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It was only a few short years ago that healthcare professionals, media, politicians, and human behavioural scientists intimated that our long-standing social practices would be forever changed as a consequence of the pandemic. Formal protocols like handshakes, faire la bise, and hugs would be replaced by knocking elbows, faux high fives, or bowing as is custom in many Asian countries.
I also recall so-called experts suggesting that most white collar employees wouldn’t return to the office in favour of working from home and that business events such as conferences and tradeshows would become a thing of the past with virtual meetings the cheaper, more convenient, and safer option.
News Flash! Handshakes, cheek kisses and hugs are more common now than prior to COVID; most workers have returned to the office for at least part of each week; and business events are on the rise all over the world.
On the latter point, studies show that communing in meeting settings is vital for fostering social, emotional, and physical well-being by promoting a sense of belonging, purpose, and trust. These connections improve mental health by reducing anxiety and stress while also encouraging cooperation, facilitating the sharing of information, and building stronger social networks.
Which brings me to the point of today’s message on the need for continued support for Canada’s business events sector. By way of background, in 2023 Destination Canada (DC) secured federal government funding to establish the International Convention Attraction Fund (ICAF), a three-year budget commitment of $50 million to help destination marketing/management organizations (DMOs) win bids for international business events. DC topped it up with an additional $10 million last year.
Fast forward to today, ICAF funding was not renewed as part of the new federal budget, evoking a strong backlash by Canada’s business events sector including DMOs, venues, and meeting professionals in BC.
At TIAC’s Hill Day Forum in Ottawa on Tuesday, senior politicians, including the Secretary of State for Tourism (Hon. Rechie Valdez), the chair of the National Liberal Party Caucus (James Maloney), and the co-chairs of the Parliamentary Tourism Caucus (MP Patrick Weiler, Senator Karen Sorenson) heard from several sector associations and business leaders that omitting ICAF was not only short-sighted, but counter-productive to Canada’s Tourism Growth Strategy. After all, from an investment perspective, it makes little sense to jettison an initiative that generated an ROI of 17:1.
According to Meetings Mean Business Canada (MMBC), the sector accounts for 40% of tourism GDP, more than 242,000 jobs, and upwards of $27.4 billion in direct GDP. Moreover, the blended traveller segment…representing those that combine business and leisure trips…has grown by 500%.
Closer to home, Destination Vancouver released a report this week that showed for every $1 invested in business events, the return in direct visitor spending is $54.00. Last year, the Vancouver meetings sector supported over 4,000 full-time equivalent jobs and generated $544 million in total economic output.
CDMO leaders like Destination Greater Victoria CEO Paul Nursey told delegates at the TIAC Congress in Gatineau this week that business events are really the only segment of tourism that consistently drives seasonal dispersion, which benefits not only the visitor economy but the broader tourism eco-system year-round within meeting destinations and beyond.
MMBC is launching a new study early next year to establish a baseline to further quantify the impact of business events on the Canadian economy. Insights from the study will be used to equip policymakers and industry stakeholders with key data to better understand, advocate for and support sector growth and investment.
In the meantime, advocacy organizations like TIAC and its provincial/territorial partners (e.g. TIABC), the Hotel Association of Canada and others are lobbying the feds to renew ICAF for another three years for the benefit of communities across the country now and in future. Given that the specifics of proposed budget cuts have yet to be determined, it's not too late to add your voice to lobbying efforts.
Aside from predicting the demise of the business events sector, experts also prophesied that large gatherings would cease and events like concerts and movie theatres would permanently close post-COVID, contributing to a significant decline in leisure travel. News Flash! Theatres are full on cheap Tuesdays, the majority of fans that attended the Taylor Swift concerts in Vancouver were from out-of-town, and soccer fans from 212 nations have purchased tickets for next year’s World Cup. So much for the experts.
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. | | | |
TIABC Responds to Province’s Ease of Doing Business Consultation
TIABC recently submitted a brief to Hon. Ravi Kahlon, Minister of Jobs and Economic Growth, responding to the Province's consultation on the Ease of Doing Business stating that in order for tourism to reach its full potential, the industry and Province must work together to address several challenges, as well as leverage opportunities.
The letter also stated that government's renewed focus on growth, competitiveness, and cutting red tape for businesses is particularly relevant for tourism operators and provided a snapshot of current obstacles, as well as the following recommendations to resolve them.
- Create a single tourism permitting access point
- Digitize processes with BizPaL tools
- Adopt time-bound service standards with a public dashboard
- Lengthen tenure approvals to help unlock private investment
- Advance economic reconciliation with clarity and supports
The brief notes that TIABC supports the request by the Adventure Tourism Coalition for
the creation of a dedicated Adventure Tourism Branch or crown agency to further unlock the
potential of this significant sector and looks forward to partnering with the ministry to make BC the easiest and best place in Canada to operate a tourism business.
Read the letter to Minister Kahlon HERE.
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TIABC | WTA Participate in Tahltan-BC Land Stewardship Planning Discussions
TIABC and the Wilderness Tourism Association (WTA) participated in Tahltan–BC Land Stewardship Planning discussions, emphasizing the importance of predictable access, long-term certainty, and equal consideration of tourism within multi-sector land-use frameworks. Panelists included Policy Director, Cassandra Zerebeski, Scott Ellis with Guide Outfitters of BC, as well as the BC Wildlife Federation, Canadian Parks & Wilderness Society, and the mining industry. Northern BC Tourism and Outdoor Recreation Council of BC also took part in the meaningful dialogue.
Sessions take place November 24-25th for the Tlatsini (Taku–BC) project. For more information please visit TRT-B.C. Tlatsini Planning Project - Project Details - Planning in Partnership.
Operators and tourism partners are invited to provide interest statements this month to the Ministry of Water, Land, and Resource Stewardship to participate and ensure their values are reflected. A standard template for stakeholders and interested parties to share
information on values and interests to inform the Taku River Tlingit First Nation (TRTFN) - British Columbia (BC) Tlatsini Planning Project is available HERE.
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Industry Leaders Requesting Government to Prioritize Outdoor Recreation and Parks as Pillar of Look West Economic Strategy
TIABC joined a wide range of organizations and businesses, encouraging the Province to include the Outdoor Recreation and Parks sector as part of its forthcoming economic plan, urging government to make outdoor recreation and parks a cornerstone of British Columbia's economic future.
The letter to Premier Eby states that investing in outdoor recreation and parks is a high-return economic development initiative that creates jobs, supports local businesses, promotes health, and reinforces BC's global reputation as a leader in sustainability and quality of life.
A Fact Sheet with supporting information about the sector where it is noted that 89% of British Columbians support increased government expenditures on outdoor recreation
amenities, and more than half said that access to recreation influences where they live.
- Read the letter to Premier Eby HERE
- Learn more through the Fact Sheet HERE
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Air Canada Elevates North American Travel with Major Fleet Upgrade
Air Canada has announced its most extensive cabin renewal program, aiming to make North American flights more comfortable, connected, and consistent. The multi-year upgrade spans Air Canada, Rouge, and Express, introducing new interiors, next-generation technology, and customer-inspired details - including industry-leading Fast, Free Wi-Fi sponsored by Bell.
The renewal program includes a new experience for Air Canada Rouge with all Boeing 737 MAX 8 transitioning to Air Canada Rouge through 2026, growing the Airbus A220 fleet, cabin upgrades for Air Canada Express and complimentary beer, wine and snacks.
Read the full announcement HERE.
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Village of Nakusp Restores Revered Hot Springs Source Trail
The Village of Nakusp is welcoming all to explore the restored Hot Springs Source Trail, which journeys through the forest to the source of the area’s cherished hot springs.
This beloved natural treasure has been renewed to repair erosion and install boardwalks that secure the water pipes feeding the spring pools and protect the delicate ecosystem through which the trail winds.
A joint community effort, this initiative was made possible by the Village, the Columbia Basin Trust, and PacifiCan. This effort reflects a shared commitment to strengthening local tourism, preserving natural habitats, and enhancing quality of life within the community. The Village is also working on a recreation master plan where part of the plan will include how to expand the offerings at the hot springs.
Learn more HERE.
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Reservations To Open for Two Popular BC Parks Backcountry Adventures
Reservations will open on Tuesday, December 2nd beginning at 7:00 am (PST) for two well-known backcountry adventures in BC Parks – the world-renowned Berg Lake Trail and the Bowron Lake Canoe Circuit.
Seven backcountry campgrounds are located along the Berg Lake Trail and reservations are required from May 27th until September 29th. The Bowron Lake Park is a large area on the western slopes of the Cariboo Mountain Range near Barkerville with a canoe circuit involves 116-kilometres of paddling across 10 lakes with several portage options.
- Reservations for both adventures often fill up fast and can be made HERE.
- Read the official announcement from the Province HERE.
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Big White Ski Resort Wins TIAC's Business of the Year Award!
Congratulations are in order to TIABC member Big White Ski Resort, president and CEO Peter Plimmer, and the 1400 plus resort team members that make up the dedicated tourism professionals of the resort who were awarded the Air Canada Business of the Year Award at the Canadian Tourism Awards in Gatineau as part of the TIAC Congress this week.
TIABC CEO Walt Judas was on hand to congratulate the recipient of this prestigious honour. Accepting the award was former Big White Ski Resort employee Jonathan Ballingall (nephew of Senior Vice President Michael J. Ballingall) who is based in Ottawa.
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VIA Rail Celebrates 70 Years of The Canadian
VIA Rail Canada (VIA Rail) marked a major milestone today at Vancouver’s Pacific Central Station - the celebration of the 70th anniversary of The Canadian, the legendary train that has connected travellers from Toronto to Vancouver since 1955.
Over the decades, The Canadian has become one of the most recognized passenger rail journeys in the world, offering Canadians and visitors a unique way to experience the country’s vast landscapes.
As part of the celebrations, VIA Rail invites the public to visit The Canadian on Saturday, November 22nd at Pacific Central Station (1150 Station St., Vancouver). From 9:00 a.m. to 5:00 p.m. This free event will feature family activities, historical exhibits, and opportunities to meet the VIA Rail team. Learn more HERE.
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Job Opportunity | Executive Director, CBVA
The Executive Director (ED) is the senior leader and primary spokesperson for the Commercial Bear Viewing Association (CBVA). The ED is responsible for executing the organization’s vision and mission, ensuring its financial and operational sustainability, and driving strategic initiatives that support members, advance conservation goals, and enhance industry credibility.
This is a high-impact leadership role requiring a dynamic communicator, relationship-builder, and policy advocate with a deep understanding of BC’s tourism and natural resource sectors.
Learn more about this exciting opportunity and how to apply before December 12th HERE.
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Job Opportunity | Director of Marketing
Tourism Tofino
Chemistry Consulting Group is seeking a Director of Marketing for their client, Tourism Tofino — one of BC’s most iconic and inspiring destinations. They are looking for a strategic, creative, and passionate marketing leader to champion the Tofino brand, drive innovative campaigns, and inspire travellers from around the world to experience this remarkable coastal community. If you are ready to combine your marketing expertise with your love of destination storytelling, this could be the perfect role for you. Applications are now open until November 30th.
Learn more and apply HERE.
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REMINDER TO REGISTER | TIABC Annual General Meeting
The Tourism Industry Association of BC (TIABC) is inviting members and partners to join us for our Annual General Meeting.
Date: Wednesday, December 17th
Time: 10:30 am (PST) - Virtual
This year’s AGM will be held virtually, providing an opportunity to elect the 2025-2026 Board of Directors, review TIABC’s 2024 financials, and celebrate the accomplishments and milestones achieved over the past year.
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REMINDER | EARLY BIRD REGISTRATION NOW OPEN!
We’re pleased to announce that registration is now open for the 2026 BC Tourism Industry Conference. The conference will take place at the Delta Hotels Grand Okanagan Resort, Kelowna, March 4-6, 2026.
Visit our website to view the 2026 registration fees and to review our updated policies before you start registration. Early bird rates are available with member and non-member pricing options. Full conference registrations include complete access to all conference sessions, workshops, silent auction, welcome reception, and the awards gala.
Register at our early bird rate by January 14, 2026 to save on your registration!
2026 CONFERENCE PROGRAM
We’re pleased to share a first look at the 2026 BC Tourism Industry Conference program, outlining the flow of each day and highlighting special events including the Welcome Reception and the BC Tourism Industry Awards Gala.
Session titles, speakers, and full program details will be announced soon, so keep checking the conference website for updates as the program comes to life!
| AN AI MOMENT WITH PETER PILARSKI | |
If I Walked Into Your Tourism Organization Tomorrow To Implement AI Adoption, Here's What I Would Do
Last week I had two conversations with tourism leaders that could have been the same conversation. A DMO director sitting in front of three monitors, manually compiling reports for five funding partners while her team of seven drowned trying to launch new initiatives. A lodge owner managing 18 rooms with a skeleton crew of four, spending six hours weekly answering the same booking questions. Both knew they needed AI but had no idea where to start.
In this detailed guide, I share the exact AI adoption framework I use with DMOs and tourism operators, from the 90-minute literacy workshop where teams see what's actually possible, to building custom AI assistants in week one that save real time on repetitive tasks. Real examples show how organizations are saving 15-20 hours weekly: marketing coordinators turning 45-minute reports into 2-minute tasks, tour operators cutting review response time from 20 minutes to 3 minutes, lodge owners eliminating 10 hours of weekly admin work. No technical expertise and no coding required. Just practical tools your team can build themselves.
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ICYMI | Episode #44 - Mike Retasket
Meet Mike Retasket, as he joins TIABC CEO Walt Judas for a powerful conversation about Indigenous leadership, cultural preservation, and his journey from activism to reconciliation through tourism. Mike currently serves as a Director for the Cariboo Chilcotin Coast Tourism Association, New Pathways to Gold Society, and TIABC. In this episode, Mike shares his remarkable path from crossing the US-Canada border to becoming Chief of the Bonaparte Indian Band, his transformation from Olympic protester to one of the Games' most photographed Indigenous ambassadors, and his current work as a cultural interpreter and storyteller at Barkerville Historic Town and Park.
This episode also explores the complexities of Aboriginal title, the Heritage Conservation Act, and what meaningful reconciliation looks like in BC's tourism landscape, offering invaluable insights for anyone committed to building authentic Indigenous partnerships.
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Vancouver Events Drove $544M in Economic Output in 2024
Destination Vancouver has published an independent report from MNP highlighting the scale and impact the city's event sector had in 2024 identifying how business, sporting and cultural events supported by Destination Vancouver delivered significant economic and social value to the city in 2024. The Economic Impact of Events in Vancouver noted 2024 looked at 187 events supported by Destination Vancouver - these events represented $338 million in direct spending.
The report also found that every $1 invested in attracting a business event translates directly into $56 of visitor spending, directly impacting the city's hotels, restaurants, small businesses, and jobs.
Highlights of the report include:
- $544 million in total economic output
- $338 million in direct spending
- 4,010 full-time equivalent jobs
- $87 million in tax revenue across all levels of government
- 198,000 overnight visitors
Learn more in the official news release from Destination Vancouver HERE.
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Wellness Travel BC to be Featured at Vancouver Wellness Show
Wellness Travel BC has announced the first-ever Wellness Travel BC Experiences Lounge at the 2026 Vancouver Wellness Show, debuting with over 15 of their directory partners showcasing remarkable wellness getaways across BC and the Yukon!
Learn about immersive travel experiences, enter to win one of twelve wellness getaways, get exclusive offers, and enjoy conversation with some of the inspiring people behind these transformative hotel, resort, transportation and retreat offerings.
The 33rd Annual Vancouver Wellness Show takes place January 31-February 1, 2026 at the Vancouver Convention Centre.
Learn more HERE.
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VAMMR Recipient of the 2025 Defender Service Award
Congratulations are extended to the Vancouver Aquarium Marine Mammal Rescue Society (VAMMR) who have won the 2025 Defender Service Award in the Animal, Wildlife and Marine Welfare category.
This win comes with $30,000 (USD) and a custom Land Rover Defender 130 - giving their rescue team more power to reach stranded animals, respond faster, and save even more lives along our coast. The Vancouver Aquarium wishes to thank those for their endless support.
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BRITISHCOLUMBIA.COM
BritishColumbia.com, along with VancouverIsland.com are two of the top BC Travel Web sites dedicated to showcasing the diverse destinations, experiences, and communities across British Columbia and Vancouver Island.
Together, they provide comprehensive, user-friendly resources that inspire travel, support local businesses, and connect visitors with authentic regional experiences. Being BC owned and operated and long-standing digital promoters of BC tourism, they are proud to join TIABC and collaborate in strengthening and advocating for the province’s tourism industry.
Learn more about BritishColumbia.com and VancouverIsland.com 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.
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.
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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.
2025/2026 Series Schedule:
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Human Resources Strategy for Hospitality sponsored by VVS Global | Jan 14 – Feb 18, 2026
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Communication & Marketing Strategies for Hospitality | Jan 27 – Mar 3, 2026
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Managing Food & Beverage Operations | March 4 – April 8, 2026
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Advanced Leadership for Hospitality Professionals – level 2 | Apr 15 – May 20, 2026
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Guest Experience & Service Excellence sponsored by Stayntouch | Apr 21 – May 26, 2026
Learn more about the Fast Track Your Future Series HERE.
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Winning the US Affluent Traveller
Affluent Americans are still in love with travel, but they’ve changed how and why they choose it. This practical, timely masterclass delivered by Resonance translates new motivations into clear actionable next steps that Canadian destinations can use to gain share from high-income U.S. travellers.
Date: November 27
Time: 8:00 am - 9:00 am (PST)
If you or your team are interested you can sign up HERE.
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FortisBC Small Business Engagement Program Webinar
Hosted by GreenStep Solutions in partnership with FortisBC, this session will equip your organization to deliver two key benefits to your community:
- Practical solutions for sustainability
- Ability to identify potential cost reductions
- By attending, you will be fully equipped to promote the FortisBC Energy-Saving Support for Small Businesses program.
Date: November 27
Time: 2:00 pm (PST)
Register for the webinar HERE.
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ORCBC Presents Community of Practice Session
The Outdoor Recreation Council of BC (ORCBC) is hosting a virtual community practice session, where everyone is welcome.
Date: December 3
The session will dive into how the Outdoor Recreation for Community and Economic Development guide can support outdoor recreation initiatives, community wellbeing and economic development while connecting outdoor recreation champions and practitioners across the province. It is an opportunity to identify opportunities to improve outdoor recreation approaches and to connect and learn from others.
Learn more and register HERE.
| | | CONFERENCES & SPECIAL EVENTS | |
Parkside Hotel & Spa and Rainbow Kitchen - Festive Bricks of Giving 2025
Continuing the tradition of bringing the community together to experience the magic of the season, The Parkside Hotel & Spa is partnering with Rainbow Kitchen to present Festive Bricks of Giving, a free LEGO brick-themed holiday exhibition.
Dates: November 15-28
Location: The Parkside's Atrium
This year’s celebration introduces an interactive new twist, showcasing LEGO brick displays built by local artists, families, and fans of all ages. The exhibition is open daily from 9:00 AM to 8:00 PM, with all donations supporting Rainbow Kitchen’s School Meal Program, delivering 6,000 monthly meals for children, addressing food insecurity across Greater Victoria schools.
Learn more about the event HERE.
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Save Our Streets Prosper Symposium
Policy Roundtable on Substance Prevention, Education & Recovery
Join PROSPER for it's 2nd annual drug prevention, recovery and policy Summit.
Date: December 1
Time: 9:00 am - 4:00 pm
Location: Vancouver (location TBA)
Register HERE.
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BC Chamber of Commerce | Annual Premier & Cabinet Luncheon
The BC Chamber of Commerce is delighted to welcome Premier David Eby, members of Cabinet and Parliamentary Secretaries to its annual Premier & Cabinet Luncheon, an event that offers business leaders the opportunity to connect with the Executive Council of the provincial government.
Date: December 10
Time: 10:00 am - 2:00 pm
Location: Vancouver (details to be announced)
Learn more and purchase tickets HERE.
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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.
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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!
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2026 BC Tourism Industry Conference - The Transformative Power of Tourism
Registration is now open for the 2026 BC Tourism Industry Conference. Join industry colleagues for this must attend conference.
Dates: March 4-6
Location: Delta Hotel, Grand Okanagan Resort, Kelowna
Be part of the Transformative Power of Tourism and REGISTER TODAY!
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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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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.
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Tickets on Sale now for the 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, 2026
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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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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