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“Are you a 250 or a 604?”
I get asked that more often than you might think.
Usually in the small rural town I have called home for the better part of thirty years. The tone is light, but the question carries weight. It is shorthand for identity. For belonging. For where you plant your feet.
My answer is always the same.
“Both.”
You see, while Merritt has been home for decades, those years were interspersed with overseas moves and time spent living in Vancouver, where I still reside part time. In preparation for a life rooted in both places, I did something practical and symbolic. I have two phone numbers attached to my cell phone. One 250. One 604.
Both connected to me. Much like these two places. They are wildly different. And I love them equally.
Merritt takes my breath away every time I round that familiar corner on the Coquihalla and the rolling grasslands open up in front of me. It is expansive and grounding all at once.
Downtown Vancouver, with its ocean air and mountain backdrop, makes me breathe deeply in a different way. It hums. It moves. It feels electric.
Both places offer remarkable sights, smells, tastes, and experiences. Both serve residents and visitors in ways that are distinct and valuable. And that is where this gets interesting.
When we talk about visitors to British Columbia, we often reference the total number. More than 20 million people visit our province annually. That headline number is impressive. It should be. But we rarely break down where those visitors are spending their time and dollars. The numbers paint an interesting picture.
Approximately 60 % of the businesses that cater to tourists in British Columbia are located in the Lower Mainland. When you remove Vancouver Island from the equation, the proportion of tourism businesses serving the rest of the province drops even further.
Let us say roughly 30% of tourism businesses are supporting visitors across the remainder of BC. Now consider this. Over 95% of British Columbia’s geography exists outside the Lower Mainland and Vancouver Island. 60% of tourism infrastructure concentrated in a small geographic footprint. 30% spread across the vast majority of the province. To some, that data may signal imbalance. To others, it may highlight market concentration.
To me, it spells one word. OPPORTUNITY. Opportunity for rural communities. Opportunity for interior regions. Opportunity for small towns with big stories. Opportunity for Indigenous communities. Opportunity to distribute economic benefit more broadly.
Tourism already generates significant revenue and contributes meaningfully to British Columbia’s GDP
annually. It is one of our most powerful economic drivers. But the geographic distribution of that activity suggests there is room to grow beyond the obvious hubs.
The question is not whether visitors want to come to BC. They already do. The question is how we create pathways for them to explore more of it.
How do we ensure that the rolling grasslands, the mountain valleys, the lakes, the cultural experiences, the culinary offerings, and the outdoor adventures beyond the Lower Mainland are visible, accessible, and supported? How do we help visitors see the 1000s of BC experiences waiting for them?
Being both a 250 and a 604 has given me a front-row seat to two very different tourism ecosystems. Both are valuable. Both deserve attention.
In addition to marketing and promotion, which are critically important, there must also be clear strategies that help investors see the potential. The opportunity is not just in attracting visitors, but in attracting investors to develop the infrastructure that complements the natural tourism inventories that already exists across most of British Columbia.
We already have the foundations. The landscapes are there. The trails are there. The lakes, rivers, and mountains are already doing their part. What is needed in many regions is the complementary infrastructure that allows these experiences to scale thoughtfully. Accommodations. Transportation connectivity. Visitor services. Investment pathways. Community planning that aligns with tourism growth.
The opportunity is not to build something from nothing. It is to build strategically on what already exists. And this is not an either-or conversation.
There are still meaningful opportunities for growth in the Lower Mainland. Continued investment in infrastructure, innovation, capacity, and visitor experience will remain essential in one of Canada’s primary gateways.
In the rest of BC, the opportunity may look different, but it is no less significant. We need strategies that actively support investment across the rest of BC, unlocking the potential of regions that already have extraordinary natural assets but require the right infrastructure and capital to fully participate in the tourism economy.
The future of tourism in BC depends on investing wisely in both.
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. | | | |
We’re looking forward to the upcoming BC Tourism Industry Conference, taking place March 4–6 at the Delta Hotels Grand Okanagan Resort in Kelowna. This annual gathering is always a highlight on the industry calendar, bringing together leaders, operators, and partners from across the province to connect, learn, and collaborate.
With more than 450 delegates already registered, this year’s conference promises dynamic conversations, timely insights, and valuable networking opportunities. If you haven’t secured your spot yet, we encourage you to register here and join your colleagues from across BC’s tourism community.
For more details on what to expect, be sure to hear what Walt Judas has to say about this year’s conference. We hope to see you in Kelowna!
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TIABC Release 2025 Advocacy Report
TIABC has just released its 2025 Advocacy Report, highlighting significant progress in advancing a high-impact agenda to strengthen the competitiveness, investment readiness, and resilience of British Columbia’s tourism sector.
Throughout the year, TIABC responded directly to member concerns about regulatory complexity, infrastructure gaps, permitting delays, transportation constraints, and ongoing emergency-related pressures that continue to challenge business growth, planning, and labour retention.
TIABC also advanced reconciliation-aligned partnerships and expanded its policy capacity through a partnership with the Wilderness Tourism Association, adding a dedicated Policy Director to strengthen regional engagement.
Read the full report in the following link:
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Business Leaders Express Concern over
PST Tax Hike
Last week’s budget expanded the Provincial Sales Tax (PST) to apply to a range of professional services which will increase costs for businesses and organizations that depend on them. The change would see the 7% PST applied broadly and a partial 30% tax base applied to architectural, engineering, and geoscience work.
In response to the announcement, a coalition made up of business leaders across the province have called on government to scrap the newly announced expansion of the PST, expressing concerns the tax hike will threaten competitiveness, safety and affordability across the province.
Read the full news release from the Vancouver Board of Trade and supporting signatories HERE.
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TIABC is inviting our members and readership to share their views on the recently announced changes to the BC PST and how these changes may impact your business. Your input is essential in helping us effectively advocate on your behalf.
Thank you for taking a moment of your time today!
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DBC Release 2025 BC Residents Perceptions of Tourism Research Survey Results
Destination BC has released the results of its 2025 BC Resident Perceptions of Tourism province-wide survey, offering important insights into how residents view tourism’s economic, social and cultural, environmental, employment, and Indigenous impacts.
Based on data collected in fall 2025, the findings provide tourism industry partners, destination management organizations (DMOs), and policymakers with a clearer understanding of residents’ perspectives and tourism’s role within their communities.
READ THE FULL REPORT
DYK: Smaller communities can independently conduct their own resident perceptions survey using Destination BC’s Developing and Designing Research Studies – Examining Resident Perceptions of Tourism in BC toolkit. This free resource provides DMOs with a step-by-step guide to survey development, sampling methodologies, data analysis, and reporting.
Access the Toolkit HERE.
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Vancouver’s Cruise Industry Poised for
Historic 2026 Season
The first cruise ship of 2026 docked at Canada Place this week, marking the start of what is expected to be a record-breaking cruise season in Vancouver.
This visit is the first of nearly 360 cruise calls anticipated in Vancouver this year. While most cruise ships call at the Port of Vancouver’s Canada Place terminal between May and September for the Alaska cruise season, this early arrival signals a strong start to the year.
With more than 1.4 million passengers expected to pass through Canada Place this season, 2026 is projected to surpass the previous record set in 2024 by five per cent.
Learn more about the 2026 cruise season in Vancouver HERE.
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Explore the Newest READI™ Designation | Tourism Investor READI™
The program is particularly suited to small and medium-sized business owners and startups who have a solid business plan, but may have limited financial knowledge or experience with seeking investment, debt financing and/or grant funding. It offers the tools and knowledge to navigate the funding ecosystem effectively, and the steps to becoming Tourism Investor READI™ designated.
The Tourism Investor READI™ program offers the tools and knowledge to navigate the funding ecosystem effectively to help you acquire the capital to see your business thrive.
Learn more HERE.
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Minimum Wage Increases Effective June 1st
Effective June 1st, B.C.'s lowest-paid workers will get a wage increase from $17.85 to $18.25 per hour. The annual minimum-wage increases are based on the province’s average inflation rate from previous year.
- Learn more about the Minimum Wage rules in B.C. HERE
- Read the official announcement from government HERE.
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Choosing Terrain Carefully
A Message from Backcountry Lodges of BC
With the first signs spring, Backcountry Lodges of BC (BCLBC) want to remind everyone that British Columbia is entering a marked transition in both weather and avalanche conditions.
Both natural and rider-triggered avalanches have been reported, with several incidents catching backcountry users by surprise.
The BCLBC want to remind everyone that if you’re heading into the backcountry, preparation is key and have prepared a comprehensive summary of how to choose terrain, including access to valuable information such as the BLBCA Self-Guided Recommendations, Avalanche Canada’s Trip Planner and a link to Avalanche Canada’s Mountain Weather Forecast.
Learn more HERE.
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REMINDER | 2026 Tourism Climate Adaptation and Environmental Sustainability
Business Survey Now Open
Destination BC, in partnership with the BC Tourism Climate Resiliency Initiative (BCTCRI), is inviting tourism businesses across the province to take part in the second Tourism Climate Adaptation and Environmental Sustainability Business Survey. The 2026 survey builds on insights from the inaugural year, with the aim of deepening understanding of sustainability efforts and climate readiness across BC’s tourism sector.
Guided by BCTCRI’s foundational work to establish a sustainability and climate adaptation data framework, the survey will collect direct input from tourism businesses on climate risk preparedness, environmental sustainability practices, and related investments. The findings will contribute to consistent, year-over-year provincial data, allowing for comparison with the previous baseline and supporting the tracking of progress over time.
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Exciting Leadership Opportunity | Tourism Kelowna
Chemistry Consulting Group has been retained by Tourism Kelowna to find their next visionary president & CEO.
This is your chance to lead the official organization shaping Kelowna and the Central Okanagan as a top travel destination. If you are collaborative, strategic, and passionate about tourism, this role is calling your name! Learn more & APPLY HERE.
| AN AI MOMENT WITH PETER PILARSKI | |
The Clawdbot Craze | Why the Latest AI Hype Comes with Serious Security Strings Attached
If you've been online the last few weeks, you've probably seen them — the posts from people proudly declaring that their Mac mini is now their full-time employee. The AI agent revolution is here, and Clawdbot is the latest tool fueling that excitement. It runs locally on your computer, connects to your messaging apps, and can actually take actions on your behalf. The demos are genuinely impressive.
But here's what those posts aren't telling you.
Peter takes a closer look and finds that the same features making Clawdbot so exciting are creating very real security vulnerabilities — ones that cybersecurity firms and malware developers are already paying close attention to. In this piece, he breaks down the risks, calls out the pattern of promoting powerful tools without adequate due diligence, and offers practical guidance on how to explore agentic AI responsibly — without putting your data, your clients, or your organization at risk.
Before you hand over the keys to your digital kingdom, learn more through the following link.
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Destination BC Present
Foundations of Inclusive Marketing
Inclusive marketing is no longer “nice to have” — it’s essential for building trust, deepening audience connection, and reaching increasingly diverse traveller markets. This 90‑minute session, led by AndHumanity is designed for Destination Management Organizations, and introduces the principles, practices, and real-world examples that make inclusion both achievable and impactful in tourism marketing.
Date: April 16
Tiime: 10:00 am - 11:30 am (PT) - FREE
You’ll learn:
- More about Destination BC’s inclusive marketing journey
- Why inclusion influences travel decision-making
- A practical framework for assessing and improving your marketing
- How to avoid stereotypes and default lenses
- How to integrate lived experience into your content
- Low-budget ways to produce more inclusive storytelling
Whether your team is already doing this work or just beginning, this session will help you build stronger, more representative communications that benefit your audiences and your brand.
REGISTER HERE
Want to help shape the content? Complete this brief survey.
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Capilano University Offering Co-op Opportunities for Employers
Capilano University’s Work-Integrated Learning (WIL) program connects Tourism and Outdoor Recreation students with employers through structured co-op and practicum placements. These supervised experiences let students apply classroom learning while helping businesses address seasonal staffing needs.
Students bring skills in guest relations, HR, marketing, accounting, sales, and cross-cultural tourism, along with diverse, multilingual backgrounds. Employers can post roles through CapU’s portal, interview candidates directly, and receive support from faculty and a WIL practitioner, making it easy to connect with the upcoming May–August cohort and prepare for peak season.
Learn more HERE.
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Air Canada Recognized as One of Canada’s Best Diversity Employers for 2026
Air Canada has announced the airline was named one of Canada's Best Diversity Employers for 2026, the eighth time in a decade the airline has received this recognition.
As noted in the company's news release this week, Air Canada continues to foster a more inclusive workplace and industry through strategic partnerships, employee-driven initiatives, and proactive outreach to diverse communities during recruitment.
Read the full news release HERE.
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PRESTIGE HOTELS & RESORTS
Since its beginnings more than 30 years ago, Prestige Hotels and Resorts has grown into a collection of 18 properties spread across the province. They can be found throughout the Okanagan and Kootenay Rockies regions, Vancouver Island and Northern B.C.
Learn more about Prestige Hotels & Resorts HERE.
Photo Credit: Prestige Hotels & Resorts
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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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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 3 - 31
- 1-hour, virtual, Live delivery
- 10 AM PST, Every Tuesday
B). 5 modules in workshop format from March 4 - April 1
- 1-hour, virtual, Live delivery
- 10 AM PST, Every Wednesday
Learn more and register HERE.
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go2HR Presents - Supporting Neurodiversity in the Workplace
This webinar will explore practical strategies for fostering neurodiversity-inclusive workplaces, including adapting training methods, strengthening communication approaches, and building recruitment practices that support long-term success.
Participants will gain insight into common challenges faced in dynamic service environments and learn how inclusive scheduling, accessible training design, and thoughtful leadership can enhance engagement and reduce turnover.
A valuable opportunity to deepen inclusive leadership practices across the sector!
Date: March 25
Time: 10:00 –11:00 AM PT
Learn more and REGISTER HERE.
| | | CONFERENCES & SPECIAL EVENTS | |
Wilderness Tourism Association AGM
You're invited to join the Wilderness Tourism Association (WTA) and attend the AGM - Mix & Mingle
Date: March 3
Time: 4:00 pm (PST)
Location: Delta Hotels Grand Okanagan Resort | Cascade/Cassiar Room
The AGM will be held in-person (with hybrid options available) and include representation from the Ministry of Water, Land and Resource Stewardship (WLRS).
Learn more and register for the event HERE.
Should you have any questions, please contact us at admin@wilderness-tourism.bc.ca.
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2026 BC Tourism Industry Conference - The Transformative Power of Tourism
Registration is still 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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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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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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Vancouver International Wine Festival
The Vancouver International Wine Festival is Canada’s premier food & wine event.
Dates: March 7 - 14
Location: Vancouver Convention Centre
The festival has three mandates: to provide an informative, educational and entertaining wine experience for public and trade; to be a premier marketing opportunity for the wine industry and festival partners; and to raise funds for the Bard on the Beach Theatre Society. The 2026 festival will feature the wines from France.
Learn more and purchase tickets 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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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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Save the Date | BC Trails Day on June 6
The Outdoor Council of BC wish to remind you that BC Trails Day is on June 6th! More details will be coming soon including the 2026 micro-grant program.
You are encouraged to register your event HERE.
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Culinary Tourism Alliance’s Taste of Place Summit
From Soil to Story
Hosted by the Culinary Tourism Alliance, the Taste of Place Summit is a national gathering bringing together destination leaders, chefs, producers and marketers from across Canada to celebrate and advance culinary and agritourism.
Dates: June 15 - 16
Location: Westin, Edmonton
Delegates can expect immersive learning journeys, thought-provoking discussions during main stage programming and plenty of networking along the way.
Early bird registration is now open until Dec. 31. Learn more and purchase tickets HERE.
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Save the Date | Wine Capital Weekend 2026
Wine Capital Weekend returns, welcoming visitors and locals alike to three days of wine, craft beverages, live music, food, and community celebration in Canada’s Wine Capital.
Dates: September 18 - 20 | Oliver
From the energy of the Kick-Off Party to the excitement of Cask & Keg and the iconic Festival of the Grape, the weekend showcases the very best of the South Okanagan during peak harvest season.
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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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