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Road Trips
I remember sitting in the backseat of my dad’s beloved Ford pickup, heading from Prince George to Vancouver for our annual pilgrimage to visit my grandma. The truck had no air conditioning. I was wedged in the back with my two sisters and our family dog. This was also well before the technology revolution, so no iPhones, no YouTube, no playlists on demand.And yet, we loved those trips.
We would give Mr. PG a friendly wave good bye and then sit back and enjoy the ride. We had our favourite stops along the way. The gas stations with the best candy selection. The lookout points where we stretched our legs. We played games like Eye Spy and one we invented called Red Car, Blue Car. We sang every camp song known to humankind, including particularly enthusiastic versions of 100 Bottles of Pop on the Wall (my mom wouldn’t allow us to sing about ‘beer’). We rolled down the windows and felt the warm air rush in. We held our breath through the tunnels in the Canyon. We watched the scenery change from north to south.Despite the limited luxuries, those road trips felt like an adventure every single time.
I found myself thinking about those childhood journeys this week as I embarked on a road trip of my own. A work road trip, but a road trip nonetheless. It was a bit of a mixed bag, beginning with a short flight, thank you Air Canada, and then transitioning into a couple of drives through the Kootenays as I attended the final TIABC provincial roundtables of the year.
The camp songs were replaced by the rental car stereo. There was, thankfully, air conditioning. But it was a road trip all the same. And what a trip it was.
I had the opportunity to stay at the stunning St. Eugene Golf Resort & Casino, which is every bit as beautiful as you would imagine. From there, I drove to Fernie and then on to Invermere, tracing roads that cut through mountain passes, river valleys, and small communities that are as resilient as they are welcoming.
These roundtables marked the culmination of a year spent visiting communities and engaging with tourism stakeholders across BC. Over the past months, we have gathered insights from operators, business owners, community leaders, and partners from every corner of the province.
We talked about what is working. We talked about what is not. We discussed lessons learned, persistent challenges, and emerging opportunities. We listened to concerns about workforce shortages, infrastructure pressures, investment hurdles, and regulatory complexity. We also heard stories of innovation, collaboration, and resilience that are deeply encouraging.
Those conversations have given TIABC invaluable perspective.You can read reports, analyze data, and review economic forecasts. Yet there is something irreplaceable about sitting across from someone who is running a lodge, operating a restaurant, managing an attraction, or leading a destination marketing organization and hearing firsthand what they are experiencing.
Road trips slow you down in the best possible way. They allow you to see the transitions between communities, to notice the subtle differences in landscape and economy, and to appreciate how interconnected this province is.
As these roundtables conclude, we are carrying forward a wealth of insight. Insight that will shape how TIABC serves the sector. Insight that will inform the messages we bring to government. Insight that will help ensure tourism is understood not only as a collection of experiences, but as a strategic economic driver.
This week’s road trip may have lacked the backseat chaos of my childhood adventures, but it carried something equally valuable. A reminder that sometimes the journey itself provides the clearest perspective.
Just like those trips from PG to Vancouver, it is the stops along the way that give you a little more perspective; and that makes all the difference.
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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TIABC Consultation on the Federal Labour Relations Framework and the
Canada Labour Code Submission
TIABC has submitted recommendations to the Federal Government as part of consultations on modernizing Canada’s labour relations framework and the Canada Labour Code. While recognizing the important role organized labour and collective bargaining play in Canada’s economy, TIABC’s submission highlights growing concerns about the economic and reputational impacts that transportation disruptions (particularly within aviation), can have on tourism businesses, destinations, and communities across British Columbia and Canada.
The submission emphasizes that tourism depends heavily on reliable transportation connectivity, especially for rural, remote, northern, and Indigenous communities where air access is essential. TIABC notes that disruptions to national transportation systems can affect visitor confidence, major events, workforce mobility, and Canada’s global reputation as a travel and business destination. With opportunities such as the 2026 FIFA World Cup on the horizon, TIABC is encouraging the federal government to explore balanced dispute resolution approaches and continuity planning measures that help maintain critical transportation services while respecting collective bargaining rights and supporting Canada’s long-term economic resilience.
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Voices from Every Region | TIABC Completes Provincial Roundtable Series
TIABC was on the road again this week, wrapping up several months of visiting communities and hosting tourism sector roundtables across British Columbia. Our final stops in Fernie and Invermere brought together tourism operators, destination organizations, businesses, and stakeholders from across the Kootenays to share insights, discuss challenges, and identify opportunities for the future of the visitor economy.
These sessions marked the conclusion of TIABC’s province-wide Roundtable Series, which saw our team engage directly with industry representatives in all six tourism regions of B.C. The conversations were candid, collaborative, and invaluable, covering everything from workforce and transportation issues to sustainability, destination development, investment, and business competitiveness.
The perspectives gathered will help inform TIABC’s advocacy efforts and priorities moving forward. All of the feedback and key themes from the series will be captured in a comprehensive What We Heard report, which will be released and shared with members and stakeholders in the coming weeks. Stay tuned, as there is much to share from the voices of tourism businesses and communities across British Columbia.
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Province, Vancouver, PavCo Provide Updated Cost Projections for FIFA World Cup 2026
The Province, the City of Vancouver, and BC Pavilion Corporation (PavCo) released updated projections earlier today, for the costs, revenues, and economic benefits associated with hosting FIFA World Cup 2026™ matches in Vancouver.
According to the updated estimates, the Province’s overall net hosting costs have been reduced by $31 million compared to projections released in 2025, reflecting careful planning, strong financial management, and contributions from project partners.
Preliminary findings from an updated economic impact assessment prepared by BC Stats, in consultation with Destination BC, continue to show significant long-term benefits for British Columbia. Hosting seven FIFA World Cup 2026™ matches at BC Place is expected to:
- Attract approximately 350,000 spectators;
- Generate an estimated one million additional out-of-province visitors during the tournament and over the following five years;
- Contribute approximately $1 billion to B.C.’s GDP; and
- Generate more than $200 million in direct, indirect, and related provincial tax revenues.
In the official announcement from the Province today, TIABC CEO Amber Papou states; “With the FIFA World Cup 2026 just weeks away, we’re excited to welcome visitors and fans to B.C. and showcase our world-class hospitality throughout the province. Welcoming visitors before, during and after the tournament will deliver significant benefits for the tourism sector, local businesses and the people behind them. This once-in-a-generation opportunity is a chance to share the spirit of B.C., and inspire first-time visitors to return long after the final whistle.”
The full economic impact report is expected to be released publicly in the near future.
Read the full announcement from the Province HERE.
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Airports Will Receive Upgrades Through B.C. Air Access Program
Eighteen B.C. communities will benefit from more than $8 million in funding through the B.C. Air Access Program (BCAA), to upgrade land and water airports across the province. The program is open to facilities that serve fewer than one million passengers per year. BCAAP opens intake for all eligible applicants from November until January each year.
The improvements will strengthen emergency response services, including wildfire suppression and air ambulance access, while also supporting tourism and economic development. Projects such as the Anahim Lake apron expansion and dock upgrades at the Ganges Outer Harbour on Salt Spring Island will improve connectivity, increase access, and help support local economies and visitor travel.
Read the official announcement from the Province and learn more about the BCAAP HERE.
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National Marine Conservation Area Established off B.C.’s Central Coast
A landmark conservation agreement was signed last week by six First Nations, the provincial government, and the federal government to establish a new national marine conservation area reserve along British Columbia’s Central Coast.
Leaders from the Wuikinuxv, Nuxalk, Kitasoo Xai’xais, Heiltsuk, Gitxaała, and Gitga’at Nations joined government representatives to formalize the agreement for the 6,700-square-kilometre protected area. Named Mia-yaltwa Ha’lidzogm hoon, meaning “Realm of the Salmon, Home of the Salmon”, the conservation area reflects the deep cultural and ecological significance of salmon to the partner Nations. It will become Canada’s sixth national marine conservation area reserve and the second in British Columbia, following the establishment of the Gwaii Haanas National Park Reserve.
Learn more and read the official announcement from the Province HERE.
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Campsites Added to Rolley Lake Park | Parking and Trail Upgrades at Golden Ears Park
Visitors to Rolley Lake and Golden Ears parks will enjoy enhanced access and recreation opportunities thanks to new investments in campground, parking, and trail infrastructure.
At Rolley Lake Park, 32 new campsites have been added, increasing the number of drive-in campsites to 92.
Meanwhile, Golden Ears Park has expanded parking capacity with approximately 45 additional stalls at the Gold Creek parking lot and 25 more at the West Canyon parking lot. The improvements also include a rebuilt family-friendly multi-use trail, helping more people experience these popular outdoor destinations while meeting growing visitor demand.
Learn more about the park upgrades through the official announcement from the Province HERE.
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THIS WEEK'S NEWS FROM THE PROVINCE
Public Invited to Learn Provide Information and Learn More about Te’mexw Treaties
Five proposed modern treaties on southern Vancouver Island
The Province is inviting the public to attend a series of open houses next month to learn more about five proposed treaties currently being negotiated on southern Vancouver Island. The sessions will provide an opportunity for residents to ask questions and build on previous engagement as treaty discussions continue.
A future milestone in the process will be the initialling of the treaties by chief negotiators from the participating First Nations, B.C., and Canada, subject to required approvals. This step would mark the conclusion of substantive negotiations before the treaties move forward for ratification by each First Nation and both levels of government.
The Province notes that the proposed treaty lands for the Te’mexw Treaty Association Member Nations do not include privately owned fee-simple lands, except for lands already owned by the respective Nations.
Learn more about the scheduled sessions and read the full announcement from the Province HERE.
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Minimum Wage Increasing, Effective June 1
The general minimum wage is increasing from $17.85 to $18.25 per hour in the province, effective June 1, 2026.
This 40-cent, 2.1% bump is tied to the province's average inflation rate from the previous year to help paycheques keep up with the rising cost of living.
Learn more HERE.
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National AccessAbility Week | May 31 to June 6
National AccessAbility Week (NAAW) takes place from May 31 to June 6, 2026, with the theme "Building a Strong, Accessible Canada".
Founded in 1988 as National Access Awareness Week and inspired by Rick Hansen’s Man In Motion World Tour, it is a time to recognize the contributions of people with disabilities and advance accessibility and inclusion in our communities, workplaces, schools, and public places.
There's many ways you can participate:
- Download resources and share them with your team
- Use their Resource Toolkit to invite others into the conversation
- Use the National AccessAbility Week flag in digital channels
- Use the Universal Design guidelines to identify one practical accessibility improvement you can make this month.
To coincide with National Accessability Week is Red Shirt Day - taking place on Wednesday, June 3. Canadians are encouraged to wear red to show their support for people living with disabilities and make a pledge to advance inclusion.
Learn more about NAAW, including how to participate HERE.
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TransLink Increasing Service For World Cup Activities
TransLink is expanding transit service during FIFA World Cup 2026™ to help residents and visitors travel efficiently throughout the region. Enhancements will include increased bus service in downtown Vancouver, dedicated transit connections to the FIFA Fan Festival™, additional SkyTrain capacity, and expanded West Coast Express service.
For those planning to attend World Cup matches or related events, transit will be the easiest and most convenient way to get around. The service increases are designed to support higher visitor volumes while helping keep people moving safely and efficiently during one of the region’s largest-ever events.
Learn more about the increased service and schedule HERE.
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Destination Greater Victoria | Corporate Communications Specialist - 18-Month Contract Role
Destination Greater Victoria (DGV) has an exciting opportunity for a Corporate Communications Specialist to play a key role in shaping and delivering authentic and inspiring internal and external communications that support organizational priorities and strategic programs.
Working collaboratively across departments, the successful candidate will create and manage engaging content across multiple channels, while supporting community relations initiatives and strengthening connections with diverse stakeholders.
This is a hybrid role, with a requirement to work in-office at least three times per week, requiring the successful candidate to be located in the Greater Victoria region. It is a full-time 18-month contract position, 35 hours per week. Learn more and apply HERE.
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The Tourism Industry Association of BC (TIABC) is seeking input from its members and stakeholders to assess the level of satisfaction with the leadership that TIABC provides to the tourism industry, and to gain further knowledge from your insights and responses to each section of the survey to help shape our future direction, provide more value for members, and ensure our effectiveness as advocates for BC's visitor economy.
We thank you in advance for taking the time to complete the survey. Your feedback and openness is very much appreciated. We will be sharing these results with you in the months ahead.
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TIABC’s Advocacy Highlights section provides members with regular updates on the policy, government relations, and sector advocacy work TIABC is undertaking on behalf of British Columbia’s tourism industry. Each week, this section will feature one key advocacy focus.
To learn more about the broader advocacy work TIABC is working on, PLEASE VISIT HERE.
Over the past several weeks, we have continued to advocate on workforce and immigration pressures affecting BC’s tourism and hospitality sector.
Working together, TIABC and the BC Hotel Association sent a joint letter to Premier David Eby and provincial ministers urging government to reconsider its decision to close the Entry Level and Semi-Skilled Stream of the Provincial Nominee Program. This stream provided an important pathway to permanent residency for BC-based workers in eligible tourism, hospitality, and food processing occupations.
In the letter, we raised concerns that the decision could have a significant impact on BC’s 17,000 tourism and hospitality businesses, many of which continue to face serious challenges recruiting and retaining experienced staff.
While we welcomed the province’s April 20th announcement allowing rural employers to retain existing Temporary Foreign Workers for an additional year, we remain disappointed that BC has not opted into the broader expansion of the Temporary Foreign Worker Program. That expansion would increase the cap to 15% and provide practical short and medium-term relief for tourism and hotel operators.
We also raised concerns about the potential loss of tourism and hospitality training programs at post-secondary institutions across BC, as schools respond to financial pressures linked in part to declining international enrolment.
We are continuing to work with government and sector partners to advocate for workforce solutions that reflect the real operating pressures facing tourism businesses across British Columbia.
Amber Papou, B.Ed MBA ICD.D
CEO, TIABC
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Destination Vancouver Launch Recouver in Vancouver
Destination Vancouver has launched its new creative platform, Recouver in Vancouver, highlighting the restorative experiences that make the city unique. The campaign showcases how visitors can reconnect and recharge through Vancouver’s natural landscapes, wellness offerings, culinary scene, and vibrant neighbourhoods.
The campaign features four engaging videos that use a light-hearted and authentic approach to capture the spirit of Vancouver through local stories, talent, and experiences.
Explore all four films HERE.
| AN AI MOMENT WITH PETER PILARSKI | |
Google Just Changed How Travellers Find You
Google recently hosted Google I/O 2026, its annual developer conference where it reveals its biggest upcoming technology updates. This year, the focus was heavily on new AI tools, like Gemini 3.5 and a personal assistant called Gemini Spark, that are subtly changing how travellers research destinations and plan itineraries.
In our latest article, Tourism AI Network founder Peter Pilarski breaks down these announcements in plain language for tourism operators, DMOs, and associations.
Peter shares 5 practical, zero-budget steps you can take today to ensure your business stays easy to find and accurately represented when travellers use these new search tools.
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BOATING BC ASSOCIATION
Boating BC is a network of qualified professionals who share their knowledge, insight and assistance to every kind of boater and marine business, from a first-timer to a seasoned tour operator. They offer counsel on business and governance issues, as well as representing and advocating on behalf of the boating industry to all levels of government - offering unbiased information from experts who live and work boating every day.
They are the go-to resource to learn about what it means to be a boater in BC.
Learn more about Boating BC HERE.
Photo Credit: Boating BC
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Let's Work Together on What Matters Most
To bolster industry advocacy efforts, membership in the Tourism Industry Association of BC (TIABC) is a good investment.
Becoming a member of TIABC offers many significant benefits that can enhance your business, elevate your voice on the issues that matter, and contribute to the success of BC’s visitor economy. As well, you will gain ease of access to a collaborative network of businesses, partners and allies that support the tourism industry, both nationally and provincially.
Contact info@tiabc.ca for more information, visit our website HERE or the link below.
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Heritage BC Presents Living Threads | Practical Ways to Engage with Indigenous Intangible
This one hour webinar explores Intangible Cultural Heritage, also known as Living Heritage and its connection to Indigenous heritage in practical, meaningful ways. Participants will gain tools and approaches they can use right away to recognize, document and support Indigenous intangible heritage through respectful, community-driven practices.
Date: June 1
Time: 12:00 pm - 1:00 pm (PT)
Learn more and REGISTER 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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BC Hospitality Foundation Celebrate 20 Years of Impact | A Night to Remember
Join British Columbia’s hospitality community for an extraordinary evening celebrating the 20th anniversary of the BC Hospitality Foundation.
Date: July 22nd
Industry leaders, celebrated chefs, and passionate supporters will gather for an unforgettable culinary fundraiser benefiting the people who make hospitality possible.
This milestone event aims to raise $100,000 to ensure the BC Hospitality Foundation can continue providing financial assistance to hospitality workers facing crisis and hardship across the province.
Learn more and purchase your 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 Northern BC Tourism Summit
Join tourism professionals, entrepreneurs, and community leaders for the 2026 Northern BC Tourism Summit. Connect through keynote speakers, hands-on workshops, and panels focused on the future of tourism in our region.
Dates: October 20 - 22
Location: Coast Prince George Hotel, Prince George
Gain fresh insights, spark new partnerships, and help shape a thriving visitor economy in northern BC.
Learn more and REGISTER HERE.
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The Kootenay Tourism Summit
The Kootenay Tourism Summit will kick off on the afternoon of October 27 with Annual General Meeting business, followed by a full Agenda featuring a range of speaker sessions, panels & discussions and presentations from industry leaders.
Date: October 27 - 28
Location: Best Western Plus Fernie Mountain Lodge
Summit Agenda coming soon! Learn more HERE.
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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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