TIABC Welcomes Cassandra Zerebeski to the Team

TIABC is pleased to announce the appointment of Cassandra Zerebeski as Director of Policy, effective July 2nd.

In her new role with TIABC, Cassandra will be responsible for analyzing and advising TIABC on federal and provincial legislative or regulatory changes that impact tourism, developing policy submissions, collaborating with industry partners to advance tourism policies, among other priorities.

In addition to her responsibilities with TIABC, Cassandra will also serve as Executive Director (ED) of the Wilderness Tourism Association (WTA) as part of an innovative collaboration agreement between TIABC and WTA.

WTA represents a broad and diverse range of wilderness tourism operators across British Columbia — from ecotourism guides and wildlife viewing companies to hunting and fishing lodges, paddling outfitters, backcountry lodges, and adventure tourism providers.

As ED of WTA, Cassandra will lead campaigns supporting wilderness tourism policies, develop marketing, social media and member engagement strategies, collaborate with sector organizations and industry coalitions, among other responsibilities.

Most recently, Cassandra was Executive Director of Destination Silver Star. Her tourism career also includes roles with Tourism Whistler, Destination Canada, Pacific Destination Services, and Global Affairs Canada. She currently serves on the board of the Thompson Okanagan Tourism Association.

Cassandra is a dynamic and high-performing leader with 25+ years of senior level strategic partnership, marketing, communications, advocacy, and business development expertise. She has built and managed high performance teams and possesses a strong track record of achievements in the business and non-profit sectors.

Cassandra is thrilled to be working on behalf of partners across the full spectrum of tourism in British Columbia.

Celebrating National Indigenous Peoples Day

Saturday, June 21st marks National Indigenous Peoples Day in Canada, a day to honour, recognize and celebrate the First Nations, Inuit, and Métis Indigenous peoples of Canada.

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. The contributions of Indigenous Peoples to BC's past, present, and future run deep but are often not well recognized.

Across BC, there are many ways to engage including taking the opportunity to include an Indigenous-led experience and connecting with Indigenous voices.

Every year, numerous activities and special events are organized across the province to celebrate the day. Indigenous Tourism BC has provided a list of events happening around BC. Visit the link below.

TIABC Provide Submission to Premier's Task Force on Trade & Economic Security

British Columbia is in the midst of a pivotal economic moment. Slowing global growth, combined with impacts of U.S. tariffs on softwood lumber and other resource exports,

threatens a sizeable share of the Province’s traditional foreign‑exchange earnings.

One sector, however, already delivers tariff‑free export revenue at scale and can expand quickly with the right policy signals: TOURISM.

TIABC recently coordinated industry consultations to submit to the Premier's Task Force on Trade & Economic Security. The submission pointed to five systemic bottlenecks that government can relieve quickly:

• Regulatory friction – fragmented land‑tenure rules, short‑term‑rental fees on designated tourism accommodation in resort towns and slow permitting dissuade private capital.
• Workforce gaps – immigration caps and the 90‑day probationary period to trigger paid‑sick‑leave benefits exacerbate acute staff shortages in peak season.
• Infrastructure deficits – regional airports, highways and digital connectivity lag demand, and BC Parks campground fees no longer keep pace with maintenance costs.
• Climate & emergency resilience – back‑to‑back wildfire periods show the need for sustained funding for the B.C. Tourism Climate Resiliency Initiative and destination emergency management.
• Marketing under‑investment – Destination BC’s core budget has been flat for a decade despite 20% inflation over the last five years, eroding B.C.’s share of high‑value long‑haul visitors.

Industry Coalition Express Concerns Over Cancellation of Emergency Management Booking Portal Update

In late April, the BCHA was notified that the Emergency Management and Climate Readiness (EMCR) Ministry would be defunding the Emergency Accommodation Booking Platform and associated coordination roles.

In response, the BCHA immediately convened a coalition of tourism and accommodation sector partners including TIABC to express concern and push for the platform’s continuation. Over the past several weeks, the matter has been escalated directly to Hon. Greene, Minister of Emergency Management and Climate Readiness and, more recently, Premier Eby, reinforcing that this decision presents serious risks without a transitional solution in place.

Industry partners continue to work closely with government and regional partners to ensure that practical, immediate solutions are implemented to support displaced residents and visitors, and ensure clear, coordinated communication with accommodation providers across the province during major crises.

Government Launches Canada Strong Pass to Promote Domestic Tourism

This summer, Canadian residents are invited to explore more of British Columbia’s remarkable natural and cultural sites at no, or reduced, cost with the new Canada Strong Pass, available from today to September 2nd.

Announced earlier this week by Canadian Culture and Identity Minister Steven Guilbeault, the pass is a move to promote domestic tourism that makes Canada's historic sites and parks free to visit and rail travel less expensive for young people.

The pass doesn't require registration or a physical card. Instead, the benefits will be available upon arrival at parks, national museums and when booking train tickets. Canadians and foreign tourists are eligible.

Attractions Canadians can visit for free with the Canada Strong Pass in BC include:

• Pacific Rim National Park Reserve on Vancouver Island
• Fort Langley National Historic Site in the Fraser Valley
• Yoho and Glacier National Parks in the Kootenays
• Gulf Islands National Park Reserve in the Southern Gulf Islands

For full eligibility details and participating locations, visit the official Canada Strong Pass website HERE.

Destination BC Launches Partner Call-Out For Resident Perceptions of Tourism Study

To support community-aligned tourism planning, Destination BC is launching a call for partnership opportunities inviting regional and city destination management organizations (RDMOs and CDMOs) to participate in the 2025–2026 Resident Perceptions of Tourism Research Survey, scheduled for fall 2025. 

The survey is designed to gather insights from residents on tourism’s impacts within their communities and offers three partnership opportunities for RDMOs and CDMOs interested in deepening their understanding of resident perceptions to inform data-driven decision making and strategic planning.  

Destination BC encourages all eligible RDMOs and CDMOs to consider these partnership opportunities and reach out to their Research & Analytics team. To learn more including how to participate in the 2025–2026 Resident Perceptions of Tourism Survey research, visit HERE.

You Are Invited | Northwest Land Use Planning Session

The Ministry of Water Land and Resource Stewardship is getting started with land use planning in the Northwest and would like to spend more time with the Adventure Tourism Sector to provide an orientation on Northwest Land use planning .  This will be a chance for the Province to provide high level details on the work and the timeline and to show everyone how they can be involved.

Two sessions have been set aside. Please refer to the links below to select the date and time that best meets your schedule and mark your calendar.

Session 1 

June 25 - 9am – 10am  

JOIN THE MEETING HERE | Meeting ID: 277 438 966 494 6 Passcode: wg2co7pz

Session 2 

July 4 - 10am – 11am 

JOIN THE MEETING HERE | Meeting ID: 221 202 572 129 2  Passcode: Sy73J5sY

ITAC Release 2025-2026 Operational Plan

The Indigenous Tourism Association of Canada (ITAC) has released its 2025-26 Operational Plan, marking the association's 10-year anniversary. This plan serves as the foundation for a multi-year, transformational change for Indigenous tourism.

The Operational Plan outlines the association's vision for continuing to build back the Indigenous tourism industry to peak 2018 levels of a $1.7 billion contribution to Canada's GDP and 36,700 employed in the industry. By 2030, ITAC aims for the Indigenous tourism sector in Canada to reach 2,700 businesses and 60,000 jobs and contribute $6B annually to national GDP.

Learn more and read the full ITAC Operational Plan HERE.

ICYMI | An Invitation to Participate in

an Engagement on AI

The Ministry of Jobs, Economic Development and Innovation is currently exploring how industries in British Columbia are adopting artificial intelligence (AI) technologies and wants to hear directly from BC businesses about their real-world experiences with AI. Whether your business is developing or adopting AI, or have yet to adopt AI, your story matters.

To support this work, the Ministry is collecting stories from BC businesses about their real-world experiences with AI to better understand what’s working, where challenges exist, and what kinds of support could make a difference. This feedback will help shape future policies, programs, and strategy for AI in BC.

The stories are anonymous and takes approximately 5–10 minutes to complete. Share your story in the link below.

DriveBC Enhances Accessibility, User Experience with New Platform

People driving throughout the province this summer can get access to reliable road and weather conditions on provincial highways with a newly updated DriveBC platform.

The new DriveBC platform features a simplified map and a cleaner, more intuitive design for desktop and mobile users. A new interactive map replaces the previous mobile text-based layout. The platform integrates provincial and regional travel advisories and bulletins, offering clearer updates on challenging weather conditions, emergencies and other events happening on provincial highways.

The updates are based on feedback from user surveys, interviews, and consultation with the public, commercial drivers and stakeholders. To help the site continually improve, users will be able to provide ongoing feedback. To help with the transition, users will still have access to the legacy site for a few months, located HERE.

Disaster Protection and Recovery Planning Toolkit for Small to Medium-sized Businesses

The guide has been developed by the Institute for Catastrophic Loss Reduction (ICLR) which, according to the Institute’s webpage is “a world-class centre for multi-disciplinary disaster prevention research and communication. ICLR was established by Canada’s property and casualty (p&c) insurance industry as an independent, not-for-profit research institute affiliated with Western University.”

The Open for Business™ Guide is a disaster protection and recovery planning toolkit for small to medium-sized businesses and contains important steps for business owners to take when reporting losses, assessing damages and returning to business.

Also to note, the ICLR guide augments some of the community economic recovery resources on the BC Economic Development Association website.

Learn more and download the guide HERE.

ICYMI | FIFA World Cup 26™ | Tourism Industry Update

Earlier this week, Destination BC, the Host City of Vancouver, and the Ministry of Tourism, Arts, Culture and Sport shared an update on planning, upcoming activations, and key milestones for FIFA World Cup 26™.

Watch the webinar HERE and visit www.BCTourismFC.ca to keep up with updates and opportunities related to this global event.

Job Opportunities | Tourism Squamish

Join the team at Tourism Squamish and help shape the future of their vibrant, adventure-filled community.

If you're enthusiastic about Squamish and want to be part of a collaborative, community-driven organization—check out these current opportunities below.

• Manager, Marketing & Engagement
• Marketing & Membership Coordinator

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.

Welcome back to the new bi-monthly feature with Peter Pilarski, Founder of the AI Network. Peter shares his expertise to demystify the AI landscape and provide essential understanding, helping us to simplify technology, embrace innovation, and navigate the exciting world of AI.

You’re Not Using AI Wrong—You’re Just Not

Using It Strategically Yet

If you’re in tourism and dabbling with tools like ChatGPT or Claude, you’re already ahead of many, but there’s a big difference between playing with AI and actually using it strategically. That’s what I’ve been helping teams unlock in the AI Leaders Lab: the shift from confusion to confidence through better prompting and smarter systems.

In my latest post, I break down three of the most powerful techniques I teach, Context Briefs, Playbooks, and Cascade Prompting. These are the tools that turn AI from a toy into a teammate.

If you’re tired of wondering why AI isn’t “getting it” or wish your team could get more consistent, quality outputs, this one’s for you.

Read the blog: How to Get Better Results from ChatGPT (and Stop Wasting Time)

Trust me, prompting isn’t magic. It’s a skill. And you can learn it.

Funding Supports New Regional Film Sector Project in Kootenay Rockies

Congratulations to the Kootenay Rockies Tourism Association, the Nelson Civic Theatre Society (together who are the Kootenay Regional Film Commission) and Columbia Valley Community Economic Development Office who have partnered to build a sub-regional office for film in the Columbia Valley.

This initiative was made possible through funding provided by the BC Ministry of Jobs, Economic Development and Innovation under the Rural Economic Diversification and Infrastructure Program (REDIP). The support enables the launch of a pilot program for a local office aimed at enhancing the regional film commission’s initiatives and further establishing the Kootenay Rockies as a premier destination for film and television production.

This project will support two direct contract roles and it is expected that this project will support jobs in the hospitality sector, especially in the shoulder seasons.

2025 Montana's Brier Makes Multimillion-Dollar Economic Impact to Kelowna

The City of Kelowna, in partnership with Tourism Kelowna, the Province of British Columbia, and Curling Canada, recently hosted the Montana’s Brier, which brought positive economic impact, destination exposure and lasting community pride to Kelowna.  

The event took place during the local off-season earlier this year, attracting more than 89,000 spectators who contributed a boost of $15.4M dollars in direct economic impact. The Brier not only supported local businesses, restaurants and hotels, but also provided a unique experience for residents and visitors, garnered extensive coverage for Kelowna, and left a legacy for the local curling club. 

Read the full story HERE. 

Vancouver's North Shore Tourism Launches Backpack Loan Program for Sensory Friendly Travel

Vancouver’s North Shore Tourism Association recently announced the launch of the Neurodiverse Sensory Backpack Loan Program. The program offers a backpack loan for neurodivergent children and adults to make travelling more comfortable across the North Shore.

There are 24 free to borrow backpacks available, each packed with noise-cancelling headphones, earplugs, sensory toys, sunglasses, rain gear and a guide highlighting sensory-friendly attractions across the North Shore. Some of the attractions include hiking trails, Maplewood Farm, MONVOA and the three North Shore libraries.

Backpacks can be picked at MONOVA and borrowed for up to 15 days before they need to be returned or signed out again. Learn more about the Neurodiverse Sensory Backpack Loan Program HERE.

BC Hotel Association Mid-Year Check-In

Join the BC Hotel Association (BCHA) online next week as they host a Mid-Year Check-In to discuss recent trends, new insights, cost-saving tools, and key policy updates.

Date: Tuesday, June 24

Time: 1:00 pm - 2:00 pm (PDT)

Learn more about:

• Pressures impacting your bottom line — including insurance, staffing, and more
• Cost-saving tools available now through BCHA
• What’s happening in advocacy — from emergency preparedness to immigration policies

Register for this event HERE.

Fortis BC: Small Business Engagement Program Information Sessions

GreenStep Solutions, in partnership with FortisBC, is hosting a webinar to introduce the FortisBC Energy-Saving Support for Small Businesses program.

This program is tailored to help small businesses implement energy-saving strategies, reducing operational costs and environmental impact.

In addition to the webinar, professionally designed marketing materials will be provided to organizations that choose to support this program through their platforms.

Please register for this informational session by selecting the link that works best for you.

• June 24 at 10:00 am (PDT)
• July 10 at 10:00 am (PDT)

CONFERENCES & SPECIAL EVENTS

June is RVing & Camping Month

The annual Canadian RVing and Camping Week has shifted focus from a post-May long weekend event to a month-long celebration in June.

Organized and sponsored by the Canadian Camping and RV Association, this expanded month long initiative is designed to encourage Canadians and international visitors to get outside to enjoy a fun, safe and secure camping experience with family and friends.  

The BC Lodging and Campgrounds Association has provided valuable resources to share and encourage you to join in this year's camping season. Learn more HERE.

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 BC and the Vancouver Holocaust Education Centre as this year’s beneficiaries.

Learn more and register HERE.

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!

19th Annual Partners In Tourism Invitational Golf Tournament

The Partners in Tourism Invitational Golf Tournament is a fundraising event organized by Partners in Tourism to support future generations of tourism professionals. The tournament raises funds through various means, including sponsorships and donations, which are then used to provide scholarships and awards to students and programs in the tourism and hospitality industry. 

Date: Thursday, August 28

Location: Fairmont Chateau Whistler Golf Club

Learn more including how to register and how to donate HERE.

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:

• 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.

Early-bird deadline for tickets is June 30th! Learn more, including how to participate and purchase tickets HERE.

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. 

Early Bird Registration (until July 31): $199 + GST

General Registration $299 = GST

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.

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.

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. Early bird tickets go on sale in early September — stay tuned!

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, 2026.

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, 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!

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.