TIABC Releases its 2024 Advocacy Report Card

TIABC's annual Advocacy Report Card provides a synopsis of our advocacy activities and accomplishments. It also highlights some of the organization’s key priorities to ensure that we’re transparent and accountable to our members and constituents for the objectives we set out to achieve.

We encourage you to read this report and connect with us at any time for questions, comments or recommendations on TIABC’s direction, as well as any other ideas or concerns pertaining to your business, DMO, organization, or community.

Canada's Consultations on Countermeasures

to U.S. Tariffs

The BC Trade and Economic Security Taskforce Secretariat has shared information on Canada’s tariff remissions process and consultation on potential counter-measures.

The federal government will consider remission requests in instances where goods used as inputs cannot be sourced domestically or reasonably from non-U.S. sources, or in other exceptional circumstances that could have severe adverse impacts on the Canadian economy. Requests for remission are assessed by the Department of Finance, in consultation with other relevant federal departments, and recommendations are made to the Minister of Finance.

For more information on the framework and remission process, visit HERE.

Additionally, Canada is seeking public input on potential retaliatory tariffs against U.S. goods to assess their impact on BC businesses before implementation. You are encouraged to provide input directly to the federal government in order to amplify any BC-specific issuess.

• The comment submission form for consultations on Canada’s response to U.S.Tariffs on Canadian Goods can be found HERE.
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• Read the special bulletin shared by Destination BC on behalf of the BC Trade and Economic Security Taskforce Secretariat HERE.

go2HR Release February 2025 Labour Market Information

go2HR has released the latest labour market information for British Columbia noting that while the overall labour force has rebounded, persistent worker shortages and sector-specific employment gaps highlight the need for targeted hiring and retention strategies.

Labour Market Overview:

• Employment in the sector declined 1.0%, from 340,750 in January 2025 to 337,500 in February 2025. Employment remains 8,000 jobs below February 2019 levels, reflecting ongoing recovery challenges.

Regional Insights:

• Employment declined in the Cariboo, Lower Mainland, and Vancouver Island regions but increased in Northern BC, Thompson Okanagan, and Kootenay regions. Thompson Okanagan and Vancouver Island continue to exceed pre-pandemic employment levels, while the Cariboo, Lower Mainland, Northern BC, and Kootenay regions remain below.

Sectoral Performance:

• Growth: The Food & Beverage sector saw employment gains in February.
• Declines: Accommodation, Recreation & Entertainment, and Transportation & Travel sectors experienced job losses. The Transportation & Travel sector has surpassed pre-COVID employment levels, while others remain in recovery.

Visit the go2HR BC Tourism & Hospitality Tracker for more information regarding the latest statistics and trends HERE.

Mark Your Calendar | National Tourism Week

CANADA: Powered by Tourism | April 7 - 11

Now in its 15th year, National Tourism Week (NTW) is a weeklong national campaign orchestrated by the Tourism Industry Association of Canada (TIAC) in partnership with provincial/territorial industry associations such as TIABC. This annual event is a crucial platform for highlighting the pivotal role of tourism in Canada.

TIAC, TIABC, and in collaboration with Destination BC and the Ministry of Tourism, Arts, Culture & Sport are enthusiastically inviting everyone to partake in celebrating the nation's finest offerings to the world under the inspiring banner: Canada: Powered by Tourism

There are four easy ways to get involved; Go Green, Get Social, Share a Video Message, and Spread the Word.

The NTW website provides useful toolkits, which includes suggestions on how to do the video, how operators and organizations can get involved, and a valuable factsheet to readily use.

It's time to start planning, to celebrate tourism in our province. Stay tuned to TIABC and Destination BC for 2025 Tourism Week in British Columbia toolkit and resources. When sharing content on social media, be sure to include the following hashtags:

#TourismWeekCanada2025

#BCTourismCounts

RFP | Co-host 2027 International Indigenous Tourism Conference 

Indigenous Tourism Association of Canada (ITAC) is seeking interest from potential destinations to co-host and support investment in the 2027 International Indigenous Tourism Conference (2027 IITC). Any non-profit, for profit, Indigenous or non-Indigenous organization or destination marketing organization is eligible to submit regardless of location or ownership from anywhere in Canada.

This conference brings together industry leaders, businesses, Indigenous tourism professionals, partners and allies from across Canada and the world to foster collaboration and growth in the Indigenous tourism sector.  Deadline for Submission: April 30th.

Download the application form HERE.

ICYMI | Nominations Open for Order of BC and Medal of Good Citizenship

Provincial honours and awards are a memorable and distinctive way for the Province to thank and pay special tribute to those British Columbian's whose lives exemplify excellence and achievement of the highest order. 

Do you know someone who has made an outstanding impact in British Columbia, particularly in the tourism sector? Nominate them for the Order of BC or the Medal of Good Citizenship, the province’s highest honours. The deadline for submission is April 4th. Learn more on how to submit your nomination HERE.

Survey | go2HR Workplace Health and Safety Survey

Attention BC Tourism & Hospitality Workers! Your insights are invaluable! Take 5–7 minutes to complete a confidential survey on workplace health & safety from go2HR. Your feedback helps shape better policies, resources, and training for a safer, healthier industry.

Why participate?

• - Influence workplace safety improvements
• - Help shape industry initiatives
• - Chance to win a $250 gift card!

Your voice matters—let’s build a stronger, safer tourism & hospitality sector together.

Job Opportunity | Wilderness Tourism Executive Director & TIABC Policy Analyst

(Dual Role)

The Tourism Industry Association of BC (TIABC) and the Wilderness Tourism Association of BC

(WTA) are partnering to create a dual role supporting both organizations: Policy Analyst (TIABC) and Executive Director (WTA). The position will be managed day-to-day by TIABC, governed by a Joint Steering Committee (JSC), with initial responsibilities split 60% TIABC and 40% WTA.

Core Competencies

• Strategic leadership with a passion for tourism

• Strong reputation, integrity, and credibility

• Effective communicator and relationship builder

• Skilled in policy development, government relations, and advocacy

• Experience in budgeting, financial oversight, and association compliance

• Excellent writing and public speaking skills

To learn more about this exciting opportunity, visit HERE. Please submit resumes and any questions pertaining to the position to Walt Judas, CEO, TIABC - wjudas@tiabc.ca

The 2025 BC Tourism Industry Conference could not have been possible without the support of our valued sponsors. We were proud to partner with like-minded organizations that are as passionate about the prosperity of our sector as we are.

THE VOICE OF TOURISM

Episode #33 - Brenda Baptiste

Meet Brenda Baptiste, Chair of Indigenous Tourism BC as she talks with TIABC’s Voice of Tourism host Walt Judas in an engaging discussion on the transformative power of Indigenous tourism. Brenda shares her journey from community health nursing to tourism leadership, highlighting how cultural revitalization, economic development, and identity are deeply connected.

Shaping the Future of Tourism: Walt Judas on TIABC’s Conference, Policy & AI Innovations

Tune in to the Tourism AI Network and join host Peter Pilarski as he chats with TIABC CEO Walt Judas on how conferences, policy, advocacy, and emerging AI tools are transforming the tourism industry and hospitality sectors. Discover why face-to-face gatherings remain crucial for building relationships, learn about key policy hurdles affecting tourism businesses, and explore how AI in tourism can provide a competitive edge.

BC's Tourism Sector Expecting to Experience a Boost in Tourism

In an interview with the Canadian Press earlier this week, TIABC Chair JJ Belanger advised that despite the current tariff situation continuously changing, the tourism sector is observing that domestic travel is on the rise by Canadians and US travellers are continuing to travel to BC. Read the full story HERE.

What Impact Will the Tariffs Have on BC's Tourism Industry?

TIABC CEO Walt Judas joined Spice Radio host Mankiran Aujla this week to talk about the ongoing tension between USA and Canada, how it is changing the way Canadians travel, and what impact this will have on the tourism industry this year. Listen to the interview HERE.

Rocky Mountaineer Announces Expansion to Family of Companies

Earlier this week, Rocky Mountaineer announced the launch of two new brands: Armstrong Collective and Canyon Spirit. This marks the culmination of a 35-year journey for their business, and an enduring passion for providing life-changing experiences in the most spectacular natural regions of the world.

Rocky Mountaineer will continue to welcome guests from around the world on their iconic rail journeys in Western Canada. Canyon Spirit will be the new name for their elevated rail journeys through the American Southwest. Both the Canyon Spirit and Rocky Mountaineer travel brands will sit within the new parent brand, Armstrong Collective.

Read the official announcement from Rocky Mountaineer HERE.

Harbour Air Expands Spring & Summer Service

Harbour Air, is expanding its spring and summer flight schedule. Beginning May 1st the carrier will operate more than 155 daily flights connecting 12 West Coast destinations. 

The expanded service will serve the travel needs of both locals and tourists alike through increasing flight capacity and frequency at key times. 

The service will also boost connectivity to coastal destination with: 

• 20x daily departures between Vancouver-Victoria
• 4x daily departures between Richmond-Victoria
• Return of Victoria-Salt Spring Island seasonal route 

Learn more and view the full flight schedule, here. 

New Collaboration Launches Cineventure | Connecting Film and Tourism

Cineventure, launched at the BC Tourism Industry Conference, connects film and tourism by showcasing iconic BC filming locations through curated experiences and itineraries. Building on fan culture, it allows visitors to explore the settings of productions like Shōgun, Virgin River, and Once Upon a Time, among others.

During the conference, panelists discussed how Cineventure will drive tourism by turning popular film locations into must-visit destinations. This initiative strengthens the link between BC’s film industry and the visitor economy, creating new opportunities for fans and communities.

The Cineventure initiative is a collaborative partnership that includes; BC Film Commission, Screen BC, Martini Film Studios, Tourism Abbotsford, Tourism Burnaby, Tourism Langley, Tourism Maple Ridge, Tourism New Westminster, Tourism Richmond, Tourism Squamish, Discover Surrey and Vancouver's North Shore Tourism.

Learn more about Cineventure HERE.

BC Wineries Prepare for Exciting 2024 Vintage Release and Launch of "Crafted in BC" Wines

Wine Growers BC has provided an important update to advise that BC wineries are now preparing to bottle their 2024 vintage and producers are eagerly anticipating the spring debut of a new wine category, “Crafted in BC”. This limited-time offering, produced under the Vintage 2024 Relief and Support Program, highlights the industry’s resilience, innovation and adaptability during a difficult period.

The “Crafted in BC” positioning is not a designation or certification, however, allows wineries to continue producing wine while the vines recover, ensuring that BC’s reputation for producing exceptional wine remains intact.

Read the full media release from Wine Growers BC HERE.

Enter to Win the Ultimate BC Golf Adventure to Vancouver Island

Get ready for the golf getaway of a lifetime! Enter for the chance to win an incredible BC Golf Adventure to Vancouver Island on British Columbia's West Coast. The winner and guest will experience Campbell River & the Comox Valley on central Vancouver Island, featuring world-class golf, breathtaking coastal fishing adventure, and incredible accommodations.

Learn more from Golf in British Columbia and enter to win HERE.

TIAC's "Ask an Expert" Series

Lies, Damn Lies, and Statistics: Coming to Grips with Data in the Tourism Ecosystem

In today’s data-driven world, navigating the vast amount of tourism data available can be overwhelming. How do you separate meaningful insights from the noise?

Date: Tuesday, March 25

Time: 11:00 am (PT)

In this webinar, Evan Hazenberg, Director of Labour Market Intelligence at Tourism HR Canada, will break down the complexities of labour market intelligence (LMI) in the tourism sector and share best practices for working with data of any kind. This session will provide valuable insights to enhance your decision making.

Register HERE to secure your spot! If you require assistance with signing in to the Members Area, please contact membership@tiac-aitc.ca 

Embracing the Feminine: Leadership Qualities to Elevate Women of WORTH

Join WORTH Association for a virtual WORTHshop with Joanna Jagger, where she will dive into Embracing the Feminine: Leadership Qualities to Elevate Women of WORTH.

Date: April 3

Time: 12:00 pm (Noon - PST)

Everyone is welcome. You won't want to miss this! Learn more and register HERE.

Unlock the Power of Generative Al in Tourism Workshop Series

TIABC and Tourism AI Network's AI workshop series has officially kicked off! Missed the first session? No worries! Join us for additional workshops that are scheduled for the weeks ahead.

Upcoming Workshops:

• April 7: Unlock the Power of Your Data with Effective Governance
• April 10: AI for Customer Service in Tourism
• April 11: Marketing Applications of Generative AI
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Open to all tourism professionals. Attend one session or the full series and gain practical tools to drive your success in tourism.

Cost: $149 CAD per session. Seats are limited! Learn more and register in the link below.

Note: TIABC members enjoy special savings: Use promo code TIABC10 for a 10% discount on individual sessions or TIABC15 for a 15% discount on the full series bundle.

Unlock the Secrets to Effective Workplace Communication

Did you know employees spend up to 17 hours a week resolving misunderstandings from miscommunication? In the fast-paced tourism & hospitality industry, that’s valuable time that could be spent creating positive guest experiences. 

go2HR invites you to join Beata Chami, an organizational psychologist and certified coach, for their "Engage & Inspire: Strategies to Elevate Workplace Communication" webinar.

Date: Wednesday, April 23,

Time: 10:00 am - 11:00 am (PST)

Designed for managers and supervisors, this session will help you elevate your communication skills and improve your workplace interactions. Don’t miss out! Secure your spot today and enhance your communication skills to confidently navigate conversations across your organization. 

Register for this free webinar HERE.

CONFERENCES & SPECIAL EVENTS

Bite of Burnaby

Taste Your Way Through Burnaby! Burnaby’s favourite dining festival is back, and this year, it’s bigger and better than ever! Bite of Burnaby 2025 is turning up the heat with an exciting mix of prix-fixe menus, immersive dining experiences, and hands-on culinary events, making it the ultimate foodie adventure. Whether you’re a seasoned foodie or just looking for a reason to explore Burnaby’s incredible dining scene, March is the time to dig in.

Dates: March 1 - 31

Learn more HERE.

Guide Symposium

Join the Commercial Bear Viewing association and the Marine Guides Association of Canada for two days of inspiring talks, skill-building workshops, and lively discussions on elevating the art of guiding.

Connect with fellow guides, share stories, and build lasting friendships.

Dates: March 15-16

Location: Vic Theatre, Victoria

Learn more and purchase tickets HERE.

Must Attend Event | TIAC 2025

Regional Tourism Roundtable

The TIAC 2025 Regional Tourism Roundtable is coming to Richmond! In partnership with the Globe and Mail, Tourism HR Canada, Destination Canada, and host Tourism Richmond, this event combines strategic discussions with practical solutions.

DATE: Friday, March 28

LOCATION: Westin Vancouver Wall Centre

The Roundtable will feature panel discussions that include TIABC CEO Walt Judas and welcome tourism leaders from all sectors, including destination marketing/management organizations, attractions, accommodations, transportation providers, and industry associations. The event will combine strategic discussions with an exploration of practical solutions, seeking input to address tourism priorities.

Industry professionals interested in attending can register HERE.

Abbotsford Tulip Festival

Lakeland Flowers returns with a three-month cascade of flowers, beginning with the Abbotsford Tulip Festival. Positioned as Canada’s premiere tulip festival with 35 acres of tulips and lupins, the fields are set to create another remarkable display of colour.

Dates: April 5th (tentative) through to May 11th

For more information about the event, visit HERE.

BCHA Announce 2025 Summit

Shaping Tomorrow: Leading and Growing Together

This year's BC Hotel Association (BCHA) Summit centers around the theme, Shaping Tomorrow: Leading and Growing Together—a call to embrace new opportunities and realize untapped potential. 

Dates: April 22 - 23

Location: The Westin Bayshore, Vancouver

With a bustling Marketplace, endless networking opportunities, and a dynamic program in store, now is the time to secure your spot. Don’t wait—register today and be part of a collaborative, captivating, and cutting-edge Summit.

Learn more and register HERE.

2025 Pig Out Festival

For those who are already dreaming of spring, this much-loved food and wine event is returning to the heart of Oliver Osoyoos Wine Country set against the stunning vineyard backdrop of Cellar Door and More. 

Date: May 3

Location: Cellar Door Winery (and more)

The 2025 theme, “When Pigs Fly,” takes the festivities to new heights by incorporating creative poultry-inspired dishes, crafted by talented local and guest chefs. 

Learn more and purchase tickets HERE.

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.

BC Chamber of Commerce AGM & Conference

Join us in Nanaimo to explore this vibrant urban centre found on the east side of beautiful Vancouver Island, located on the traditional territories of the Coast Salish Peoples - Snuneymuxw, Snaw-naw-as, and Stz'uminus.

Date: June 3-5

Location: Vancouver Island Conference Centre, Nanaimo

Connect with Chamber of Commerce and Board of Trade executives, business leaders and association stakeholders from across the province who play a key role in shaping policy, fostering networking opportunities

and driving economic growth throughout British Columbia.

Learn more about the AGM and Conference and register HERE!

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.