GUEST CEO MESSAGE
MICHAEL J. BALLINGALL, Senior VP of Sales & Marketing, Big White Ski Resort, TIABC Director and Chair of the Policy Committee
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Canadian tourism is built on the promise of breathtaking landscapes, vibrant urban centres, and memorable experiences year-round. However, many of us in the tourism industry find that high airfares present a formidable challenge in delivering on that promise. From my vantage point at Big White Ski Resort, where our guests come from all over the world and all across Canada, affordability is a top concern when planning a winter getaway. Airfare costs often deter prospective visitors before they even book. As someone who has spent decades in the tourism sector, I have seen firsthand how these barriers impact not only resorts like ours but local communities, small businesses, and Canada’s overall tourism potential.
The challenges we face are caused by a number of factors. For starters, in Canada we rely on a user-pay framework for many aviation-related costs. For example, many airports finance themselves through programs like Airport Improvement Fees (AIFs). Nav Canada, which is responsible for air traffic control, likewise recovers its costs from the airlines and by extension from passengers through ticket prices. While this model has its merits—chiefly transparency and self-sufficiency—it also means that every fee or surcharge (e.g. fuel) adds a premium to the final price of a ticket. Compared to countries like the United States where government subsidies fund critical services, many of these costs land directly on the consumer.
Beyond base fares, travellers face an array of additional fees for everything from checked luggage to seat selection. While many airlines worldwide have “unbundled” or “decoupled” these extras from the ticket price, it can be startling for a consumer to see how much these fees add up. This not only makes trips to Canadian destinations more expensive but can also deter the price-sensitive traveler.
We cannot forget the physical reality that Canada is vast, with numerous remote or thinly populated regions. This low population density means there are fewer travellers on certain routes, raising the per-passenger cost for airlines. Unlike more densely populated nations where high volumes drive down costs our carriers and airports must spread their expenses over a smaller pool of passengers. This dynamic is especially challenging for smaller Canadian airports and can limit route frequency and availability.
For those of us in the tourism sector, high airfare can be the difference between a thriving season and a slow one. Ski resorts, hotels, restaurants, attractions, and countless other businesses depend on a steady flow of visitors from around the globe. High flight costs often cause potential travellers to think twice or pivot to competing destinations...sometimes within Canada, but often to the United States or Europe where comparable flights can be cheaper. The knock-on effect is felt in every corner of our tourism ecosystem, from lost income for family-run lodges, to reduced seasonal staffing opportunities for local communities.
One of the first steps we, as a collective tourism industry, can take is to advocate for a review of Canada’s aviation cost structures. Provincial and national tourism bodies—such as the Tourism Industry Association of BC (TIABC) and other stakeholders—can come together to engage policymakers in an honest examination of how airport rent, security fees, and other surcharges are determined. Could there be a model that balances financial viability with affordability? Perhaps a reduction or restructuring of airport rents, or a partial government subsidy of security and navigation fees, would help bring Canadian fares in line with global norms.
As tourism operators, we can better educate visitors about the elements that make up a Canadian airfare. We should clearly communicate how much of the ticket price stems from taxes, fees, and surcharges versus the base fare. Transparency builds trust and can help travellers see that no single party is solely responsible for the higher costs. When travellers understand the breakdown, it may prompt greater public support for policy changes or more willingness to pay for key services (like airport improvements) if the value is clearly explained.
Working hand-in-hand with airlines and airports is crucial. Airports often rely on revenue from passenger fees to fund expansions, and in many cases, those expansions (new terminals, upgraded amenities) directly benefit tourism operators. By collaborating—exchanging passenger data, demand forecasts, and marketing resources—we can potentially find mutually beneficial opportunities. Airlines may, for example, be more willing to test new routes or seasonal services if they receive marketing and promotional support from local tourism boards or associations like TIABC. This sort of coordinated approach can help spread costs and risks more evenly, ultimately leading to better flight coverage and potentially lower fares on underserved routes.
Canada’s emerging ultra-low-cost carriers (ULCCs), such as Flair and others, have shown promise in introducing competitive fares. For tourism destinations, partnering with these carriers can be a game-changer. By offering supportive infrastructure, marketing campaigns, or route guarantees, we can encourage ULCCs to expand service, keeping larger airlines price-competitive. This helps fill airplanes and puts more travellers in our hotels, ski resorts, and restaurants, ultimately benefiting everyone in the tourism value chain.
For regions where air service is critically important—especially remote or northern communities—there may be merit in exploring targeted subsidies. Similar to the US’s Essential Air Service program, a Canadian counterpart could ensure consistent air access at reduced fares, helping local economies remain connected to broader tourism flows. While this approach involves more public funding, it ensures that remote communities, many of which are tourism gems in their own right, are not cut off from potential growth.
High airfare isn’t just a transportation issue; it’s a tourism issue, an economic development issue, and a matter of Canadian competitiveness on the global stage. For Big White Ski Resort and countless other destinations across the country, more affordable flights could translate into a stronger winter and summer visitor season, more jobs, and more stable year-round economies. But no single solution will solve the affordability problem overnight. We need a collective approach—policymakers, industry stakeholders, and the traveling public—to examine current frameworks, champion evidence-based reforms, and embrace creative partnerships. If we commit to transparent, collaborative efforts, we can keep our aviation system strong while ensuring that more people, both Canadian and international, have the opportunity to explore the unrivalled beauty of British Columbia and beyond.
Now is the time to come together under organizations like TIABC, look at the data, discuss the tough questions around subsidies and fees, and experiment with innovative partnerships. As an industry leader, I believe in our collective ability to find ways to balance cost recovery with accessibility, to keep our skies open and welcoming for all. After all, when we make it easier to visit, we’re not just boosting our bottom line, we’re championing the very best of Canadian hospitality.
Michael J. is chair of TIABC's Policy Committee. The views expressed here are his own. TIABC's Policy Committee is working with its provincial, territorial and federal counterparts on an aviation policy which will be finalized and presented to the new federal government in the coming weeks.
Michael J. Ballingall
Director, TIABC
| | Stay updated on the latest news and developments by checking out this week's compilation of important matters impacting and influencing our industry. | | | |
Destination BC Announce New Board Chair
Destination BC (DBC) has announced the appointment of Ingrid Jarrett as the new Chair of its Board of Directors, effective August 1, 2025. This announcement follows the official Order in Council (OIC) issued by the Province of BC, and marks a new chapter in the organization’s ongoing efforts to support the continued growth and success of the tourism industry in the province.
Ingrid has spent the past three decades directly contributing to building the tourism sector across BC and Canada, and most recently stepped away from her role as President and CEO of the BC Hotel Association.
The TIABC Board of Directors joins Destination BC and their Board in extending our heartfelt congratulations to Ingrid on her new role. We also offer our sincere thanks to Scott Fraser for his dedication and leadership to DBC.
Read the full announcement from Destination BC HERE.
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Province Advancing Easier Ways of Doing Business
The Province is launching an ease-of-doing-business review, with the goal of streamlining processes to reduce barriers, cut red tape, foster innovation and create a more supportive, business-friendly environment in BC.
Businesses are invited to share their ideas, challenges and suggestions through an online website portal until fall 2025. Information gathered throughout the review will help government establish a set of performance measurements to make it easier for companies and organizations of all sizes and sectors to do business in BC.
The Province has received input identifying potential challenges and barriers, canvassing insights from the business community, which have been categorized into four types: policy, legislation and regulation, funding and infrastructure, and taxes and fees.
To learn about the ease-of-doing-business review and submit feedback, visit HERE.
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Destination Canada Launches New Toolkits to Support Tourism Development in Rural Communities
Destination Canada, in partnership with the Federation of Canadian Municipalities (FCM), has launched two new Tourism Destination Development Toolkits.
The two toolkits, focused on tourism development for rural as well as remote and northern Canadian communities are designed to support municipalities in building vibrant, sustainable, and competitive tourism destinations.
The Rural Toolkit is designed for rural communities aiming to attract new residents, support local businesses, and celebrate their unique identity, this toolkit helps municipalities harness tourism as a driver of inclusive, long-term growth.
The Remote and Northern Toolkit has been created for remote and northern communities prioritizing self-sufficiency, infrastructure resilience, and cultural preservation, this toolkit provides practical guidance on leveraging tourism to improve community accessibility, attract sustainable investment and support cultural and environmental stewardship.
Learn more and download the toolkits HERE.
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DBC Launch New Destination Brands
'Meet The Iconics'
Earlier this week, Destination BC (DBC) unveiled the full family of Iconic destination brands, marking a major shift in how British Columbia will be positioned to the global tourism market.
The six Iconic brand are:
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Rainforest to Rockies: The iconic Canadian journey between the Pacific Ocean and the Canadian Rockies, where ever-changing landscapes unfold at every turn.
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The Great Wilderness: A great wilderness that surrounds adventurers in vast scale and the transformative power of nature.
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The Infinite Coast: A journey along the pacific edge, where ocean, rainforest, and mountains converge, and cultures are shaped by land and sea.
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Nature’s Heartland: A rugged, soul-stirring landscape, where layers of nature and living history meet hands on adventure.
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Valleys & Vineyards: A generous land, where life-giving waters nourish both soil and soul.
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The Birthplace of Adventure: A land of endless peaks, shaping generations of adventurers.
These brands will be activated across Destination BC’s consumer channels in Fall 2025, supported by regional and Indigenous partners, and local storytellers. Brand guidelines, visual assets, messaging toolkits, and campaign resources will be shared in advance. Learn more by viewing the introduction webinar delivered by DBC earlier this week in the link below.
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Report | Canada’s Domestic Tourism Sector May Gain $8.8 Billion Amid Trade Dispute
According to a report released last week from the Conference Board of Canada, shifts in travel plans from Canadians could generate up to $8.8 billion in economic benefits for the domestic tourism sector.
The significant boost to Canada’s tourism industry will be the result of more Canadians choosing to vacation at home rather than travel to the United States. While the Conference Board’s travel intention survey shows an uptick in the number of Canadians saying they planned to travel abroad to destinations outside the United States, a larger share of those surveyed said they were shifting their holiday plans to domestic destinations.
The report predicts that a weaker Canadian dollar, coupled with the tariff dispute, contributes to the shift in travel plans to the U.S.
Read the full report HERE.
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A New Guidebook Helps Communities Diversify Into Outdoor Recreation
The Outdoor Recreation Council of BC have just published the Outdoor Recreation for Community and Economic Development: A guidebook for rural British Columbia communities. The guidebook it is an interactive resource designed to help communities nurture its outdoor recreation ecosystem and provides a tool for economic diversification and long-term resilience.
The guidebook is built around ten elements: build a core team; understand your context; work toward reconciliation; build relationships and partnerships; fund outdoor recreation; define a vision, goals and actions; protect the environment; develop and maintain experiences and assets; get the word out; measure progress.
Learn more and download the guidebook HERE.
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BC Aviation Council Express Concerns to Prime Minister Regarding New Ministry of Transportation and Interior Trade
A recent letter from the BC Aviation Council to Prime Minister Carney expressed concerns about the inclusion of internal trade with transport under one ministry.
The letter articulates the BC Aviation Council’s belief that the transport ministry needs to be completely focussed on the plethora of outstanding and new transportation issues and not be distracted by internal trade challenges.
Read the letter to the Prime Minister HERE.
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YVR Releases Year Two Progress Report on
Beyond Accessibility
Vancouver International Airport has released its Year Two Progress Report on Beyond Accessibility. The report provides an overview of what YVR achieved during the second year of its comprehensive three-year Accessibility Plan as well as activities it will continue to advance for next year and beyond.
Response and reaction to YVR’s Year Two Progress Report on Accessibility from the accessibility community can be found HERE.
To read YVR’s Year Two Progress Report on Accessibility or for more information about accessibility features at the airport please visit HERE.
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ICYMI | TIAC Annual General Meeting
This is a friendly reminder of the Tourism Industry Association of Canada’s (TIAC) virtual Annual General Meeting.
Date: Monday, June 9th
Time: 10:00 am (PDT)
The Honourable Rechie Valdez, Minister of Women and Gender Equality and Secretary of State for Small Business and Tourism will deliver remarks to the members.
Members of TIAC can register for the AGM HERE.
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Call for Nominations: WORTH Board of Directors
WORTH Association continues to evolve. The Board is seeking two volunteer Board Directors: one to serve as Treasurer and Chair of the Finance Committee, and a second to serve as a member at large.
This is a great opportunity for individuals with finance expertise and strategic leadership skills to help shape the future of recreation, tourism and hospitality.
Learn more HERE.
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We hope you are enjoying Season Two of Postcards from BC as we highlight TIABC members out exploring and enjoying everything British Columbia has to offer. Now more than ever, it's time to celebrate the beauty, energy, and unforgettable experiences found right here at home.
Would you like to be part of our weekly Postcards from BC feature? Send a photo of you enjoying a BC destination to deborah@tiabc.ca.
| | | AN AI MINUTE WITH PETER PILARSKI | |
Welcome to our new bi-monthly feature with Peter Pilarski, Founder of the AI Network. Peter shares his expertise to demystify the AI landscape and provide essential understanding, helping us to simplify technology, embrace innovation, and navigate the exciting world of AI.
The Clock is Ticking on AI Adoption
In 2023, using AI in tourism was considered innovative. In 2025, not using it is quickly becoming a liability.
Tourism businesses across North America—hotels, DMOs, attractions, tour operators—are moving past the experimentation phase. According to recent research, approximately 35-40% of North American companies are already using generative AI tools in day-to-day operations, and adoption is accelerating past the early adopters phase of the technology adoption curve into the early majority.
In fact, generative AI has been the fastest adopted technology in the history of humanity and things are only going to start moving faster from here! Recent global studies have found that 92% of fortune 500 companies are using OpenAI products and 83% of executives are planning to increase their investments in GenAI over the next 3 years, citing strong RIO and competitive advantage.
From predictive analytics and dynamic pricing to content creation and visitor service chatbots, AI is no longer a future opportunity—it’s a present necessity.
Importantly, GenAI adoption is not only an opportunity for large enterprises - because they are more nimble and can adjust faster, I would argue that small and medium sized businesses have the most to gain and the least to lose by going all in on AI -they key is getting started before it's too late!
If your organization hasn’t formally started implementing AI—through staff training, pilot projects, or basic automation—you’re now at real risk of falling behind your peers. The longer you wait, the harder it becomes to catch up on both capability and competitiveness.
I’ve broken this all down in my latest blog: Why AI in Tourism Is No Longer Optional: The Numbers Tell the Story. If you’ve been waiting for the “right time” to begin, this is it.
The best time to get started was last year. The second-best time is now.
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Tourism Kelowna Welcomes New Director of Community & Visitor Engagement
Tourism Kelowna is excited to announce that Katie Balkwill will join Tourism Kelowna in early June as their new Director of Community & Visitor Engagement.
Katie brings over 16 years of experience in community engagement, visitor experience, and destination growth to her new role. Congratulations on your new position Katie!
Meet Katie HERE.
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MAPLE LEAF ADVENTURES
With a reputation as one of Canada’s top operators of small ship cruises, their multi-day excursions give guests one-of-a-kind experiences in some of the most beautiful and rare places in the world, often in areas that were once under threat of destruction or in dire need of protection. Their strong expedition ships are also heritage pieces themselves.
Learn more about Maple Leaf Adventures HERE.
Photo Credit: Maple Leaf Adventures
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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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You're Invited | FIFA World Cup 2026 Tourism Industry Update
As we approach the one-year countdown to FIFA World Cup 26™, you are invited to join in for an update from Destination BC, the Host City of Vancouver, and the Ministry of Tourism, Arts, Culture and Sport on planning, upcoming activations, and the key milestones ahead.
Date: June 18
Destination BC will also share and update on our consumer-facing marketing activities for World Cup 26™, including the recently launched Beautiful Seats campaign.
Register for this webinar HERE.
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Fortis BC: Small Business Engagement Program Information Sessions
GreenStep Solutions, in partnership with FortisBC, is hosting a webinar to introduce the FortisBC Energy-Saving Support for Small Businesses program.
This program is tailored to help small businesses implement energy-saving strategies, reducing operational costs and environmental impact.
In addition to the webinar, professionally designed marketing materials will be provided to organizations that choose to support this program through their platforms.
Please register for this informational session by selecting the link that works best for you.
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June is RVing & Camping Month
The annual Canadian RVing and Camping Week has shifted focus from a post-May long weekend event to a month-long celebration in June.
Organized and sponsored by the Canadian Camping and RV Association, this expanded month long initiative is designed to encourage Canadians and international visitors to get outside to enjoy a fun, safe and secure camping experience with family and friends.
The BC Lodging and Campgrounds Association has provided valuable resources to share and encourage you to join in this year's camping season. Learn more 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 Trails Day 2025
BC Trails Day is returning, marking the 5th annual celebration of British Columbia’s exceptional trail networks. This province-wide event promotes environmental stewardship, responsible recreation, and equitable access to outdoor spaces.
Date: June 7
If you are already organizing an event, be sure to REGISTER to ensure additional promotional support and access to upcoming resources, contests, and important updates.
Learn more about BC Trails Day, access the Event Host Guide and how you can participate HERE.
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BC Family Fishing Weekend
2025 marks the 26th anniversary of this annual celebration, which coincides with Father's Day each year.
Dates: June 13-15
The BC Family Fishing Weekend offers all British Columbians a chance to experience some of Canada’s vast landscapes and stunning scenery, along with the simple joy of casting a line and catching a fish.
There are plenty of ways to celebrate and participate. Visit the website for further details HERE.
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23rd Annual Coast Hotels Shuhachi Naito Golf Classic
We’re excited to announce that registration for the 23rd Annual Coast Hotels Shuhachi Naito Golf Classic is now open.
Date: Thursday, July 10
Location: Tsawwassen Springs Golf Club, Delta
You’ll find the event registration form attached to this email.
This year’s tournament will kick off at 12:00 PM with a shotgun start and follow a Texas Scramble format—guaranteeing a day full of friendly competition and great fun on the course.
We’re proud to once again support the ALS Society of B.C. and the Vancouver Holocaust Education Centre as this year’s beneficiaries.
Learn more and register HERE.
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BC Hospitality Foundation | Tee Up for Two Unforgettable Golf Events
Join the BC Hospitality Foundation for two premier golf events this summer—each offering an incredible day of competition, camaraderie, and hospitality at its finest. Whether you're in Vancouver or Victoria, these tournaments promise an unmatched experience on the greens. i
Mark Your Calendars:
- July 17| 15th Annual Vancouver Golf Tournament | Tsawwassen Springs
- August 20| 9th Annual Victoria Golf Tournament | Olympic View Golf Club
Visit HERE to learn more and to book!
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19th Annual Partners In Tourism Invitational Golf Tournament
The Partners in Tourism Invitational Golf Tournament is a fundraising event organized by Partners in Tourism to support future generations of tourism professionals. The tournament raises funds through various means, including sponsorships and donations, which are then used to provide scholarships and awards to students and programs in the tourism and hospitality industry.
Date: Thursday, August 28
Location: Fairmont Chateau Whistler Golf Club
Learn more including how to register and how to donate HERE.
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Wine Capital Weekend Returns to Oliver!
The Oliver Tourism Association is thrilled to announce that Wine Capital Weekend will return for another unforgettable celebration. As the Wine Capital of Canada, Oliver welcomes locals and visitors alike to experience three days of wine, craft beverages, food, live music, team competitions, and family-friendly fun.
Dates: September 19-21
The weekend will once again feature:
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Kick-Off Party at District Wine Village – This year’s musical act will be GLASS TIGER
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Cask & Keg Festival – A celebration of craft beer, cider, and spirits featuring delicious eats, live entertainment, yard games, a family zone, and the crowd-favourite Beer Olympics.
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Festival of the Grape – The South Okanagan’s premier wine tasting event returns for its 26th year.
Learn more, including how to participate and purchase tickets HERE.
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Northern BC 2025 Tourism Summit
The Northern BC 2025 Tourism Summit, a must-attend event for anyone passionate about the development of a strong tourism sector in Northern British Columbia.
Ready to connect, learn, and lead the future of tourism? The Northern BC 2025 Tourism Summit is your opportunity to be part of the region’s most dynamic gathering of tourism professionals, entrepreneurs, and community changemakers.
Dates: October 15-17
Location: Courtyard by Marriott, Prince George
Learn more and register HERE.
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Mark Your Calendar | TOTA AGM and Summit
The Thompson Okanagan Tourism Association (TOTA) has announced the dates for the 2025 TOTA AGM & Summit.
Dates: October 22-23
Location: KF Centre for Excellence, Kelowna
Last year's Summit was a sold-out event that brought together tourism industry professionals from around the region for two days to network, engage in industry-specific workshops, and learn from experts.
Stay tuned for more details, including registration and speaker updates.
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Save the Date!
Boating BC 2025 Conference: Rocking The Industry – Navigating Disruptive Times
Presented by Mercury Marine, this is the must-attend event for marine professionals across the province — a dynamic two-day experience packed with industry insight, leadership, and valuable networking. We’re also excited to announce our first confirmed speaker: Vaughn Palmer of the Vancouver Sun, returning to share his always-popular perspectives.
Dates: November 18 & 19
Location: River Rock Casino Resort, Richmond
To learn more about the conference sponsorship opportunities, visit HERE. Early bird tickets go on sale in early September — stay tuned!
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IMPACT Sustainability Travel & Tourism Summit - 2026
Registration is now open for 2026's iteration of the IMPACT Sustainability Travel & Tourism Summit Victoria
Dates: January 25 - 28
Get ready to explore Aligned action, shared direction, and real progress alongside global changemakers. With a brand-new Workshop Series, immersive case studies, and hands-on tools to take home, IMPACT 2026 will equip you to transform your destination into one that's not just visited, but nurtured.
Learn more and secure your spot HERE.
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SAVE THE DATE | 2026 International Indigenous Tourism Conference
The 2026 International Indigenous Tourism Conference (#2026IITC), hosted in partnership with Indigenous Tourism Alberta and Explore Edmonton, will be held on unceded Treaty 6 Territory in Amiskwacîwâskahikan (Edmonton).
Dates: February 17-19, 2026.
The many Nations that call the area home, including Cree, Saulteaux, Blackfoot, Sioux and Métis People, are excited to welcome you to their territory at this amazing celebration of Indigenous tourism. Save the date!
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SAVE THE DATE | 2026 BC Tourism Industry Conference
It's hard to believe the 2025 BC Tourism Industry Conference is behind us! While planning for 2026 won't begin until early fall, we're excited to announce the date and location:
Dates: March 4-6, 2026
Location: Delta Hotel, Grand Okanagan Resort, Kelowna
Mark your calendar - we can't wait to see you there and celebrate our incredible industry together!
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Save the Date | BC Outdoor Recreation Conference 2026
The Outdoor Recreation Council of BC is celebrating 50 years of advocacy in 2026, and we’re marking the occasion in a big way! Join us at Thompson Rivers University in Kamloops, BC, for this milestone event.
Dates: May 20-22, 2026
Location: Thompson Rivers University, Kamloops
This conference will bring together outdoor recreation leaders, advocates, and enthusiasts from across British Columbia to reflect on our past, celebrate our achievements, and shape the future of public recreation. Look forward to engaging speakers, insightful panel discussions, hands-on workshops, and valuable networking with recreationists, land managers, and decision-makers.
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TIABC recognizes that our members, stakeholders and staff occupy the ceded, unceded and traditional territories of Indigenous Nations across British Columbia. We sincerely appreciate the opportunity to live, work and play on the lands that our Indigenous friends and First Nations ancestors honour and care for.
#970 - 1050 West Pender Street | Vancouver, BC | V6E 3S7 | 604.685.5956
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