals, and talented and motivated tourism/hospitality students.
Date: March 13
Time: 10:30 am - 2:00 pm (PDT)
Location: Birch Building (Lower Cafeteria), Capilano University North Vancouver Campus.
Format: In person.
Students will be divided into groups and attend the Hiring Fair only during their allocated time slot.
- Non-profit organizations, email annakuziakina@capilanou.ca for a 100 CAD discount code before you purchase your ticket.
- After purchasing a ticket on Eventbrite, you will receive an email regarding the next steps
Tickets are limited. Register HERE.
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Guide Symposium
Join the Commercial Bear Viewing association and the Marine Guides Association of Canada for two days of inspiring talks, skill-building workshops, and lively discussions on elevating the art of guiding.
Connect with fellow guides, share stories, and build lasting friendships.
Dates: March 15-16
Location: Vic Theatre, Victoria
Learn more and purchase tickets HERE.
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TIAC 2025 Regional Tourism Roundtable
The Tourism Industry Association of Canada (TIAC) is launching an innovative series of Regional Tourism Roundtables across Canada, bringing together industry leaders to shape the future of Canadian tourism. In collaboration with the Globe and Mail, Tourism HR Canada and Destination Canada, these strategic gatherings will combine national updates with regional insights while fostering collaboration across all levels of the tourism industry.
BC's Host of the 2025 Regional Tourism Roundtable is Tourism Richmond.
DATE: Friday, March 28
LOCATION: Westin Wall Centre Vancouver Airport
The Roundtables will welcome tourism leaders from all sectors, including destination organizations, attractions, accommodations, transportation providers, and industry associations. Each event will combine strategic discussions with an exploration of practical solutions, seeking input to address both regional and national tourism priorities.
Tourism professionals interested in attending can register HERE.
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Mark Your Calendars — BCHA Summit
The 2025 BCHA Summit is returning to Vancouver! The Summit brings together a distinguished gathering of hospitality industry leaders, including hoteliers, chief decision makers, and key stakeholders from across British Columbia.
Date: April 22-23
Location: Westin Bayshore, Vancouver.
The BCHA Summit offers a dynamic program, Marketplace with 50+ exhibitors, and the prestigious Awards of Excellence.
Early bird registration closes February 21st! Visit the conference website and learn more HERE
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2025 Pig Out Festival
For those who are already dreaming of spring, this much-loved food and wine event is returning to the heart of Oliver Osoyoos Wine Country set against the stunning vineyard backdrop of Cellar Door and More.
Date: May 3
Location: Cellar Door Winery (and more)
The 2025 theme, “When Pigs Fly,” takes the festivities to new heights by incorporating creative poultry-inspired dishes, crafted by talented local and guest chefs.
Learn more and purchase tickets HERE.
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BC Hospitality Foundation | Hospitality With Heart
The BC Hospitality Foundation is excited to announce Hospitality with Heart a week-long campaign uniting British Columbia’s hospitality and tourism industries in support of the BC Hospitality Foundation (BCHF).
Dates: From June 1-8
Please join in giving back to an industry that continually supports its people.
Learn more HERE.
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BC Chamber of Commerce AGM & Conference
Join us in Nanaimo to explore this vibrant urban centre found on the east side of beautiful Vancouver Island, located on the traditional territories of the Coast Salish Peoples - Snuneymuxw, Snaw-naw-as, and Stz'uminus.
Date: June 3-5
Location: Vancouver Island Conference Centre, Nanaimo
Connect with Chamber of Commerce and Board of Trade executives, business leaders and association stakeholders from across the province who play a key role in shaping policy, fostering networking opportunities
and driving economic growth throughout British Columbia.
Learn more about the AGM and Conference 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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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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