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Years ago I attended a business conference in Saint Petersburg, Russia. My job was to meet with international sport organizations (ISO) to try to convince them to bring their large events to Vancouver to bolster the local visitor economy.
As I made my pitches, it was evident that while all ISOs considered Vancouver to be a very appealing destination for sport, they also intimated that dozens, if not hundreds of other cities with both seed money and first-class amenities, were also competing for their games and competitions.
Chances are, had I not attended the conference, few would have noticed or cared. But that’s exactly the point. It’s nearly impossible to secure business when you’re absent from a market…in this case sport…especially when the competition is actively pursuing the same clients.
To be sure, BC destination marketing and management organizations, transportation companies, tour operators, sector associations, business event planners, venues, tourism businesses and many other stakeholders are present in key markets around the world through sales calls, trade shows, marketing campaigns, or other initiatives to help generate demand for their destination, product or service. And they do an excellent job!
That said, I’ve long argued that as an industry, we also need to be included in international trade missions that the Province of BC regularly organizes for multiple sectors to build trade partnerships and secure investment from targeted countries. Regrettably, I can’t recall the last time a tourism industry leader or even the minister participated in a province-led international trade mission.
I mentioned this point in a recent Premier’s Task Force on Trade and Economic Security meeting in response to a series of questions the Province asked committee members vis-a-vis trade and investment opportunities. To that end, I invited government to include the tourism industry in future trade missions to countries with potential to generate visitor demand for BC, or where there are entrepreneurs looking to invest in products and services, specifically tourism.
In last week’s Task Force meeting, many committee members offered recommendations although we quickly ran out of time. Importantly, we’ll pick up the discussion in a couple of weeks but in the meantime, I’ve included a partial list of the questions below and would appreciate hearing from you with suggestions to help inform our next Task Force discussion.
- How might the Province develop its future exporting and investment priorities?
- Which sectors and markets provide opportunities to increase our trade and investment diversification?
- How could the Province better leverage its Trade and Investment representation abroad to deliver on these opportunities and priorities?
- How do Taskforce members envision companies best participating in trade missions abroad?
- What has worked well in past trade missions, and what could be better?
- What kind of structure or scope would be most helpful to those participating in missions?
- Are there additional measures we should be taking to better facilitate Indigenous participation or Indigenous-led trade missions?
- What types of connections and meetings could the Province facilitate to best ensure value and utility of these missions?
- On investment attraction, what advice would Taskforce members have for the Province on a sector-by-sector basis?
- What kind of information are companies looking to get from government when exploring new sectors and markets?
For your information, in the last Task Force meeting, I referenced that tourism is one of the few sectors that isn’t subject to tariffs in the way that other natural resource sectors are. At the same time we are export industry that relies on visitors spending foreign currency in British Columbia each year.
The United States represents our largest international market with close to 3.6 million overnight visitors annually. They are generally higher yield visitors that outspend domestic tourists by a margin of three or four to one. Our messaging is one of welcoming Americans and being open for business.
As well, while we see opportunities to grow the visitor economy with more domestic visitation, we also see the need to invest in new or emerging markets such as India, Singapore and Dubai…although they may take some time to mature.
As always, I look forward to your input and contribution.
At the Sport Accord World Sport & Business Summit in Saint Petersburg, which took place prior to the Sochi Olympics, the host city thought it was so important to make a good impression, they arranged for President Vladimir Putin to attend and meet with key officials from several international sport organizations to help secure more events for Russia. He stood a mere two metres away from me as he entered the venue with his big, beefy bodyguards in tow.
I can’t say whether it made a difference or not but at the time Putin’s participation at the conference was a big deal and showed me that destinations like Saint Petersburg take their role seriously when it comes to pitching for tourism business.
To be sure, British Columbia’s tourism industry does as well but having senior tourism leaders, the Minister of Tourism, the Premier, or even the Prime Minister play a key role in international trade missions on behalf of our sector would most certainly be an added advantage to position BC’s visitor economy as a prime opportunity for growth, investment and profitably.
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. | | | |
Letter to the Province | BC Ferry Commission’s Decision on New Major Vessels
The Greater Victoria Chamber of Commerce has sent a letter to the Province on behalf of many community partners including TIABC, asking the Premier to intervene in the recent decision by the BC Ferry Commissioner to approve only four new vessels, rather than five as requested by BC Ferries.
The participating community partners feel the decision by the Commissioner was not prudent in consideration of multiple factors and the BC Ferries fleet is already operating at capacity with consecutive years of record setting passenger volumes being challenged by the issues of an aging fleet.
The letter stresses that in this time of significant uncertainty, there is an agreement with government that we should be investing more – not less – in growing our local economy and supporting and encouraging businesses and tourism.
Read the letter HERE.
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Short-Term Rental Registry | Strata Hotels
Last week, the Ministry of Housing and Municipal Affairs delivered a webinar to provide an overview of the registration guidelines, key dates, and what strata hotels need to know to stay compliant.
Although the webinar was tailored towards strata hotels, there were many questions relating to owners and operators of cabins, B&B's and other short-term accommodation providers.
This workshop comes ahead of the May 1st provincial deadline to register short-term rental properties. The presentation is available through the link below.
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Changes at the Helm for TIAC
In a message to Tourism Industry Association of Canada (TIAC) members and partners yesterday, TIAC Board Chair, Nina Kressler advised that “Beth Potter and TIAC have parted ways.”
Kressler added that TIAC's Board “is actively working to appoint interim leadership as soon as possible. The Board will determine the best path forward for ensuring stability and continued success for the association.”
Beth Potter has been TIAC’s president and CEO since March of 2021.
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TIAC Election Outreach Campaign
On behalf of our national counterpart at TIAC, you are minded that we are in the critical homestretch of their election outreach campaign, and your participation is vitally important! The election outreach campaign includes an electronic letter writing initiative to help make tourism a priority for all parties.
You are invited to amplify collective voices by using the simple and convenient tool in the following link to engage directly with candidates in your riding. Together, we can address the challenges facing our industry and influence government priorities and support for our sector.
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"Make The Trip Home" | New DBC Campaign Encourages BC Residents to Explore Locally
Destination BC has launched Make the Trip Home: a new domestic marketing campaign designed to inspire BC residents to reconnect with the extraordinary places and experiences that exist right in their own backyard, while supporting local businesses, workers, and communities.
The new campaign encourages multi-day summer vacations within BC while encouraging locals to discover someplace new within the province, somewhere they’ve never been, or perhaps never even considered.
To help BC tourism partners get involved in the campaign to align efforts and help amplify the collective call, Destination BC has created a Campaign Partner Toolkit available in the link below.
View the "Make the Trip Home" video HERE.
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Clipper Victoria - Seattle Schedule Reduced Due to Declining Demand
Earlier this week, operators and accommodation providers in Victoria were advised by the management team of the FRS Clipper about changes to the Clipper schedule for the remainder of this calendar year. Due to declining demand, they have made the decision to reduce the number of sailings.
Starting the second week of May, the schedule will be reduced to one round-trip per day, five days per week until early June. Between early June and early September there will be one round trip seven days per week. From early September until just before Christmas, they will revert again to one round trip, five days per week. The five-day per week schedule is Thursday through Mondays.
The FRS Clipper team has advised this was a difficult decision to make, and will maintain the ability to add back sailings if there is an improvement on demand.
View the Victoria - Seattle schedule HERE.
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Northern Community Shuttle Program
Approves Services
The Province announced earlier this week that people in the northern rural communities of the province will have access to reliable, safe and affordable regional transportation options with eight community shuttles.
The Northern Community Shuttle Program enables local governments, First Nations communities and not-for-profit organizations to develop small-scale transportation solutions that connect to services, amenities and long-haul transportation services such as BC Bus North. Shuttle services in and between communities support the mobility of people who live and work in northern BC, allowing them to visit family and friends and access the services they need.
- Learn more about the communities served and approved shuttle operators HERE.
- Read the full announcement from government HERE.
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BC Hospitality Foundation | Hospitality with Heart
From June 1–8, the BC Hospitality Foundation (BCHF) is launching Hospitality with Heart — a week-long campaign uniting BC’s Tourism & Hospitality industry in support of hospitality workers in need.
In just two months, requests for support have surged, highlighting the essential role this program plays for hospitality and tourism workers. Your involvement ensures we can continue offering vital assistance to those in need.
Join the movement and give back to an industry that always shows up for its people.
The deadline to sign up and participate is April 30.
Learn more HERE.
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April 28 | National Day of Mourning
Every year, on April 28, we pause to recognize the National Day of Mourning and;
- To remember the workers we’ve lost.
- To honour those whose lives have been changed by workplace injury or illness.
- And to recommit to what really matters: that every worker deserves to come home safe.
The Canadian Centre for Occupational Health and Safety (CCOHS) invites all employers and workers to take one minute of silence at 11:00 a.m. on April 28 to reflect, remember, and recommit to workplace safety.
You can also show your support by sharing official messages and graphics on social media to remind others that health and safety must remain a priority. Learn more on how you can participate HERE.
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Job Opportunities| Destination BC
Coordinator, Vancouver, Coast & Mountains
- As part of the Destination Management Division, the Vancouver, Coast & Mountains (VCM) team plays a strategic role in driving and influencing partner engagement in Destination BC’s programs and services. The key responsibilities for this position include coordinating VCM contracts and programs.
Manager, Brand Storytelling, Global Creative
- Reporting to the Director, Global Creative, the Manager, Brand Storytelling is the key subject matter expert in art direction, developing brand narratives, and content strategies that drive impacting storytelling across digital, print, social media, video, and other channels that shape global travellers’ perceptions of the Super, Natural British Columbia family of brands.
Learn more about these positions HERE.
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We hope you are enjoying Season Two of Postcards from BC as we highlight TIABC members out exploring and enjoying everything British Columbia has to offer. Now more than ever, it's time to celebrate the beauty, energy, and unforgettable experiences found right here at home.
Would you like to be part of our weekly Postcards from BC feature? Send a photo of you enjoying a BC destination to deborah@tiabc.ca.
| | | We value our members and are excited to share with them the latest news, successes, and achievements! | |
Tourism Kelowna Launches Vibrant New Website
Tourism Kelowna has officially unveiled its reimagined website, designed with industry partners, travellers, and locals in mind. The fresh new look is more than just a facelift, it’s a full-scale digital upgrade that puts storytelling, accessibility, and seamless exploration at the forefront.
The new site includes an expanded collection of layout and design options, allowing for richer, more flexible storytelling and gives Tourism Kelowna and its partners a refreshed canvas to showcase experiences.
Explore the new Tourism Kelowna website HERE.
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ORANGE SHIRT SOCIETY
In 2015, the Orange Shirt Society was formed to create awareness of the individual, family and community inter-generational impacts of Indian Residential Schools with the purpose of supporting Indian Residential School Reconciliation and promoting the truth that EVERY CHILD MATTERS.
The team of Indigenous and non-Indigenous staff and board members work year-round to spread awareness of the Indian Residential School experience through the promotion of Truth and Reconciliation events, learning resources, activities and programs including the Orange Jersey project and the Orange Shirt Legacy Fund.
Learn more about the Orange Shirt Society 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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Building Trust From Day One: Psychological Safety
for Tourism & Hospitality Teams
Are you onboarding new staff faster than guests check in? In Tourism & Hospitality, seamless service can't wait—even when your team just met. This FREE webinar helps managers like you establish psychological safety from day one, no matter how packed the schedule or how seasonal the crew.
Date: May 13
Time: 10:00 a.m. – 11:00 a.m.
Register for this free webinar HERE.
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CONFERENCES & SPECIAL EVENTS | |
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: Until May 11
For more information about the event, visit HERE.
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Tourism Chilliwack | Dine Chilliwack
Tourism Ch’illiwack is springing forward and hosting a Dine Chilliwack promotion offering two-for-one deals, prix-fixe menus and more at local restaurants, wine bars, breweries and attractions from April 11 to 27 exclusively, where forks are optional and stretchy pants are highly recommended!
The two-week celebration gives locals and visitors alike a chance to explore Chilliwack’s vibrant culinary community and support local businesses while sampling the many flavours and unique fare that can be found throughout the region.
Learn more about Dine Chilliwack and participating establishments HERE.
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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.
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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.
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BC Aviation Council | BCAC Conference
"Innovation - All Eyes on the Horizon"
The BC Aviation Council will be holding their annual conference in Kamloops (YKA).
Date: June 2-4
Location: Delta Hotels, Mariott
Note: TIABC members are eligible to register at the BCAC member rate.
Learn more and register HERE.
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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.
Early bird rates end March 31st! Learn more about the AGM and Conference and register HERE!
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BC Trails Day 2025
BC Trails Day is returning, marking the 5th annual celebration of British Columbia’s exceptional trail networks. This province-wide event promotes environmental stewardship, responsible recreation, and equitable access to outdoor spaces.
Date: June 7
If you are already organizing an event, be sure to REGISTER to ensure additional promotional support and access to upcoming resources, contests, and important updates.
Learn more about BC Trails Day, access the Event Host Guide and how you can participate HERE.
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23rd Annual Coast Hotels Shuhachi Naito Golf Classic
We’re excited to announce that registration for the 23rd Annual Coast Hotels Shuhachi Naito Golf Classic is now open.
Date: Thursday, July 10
Location: Tsawwassen Springs Golf Club, Delta
You’ll find the event registration form attached to this email.
This year’s tournament will kick off at 12:00 PM with a shotgun start and follow a Texas Scramble format—guaranteeing a day full of friendly competition and great fun on the course.
We’re proud to once again support the ALS Society of B.C. and the Vancouver Holocaust Education Centre as this year’s beneficiaries.
Learn more and register HERE.
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BC Hospitality Foundation | Tee Up for Two Unforgettable Golf Events
Join the BC Hospitality Foundation for two premier golf events this summer—each offering an incredible day of competition, camaraderie, and hospitality at its finest. Whether you're in Vancouver or Victoria, these tournaments promise an unmatched experience on the greens. i
Mark Your Calendars:
- July 17| 15th Annual Vancouver Golf Tournament | Tsawwassen Springs
- August 20| 9th Annual Victoria Golf Tournament | Olympic View Golf Club
Visit HERE to learn more and to book!
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Wine Capital Weekend Returns to Oliver!
The Oliver Tourism Association is thrilled to announce that Wine Capital Weekend will return for another unforgettable celebration. As the Wine Capital of Canada, Oliver welcomes locals and visitors alike to experience three days of wine, craft beverages, food, live music, team competitions, and family-friendly fun.
Dates: September 19-21
The weekend will once again feature:
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Kick-Off Party at District Wine Village – This year’s musical act will be GLASS TIGER
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Cask & Keg Festival – A celebration of craft beer, cider, and spirits featuring delicious eats, live entertainment, yard games, a family zone, and the crowd-favourite Beer Olympics.
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Festival of the Grape – The South Okanagan’s premier wine tasting event returns for its 26th year.
Learn more, including how to participate HERE.
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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.
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SAVE THE DATE | 2026 BC Tourism Industry Conference
It's hard to believe the 2025 BC Tourism Industry Conference is behind us! While planning for 2026 won't begin until early fall, we're excited to announce the date and location:
Dates: March 4-6, 2026
Location: Delta Hotel, Grand Okanagan Resort, Kelowna
Mark your calendar - we can't wait to see you there and celebrate our incredible industry together!
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Save the Date | 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, 2026
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.
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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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