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As I was strolling through Manhattan the other day... ok, I'll hit the pause button here, as you may be wondering two things. First, why on earth is she in Manhattan? Second, why is she writing about it in a BC tourism newsletter?
The answer to question #1 is simple. My daughter lives just across the river in New Jersey and it's just a quick ferry ride across to Manhattan. The answer to question #2 requires you to keep reading.
Let me begin again... As I was strolling through Manhattan the other day, I was struck by something that had nothing to do with skyscrapers, Broadway, or the sheer velocity of the place. What struck me was how intentionally that giant metropolis creates spaces that draw people in and, almost effortlessly, create a sense of community.
There are impromptu bistro tables and chairs set up on street corners. Park cafés tucked into green spaces that feel like a quiet exhale in the middle of the city. Brightly coloured Adirondack chairs lining the
riverfront, positioned just so, inviting you to sit down, eat lunch, catch up with a friend, or simply watch the world move around you. In a city that rarely pauses, these spaces invite you to do exactly that.
Creating community in one of the busiest cities in the world is no small feat. Yet Manhattan manages to carve out moments of connection within the chaos, and the result is something powerful. Both locals and visitors feel welcomed. Not in a performative way, but in a practical one.
Which brings me back to question #2. Why am I writing about this in a BC tourism newsletter?
Because tourism and community are synonymous. Perhaps not in the way you are imagining, but they are deeply intertwined.
In Manhattan and in many other cities and towns where tourism has been successful, the starting point was not “How do we attract visitors?” It was “How do we build a city that works for the people who live here?” Planning for the locals first, designing for community first, and investing in spaces that residents will use every day creates places that are beautiful, accessible, and welcoming. Visitors then naturally reap the benefits.
When a place works well for its residents, it works exceptionally well for visitors. When locals feel pride in their surroundings, that pride is contagious. When public spaces are designed for connection, they naturally become destinations.
In my experience, we often separate tourism and community in our conversations. We talk about tourism infrastructure as if it is distinct from community infrastructure, and we speak about visitor experience as if it is separate from resident experience. The truth, however, is far simpler.
The café that serves tourists serves locals year-round. The waterfront walkway that draws photographers is also where residents take their evening stroll. The festivals that attract visitors also strengthen local identity. When we invest in community vibrancy, we are investing in tourism. When we invest in tourism thoughtfully, we are strengthening community.
The magic of those Manhattan chairs is not that they were placed there for tourists. They were placed there so people could gather. The fact that visitors also gather is not an accident. It is a by-product of good planning.
Tourism success in a community or region is often the result of getting the fundamentals right for the people who live there. This is a useful reminder as we think about tourism growth across BC. If we want visitors to stay longer, explore further, and spend more meaningfully, then we must continue to build places that residents love first. Authenticity cannot be manufactured. It emerges from real community life.
So yes, I found myself in Manhattan, strolling along the river and sitting in one of those brightly coloured chairs, watching the city move. And I found myself thinking about BC. About our small towns, our urban centres, our waterfronts, our main streets, our parks, and our gathering places.
Tourism and community are not competing priorities. They are partners. If we build communities that feel alive, connected, and welcoming for residents, tourism will not feel like an add-on. It will feel like a natural extension of who we are.
And that is why I am writing about Manhattan.
Amber Papou, B.Ed, MBA, ICD.D
CEO, TIABC
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Stay updated on the latest news and developments by checking out this week's compilation of important matters impacting and influencing our industry.
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YOU'RE INVITED!
TIABC Roundtable Series - Vancouver Session
Members are invited to join TIABC CEO Amber Papou and Director of Policy Cassandra Zerebeski for the next upcoming TIABC Roundtable Session to be held in Vancouver. Previous sessions have been held in Northern BC, Cariboo Chilcotin Coast, Vancouver Island, the Thompson Okanagan and Fraser Valley regions.
This is an opportunity to discuss tourism policy, issues, and opportunities for your business/organization and help shape actionable solutions that strengthen our sector in your community, region and across British Columbia.
Date: Thursday, April 16
Time: 2:00 pm - 4:00 pm
Location: Waterfront Centre, Room 260 - 200 Burrard Street, Vancouver
Please register by contacting Deborah at info@tiabc.ca
Additional Roundtable Sessions for the Kootenay Rockies region will be announced soon!
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Province Announces New Adventure Tourism Hub
The Adventure Tourism Hub provides operators with a single point of contact, replacing the previous regional application system. Applications are now submitted through FrontCounter BC and coordinated by a dedicated team that works across agencies, liaises with authorizing bodies, and streamlines communication for applicants.
Currently, the Adventure Tourism Hub will focus on applications related to:
- Heliskiing and cat skiing
- Helicopter-assisted guided activities, such as hiking and biking
- Commercial snowmobiling and guided snowmobile activities
The hub is also testing new approaches to process and policy that could benefit the broader adventure tourism sector. This model improves consistency and turnaround times, while supporting the Province’s Look West: Tourism Sector Action Plan by helping operators grow, innovate, and remain competitive, drive economic growth, support jobs in rural and remote communities, and enhance the visitor experience.
TIABC CEO Amber Papou notes, “When people think of 'Super, Natural British Columbia, they often picture adventure tourism experiences. We’re encouraged by this investment in a pilot project to streamline decision-making through a one-window, hub-based model.”
- Learn more about the Adventure Tourism Hub HERE.
- Read the official announcement from the Province HERE.
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BC TOURISM WEEK | April 20 - 24, 2026
Tourism Week is a vibrant annual celebration, around BC and across Canada, where we unite as tourism partners, industry leaders, and supporters from adjacent sectors. It’s an opportunity to proudly highlight BC’s incredible destinations, dedicated tourism professionals, and the far-reaching benefits tourism brings to our economy, communities, and everyday lives. Together, we’re not just promoting places, we’re strengthening local businesses, creating jobs, enriching cultural exchanges, and supporting sustainable growth that benefits residents and visitors alike.
In BC, we are also supporting the national efforts and celebrating BC’s tourism industry with #PoweredByTourism & #BCTourismWeek2026 messaging.
Learn more and download the National Tourism Week Toolkit HERE.
Destination BC and the Tourism Industry Association of British Columbia (TIABC) are joining together to share the BC Tourism Week Toolkit with industry partners across the province and to provide the resources to help prepare and celebrate!
This year, the campaign also provides the opportunity to explore “What We Wish People Knew" about the value and benefits of BC’s tourism industry, sharing facts and personal experiences throughout.
This toolkit will include a range of ready-to-use resources for everyone, including:
- key messaging
- content calendar
- social media-ready graphics for:
- LinkedIn
- Facebook
- Instagram
- newsletter copy
- videos
- fact sheets
- downloadable Travel in BC Pledge
TIABC and Destination BC will be launching the BC Tourism Week Tookit and resources on Monday, April 13th!
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TIABC Celebrates 50 Years as BC's Voice of Tourism
The Tourism Industry Association of British Columbia (TIABC) is proud to announce that 2026 marks its 50th Anniversary - an extraordinary milestone celebrating five decades of as BC’s Voice of Tourism through leadership, collaboration, and advocacy for BC’s tourism industry.
The roots of TIABC date back to 1975, when the idea for a unified provincial tourism voice first emerged under the guidance of founding manager Duncan Myers while managing the Cariboo Tourist Association (known today as the Cariboo Chilcotin Coast Tourism Association). This vision came to life in 1976 with the formal establishment of the association.
In 1978, Rick Antonson joined as part-time Managing Director while concurrently leading Southwestern BC Tourism Association (recognized today as the Vancouver, Coast and Mountains Tourism Region), helping to further shape the organization’s early direction and impact. More recently, Walt Judas led the organization as CEO from 2015 until his retirement last month, with Amber Papou now at the helm, continuing TIABC’s legacy of strong leadership.
Over the past five decades, TIABC has evolved alongside British Columbia’s dynamic tourism sector. Originally operating as the Tourism Industry Association of BC from 1976 to 1989, the organization was rebranded as the Council of Regional Tourism Associations, reflecting a period of strengthened regional collaboration. From 1993 through the early 2000s, it was known as the Council of Tourism Associations of BC (COTA), before returning to its current name - one that continues to represent a unified, province-wide voice for the tourism industry.
“This 50-year milestone is a testament to the vision, dedication, and leadership of those who came before us,” said Amber Papou, CEO, TIABC. “We are deeply grateful to the many Managers, Managing Directors, Executive Administrators, Presidents, and CEOs who have guided TIABC through decades of change, growth, and opportunity. Their collective contributions have shaped not only this organization, but the strength and resilience of BC’s tourism industry.”
Throughout 2026, TIABC will commemorate its 50th Anniversary with a series of initiatives, events, and storytelling that honour its rich history while celebrating the people, partnerships, and progress that define the organization today.
As TIABC looks to the future, it remains committed to its mission of advocating for a strong, sustainable, and competitive tourism industry across British Columbia, building on 50 years of collaboration and leadership.
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DYK | LMIA Changes Now in Effect
Stronger Focus on Youth Hiring and Expanded Job Posting Requirements
Effective April 1st, the federal government introduced new requirements for employers who rely on low-wage foreign workers, mandating that they prioritize recruiting young people in Canada before seeking candidates from abroad.
Under the updated federal guidelines, employers submitting a Labour Market Impact Assessment (LMIA) application must extend their advertising period and demonstrate that they have made active efforts to recruit youth domestically.
Learn more HERE.
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Canada Soccer Announces Uber Eats Canada Soccer House North Vancouver for the 2026 FIFA World Cup™
Canada Soccer and Uber Canada have announced the launch of Uber Eats Canada Soccer House North Vancouver at The Shipyards, the official fan home for Canada Soccer in Vancouver during the 2026 FIFA World Cup™.
This fan festival marks a major milestone in the new partnership between the two organizations, offering supporters a dedicated space to enjoy the tournament beyond the stadium. As a free event, it will transform North Vancouver’s waterfront into a lively gathering place where fans of all ages and backgrounds can come together to celebrate the energy and excitement of the world’s largest sporting event, while showcasing the continued growth of soccer across Canada.
Learn more HERE.
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Job Opportunity | Tourism Harrison River Valley Marketing Manager
Tourism Harrison River Valley (THRV) is seeking a Marketing Manager to lead the execution and ongoing implementation of its marketing strategy.
This role is focused on ensuring that marketing activity is aligned, prioritized, and delivered
effectively. The Marketing Manager will oversee campaigns, guide content direction, and
manage external partners, ensuring that all channels work together to support a planning-
led approach.
Learn more including how to apply HERE.
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I’m pleased to represent both TIABC and the Wilderness Tourism Association (WTA) at the Adventure Tourism Coalition table, supporting a more coordinated, cross-sector approach to strengthening one of British Columbia’s most globally competitive tourism assets. This work brings together industry, government, and recreation partners to improve alignment, reduce friction in land use and permitting, and ensure the long-term sustainability of adventure tourism across the province. It also directly supports the Province’s Look West Tourism Sector Action Plan, reinforcing the critical role that outdoor recreation and adventure tourism play in driving economic growth, particularly in rural and remote communities.
On April 9th, the Province formally announced the launch of the Adventure Tourism Hub, with HeliCat Canada identified as the government’s pilot partner. This is an important step toward streamlining processes, improving coordination, and creating a more predictable operating environment for operators, many of whom are small and medium-sized businesses navigating complex, multi-use landscapes.
At the table, I focus on ensuring that policy and program design reflects the full diversity of BC’s adventure tourism sector, supporting operators across regions and experiences while continuing to strengthen the global reputation of Super, Natural BC as a leading adventure destination.
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Maple Leaf Adventures Marks 40th Anniversary
Maple Leaf Adventures is proud to be celebrating 40 years on the BC coast, marked by a special visit to Vancouver this mid-April.
Their small expedition ships, Maple Leaf and Cascadia, will be in mooring at Burrard Dry Dock Pier following a their 2 day Gulf Islands flotilla journey from Victoria - offering a unique opportunity to step aboard.
For four decades, Maple Leaf Adventures been guiding immersive, small-ship expeditions through coastal BC and Alaska, connecting guests to wildlife, culture, and wild places in a deeply personal way.
More about Maple Leaf Adventures HERE, or request an invitation (space is limited) at 250-386-7245
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TIAC Introduces Visa Trend Tracker
The Visa Trend Tracker is a publicly accessible tool that monitors Canada’s visa processing performance. These timelines are more than operational metrics - they directly impact Canada’s global competitiveness and its ability to grow tourism, trade, and investment.
The Tourism Industry Association of Canada (TIAC) compiles and regularly updates visa and permit processing time data using publicly available information from Immigration, Refugees and Citizenship Canada.
This tool gives the tourism sector a clear, ongoing view of system performance, while providing valuable data to support policy reforms that promote more efficient, predictable, and secure travel.
Learn more HERE.
| TOURISM HR SPOTLIGHT WITH go2HR | |
Strengthen Your Leadership with Mental Health
First Aid Certification
In Tourism & Hospitality, leaders are often the first to notice when something feels off: a change in behaviour, a drop in performance, or a team member who seems overwhelmed. Knowing how to respond in those moments can make a meaningful difference.
go2HR’s nationally recognized Mental Health First Aid (MHFA) Certification, valid for three years, helps leaders build the confidence to recognize signs of declining mental well-being and respond effectively. Much like physical first aid, it focuses on early intervention, helping prevent situations from escalating while creating safer, more supportive workplaces.
In the upcoming two-day online training on May 5 and 6, participants will learn how to start supportive conversations, reduce stigma, and connect individuals to appropriate resources. Space is limited to 15 participants, allowing for a more interactive and practical learning experience.
Strengthening these skills supports clearer communication, builds trust, and contributes to a workplace culture where employees feel safe to speak up. For leaders, it’s a practical step toward creating more resilient, supportive teams.
Learn more and register in the link below.
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LONG BEACH LODGE RESORT
Long Beach Lodge Resort is a premier, owner-operated beachfront luxury boutique hotel located on Cox Bay in Tofino, British Columbia. It is known for its rugged West Coast setting, offering 41 lodge rooms, 20 two-bedroom cottages, the Great Room restaurant, a dedicated Surf Club with rentals/lessons, and the Rainforest Spa.
Learn more about Long Beach Lodge Resort HERE.
Photo Credit: Long Beach Lodge Resort
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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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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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2026 Canada Marketing Campaign
The Culinary Tourism Alliance invites you to an upcoming webinar on the 2026 Canada Marketing Campaign, in partnership with The Weather Network, this national co-investment opportunity is designed to showcase your destination through premium culinary storytelling and targeted digital distribution – reaching Canadians while they’re actively planning where to travel.
During this session, you’ll:
- Learn how the 2026 campaign is structured
- Hear directly from The Weather Network team about the campaign approach and audience reach
- Explore how your destination can participate and maximize impact
Date: Tuesday, April 14
Time: 10:00 am (PT)
Learn more and register HERE.
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Destination BC Webinar: Inclusive Marketing, Done Practically.
As BC welcomes more diverse travelers—and prepares for milestone moments like FIFA 2026—Destination BC is hosting a 90‑minute webinar with AndHumanity to help DMOs move from intention to impact.
Date: April 16
Time: 10:00 am (PT)
What you’ll learn
- More about Destination BC’s inclusive marketing journey
- Articulate the “Why”: The business case for inclusion and brand safety.
- Apply core principles: Nothing About Us Without Us, Impact Over Intent, and Deep vs. Wide storytelling.
- Scale on lean budgets: Practical tactics to elevate authentic local voices—no $50k creative production shoot required.
- Identify & mitigate bias: Simple frameworks to assess your current materials.
Register Here
Help shape the content: We’ll tailor the session and a post‑session custom resources to your needs. Please complete the short pre‑webinar survey HERE.
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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.
Learn more and register 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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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.
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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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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.
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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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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.
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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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2026 Tourism Congress
The Tourism Congress is Canada’s leading and only national-level event bringing together all sectors of the industry. The 2026 Tourism Congress is all about ACCESS: Unlocking Canada’s Tourism Advantage.
Dates: November 17 - 19, 2026
Location: Fredericton, NB
Early bird registration is now open! Learn more HERE.
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Learn More | The READI™ Program
The READI™ program is designed to support the growth and resilience of Canada’s tourism industry. Whether you’re an independent business or an organization looking to support your members, READI™ gives tourism operators practical tools, training, and support to handle challenges and take advantage of new opportunities.
Participants can choose from various designation categories based on their organizational focus and goals.
Learn more about the READI™ program HERE.
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TIABC recognizes that our members, stakeholders and staff occupy the ceded, unceded and traditional territories of Indigenous Nations across British Columbia. We sincerely appreciate the opportunity to live, work and play on the lands that our Indigenous friends and First Nations ancestors honour and care for.
#970 - 1050 West Pender Street | Vancouver, BC | V6E 3S7 | 604.685.5956
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