|
|
|
Growing up in Richmond in the 70’s, I lived near farms where everything from flowers and potatoes to strawberries and cabbage was grown next to fields with cows and goats. Because the farmers’ kids were school friends, I was able to freely ride my minibike on dirt roads through large acreages or shoot beer cans with my pellet gun without risk of hitting anything save for the odd bull, barn, or buddy…which happened every so often.
Occasionally I visit my old stomping grounds to relive those memories but so much has changed in a few short decades. Many of these farms only harvest enough to feed their families and keep a few chickens on site to allow them to retain farm status and pay minimal taxes.
| | |
|
The fact is farming is hard, especially for small operators. Yet, despite the challenges, folks who love to work the land, desire to contribute locally, and consider sustainability to be a core value sacrifice everything to pursue their dreams and lifestyle.
As you know, one of the issues with outdoor food production is the short growing season. For small farms, limited capacity compounds the seasonal predicament so many farmers have diversified into ventures such as distilleries or agri-tourism, which is a niche sub-sector of the visitor economy in largely rural areas of BC.
Under the Agriculture Land Reserve Use Regulations (ALRUR), agri-tourism is defined as the use of agriculture land for conducting activities that include tours, tractor rides, harvest festivals, and corn mazes. Within the regs, there are provisions for non-farm uses such as weddings or concerts that help farmers supplement revenues outside of harvest season.
At the same time, there are provincial rules and/or local bylaws that place limitations on the number of events, use of facilities, and even types of businesses allowed that are causing great consternation with farmers seeking to meet their financial obligations with endeavours that create jobs, stimulate the local economy, and keep farms viable.
I’ve spoken about this issue before but raise it again after meeting with several small, Vancouver Island farmers in Victoria yesterday. These hard-working, passionate individuals can’t understand why there are so many barriers that prevent them from establishing agri-tourism operations to complement their core enterprise.
From what I learned, the troubles start with over-zealous bureaucrats at the local level. While some communities are considered to be ‘farm forward’, civic officials in other districts often misinterpret the ALRUR to kibosh creative and popular activities that attract both locals and visitors. Hearing stories about the hardships caused by these decisions gave me a better understanding of the real-world implications.
Conversely, when agri-tourism is supported and encouraged, farms have seen anywhere from a 25 to 100-fold increase in sales of produce, plants and other products.
At the provincial level, changes are also needed to even the playing field for agri-tourism farmers who are restricted to 10 events annually versus those that produce alcohol and can host activities every day of the year if they wish.
Suffice it to say there are so many nuances to the regs, these small farmers are spending an inordinate amount of time trying to figure out what is allowed or forbidden while also attempting to resolve issues with bureaucrats that should have the answers but don’t.
Every single farmer at the meeting reiterated that agri-tourism could be and should be a thriving tourism sub-sector but it’s not there yet because of lack of government support and over-regulation. Similar to our lobbying efforts in 2016, TIABC will again advance this file within specific ministries and at the local level in the coming months to help agri-tourism serve communities, create jobs, attract visitors, encourage customers to buy BC, keep land for food production, give farmers a chance to earn a decent living, and for the sector to reach its full potential.
The minibike is long gone, replaced by a bicycle to ride past and not through the many farms near my current home. Occasionally I see a farmer’s kid on an ATV that makes me reflect on the carefree days of my youth and brings a smile to my face…at least until I hear a shotgun go off…at which point I know from experience to duck for cover.
Walt Judas
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. | |
Clint Fraser Appointed to TIABC Board of Directors
TIABC is pleased to announce the appointment of Clint Fraser, CEO, Northern BC Tourism Association, to its Board of Directors. He fills the vacancy in the DMO category for the 2025 term, previously held by Chris Lewis who resigned earlier this year.
Clint is a seasoned executive with over 15 years of leadership experience in destination management and has been instrumental in positioning Northern BC as a premier travel destination, championing strategic initiatives that drive regional growth while fostering sustainability and cultural preservation.
Beyond tourism, Clint is deeply engaged in governance and policy development, holding leadership roles in various industry organizations. He serves as Chair of the BC Regional Tourism Secretariat, Vice-Chair of the Regional Film Commission Association of BC, and is a member of the BC Provincial Tourism Marketing Committee. His expertise has also been sought in government advisory roles, including the BC Tourism Minister’s Engagement Council and the Tourism Renewal Advisory Committee, where he contributed to shaping sustainable tourism policies.
Clint's appointment comes after a through review of eligible candidates and board needs and ensures that there is representation from all six tourism regions in the province. Importantly, that TIABC continues to meet its commitment to gender parity and the 50/30 challenge, further demonstrating its dedication to diversity and inclusion in the tourism industry.
Meet the TIABC Board of Directors HERE.
| |
JUST RELEASED | Unlock the Power of Generative Al in Tourism Workshop Series
TIABC and Tourism AI Network are partnering together to empower BC's tourism professionals with AI training by offering an opportunity to explore how artificial intelligence is transforming the tourism industry.
Join Peter Pilarski from Tourism AI Network for this 6-part virtual workshop series:
- March 10: AI in Action: Foundations of Generative AI
- March 14: AI in Action: Unlocking ChatGPT’s Potential
- March 18: AI in Action: Harnessing AI for Personal Productivity
- April 7: Unlock the Power of Your Data with Effective Governance
- April 10: Unlock the Power of AI to Elevate Customer Service in Tourism
- April 11: Marketing Applications of Generative AI in Tourism
Workshops are open to everyone. 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.
| |
Legislation Helps Expand Parks and Recognize Indigenous History
Legislation has been introduced to expand three existing provincial parks and rename two parks to recognize Indigenous connections.
Through proposed amendments to the Protected Areas of British Columbia Act, Enderby Cliffs Park near Salmon Arm will be renamed Tplaqín/Enderby Cliffs Park. Maquinna Marine Park near Tofino will be renamed Nism̓aakqin Park.
The proposed additions will also add approximately 143 hectares to three parks and as part of the amendments, Kilby Park near Harrison Mills will be formally transferred to the Province’s Heritage Branch.
Learn more and read the official news release from government HERE.
| |
ICYMI | Tourism HR Canada Presents "Losing Ground: The Definitive Workforce Update’"
This “state of the union”-style presentation explored pressing workforce challenges, including persistent labour shortages, declining competitiveness, and the shifting policies shaping the industry’s future. Featuring comprehensive workforce projections, actionable recommendations, and a review of programs designed to address these issues, this event emphasized the urgency of collaboration and cohesion across the sector.
This session offered indispensable insights to inform your strategies and drive meaningful change.
Access the presentation deck HERE.
| |
ICYMI | US Tariffs & Canadian Retaliatory Measures Webinar Recording
Earlier this month, Restaurants Canada hosted a webinar on US tariffs and Canada’s retaliatory measures. The Canadian restaurant and foodservice industry is deeply concerned about the 25% tariffs announced by President Trump. These tariffs, along with retaliatory measures, threaten jobs, increase operational costs, and will raise prices on both sides of the border, impacting the daily lives of Canadians and Americans.
Watch the recording in the link below to learn about the latest trade updates, impacts on food costs, and the steps operators must take to protect their businesses.
| |
Royal Roads Seeking Input | "Empowering Travel Advisors in the Age of Generative Artificial Intelligence (AI)”
The School of Tourism and Hospitality at Royal Roads University is seeking your input on a research project aimed at exploring how travel advisors can effectively leverage generative AI technologies to enhance their roles. The input would be invaluable in shaping the findings of this study and would directly contribute to advancing knowledge in this field.
The survey is brief and designed to be completed in approximately 10 minutes and is open to travel advisors and travel professionals.
| |
Job Opportunity | Tourism Kelowna Sales Manager
Tourism Kelowna is currently seeking an experienced sales professional to join their Business Development team.
As Sales Manager for BC and the Western USA, the successful applicant will play a key role in promoting Kelowna and the Central Okanagan as a premier destination for meetings, conferences, and corporate events, all of which drive economic growth and benefit our local communities.
Learn more about the position, including how to apply HERE.
| |
The full conference program is now complete! Expect exceptional sessions by our valued partners at Destination BC, Indigenous Tourism BC, and Destination Canada, along with an outstanding selection of breakout sessions that will provide tools and insights, highlight innovations, and spark thought-provoking discussions.
With both a 'Knowledge and Skills' track for workshops, delegates will not only be informed but able to apply their learnings within their own professional setting. Our goal is that in partnership, all elements of British Columbia's tourism industry will align to help the sector meet the challenges ahead but also create an environment to grow and prosper.
Detailed programming including updates on keynote speakers, engaging sessions and networking opportunities are available on the conference website.
We can't wait to see you in two weeks!
| | |
|
|
|
Key Note Speaker | Jessica Holmes
Mental Health: The Good, the Bad, and the Funny
The stigma surrounding mental illness leads to unnecessary suffering and stops people from seeking help. Higher rates of stress and burnout have left people grappling with how to be healthy, hopeful, and engaged. It’s time to talk, but discussing mental health doesn’t have to be heavy or burdensome. In fact, it can feel inspiring, empowering, and even joyful.
Jessica will share the lessons she wrote about in her heartwarmingly funny book, Depression The Comedy, to motivate your team to prioritize their well-being.
| | | |
We value our members and are excited to share with them the latest news, successes, and achievements! | |
HSMAI Honours DGV with Silver and Bronze Adrian Awards for
Outstanding Travel Marketing
Congratulations are in order to TIABC member Destination Greater Victoria (DGV) who has been honoured for travel marketing excellence by Hospitality Sales & Marketing Association International (HSMAI).
DGV received a Silver Adrian Award for its entry “Victoria for Vogue: Spreading the Word on Sustainable Tourism” in the Feature Placement Online or Print Consumer Media Category, and a Bronze Adrian Award for its entry “Making an Impact: Victoria’s IMPACT Sustainability Travel & Tourism Conference” In the Special Event Category.
| |
DYK | Molly's Reach in Gibsons is Reopening
If you were a fan of the TV show The Beachcombers, then you know Molly’s Reach in Gibsons. The building, which used to be a set piece, evolved into a working restaurant that received flocks of visitors eager to be a part of cinema history. While the restaurant shut down twice, a Gibson-based business—Black Bean Café—has shared plans to take over and revitalize the iconic tourist destination and eatery. The new Molly’s Reach will open in February.
Read more HERE.
| | |
LAC LE JEUNE RESORT
Experience the allure of Lac Le Jeune Resort, conveniently located in BC’s Southern Interior and a quick 20-minute drive southwest of Kamloops.
The 5-acre lakefront property provides ample accommodation and lots of space to play. With lake access on both sides of Lac Le Jeune Road, there’ are activities to enjoy all year round!
Learn more about Lac Le Jeune Resort HERE.
Photo: Courtesy of BC Wildlife Park
| | |
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.
| | |
|
DBC's Virtual Crisis Communication Planning Workshop for
Indigenous Tourism Organizations in BC
Destination BC’s free, two-day virtual Crisis Communication Planning Series will coach participants step-by-step in developing a crisis communication plan such as how to prepare, respond, and learn from each crisis an organization may face.
Dates:
- February 25 - 9:00 am - 1:00 pm (PST)
- February 27 - 10:00 am - 4:00 pm (PST)
Please note that this is an application-based program with very limited capacity. Due to this, only one representative per organization will be accepted, so apply soon to reserve your spot.
Learn more and register HERE.
| |
BCHA | FAST TRACK YOUR FUTURE
Financial Literacy & Logistics
One of the BC Hotel Association's (BCHA) most popular and highly rated Fast Track topics, the six-part Financial Literacy & Logistics series is available again.
Join industry expert and hotel financial coach, David Lund, for an invaluable learning experience designed to enhance financial skills, improve cost management, and drive business success.
This course provides the essential knowledge and practical tools needed to boost profitability, optimize operations, and ensure long-term stability for you and your team.
COURSE SCHEDULE
Week 1 - Financial Leadership
Week 2 - Business Principles
Week 3 - Financial Statements
Week 4 - Controlling Labour
Week 5 - Managing Expenses
Week 6 - Advanced Financial Analysis
Dates and Times: Wednesdays at 11:00 am (PST)
| | |
CONFERENCES & SPECIAL EVENTS | |
Okanagan Winter Wine Festival
This winter, the Okanagan is serving up two spectacular wine events that promise unforgettable moments, exquisite flavours, and world-class wines!
Taste Lake Country
Date: February 22
Time: 11:00 am - 5:00 pm
Location: Scenic Sip Route
Winter Sips North
Date: March 1
Time: 2:00 pm - 4:00 pm
Location: Hotel Eldorado, Kelowna
Learn more about these events and purchase tickets HERE.
| |
Sunshine Coast Flavour Festival
Indulge in 10 days of culinary adventures from Gibsons to Lund. Enjoy exclusive menus, special offers, and unique events from over 35 local food and drink artisans, including restaurants, cafes, tasting rooms, food trucks, and specialty shops. This is your chance to sip, savour, and celebrate the vibrant culinary scene of the Sunshine Coast.
Dates: February 28 - March 9
Learn more HERE.
| |
SPARK! - BC Liquor and Cannabis Conference |
ABLE BC is excited to announce the highly anticipated, third annual SPARK conference returns revamped and revived with a focus on liquor primaries, private liquor stores, and now private cannabis stores. SPARK is being held in conjunction with the annual BC Tourism Industry Conference.
Date: March 5
Location: Sheraton Vancouver Wall Centre
Get pumped for a full day of advocacy updates, networking with like-minded business owners, and learning from industry experts in the liquor and cannabis fields. Learn more and register HERE.
| |
Flourish 2025
Flourish is Vancouver Community College (VCC) Foundation's annual fundraising experience. It’s an opportunity to come together to support their students as they change their lives through the power of real learning and hands-on education.
Join in for an evening of food and wine, and help the community thrive.
Date: March 5
Time: 7:00 - 10:00 pm
Location: VCC Broadway Campus, 1120 E. 7th Ave., Vancouver
Learn more and purchase tickets HERE.
| |
WORTH Leadership Summit
Join WORTH for Western Canada’s only summit dedicated to women in recreation, tourism, and hospitality—an inspiring event designed to uplift women, elevate organizations, and drive progress across our industry.
Date: March 11
Location: Westin Bayshore, Vancouver
Held on the week of International Women’s Day, the WORTH Leadership Summit is for anyone dedicated to uplifting women in recreation, tourism, and hospitality—regardless of gender. Whether you’re a manager, entrepreneur, or aspiring leader, the Summit offers valuable insights and connections to fuel your growth.
TIABC members use discount code TIABC10 for a 10% discount on registration. Discount Code: TIABC10. Learn more and register HERE.
| |
Capilano University | 2025 Tourism Hiring Fair
In celebration of National Co-operative Education and Work-Integrated Learning Week, Capilano University is inviting you to connect with tourism co-op and practicum students at their Tourism Hiring Fair. This event brings together tourism and hospitality industry leaders, experienced professionals, and talented and motivated tourism/hospitality students.
Date: March 13
Time: 10:30 am - 2:00 pm (PDT)
Location: Birch Building (Lower Cafeteria), Capilano University North Vancouver Campus.
Format: In person.
Students will be divided into groups and attend the Hiring Fair only during their allocated time slot.
- Non-profit organizations, email annakuziakina@capilanou.ca for a 100 CAD discount code before you purchase your ticket.
- After purchasing a ticket on Eventbrite, you will receive an email regarding the next steps
Tickets are limited. Register 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.
| |
Mark Your Calendars — BCHA Summit
The 2025 BCHA Summit is returning to Vancouver! The Summit brings together a distinguished gathering of hospitality industry leaders, including hoteliers, chief decision makers, and key stakeholders from across British Columbia.
Date: April 22-23
Location: Westin Bayshore, Vancouver.
The BCHA Summit offers a dynamic program, Marketplace with 50+ exhibitors, and the prestigious Awards of Excellence.
Early bird registration closes February 21st! Visit the conference website and learn more 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 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.
| | | |
|
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
| | | | |
