|
Why Tourism Belongs at the Centre of BC’s 2026 Budget
Dear Colleagues,
BC’s first-quarter fiscal update projects a record deficit and rising debt through 2028. While that's cause for concern, it also represents an opportunity for government to deploy near term, high-yield investments in the tourism sector to generate export revenue, jobs, and tax receipts this fiscal year and next.
Our industry’s case is laid out in TIABC’s spring submission to the Premier’s Task Force on Trade & Economic Security, as well as our recent federal budget submission. With the right signals in Budget 2026, we can scale quickly.
Recently, there have been more calls for funding for parks, trails, access roads, and community-led recreation. While essential, any government investments in these areas must be matched by revenue-generating, market-ready investments that convert access into visitor spending, room-nights, and MRDT growth.
There are many examples of commercial outcomes with export dollars arriving in small towns and staying local as wages, leases, taxes, and supplier purchases.
Focused trail investment and destination development efforts over recent decades in the Sea-to-Sky corridor helped transition Squamish from a mill town to an outdoor capital. In 2023 alone, mountain bike visitor spending injected $26M into Squamish’s economy during a six-month window according to research from Squamish’s Off-road Cycling Association. Total MTB impacts were even larger across the region and province, representing significant taxable commerce supporting guides, retailers, restaurants, lodging, and events.
Campbell River, a long-term forestry and fishing hub, is embracing a visitor economy anchored in sport fishing, wildlife viewing, small-ship touring and Indigenous-led experiences. Reports indicate sustained positive trajectory with rising Municipal and Regional District Tax (MRDT) revenues and hotel occupancy peaking close to 90%...all signs of healthy, monetized demand when access and products align.
Homalco Wildlife & Cultural Tours, an Indigenous social enterprise directs tens of thousands of dollars annually from tour fees to salmon conservation at the Homalco Taggares Hatchery, illustrating regenerative tourism that funds the very assets visitors come to experience.
Despite a loss of revenues from mill closures in Valemount and the Robson Valley, strategic snowmobile and trail investments yield approximately $6-7M per year in visitor spending, supporting many businesses and shoulder-season jobs.
Crucial actions for boosting tourism, enhancing infrastructure, increasing workforce stability, and ensuring climate and emergency readiness include:
1. Invest in Destination BC’s core budget to boost marketing efforts and stay competitive in the international marketplace. Pair this with secure, longer term event funding to fill compression windows in destinations across BC.
2. Co-fund shovel-ready destination development initiatives such as trailheads, way-finding, rest stops, boat launches, port upgrades, and priority roadway fixes enhancing resident and guest experiences.
3. Streamline land tenure applications and permitting to secure future certainty for operators.
4. Create a dedicated PNP tourism stream and targeted housing supports for seasonal staff to help businesses fill workforce shortages and stabilize service levels.
5. Boost funding for destination emergency management and the Tourism Climate Resiliency Initiative, ensuring operators can continue through disruptions while protecting tax revenues when the province needs them most.
I lived the transition in Squamish from pulp-mill identity to an outdoor recreation and clean-tech hub, made possible by intentional investments and conservation of Howe Sound. The same playbook is working in Campbell River, Valemount, Houston, and beyond. When BC aligns access, product, and marketing with regulatory clarity, communities don’t just host visitors, they thrive.
Tourism is crucial because visitor dollars quickly cycle through the many connected sectors like accommodation, guiding, restaurant, retail, and transportation, generating significant tax income. Additionally, tourism exports are resilient to trade frictions and AI-automation risks, providing stability to communities. Indigenous-owned experiences, such as Homalco’s model, keep benefits local and fund habitat restoration, sustaining the natural assets and wildlife that coastal economies depend on.
By the end of 2026, success will be evident through MRDT growth across funded communities, higher shoulder-season occupancy and average daily rate, more jobs, and increased Indigenous tourism revenues.
If BC’s budget sidelines commercially-minded tourism investment, then short-term, tariff-free revenue is left on the table at the exact moment the province needs it. Let’s choose proven, near-term multipliers and keep building a visitor economy that pays today’s bills and sustains tomorrow’s destinations.
Cassandra Zerebeski
Director of Policy, TIABC
| | Stay updated on the latest news and developments by checking out this week's compilation of important matters impacting and influencing our industry. | | | |
YOU’RE INVITED - TIABC Roundtable Series
Connecting with Members and Tourism Collaborators
|
-
Please register for the 4VI and Wilderness Tourism Association Sustainability session HERE.
-
Please RSVP for any TOTA sessions via: Judie@totabc.com
| |
TIAC Announce Appointment of President & CEO
The Board of Directors of the Tourism Industry Association of Canada (TIAC) has announced the appointment of Sébastien Benedict as president and Chief Executive Officer effective October 20th. Sébastien brings extensive experience in public affairs, government relations, and leadership, and will lead Canada’s tourism industry forward during a time of opportunity and renewal.
The board also thanked Claude Paul Boivin, who served as interim CEO during the transition. His steadfast stewardship helped guide TIAC through a period of change and ensure continuity for the organization and its members.
TIABC's Board of Directors congratulates Sébastien on his new role, and looks forward to working with him on our advocacy efforts at the national level.
| |
New Supports for People and Communities
Impacted by Tariffs
The Province announced today that people adversely affected by tariffs imposed by the United States will benefit from expanded supports through two new initiatives delivered by the Province in partnership with the Government of Canada.
The Build Your Own Future (BYOF) program is being expanded to support workers across all industries affected by the U.S. tariffs. The program offers five-day business bootcamps, with one-on-one coaching and mentorship to help displaced workers transition into entrepreneurship. Participants who complete the program are eligible for a $5,000 grant to help cover startup costs.
The Province is also launching the Rural and Remote Employment Initiatives Fund (RREIF), which is a $5-million investment to support communities in northern and remote regions. Delivered by the Northern Development Initiative Trust (NDIT), RREIF will fund labour-market studies to help communities address the effects of tariffs and respond to local employment needs. RREIF will support local governments and businesses in regions such as the Cariboo-Chilcotin, Prince George, northeastern and northwestern BC.
- To learn more about the Canada-British Columbia Labour Market Development Agreement, visit HERE.
- To learn more about Northern Development Initiative Trust, visit HERE.
Read the full announcement from the Province HERE.
| |
New Destination Brands Launched Under Refreshed Super Natural British Columbia® Platform
Destination BC launched a bold new era in tourism marketing yesterday, unveiling six new destination brands under a refreshed Super, Natural British Columbia® (SNBC) parent brand, powered by a new creative platform, Let the Outside In.
This fall, the new brands and messaging will reach audiences across key markets whose travel behaviours and values align with what BC has to offer. This is the first time the six destination brands are collectively featured in market, as part of a long-term strategy – known as Invest in Iconics – to elevate BC’s global presence and encourage travel to all places, across all seasons.
Learn more HERE.
| |
Municipalities Commended for Raising Public Safety Issues at Annual UBCM Convention
The Save Our Streets (SOS) Coalition is commending UBCM and its members for bringing attention to several key public safety issues. On Monday, September 22nd, UBCM will hold a study session called "Disordered Downtown: Rethinking Care for Those in Need".
There are approximately 14 resolutions of note for Save Our Streets at UBCM this year directly focused on public safety issues such as homelessness, poverty reduction, repeat offenders, and addiction. SOS and municipal leaders across the province will jointly call on provincial and federal governments to prioritize public safety.
Review the 2025 UBCM Resolutions Book HERE.
| |
ABLE BC Provide LCRB Update: Liquor Licensing Changes for Private Corporations
The Liquor and Cannabis Regulation Branch (LCRB) has announced changes to liquor licensing processes for private corporations that became effective September 18th. These updates are intended to streamline applications, reduce paperwork, and help the LCRB identify tied house relationships more efficiently.
These changes affect the following licence types:
- Agent
- Catering
- Food Primary
- Licensee Retail Store
- Liquor Primary
- Manufacturer
- Rural Licensee Retail Store
- Wine Store and Special Wine Store
For more details, please see the official LCRB Bulletin 25-04 : Updates to liquor licensing process for private corporations HERE.
| |
BC Ferries Reports Record-Breaking Summer
According to a BC Ferries media release issued earlier this week, the company has wrapped up a record-breaking summer carrying more passengers and vehicles while delivering one of its most reliable peak seasons.
Despite 572 mechanical issues across the fleet during the season, BC Ferries’ ability to repair and get these ships sailing again meant an improvement in overall on-time performance compared with last year.
Between May 15th and August 31st, BC Ferries carried 9.4 million passengers and 3.7 million vehicles across all routes – up 2.2% and 2.0% respectively, compared to the same period in 2024. On the busiest corridors between Metro Vancouver, Vancouver Island, and the Sunshine Coast, 4.7 million passengers and 2.1 million vehicles travelled with BC Ferries this summer.
Read the full media release from BC Ferries HERE.
| |
New Recruiting & Onboarding Tools to
Elevate Your HR Strategy
go2HR has expanded its HR Toolkit with new, free resources to help Tourism & Hospitality employers streamline hiring and strengthen onboarding. New tools include 30-Day and 90-Day Performance Review Templates to guide early feedback and set clear expectations, plus a Step-by-Step Recruitment Process and Recruitment & Selection Checklist to bring consistency and efficiency to hiring.
You’ll also find practical resources like a guide to Candidate Ghosting, a legal overview for Hiring Youth 15 Years & Younger, and customizable Application for Employment Templates (formal and casual) for different roles.
Together, these tools provide ready-to-use support for attracting, assessing, and retaining top talent in a competitive market.
| |
2025 Spirit of Hospitality Lottery
The BC Hospitality Foundation is thrilled to launch its biggest fundraiser of the year: the 7th Annual Spirit of Hospitality Lottery, proudly presented by the Hotel Association of Vancouver and media sponsor CHEK News.
This is an All-Canadian lottery giving you the chance to win unforgettable experiences right here at home while supporting a cause that makes a real difference in the lives of BC’s hospitality and tourism workers who are facing financial crisis due to health challenges.
Learn more HERE and purchase tickets in the link below.
| |
Now Hiring: Executive Director – BC Lodging & Campgrounds Association (BCLCA)
The BC Lodging & Campgrounds Association (BCLCA) is seeking a dynamic Executive Director to lead their not-for-profit trade association. This is an exciting opportunity to shape the future of BC’s independently owned lodging and campground/RV park sector.
As Executive Director, you’ll provide strategic leadership, strengthen advocacy, grow membership, oversee events and marketing programs, and manage finances and staff.
Location: British Columbia (hybrid) or remote (Canada-wide)
Full-time | Salary: $95,000–$105,000 | Flexible benefits
Applications are open until September 30th. Learn more and apply by sending your resume and cover letter to office@bclca.com. Learn more about the opportunity HERE.
| |
Please Join Us! | 2026 BC Tourism Industry Conference
Planning for the 2026 BC Tourism Industry Conference has already begun, and you're encouraged to Save the Date for this must-attend conference. BC TIC will be held at the Delta Hotel, Grand Okanagan Resort in Kelowna, March 4 – 6, 2026.
Stay tuned for updates on registration, conference schedule, travel & accommodation, sponsor opportunities, and programming. More information will be shared on our conference website at bctourismconference.ca shortly.
We look forward to seeing you in Kelowna next year!
| |
EPISODE #41 - Heather MacDonald
Meet Heather MacDonald, Chief Integrative Officer of Gibbons Whistler as she joins TIABC's Voice of Tourism host Walt Judas for an engaging conversation on leadership, workforce challenges, and the resort community’s future.
Heather shares her journey from Perth, Australia to Whistler, starting as a server at Black’s Pub and working her way through finance and operations to help lead one of Whistler’s most dynamic tourism companies. She reflects on her experiences during the 2010 Winter Olympics, the growth of Gibbons into food and beverage, accommodation, recreation, and events, and the company’s mission to create joy for guests, staff, and the community.
Heather also discusses pressing issues like housing, workforce recruitment, immigration policy, and sustainability, while offering her perspective on Whistler’s growth and potential to once again host the Olympics.
| |
Tourism Kamloops Release 2024/2025 Mountain Bike Economic Impact Study
A newly released Tourism Kamloops study conducted by Larose Research & Strategy and Pacific Analytics Inc., confirms what many locals and visitors already feel: Kamloops’ mountain biking trails are a vital part of the city’s economy, identity, and everyday life. They are a significant driver of adventure and tourism.
According to the study, mountain biking in Kamloops generated $13.6 million in total direct spending in 2024–25. That includes $7 million in direct visitor spending and $6.6 million in spending by local residents. The survey also highlights an overall economic impact of $18 million across the Thompson-Nicola region. This is a clear sign that their trail networks are delivering real, year-round economic returns within city limits and beyond. The study also indicated a high visitor satisfaction with Kamloops' trails, with over 90% recommending the city as a mountain biking destination.
As Tourism Kamloops looks ahead, this study reinforces the value of initiatives like the Freeride Fund, which supports trail maintenance across the community, in partnership with local trail associations. The campaign helps ensure these spaces continue to thrive for riders today and for generations to come.
Learn more HERE.
| |
Malahat Skywalk Launches New Four Winds Event
A Celebration of Indigenous Culture and Art
The Malahat SkyWalk is proud to collaborate with Malahat Nation to host Four Winds, a two-day event created to honour and celebrate Indigenous culture and art. This is a unique gathering, where visitors are invited to listen, witness, and take part in meaningful moments shared by Indigenous artists, makers, and entrepreneurs from several Nations across South Vancouver Island. Four Winds will be held at Malahat SkyWalk, BC’s iconic and award-winning attraction, on September 27/28. The event takes place during the weekend leading up to Canada’s National Day for Truth and Reconciliation (September 30).
For more information on the Four Winds event, free return Victoria shuttle service, and more, please visit HERE or contact them directly at 1.833.625.2428.
| |
GreenStep Offering Free Climate Action Workshops in Kelowna
Businesses in Kelowna are invited to join a 4-part virtual Climate Action Training series, delivered in collaboration with the City of Kelowna.
Cohort 2: Starts October 23rd.
Learn more and register HERE.
| |
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.
| | |
HOTEL ASSOCIATION OF VANCOUVER
Serving as the collective voice of hotels within the City of Vancouver, the Hotel Association of Vancouver represents the interests of these businesses on a local, provincial and national level. Through collaborative activity and an engaged membership, their goal is to collectively address the wants and needs of Vancouver hotels.
Learn more about the Hotel Association of Vancouver HERE.
Photo Credit: Back Country Lodges of B.C. / Valkyr Adventures
| | |
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.
NEW! Associate Member Category
If you’re a tourism operator and already an active member of another sector association or DMO and cannot afford a full membership in TIABC, consider supporting us by becoming a TIABC Associate. For a nominal annual fee you’ll receive streamlined benefits and opportunities, including adding your voice to the conversation about the future of our sector.
Contact info@tiabc.ca for more information, visit our website HERE or the link below.
| | |
|
Destination Dialogues 2025 | Rethinking Experience Development: From Ideation to Export Ready
Join Destination Canada for a free 90-minute session to explore how destinations, businesses, and community leaders can develop regenerative, Indigenous tourism experiences in rural, remote, and northern areas of Canada.
Date: October 8
Time: 9:00 am (PDT)
This session is tailored for tourism and destination development professionals in Canada. It will share best practices in rural experience development, leaving you informed, inspired and empowered to create regenerative travel experiences deeply rooted in your community.
This year's session theme will focus on Indigenous tourism in collaboration with the Indigenous Tourism Association of Canada.
Learn more and register HERE.
| |
Implementing Psychological Health & Safety in the Workplace
How do you tackle workplace stress, bullying, or burnout before they escalate? Join go2HR for a practical session on implementing Psychological Health & Safety in you workplace.
Date: October 9
Time: 10:00 am - 11:00 am (PDT)
Learn how to identify common psychological hazards in the Tourism & Hospitality industry and create a culture where employees feel safe speaking up.
Learn more and register HERE.
| | | CONFERENCES & SPECIAL EVENTS | |
Wine Capital Weekend Returns to Oliver!
The Oliver Tourism Association is thrilled to announce that Wine Capital Weekend has returned 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:
-
Kick-Off Party at District Wine Village – This year’s musical act will be GLASS TIGER
-
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.
-
Festival of the Grape – The South Okanagan’s premier wine tasting event returns for its 26th year.
Learn more, including how to participate and purchase tickets HERE.
| |
Greater Victoria Harbour Authority AGM
Join the Greater Victoria Harbour Authority (GVHA) for their AGM. This year’s meeting is virtual. No need to RSVP. Everyone is welcome. Review the highlights from the 2024-2025 fiscal year and learn about GVHA’s plans for the harbour. If you can’t attend, a recording will be available on the GVHA website by October 3.
Date: September 29
Time: 3:30 p.m. – 4:30 p.m (Virtual)
If you have questions for our leadership team, please email them to the GVHA communications team in advance. Questions will also be accepted via chat during the meeting.
| |
4TVI | 2025 Vancouver Island Stewardship Summit
You are invited to the 4TVI Vancouver Island Stewardship Summit. The 2025 program will focus on the efforts of stewardship through destination management and collaboration. Speakers will provide tangible, inspiring presentations for attendees. The full day event will also include a State of the Region presentation.
Date: October 2-3
Location: Coast Bastion, Nanaimo
Registration is now open. Learn more and register HERE.
| |
Northern BC 2025 Tourism Summit
The Northern BC 2025 Tourism Summit, a must-attend event for anyone passionate about the development of a strong tourism sector in Northern British Columbia.
Ready to connect, learn, and lead the future of tourism? The Northern BC 2025 Tourism Summit is your opportunity to be part of the region’s most dynamic gathering of tourism professionals, entrepreneurs, and community changemakers.
Dates: October 15-17
Location: Courtyard by Marriott, Prince George
Learn more and register HERE.
| |
CCCTA Tourism Summit and AGM
Join the Cariboo Chilcotin Coast Tourism Association (CCCT) for an extraordinary event – the annual 2025 Tourism Summit & AGM.
Dates: October 17-19
Location: Quesnel
Join delegates from across the region and all areas of BC tourism to network, gain knowledge and support the tourism industry and economy. The event is designed to educate, provide network opportunities, influence new ideas and recognize our amazing industry leaders here in the Cariboo Chilcotin Coast.
Learn more about the Summit and AGM HERE. Registration is now open 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.
Learn more and register HERE.
| |
Western Ideas Forum & AccomEx
Registration is now open for the inaugural Western Ideas Forum & AccomEx.
Dates: November 3-6
Location: St. Eugene Golf Resort & Casino, Cranbrook
Come join campground, RV park, glamping, and outdoor hospitality operators from across Western Canada for three days of:
- Inspiring speakers and expert-led sessions
- Practical workshops tailored to your business
- Networking opportunities with industry leaders and peers
- An exhibitor showcase featuring products and services designed for your operation
Learn more and register HERE.
| |
Save the Date!
Boating BC 2025 Conference: Rocking The Industry – Navigating Disruptive Times
Presented by Mercury Marine, this is the must-attend event for marine professionals across the province — a dynamic two-day experience packed with industry insight, leadership, and valuable networking. We’re also excited to announce our first confirmed speaker: Vaughn Palmer of the Vancouver Sun, returning to share his always-popular perspectives.
Dates: November 18-19
Location: River Rock Casino Resort, Richmond
To learn more about the conference sponsorship opportunities, visit HERE.
| |
TIAC - 2025 Tourism Congress
Tourism is more than travel—it is a tool for unity across Canada. TourismCan celebrates the industry that unites the country through building economies, communities, careers, innovation, and policy. Tourism is the thread that ties Canada together.
Dates: November 18–20
Location: Hilton Lac-Leamy, Gatineau, Quebec
Here’s what you can look forward to:
- Engage with industry leaders and stakeholders from across the country
- Participate in critical discussions on the future of Canadian tourism
- Recognize and honour the strength, resilience, and ingenuity of Canada’s tourism sector
Learn more and register HERE.
| |
Sport Event Exchange BC 2025
Sport Exchange BC 2025 will be a one-day sport tourism industry forum bringing together BC's destination marketing organizations, municipalities, provincial sport organizations, multi-sport organizations, disability sport organizations, BC-based national sport organizations, sport event rights holders, and venue owners/operators. Designed to strengthen collaboration, build capacity, and spark new opportunities in sport event hosting, this initiative is a first-of-its-kind knowledge exchange and relationship-building event in the province.The event will feature engaging panel discussions, networking sessions, and opportunities to explore partnership models between sport organizations and tourism professionals.
Date: Friday, November 21
Time: 8:00 am - 6:00 pm
Location: Sheraton Vancouver Airport Hotel
The event will feature engaging panel discussions, networking sessions, and opportunities to explore partnership models between sport organizations and tourism professionals. Learn more and REGISTER HERE.
| |
IMPACT Sustainability Travel & Tourism Summit - 2026
Registration is now open for 2026's iteration of the IMPACT Sustainability Travel & Tourism Summit Victoria
Dates: January 25-28
Get ready to explore Aligned action, shared direction, and real progress alongside global changemakers. With a brand-new Workshop Series, immersive case studies, and hands-on tools to take home, IMPACT 2026 will equip you to transform your destination into one that's not just visited, but nurtured.
Learn more and secure your spot HERE.
| |
SAVE THE DATE | 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. Save the date!
| |
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
Location: Delta Hotel, Grand Okanagan Resort, Kelowna
Mark your calendar - we can't wait to see you there and celebrate our incredible industry together!
| |
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
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.
| | | |
|
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
| | | | |
