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On behalf of the TIABC Board and staff, we wish you a safe and most enjoyable Victoria Day long weekend.
We encourage you to take this opportunity to unwind with loved ones or partake in the numerous exciting events and activities across the province. Kindly note that our office will be closed for the statutory holiday and will reopen on Tuesday, May 20th.
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My two sons stood together at the front of the church to offer a tribute to their grandmother at her funeral a couple of years ago. As part of his opening remarks, my oldest son told guests not to blame them for the message they were about to share since neither of them wrote any of it. Turns out the tribute was very funny and evoked plenty of laughs yet my boys could only take credit for the delivery and not the content.
In the same spirit of full disclosure, I didn’t write most of the message below. In fact, other than some editing and minor content revisions, much of the article was written by a professional colleague representing the Canadian Parks & Wilderness Society - BC Chapter - who asked TIABC to partner with them on the piece.
It’s an excellent commentary on the importance of BC’s natural attributes and represents many of the values and views that TIABC holds…hence the reason it’s being published as an op-ed under my signature in the Vancouver Sun within the next few days. I have been given permission to share it with you in advance as we get set to usher in the unofficial start to the summer travel season this long weekend.
British Columbia’s super, natural landscapes are known around the world — but the true value of nature extends beyond its beauty. In this post-election time of leadership talks about Canada’s sovereignty, and a booming coastal tourism season about to kick off, let’s remember that BC’s land and waters are more than a source of pride — they’re the backbone of our provincial visitor economy.
At the Tourism Industry Association of BC (TIABC), we take stock in the numbers: BC’s tourism sector generates over $22 billion in direct revenue annually. That number is impressive, but what’s even more important is what’s behind it. It’s the rainforests that stretch from Haida Gwaii to the Kootenay Rockies. It’s the alpine trails, the salmon-bearing rivers, the wild coastlines, and the Indigenous-led tourism experiences that draw people from across the country and around the world.
And yes — it’s the 126,000+ direct jobs and upwards of 350,000 jobs when combined with the hospitality sector that tourism supports across the province.
In a time of growing economic uncertainty and political change, all sides can agree: nature is a non-partisan issue. It contributes meaningfully to every community’s well-being, from Victoria to Fort St. John.
From a business perspective, protecting the ecosystems that fuel nature-based tourism is just common sense. These places are our product. And while we believe there’s an important role for the other natural resource sectors to produce the products the world needs, create employment and contribute economically, we must take a balanced and sustainable approach to avoid diminishing what makes BC special or undermining the distinct competitive advantage we have in this province.
Recent trends affirm this. Travellers are seeking nature-based tourism rooted in land and culture…especially those led by Indigenous communities. One example is the Klahoose Wilderness Resort, located on the edge of Desolation Sound. The resort is seeing a surge in bookings across all markets — domestic, U.S., and international. Their model blends conservation, culture and community benefit. It’s working…not just for the visitors, but for the economy and environment that support them.
If we want BC’s tourism industry to remain strong, attract visitors and keep dollars flowing into local businesses, then protecting nature must become central to our economic strategy.
That means investing in thoughtful land-use planning to help us move forward together. It means taking care of our existing protected areas and upholding conservation commitments that are critical for a resilient future. It means seeing the forest not just as a resource, but as infrastructure — one that supports livelihoods, culture and wellness.
As tourism operators and communities across the province prepare for the busiest season we’ve seen in years, let’s make a bold choice and double down on our distinct value proposition in BC: wild, protected nature that powers a thriving, sustainable visitor economy.
As part of his opening remarks to guests at the memorial service, my son also said, “Please bear with us, we’re not used to speaking in public. I’m really nervous and my brother can’t read.” The church erupted in laughter to an off-the-cuff remark that my son could at least take credit for. I still hear from friends who attended the funeral about that memorable moment.
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. | | | |
Province Encourages Travellers to Plan Ahead for Travel This Long Weekend
The Province is advising residents and long-weekend travellers to plan ahead, be prepared and stay safe this Victoria Day long weekend.
This is the time of year when most new wildfires are preventable, and people are being asked to take precautions with any fire use this weekend. People should stay up to date on current wildfire activity, check for road closures, evacuation alerts and evacuation orders, and pay attention to weather conditions. A prohibition on Category 2 and 3 open burning is in place in the Cariboo Fire Centre and parts of the Northwest Fire Centre, as well as a summer-long Category 3 open-burning prohibition in the Kamloops Fire Centre starting Friday, May 16th. Fire restrictions in all regions will be updated as conditions change.
The BC Wildfire Service mobile app allows people to check the current wildfire situation, road conditions, evacuation information and weather forecasts. Also, for the latest road conditions and updates, visit DriveBC.
Read the full announcement from government HERE.
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Prime Minister Announces New Cabinet
Earlier this week, Prime Minister Mark Carney announced the members of his cabinet, which includes five MPs from B.C.
Three of the cabinet ministers are from Metro Vancouver: former Vancouver Mayor Gregor Robertson, who was named Minister of Housing and Infrastructure; Delta's Jill McKnight, who is the new Minister of Veterans Affairs; and Randeep Sarai, of Surrey who was named as Secretary of State for International Development.
The other two cabinet members are Esquimalt-Saanich-Sooke MP Stephanie McLean and Stephen Fuhr of Kelowna. Both have been named Secretary of State with McLean’s in the Senio'rs portfolio while Fuhr’s new responsibility is Defence Procurement.
With members of cabinet and 20 Liberal MPs elected, it presents a valuable opportunity for our industry to further build relationships with Members of Parliament and enlighten federal government officials about the significance of tourism to British Columbia, and the issues that need to be addressed to move our sector forward. We encourage you to engage with the MPs in your local community or region. Additionally, please remember that TIABC has created a comprehensive Value of Tourism toolkit to support your presentation needs.
Read the official announcement from the office of Prime Minister Mark Carney HERE.
Photo Credit: THE CANADIAN PRESS/Christinne Muschi
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Open Letter to Prime Minister from TIAC and PTTIA
The Tourism Industry Association of Canada (TIAC) and the Provincial & Territorial Tourism Industry Associations (PTTIA), chaired by TIABC CEO Walt Judas, have joined forces to send an open letter to Prime Minister Mark Carney this week. The letter emphasizes the crucial role played by Canada's tourism sector in shaping both the national economy and identity, urging the Prime Minister to acknowledge its significance.
The letter also calls on the Prime Minister to take immediate action in supporting policies and investments that will
stabilize and fuel the growth of this essential sector. These include:
• Fortify Canada’s international marketing capacity
• Expedite visitor entry into Canada
• Strengthen the tourism workforce
• Incentivize business investment
• Develop a national, multi-modal transportation strategy
• Invigorate Canada’s business events sector. and,
• Support sustainability for Canadian travel and transportation industries
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Destination Canada's President & CEO Marsha Walden Shares Her Thoughts on
Canada's Travel & Tourism Sector
"Canada's Surprising Economic Super Power"
The following is an excerpt from Marsha Walden's editorial on Canada’s travel and tourism sector as one of our most powerful economic forces.
"At a time when global economic uncertainty clouds the horizon, Canada’s travel and tourism sector offers something rare: fast returns and widespread impact. It's one of our most powerful — and often underestimated — economic forces. And, with success in addressing the barriers to making Canada even more competitive, the future growth potential of tourism remains huge.
Welcoming the world could be one of our nation’s best fast-growth strategies. But the competition is fierce. Seizing a greater share of the $2.9 trillion tourism opportunity requires urgency, coordination, and investment in both building demand and strengthening supply.
We are a sector of solutions for today’s challenges — a sector that strengthens our economy, our communities, and our relationships across the world. We are building on what comes naturally to Canadians: sharing our open hearts, open minds, and open spaces. And along the way, we are building wealth and wellbeing for Canadians from coast to coast to coast.
Because when the world comes to Canada, Canada becomes stronger."
Read the full editorial HERE.
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Destination Canada Introduces Funding Opportunities Resources
Destination Canada is sharing a new addition to the Destination Canada Knowledge Hub; the Investment Funding Opportunities page.
This resource has been developed to help tourism operators and destination developers across Canada identify available financial support. Explore a curated list of federal, provincial, and private funding programs across Canada that support local businesses, community projects, and destination development. Whether you're launching something new or growing an existing initiative, this page helps you find the right opportunities.
You can explore the page HERE.
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WORTH Academy for Single Moms
WORTH Association has launched a Single Moms Cohort within their WORTH Academy leadership program specifically designed for women in recreation, tourism, and hospitality who are raising children on their own while also building their careers. With support from Cause We Care, and in partnership with the BC Hospitality Foundation, this program is completely free and includes childcare to remove barriers to participation.
Over six weeks, participants will receive personalized coaching, practical leadership tools, and the support of a peer community that understands their journey. This is about more than career development, it’s about helping women thrive in every part of their lives.
Learn more, share with a single mom, and register HERE.
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Job Opportunity | go2HR Health & Safety Specialist
Are you an Occupational Health & Safety (OHS) pro with a heart for people and a love for BC’s Tourism & Hospitality industry? This role could be your next big move.
As go2HR’s new Health & Safety Specialist, you’ll help businesses across BC create safer, stronger workplaces — physically and psychologically.
Vancouver-based | Full-time | $70–85K + benefits
Learn more about the position and how to apply HERE.
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Job Opportunity | KRT Program Coordinator
Kootenay Rockies Tourism Association (KRT) is seeking a Program Coordinator to join their team.
As part of the Kootenay Rockies Tourism (KRT) team, the successful candidate will play a significant support role to existing team members within their departments internally. The key responsibilities for this position include coordinating and supporting all program areas. Deadline to apply is May 30th @ 5pm PDT.
Learn more about this opportunity HERE.
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TIABC's Voice of Tourism is a podcast that gives a voice to British Columbia's vibrant tourism industry.
EPISODE #35 - Frank Antoine
Meet Frank Antoine, Chief of the Bonaparte First Nation and co-founder of Moccasin Trails, as he joins TIABC’s Voice of Tourism podcast to share his journey from ranching and golf to global Indigenous tourism leadership. He reflects on regenerative tourism, cultural sustainability, community building, and his vision for Indigenous-led tourism in BC and beyond.
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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.
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TIABC Responds to Expectations for BC's Visitor Season
As British Columbia's tourism sector prepares for the upcoming peak visitor season, TIABC's CEO Walt Judas emphasized the crucial need for adequate funding for Destination Canada in an interview with Business in Vancouver. Walt stressed that this funding is essential for the industry's success, enabling it to not only keep pace with rising costs but also to effectively compete on a global scale against other countries vying for business in the same markets.
Read the full story HERE.
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Tourism Industry Association of Canada (TIAC) AGM
TIAC members are invited to attend the Tourism Industry Association of Canada’s Annual General Meeting (AGM). The AGM is an important event where members come together to review the accomplishments of the past year, discuss upcoming initiatives, and elect new members to the Board of Directors.
Date: June 9
Time: 10:30 am (PDT)
Your participation and input are invaluable as we chart the course for the future of our organization.
Please find attached the agenda for the meeting HERE. You are encouraged to review it and come prepared to engage in meaningful discussions. If you are unable to attend, please let us know if you will like to have a delegate attend on your behalf.
To register to attend the AGM, please click HERE.
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SKY HELICOPTERS
SKY Helicopters has redefined helicopter adventure, offering incredible sightseeing experiences, city skyline tours, mountain escapes and exclusive bucket-list adventures to motion pictures and industry operations.
SKY Helicopters is known globally for providing world-class helicopter adventures, welcoming guests from around the world, across Canada and from our local communities.
Learn more about Sky Helicopters 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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AI Leadership Lab for Tourism Leaders
Transform your tourism strategy with AI in just 6 weeks.
The AI Leadership Lab is a hands-on, small-cohort program built for tourism leaders. Learn to use AI tools, craft an action-ready 30-day AI plan, and future-proof your destination with no tech background needed.
Dates: Starts May 22 | Thursdays 12–1:15 p.m. PDT
$625 + GST | Only 12 spots available
Limited space. Learn more and register HERE.
Questions? Contact peter@ciprcommunications.com
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DBC Presents: Welcoming the American & Canadian
Visitor This Season
Rising political and economic tensions between Canada and the US—including renewed attention on tariffs and “Buy Canadian” sentiment—are influencing how visitors perceive and experience travel. As the summer season approaches, Destination BC is seeking to equip tourism operators with the tools and information they need to welcome visitors and navigate this evolving landscape with confidence.
Join Destination BC for a one-hour virtual webinar designed to help you better understand the current context and adapt your approach to meet evolving traveller expectations.
Date: Friday, May 23
Time: 10 am (PDT)
Learn more and register for the webinar HERE.
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You're Invited | Discover BC's New Iconic Destination Brands
This September, Destination BC is launching six new Iconic destination brands—a major evolution in how they position British Columbia on the world stage. Rooted in research, guided by traveller insights, and built with input from our industry partners, these brands will strengthen the global appeal of Super, Natural British Columbia® by highlighting distinct, globally compelling reasons to visit.
Whether you’re a tourism operator, DMO, or sector partner, this is your opportunity to understand what’s launching, why it matters, and how to amplify your voice within a unified, recognizable brand ecosystem.
Date: Wednesday, June 4th at 9:00am (PDT)
Register for this free event 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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TOTA Golf Tournament
Join industry colleagues for a day of friendly competition, great networking, and the chance to win the coveted Ohhh Canada Cup!
Date: June 5
Time: 12pm - 8pm
Location: Osoyoos Golf Club
Don’t miss your chance to secure your spot 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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BC Family Fishing Weekend
2025 marks the 26th anniversary of this annual celebration, which coincides with Father's Day each year.
Dates: June 13-15
The BC Family Fishing Weekend offers all British Columbians a chance to experience some of Canada’s vast landscapes and stunning scenery, along with the simple joy of casting a line and catching a fish.
There are plenty of ways to celebrate and participate. Visit the website for further details 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 and purchase tickets HERE.
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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.
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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!
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!
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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, 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!
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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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