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This may date me a bit…but I remember being huddled on our family room sofa in Prince George in the 1980s, legs tucked underneath me, completely absorbed in whatever show had captured my full attention that evening. Like most kids, I found commercials deeply inconvenient. They interrupted the good part. They tested patience. They were something to endure.
Except for one.
The screen opened with a birds-eye view of snow-capped mountains under the bluest sky imaginable. Then came lakes so still they looked painted, rivers cutting through forests, endless trees rolling into the distance. Even at ten years old, I knew this one was different. I remember sitting up slightly, paying attention.
Then the words appeared.
Super Natural British Columbia
I did not know it was a tourism campaign. I did not understand branding or messaging. But I felt something. Pride, first. Then curiosity. And then a very real desire to go see it all for myself.
That feeling matters.
Because tourism does not begin with a booking engine or a marketing plan. It begins with a story that lands. A story that makes someone pause. A story that turns interest into intention.
For more than 20 years, I have worked in and alongside the tourism sector, and if there is one thing I have learned, it is this. Tourism is powered by thousands of stories being told at the same time. Some loud. Some quiet. Some polished. Some deeply personal. All of them real.
Tourism is the family-run motel where everyone pitches in during peak season. The restaurant that becomes a gathering place. The festival that pulls a community together. The guide who knows the land so well they can read the weather by watching the trees. It includes Indigenous tourism experiences that share culture, history, and connection to place with care and authenticity.
These stories are not just nice to hear. They are essential.
Because when tourism stories are shared collectively, they carry weight. They become evidence. They become insight. They become the difference between tourism being seen as a seasonal afterthought and tourism being recognized as the economic engine that it is.
On their own, these stories are powerful. Together, they are undeniable.
The future of tourism in BC depends on how well we gather these experiences and how effectively we share them with the people who can help sustain, grow, and strengthen the sector across the province. Decision-makers. Funders. Policy leaders. Partners. The people shaping transportation, housing, workforce development, climate adaptation, and economic strategy.
Stories told well influence decisions.
Stories grounded in reality build credibility.
Stories shared collectively create momentum.
Tourism is not asking for special treatment. It is asking to be understood.
Understood as a sector that supports families and livelihoods.
Understood as a driver of local and provincial economies.
Understood as a connector of culture, place, and people.
Understood as an industry that cannot be relocated, replicated, or automated away.
This is serious work, but it does not have to be heavy. Tourism thrives on warmth, welcome, and human connection. A little humour helps. A lot of honesty helps more.
As I step into this role, I want to hear your stories. The ones that inspire you, challenge you, and keep you up at night. Because those experiences are the foundation of everything we advocate for and everything we protect.
I am also deeply mindful that I am taking the TIABC helm from Walt Judas, whose leadership over the past decade has been both steady and impactful. For more than ten years, Walt and TIABC have been tireless advocates for this sector, helping shape conversations, policy, and understanding at all levels of government. My commitment to you is to build on that work, to honour the momentum already created, and to continue advancing the interests of tourism with the same dedication and care.
If we want tourism in BC to remain strong, resilient, and competitive, then we must tell its story with clarity and confidence. Not as isolated anecdotes, but as a shared narrative that reflects the true impact of this sector on the communities large and small across this province.
That commercial I watched as a kid did not explain policy. It did not list outcomes. It did not oversell.
It simply made people want to be part of the story.
That is still the work today. To gather the stories.
To share them collectively.
To ensure they are heard by those who can help turn possibility into progress.
I am proud to be part of this sector, excited to hear and learn from you, eager to share your stories, and genuinely looking forward to helping carry them forward in ways that strengthen and sustain tourism across ‘Super Natural’ British Columbia.
Amber Papou
CEO, TIABC
| | 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 Engages with Industry Leaders at
VCM Industry Forum
Earlier this week, TIABC was well represented at the 2026 VCM Industry Forum by CEO Amber Papou, alongside past CEO Walt Judas, who attended as a guest. Their presence reflected both continuity and momentum, and a shared commitment to staying engaged in the conversations shaping the tourism sector.
The forum brought together regional tourism partners for a day of connection, shared learning, and thoughtful dialogue. Speakers addressed current pressures and future trends, highlighting opportunities through innovation, collaboration, and community-driven thinking, while Minister Anne Kang and her team reinforced the value of open dialogue between government and industry.
TIABC’s participation focused on listening, learning, and carrying member perspectives forward in support of a strong, resilient, and sustainable tourism sector across the province.
Pictured: Amber Papou and Walt Judas, pictured with Gerardo Corro, Executive Director, Tourism New Westminster and Dayna Miller, General Manager, Vancouver Coast & Mountains Tourism Region.
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DBC Launches BC Tourism Basics Learning Resource
Destination BC (DBC) has launched a new introductory learning guide, BC Tourism Basics, now available through its Learning Centre.
Designed as a Tourism 101–style introduction, the resource supports individuals who are new to the industry, as well as those looking to strengthen their understanding of the landscape, key players, and systems that shape tourism in British Columbia.
BC Tourism Basics provides a clear, accessible overview of how the visitor economy functions and highlights the vital role tourism plays in supporting communities across the province.
The guide is organized into four sections:
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BC’s Tourism Ecosystem
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The Visitor Economy
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Tourism and Community Development
- Globally Competitive Destinations
The learning resource is now available through the following link:
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go2HR Transitions to New HR Advisory Service Model
Four and a half years ago, as the tourism and hospitality sector navigated the challenges of a global pandemic, BC’s industry united around a shared Labour Recovery Framework. With support from the BC Ministry of Tourism, Arts, Culture and Sport and Destination BC, go2HR launched a province-wide Regional HR Consultant Network.
Funded through March 31, 2026, the program delivered free, hands-on HR support when it was needed most, resulting in more than 14,000 employer advisory engagements and the delivery of regional HR initiatives across British Columbia.
As this provincially funded program concludes, go2HR is transitioning to a new service model.
- Free HR advisory services under Raise the HR Bar will conclude on February 15, 2026.
- Regional HR consultants will not be taking on new regional initiatives and will focus on completing initiatives already underway.
- Employers will continue to have free access to go2HR’s extensive online HR tools, templates, training, and resources.
- Direct, in-depth HR consulting support will be available through go2HR For Hire, our new fee-for-service offering.
Explore go2HR For Hire in the following link:
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YVR Sets New Passenger Records in 2025
Vancouver International Airport has announced that 2025 was a record year for travellers.
The historic year included six new destinations and three additional carriers, strengthening YRV's role as Canada’s Pacific gateway to Asia and beyond.
YVR welcomed more than 26.9 million travellers in 2025, representing a 2.7% increase year-over-year. The previous record of 26.3 million passengers was set in 2019. 2025 also marked a new all-time record with cargo shipments also reaching their highest volumes in the 94-year history of the airport.
The historic year included six new destinations and three additional carriers, strengthening YRV's role as Canada’s Pacific gateway to Asia and beyond.
Learn more and read the full announcement from YVR HERE.
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Freshwater Fishing Licences Move to WILD system for 2026-27 Season
Anglers in BC will soon be able to purchase their freshwater fishing licences through the same online system used by hunters.
Beginning Monday, February 9th, anglers can register for a free Fish and Wildlife ID (FWID) through the Wildlife Information and Licensing Data system (WILD) in preparation for the 2026–27 fishing season. WILD is the provincial government’s secure online platform for purchasing both freshwater fishing and hunting licences.
This change follows regulatory amendments, which bring proof of authorization requirements for anglers into alignment with those established for hunters.
Read the full announcement and learn more HERE.
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Winter 2026 Olympics | What Licensees
Need to Know
The 2026 Winter Olympics kick off today and ABLE BC want to remind pubs, bars, and hospitality venues across BC that it is also an opportunity to drive foot traffic, extend dwell time, and bring communities together around the games.
Licensees are encouraged to review the Olympic broadcast schedule and identify key events that align with your audience and operating hours. If you plan to show Olympic events outside your currently approved liquor service hours, you’ll need to apply for extended hours in advance.
For more information, please refer to the Terms and Conditions & Manuals and Change a Liquor License page on the LCRB website.
If you have questions about extended hours or compliance requirements, ABLE BC is offering support at comms@ablebc.ca.
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Tourism Kelowna Announces Leadership Transition
The Board of Directors of Tourism Kelowna has announced that Lisanne Ballantyne will be stepping down from her role as president and Chief Executive Officer, effective March 27th.
After more than eight years at the helm of the organization, Lisanne made the decision to step down following thoughtful consideration and consultation with the Board. Throughout her tenure, Tourism Kelowna reached significant milestones, including elevating Kelowna’s profile as one of Canada’s leading tourism destinations, strengthening key industry partnerships, and supporting the growth of a vibrant, year-round visitor economy.
TIABC's Board and team have truly appreciated their long-standing and positive working relationship with Lisanne and extends our best wishes to her in all future endeavours. We look forward to maintaining a strong partnership with Tourism Kelowna and continuing to collaborate on shared advocacy initiatives that support and strengthen British Columbia’s tourism industry, including this year's BC Tourism Conference.
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A friendly reminder that registration is still open for the 2026 BC Tourism Industry Conference. The conference will take place at the Delta Hotels Grand Okanagan Resort, Kelowna, March 4 - 6, 2026.
Don’t miss out - learn more about the conference program and REGISTER TODAY !
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WTA AGM and New Affiliate Membership Launch
The Wilderness Tourism Association of BC (WTA) will hold its Annual General Meeting in conjunction with BC TIC. Members and partners are invited to join us as we reflect on a year of sector collaboration and look ahead to priorities shaping wilderness tourism in BC.
Date: March 3
Time: 4:00 pm (PST)
This year has underscored the essential role of a collective voice. Through joint work with partners including the Adventure Tourism Coalition, Fish Wildlife & Habitat Coalition, and the broader BC Outdoor Sector Coalition, WTA continues to advance stewardship, land-use certainty, and sustainable economic opportunity. With provincial budget decisions, land and water pressures, and wildlife considerations all intersecting with tourism, cross-sector alignment has never been more important.
We are also pleased to launch a new Affiliate Membership category starting at $50, for individuals and organizations who want to support WTA’s work in stewardship, education, and advocacy for BC’s wilderness tourism operations. Learn more HERE.
We hope you will join us at the AGM and be part of strengthening a resilient, stewardship-driven visitor economy. Please contact us for in-person or online AGM attendance on March 3rd (a link will be provided upon registration): admin@wilderness-tourism.bc.ca.
| TOURISM HR SPOTLIGHT WITH go2HR | |
Did You Know? There’s a Job Board Just for Tourism & Hospitality
Hiring in today’s labour market is more competitive than ever. With workers weighing options across industries, employers need to be intentional about where and how they promote job opportunities. The goal isn’t just more applicants, it’s reaching the right ones.
Built specifically for BC’s Tourism & Hospitality industry, go2HR’s Job Board connects employers directly with jobseekers who are already interested in working in hotels, restaurants, resorts, attractions, and tourism businesses across the province. Because the platform is industry-focused, postings reach candidates who understand the realities of Tourism & Hospitality work and are more likely to be a good fit.
The job board is free to use and easy to set up, making it a practical option for employers hiring seasonal, entry-level, or experienced staff. Many employers choose to combine multiple recruitment methods, but starting with a niche job board helps focus efforts and save time by reaching the right audience first.
Whether you’re recruiting now or planning ahead, using an industry-specific job board can support more efficient hiring and help strengthen workforce connections across the sector!
Explore the go2HR Job Board here
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Celebrate Lunar New Year at the Chinese
Canadian Museum
February 17th marks the start of the Lunar New Year and the beginning of the Year of the Horse.
During the celebration, TIABC member - the Chinese Canadian Museum - is hosting a festive weekend of family-friendly activities including drop-in crafts and cooking workshops.
Learn more including how to purchase tickets HERE.
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TOURISM VALEMOUNT
Tourism Valemount is the non-profit Destination Management Organization (DMO) dedicated to promoting and developing tourism in Valemount. It manages the local Visitor Information Centre, supports local businesses, and promotes year-round outdoor activities in the surrounding Rocky, Monashee, and Cariboo mountains.
Learn more about Tourism Valemount HERE.
Photo Credit: Destination 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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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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Managing Food & Beverage Operations | March 4 – April 8
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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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Destination BC Industry Call | Working with the Travel Trade
This webinar will serve as a practical introduction to help you understand what the travel trade is, who it’s best suited for, and how it can support long-term, sustainable business growth. Whether you’re just beginning to explore international markets or simply want clarity on the fundamentals, this session will help you build confidence and assess what makes sense for your business and community.
While the session is primarily geared toward tourism businesses and operators, CDMOs are encouraged to attend. It’s a great opportunity to better understand how international visitors discover and book experiences in BC, and explore additional ways CDMOs can help support local tourism businesses interested in this space.
Date: Tuesday, February 10
Time: 10:00am–11:00am PT - Online
Overview: Destination BC’s Market Development team will take participants through the fundamentals of working with the travel trade, including what it is, why it matters for the future of your business, and how you can assess whether it’s a good fit for you.
Learn more and REGISTER HERE.
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Building Resilience in Tourism Teams
Tourism and hospitality teams face an endless cycle of demanding guests, seasonal pressure, unpredictable challenges, and physical exhaustion that can quickly lead to burnout and high turnover. Join us to learn evidence-based strategies to help your team bounce back from tough situations, adapt to constant change, and maintain their energy throughout even the most challenging seasons. Walk away with practical techniques that you can use to help build individual and team resilience.
Join Brandy Zimmerman, Workplace Mental Health Strategist, as she shares actionable ways to strengthen mental well-being, maintain team cohesion, and navigate workplace pressures with clarity and compassion.
Date: February 19
Time: 10:00 am (PST)
Learn more and REGISTER HERE.
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Tourism DMO Sustainability Training Course – Spring 2026
Synergy Academy is a new learning format from Synergy Enterprises, created to make real-world sustainability knowledge more accessible and actionable for the business community.
The courses empower executives, professionals, teams, and emerging leaders to integrate sustainability into their operations, strategy, and decision-making processes. The following courses are specifically designed for Destination Management Organizations:
A). 5 modules in workshop format from March 3rd to March 31st
- 1-hour, virtual, Live delivery
- 10 AM PST, Every Tuesday
B). 5 modules in workshop format from March 4th to April 1st
- 1-hour, virtual, Live delivery
- 10 AM PST, Every Wednesday
Learn more and register HERE.
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Dine Out Vancouver Festival
Savour and sip your way through Canada’s largest food and drink festival with experiences to please your palate. Choose from curated fixed-price menus at over hundreds of Vancouver’s hottest restaurants and discover unique culinary events that span everything from sea foraging to dumpling fests.
Mark your calendars for Season 24 from January 21st to February 8th.
Learn more and check out the participating restaurants HERE.
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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
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. Learn more and register HERE.
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SAVE THE DATE | BCDMOA Members Roundtable Meeting
It's that time again! Mark March 3rd on your calendar for the BCDMOA Members Annual Roundtable Meeting. In conjunction with the BC Tourism Industry Conference, the BCDMOA Roundtable Meeting will be an all-day meeting with engaging guest speakers and lively conversation. This meeting is open to all BCDMOA Members. Watch your emails for more information.
Location: Delta Hotels, Grand Okanagan Resort, Kelowna
Email info@bcdmoa.ca to register and be sure to book your accommodation for March 2nd, rooms space is limited!
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2026 BC Tourism Industry Conference - The Transformative Power of Tourism
Registration is now open for the 2026 BC Tourism Industry Conference. Join industry colleagues for this must attend conference.
Dates: March 4 - 6
Location: Delta Hotels, Grand Okanagan Resort, Kelowna
Be part of the Transformative Power of Tourism and REGISTER TODAY!
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BC Farmers’ Market Conference
This workshop is for farmers' markets, restaurants, food business operators and DMOs looking to ignite their community’s food tourism potential.
Date: March 6
Location: Pinnacle Hotel, North Vancouver
By attending this workshop you’ll walk away with a packed workbook of tools, frameworks, and real-world strategies to help you.
Learn more and reserve your seat HERE.
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MARK YOUR CALENDAR | WORTH Leadership Summit 2026
This full-day event brings together women from across recreation, tourism, and hospitality for skill-building, inspiration, and connection. With this year’s theme, Get Game Ready, attendees will walk away with practical tools, fresh perspectives, and renewed confidence in their leadership journey.
Date: April 1
Location: JW Marriott Parq, Vancouver
Bring a colleague or rally your team. Groups of eight or more from the same organization receive a discounted registration rate.
Learn more HERE or contact summit@worthassociation.com.
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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.
Registration is NOW OPEN - Learn more 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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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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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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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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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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