BC TOURISM WEEK | April 20 - 24, 2026

Next week, we’re celebrating BC Tourism Week. We’re taking the time to recognize the industry, our employees and the businesses that contribute to BC’s economy. 

Did You Know? 

Tourism powers BC’s economy. 

In 2024, tourism generated $23 billion in revenue, up 4.2% from 2023. Outpacing every other primary resource. Tourism is one of BC’s most dynamic industries and a vital engine for economic growth and opportunity across the province. Predominantly run by local small businesses, which are, in turn, one of the province’s largest employers. 

Tourism also: 

• creates opportunities for residents and visitors to connect across cultures and perspectives, share stories and celebrate local heritage 
• sustains cherished amenities and experiences that enrich the lives of BC residents, spanning from restaurants and festivals to recreation infrastructure and transportation services 
• enhances quality of life across BC 

During #BCTourismWeek, help us share the value of tourism and keep our communities thriving for years to come. Access the BC Tourism Week 2026 Industry Toolkit for valuable resources below.

Government Announce Accelerating Short-term Rental Opt-out Process

The Province has announced today, that eligible municipalities with sustained healthy rental vacancy levels will have an earlier effective date to opt out of provincial rules that restrict short-term rentals to principal residences, helping to meet summer tourism demand in locations where it makes sense for the community.

In Summary:

• As of 2027, municipalities with consistently high vacancy rates will have an earlier effective date to opt out of provincial rules that limit the short-term rental of principal residences
• This change shifts the decision timeline from a March 31 submission and Nov. 1 effective date to a Feb. 28 submission and June 1 effective date for communities who are requesting to opt out, which accommodates the busy summer season

Existing provincial rules allow municipalities that maintain a healthy vacancy rate of at least 3% for two consecutive years to opt out of the principal residence requirement for short-term rentals.

Of note, the City of Kelowna has requested to opt out of the principal residence requirement this year and also requested that the effective date be accelerated in recognition of summer tourism demand. Starting June 1, 2026, short-term rental hosts in Kelowna no longer need to follow the principal residence requirement when they apply for provincial short-term rental registration subject to local restrictions. 

• Find out more about B.C.’s short-term rentals HERE.
• Read the full announcement from Government HERE.

Government Announce Federal Funding to Attract Major International Events

Earlier today, the Honourable Rechie Valdez, Minister of Women and Gender Equality and Secretary of State (Small Business and Tourism), Karim Bardeesy, Parliamentary Secretary to the Minister of Industry, and Danielle Martin, Member of Parliament for University—Rosedale along with Destination Canada President & CEO Marsha Walden announced $15 million over three years for the International Convention Attraction Fund (ICAF).

Launched in March 2024, ICAF is administered by Destination Canada and aims to enhance the competitiveness of Canadian destinations to attract high-value international events. Through this initiative, Destination Canada works with destination marketing organizations to strengthen their bids to host major international events that align with DC’s priority economic sectors or that advance a federal mandate, objective or initiative.

TIABC, in collaboration with partners including the BC Hotel Association (BCHA) and TIAC has consistently advocated for ICAF investment. Our federal budget submission emphasized the importance of extending ICAF funding to strengthen Canada’s global competitiveness, drive visitation, and support sustainable economic growth nationwide.

Read the official announcement HERE.

Minister Valdez will be in Vancouver on April 24th to meet with industry leaders for an informal discussion to share perspectives, ask questions, engage in broader dialogue, and provide the Minister with insights into BC's tourism sector.

TIABC’s Province-Wide Roundtable Series Bring Metro Vancouver's Industry Voices to the Table

TIABC convened in Vancouver on April 16th where CEO Amber Papou and Director of Policy Cassandra Zerebeski delivered another Roundtable Session, bringing together more than 20 industry leaders, business owners, and destination management organizations from across Metro Vancouver for an in-person discussion on tourism policy, current challenges, and emerging opportunities.

These sessions provided a valuable forum to exchange insights, identify practical solutions, and strengthen the tourism sector within local communities, regions, and individual businesses.

Previous sessions have taken place in Northern BC, Cariboo Chilcotin Coast, Vancouver Island, the Thompson Okanagan, and the Fraser Valley. TIABC will wrap up the Roundtable Session series next month in the Kootenay Rockies region. Dates and locations to be announced soon.

Government Recognizes 50 Years of Tourism Leadership

Honourable Anne Kang, Minister of Tourism, Arts, Culture and Sport extended heartfelt congratulations in behalf of the Government of British Columbia to the TIABC board, staff, members and leaders as we celebrate 50 years of service as the Voice of Tourism.

The letter recognized the vital role TIABC plays in uniting BC's tourism industry and advocating for its importance to BC's economy and communities and reinforced the strength of partnership, collaboration and leadership as TIABC guides the organization forward.

Read the letter HERE.

Stats Can Data Stresses Tourism’s Vital Role in Canada’s Economy

New data from Statistics Canada highlights the continued strength and resilience of Canada’s tourism sector in 2025. The data highlights that despite ongoing economic and political uncertainty, tourism remains a vital contributor to communities nationwide, supporting jobs, attracting visitors, and driving significant economic activity. Highlights include:

• 2.12 million Canadians were employed in tourism, with 63,000 new jobs added.
• $132.9 billion in tourism spending helped sustain 280,010 businesses nationwide.
• 19.9 million visitors travelled to Canada in 2025.
• The sector saw 5.6% overall growth, with international visitation up 9.1%.
• U.S. visitation fell 4.6%, underscoring the importance of broadening Canada’s visitor markets.

While these results are encouraging, the Tourism Industry Association of Canada (TIAC) has also recognized they also highlight the need for increased federal investment and a stronger policy focus to unlock tourism’s full economic, trade, and cultural potential. Learn more and access the fact sheet prepared by TIAC HERE.

go2HR Release March 2026 Labour Insights

As noted in the latest go2HR Labour Insights report, BC’s Tourism & Hospitality industry experienced a decline in March, with employment decreasing from February levels.

The labour force also contracted, indicating fewer people working in or seeking employment within the sector. While some regional and sector-specific gains were observed, overall employment and labour force levels remain below pre-pandemic benchmarks.

Key Highlights

• Employment decreased by 3.9 percent to 324,500 in March.
• The tourism and hospitality labour force decreased to 353,250, remaining below March 2019 levels.
• The unemployment rate increased to 8.2 percent.
• The share of workers employed full-time increased from 58 percent in February to 61 percent in March.
• Employment increased in the Cariboo and Kootenay regions, while declines were recorded in the Lower Mainland, Northern BC, Thompson Okanagan, and Vancouver Island.
• Employment increased in the Food and Beverage sector, while Accommodation, Recreation and Entertainment, and Transportation and Travel sectors recorded declines from February to March.
• Average hourly earnings ranged from $22 to $45 across sectors, with Transportation reporting the highest wages and Food and Beverage the lowest.

Learn more by accessing the go2HR Enhanced Employment Tracker HERE.

WTA 2026 Online Auction is Back!

Once-in-a-Lifetime Trips Are Up for Auction!

Each year, the Wilderness Tourism Association (WTA) Online Auction brings together operators from across the province. It’s a chance to bid on incredible wilderness experiences while directly supporting the sector that makes them possible.

The auction runs from April 20-30, 2026.

If you’ve ever dreamed of experiencing BC’s wild places, this is a rare opportunity to do it

while supporting the people working behind the scenes to protect them.

About the WTA:

The WTA represents operators province-wide, where decisions are made, from land-use planning and marine policy to conservation frameworks and tourism access. Their work helps ensure wilderness operators are recognized as responsible stewards, and that the landscapes we all depend on remain healthy and accessible.

Funds raised through the auction support ongoing initiatives that benefit both the industry

and the environments it depends on

PavCo Announce Rehana Din as

New President & CEO

The BC Pavilion Corporation (PavCo) has announced the appointment of Rehana Din as its new President and CEO, effective May 9, 2026. Din succeeds long-time leader Ken Cretney, who will retire on May 8 after more than a decade at the helm.

A seasoned leader with more than 13 years at PavCo, Din has served as Chief Operating Officer, as well as Chief Financial Officer and Corporate Secretary, and has played a key role in major initiatives, including planning for the FIFA World Cup 2026.

Ken Cretney leaves behind a significant legacy after 12 years as President and CEO, having strengthened PavCo’s role in driving economic impact through world-class events.

TIABC extends its congratulations to Rehana Din on her appointment and looks forward to working with her in this new role. We also extend our sincere thanks and best wishes to Ken Cretney on his retirement, recognizing his many years of leadership and contributions to BC’s tourism and events sector.

Special Olympics Canada Winter Games 2028 Seeking General Manager

Kelowna is proud to have secured the Special Olympics Canada Winter Games 2028, marking an exciting milestone for the community. Planning is now underway, with the Games Organizing Committee being established in collaboration with Special Olympics Canada, the City of Kelowna, and Tourism Kelowna.

The next key step is recruiting a dynamic General Manager to help lead this landmark event to success.

Visit HERE to learn more. The deadline to apply is May 3, 2026.

This week reflects the breadth of TIABC’s advocacy grounded in collaboration, evidence, and a clear focus on strengthening BC’s visitor economy.

We submitted input on the proposed Infrastructure Projects Act (IPA), emphasizing the need for streamlined, efficient permitting while ensuring tourism projects, particularly in rural and remote areas, are recognized as key economic drivers. Our submission reinforces the importance of active and meaningful reconciliation, alongside clarity and predictability for operators.

Read the Full Submission

We are advancing conversations on agri-tourism with provincial partners and operators, including Cowichan-based leader Rebecca Papadopoulos. Her experience as a farmer, business owner, and tourism advocate highlights the opportunity and implications of local bylaws impacting the ability to operate. TIABC supports a more coordinated provincial approach that enables farms to diversify while contributing to regional economies.

On Short-Term Rentals, the Province announced refinements today. These reflect ongoing, constructive advocacy from TIABC alongside BCHA and BCDMOA focused on improving clarity, strengthening data transparency, and recognizing legitimate tourism accommodation models across diverse communities.

Recent Vancouver Roundtable discussions surfaced critical challenges and opportunities:

• Air access and connectivity constraints
• Labour shortages, compounded by the loss of up to 80% of tourism-related post-secondary programming
• The need to strengthen tourism data and research to better demonstrate our sector’s full economic and community value

BC is approaching a once-in-a-generation opportunity with the FIFA World Cup reinforcing the need to align investment, workforce readiness, and destination development to showcase not only the beauty of BC, but the quality of service and experiences that define us.

At the federal level, we welcomed today’s announcement from Minister Rechie Valdez, who was joined by Destination Canada CEO Marsha Walden on investment to attract major international conferences and events. This is a positive step, and aligns with TIABC’s federal budget submission, reinforcing business events as a high-yield driver of visitation and economic impact.

We are also monitoring the federal direction of Canada’s evolving nature strategy, continuing to advocate for balanced approaches where conservation and tourism work hand-in-hand, supporting both ecological integrity and sustainable economic growth.

DBC Reminder | List your Event on SuperNaturalBC.com

A reminder from Destination BC (DBC) - if you would like to share an event happening in your community, you are invited to review the Event Listing Guidelines on the Destination BC’s Listings Portal and list your eligible event for free.

Events which are eligible for a listing on SuperNaturalBC.com include, but are not limited to:

• Events which are available for a limited time
• Are open for attendance by the general public
• Are suitable for general audiences
• Are held and experienced in-person (no virtual or online-only events)
• Have a website where full details about the event are readily available and reservations can be secured (if applicable)
• An event that is incremental to a business’ regular products and experiences, may be eligible

These guidelines may be subject to change without notice, at the discretion of Destination BC. Learn more HERE.

Are AI Systems Finding You

Or

Finding Someone Else?

Here's something worth thinking about: when a traveller asks ChatGPT or Google's AI Overview "best places to stay in [your region]," who shows up in the answer?

Not who ranks #1 on Google. Not who has the most followers on Instagram. Who gets cited, named as a trusted source, by an AI system that's synthesizing hundreds of signals before it ever surfaces a recommendation.

That distinction is what's driving a concept called digital authority, and it's becoming one of the more important things tourism operators need to understand right now.

Digital authority isn't a single score or a platform metric. It's the combination of four things working together: how well you rank in search, how often credible third parties write about you, how much genuine subject matter expertise you've published, and how consistent your brand identity is across every online surface. AI systems draw on all of it. A gap in any one area creates a ceiling on the others.

Tourism operators are especially exposed here. An operator with 20 years of reputation and an incredible product can still be invisible to an AI that's never been pointed toward them.

More on what digital authority means and why it matters for tourism below.

BUTCHART GARDENS



The Butchart Gardens is a world-renowned, 55-acre botanical show garden located in Brentwood Bay near Victoria, B.C. Designated a National Historic Site in 2004, it was created in 1904 by Jennie Butchart from an abandoned limestone quarry. It features stunning year-round floral displays, themed gardens, and seasonal activities. With over a million visitors annually, it is recognized as a top-tier global garden destination.

Learn more about Butchart Gardens HERE.

Photo Credit: Butchart Gardens

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:

• Guest Experience & Service Excellence sponsored by Stayntouch | Apr 21 – May 26

Learn more about the Fast Track Your Future Series HERE.

CONFERENCES & SPECIAL EVENTS

Indigenous Tourism Conference | Advancing Reconciliation Through Action

The Indigenous Tourism Conference in Cache Creek is fast approaching. This Indigenous-led gathering is co-hosted by Bonaparte First Nation and Indigenous Economic Pathways.

Dates: April 21 - 23

Location: Secwépemc Territory, Cache Creek

This is an opportunity for organizations looking to move beyond dialogue and into real partnerships that support economic growth and reconciliation.

Learn more and REGISTER HERE.

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.

2026 BC Economic Summit

"Shaping Tomorrow: Igniting Ideas, Inspiring Action, Driving Change"

Hosted by the British Columbia Economic Development Association, the Summit focuses on the real-world challenges and opportunities facing communities today, including economic resilience and disaster recovery, workforce development, innovation, business retention, and community-driven growth.

Date: May 11–14

Location: Penticton Trade & Convention Centre, Penticton

Learn more and REGISTER HERE.

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.

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.

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.

BC Trails Day

The Outdoor Council of BC wish to remind you that BC Trails Day is on June 6th!

It’s a day to celebrate the incredible trail networks across British Columbia while promoting responsible recreation, volunteering, environmental stewardship, and equitable access to the outdoors.

Learn more about the micro-grant program and how to register your event HERE.

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.

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. 

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.

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.