"Tourism Week 2025" is almost here! This week-long celebration takes place across Canada from April 7 - 11, and is an annual invitation for all tourism partners to come together to champion and promote our destinations, tourism businesses, and employees. The Tourism Week 2025 Industry Toolkit provides information and resources for BC’s tourism industry and partners to participate in and share the excitement.

We Encourage Everyone to Take Part!

We encourage you to follow our social channels to repost your communication throughout the week and help us spread the message that #BCTourismCounts #TourismWeekCanada2025

The 2025 Tourism Week Industry Toolkit contains the following resources for your use:

• Key messaging
• Tourism Week fact sheet
• Suggested social media posts
• Social Graphics
• Ways to celebrate Tourism Week
• TIABC’s Value of Tourism videos
• Tackling Tariffs
• Government resources
• Tourism Industry Association of Canada (TIAC) resources
• go2HR resources

The Tourism Week 2025 Industry Toolkit was prepared as a joint project between the Tourism Industry Association of BC and Destination BC. We trust it will provide you with valuable resources and assist you in developing new initiatives and ideas to implement during Tourism Week and beyond!

New Major Vessels Ruling Risks More Waiting, Less Sailing for Ferry Customers

Earlier this week, the independent BC Ferry Commission approved the procurement of four New Major Vessels (NMVs), marking a significant step forward in BC Ferries’ long-term fleet renewal plans. The decision also included not approving a requested fifth vessel. The Commission highlighted significant challenges facing the ferry system, primarily the systemic funding gap, that will need to be addressed for customers and communities to benefit from the level of service they expect.

This decision identifies two main areas of uncertainty that are foundational to the health of our marine highway in British Columbia:

• There is a systemic funding gap and significant investment is needed to deliver even the same level of service as today, either by taxpayers or customers through fare increases; and,
• There is disagreement about future traffic demand pressures and what ferry customers see as acceptable levels for waits, delays, and risks of mechanical breakdowns.

TIABC CEO Walt Judas responded by stating; “BC’s tourism industry depends on a reliable transportation network to welcome visitors from around the world. Limiting ferry capacity at a time of growing demand will restrict the ability for destinations and tourism operators to attract and accommodate more visitors, particularly in peak seasons when sailings are already at capacity.”

BC Ferries have advised they will continue to advocate for long-term investments in the ferry system that are designed to ensure a reliable and affordable ferry service for British Columbians.

• Read the full announcement from BC Ferries HERE.
• Read the Media Fact Sheet on the Impacts of a decision on future ferry system reliability HERE.

CBIE Set Election Priorities Aimed at Strengthening Canada's International Education Sector

The Canadian Bureau for International Education (CBIE) has developed and shared the three high-level election priorities they are advancing, designed to strengthen Canada’s international education sector and support broader national objectives around talent, innovation, and global competitiveness:

CBIE’s Top 3 Federal Election Priorities are as follows:

Establish a Pan-Canadian International Education Council (PIEC)

To bring together federal, provincial, and sector leaders to coordinate strategy, streamline policy, and ensure long-term resilience for Canada’s international education sector.

Leverage Canada’s global education networks to strengthen international relationships

International students and alumni help create deep people-to-people ties that advance our trade, diplomacy, tourism, and innovation goals. Canada’s education sector is a pillar of our soft power and international engagement — it should be treated as such.

Support the recovery of Canada’s international reputation

We’re calling on the federal government to back a national repositioning strategy that restores trust and showcases Canada as a world-class, welcoming, and future-focused destination for learning, partnership, and travel.

It is important to note that there is strong synergy within our province's international education institutions, and the messaging can easily be translated for BC's tourism and hospitality sector:

• International students contribute to destination awareness, year-round travel demand, and long-term immigration. Many parents and family members visit — and their positive experience fuels broader tourism.
• Alumni become repeat visitors, business travellers, and brand ambassadors abroad.
• Canada's global education reputation is deeply intertwined with our brand as a safe, attractive, and world-class destination — a reputation boost to one is a boost to the other.

Learn more about the Canadian Bureau for International Education HERE.

Jeff Guinard Stepping Down from Role at ABLE BC | Moving to President & CEO of Wine Growers British Columbia

In a message to its industry members and partners of BC's liquor, hospitality and cannibis sectors, colleagues and friends, ABLE BC Executive Director Jeff Guinard announced he will be stepping down from his role at the end of this month.

Further to the announcement, the Wine Growers British Columbia Board of Directors announced the appointment of Jeff as the organization’s next CEO & President, effective April 28th.

Jeff has led ABLE BC since 2014, where he successfully championed the interests of liquor, hospitality, and cannabis retail businesses. He’s well known for his ability to navigate complex policy issues, build strong relationships with all levels of government, and earn media trust.

In his farewell message, Jeff thanked ABLE BC "for an unforgettable journey. This isn’t goodbye - our paths will cross again, and I’ll always be cheering for your success".

The TIABC Board and staff have enjoyed a long and successful working relationship with Jeff Guinard. We congratulate him on his new role and look forward to continuing our collaboration on shared goals and challenges.

Read the media release from the Wine Growers British Columbia HERE.

TOTA Past-Chair Michael J. Ballingall Receives

Recognition of Service

Earlier this week, TIABC Board member and Chair of the TIABC Policy Committee received a recognition of his service as Chair and Director of the Thompson Okanagan Tourism Association (TOTA).

Michael served in his roles from 1997 to 2024, leaving a lasting inpact through his leadership and dedication. In November 2024, Sandra Oldfield, TIABC Vice-Chair and Chair of the TIABC DEIR Committee, stepped into the role of Chair for TOTA.

Pictured: Michael J. Ballingall (left), receiving the award of recognition from TOTA CEO Ellen Walker-Matthews

Final AI Workshops: Practical Skills for Tourism Professionals

Tourism AI Network is wrapping up its Introduction to Generative AI for Tourism Professionals series with three final workshops—all available individual sessions.

Designed for non-technical tourism professionals, these courses provide practical skills to help you apply AI across key areas of your organization:

• Introduction to Data Governance: Learn to manage and protect your data to support future AI adoption.
• Customer Service Applications of Generative AI: Discover how AI can improve responsiveness and personalization.
• Marketing Applications of Generative AI: Use AI to streamline marketing content creation and boost performance.

Ideal for DMOs, operators, hoteliers, and tourism marketers.

Note: TIABC Members use the code TIABC10 to get 10% off each workshop. 

TIAC Board of Directors

Call for Nominations

The Tourism Industry Association of Canada (TIAC) is seeking nominations for their Board of Directors, with 6 open seats to be filled at the Annual General Meeting to be held on June 9th.

As the unified voice for Canada's tourism sectors, TIAC needs strong leadership to continue shaping the future of travel and tourism across our nation. Interested in contributing to Canada's tourism leadership or know someone who would be perfect?

Visit HERE for complete details on:

• Nomination requirements
• Submission process
• Important deadlines
• Current directors up for re-election

TIAC looks forward to welcoming new perspectives to help strengthen tourism as a cornerstone of Canada's economy.

ICYMI | TIAC Tariff Survey

TIAC also want to remind their members to complete the tariff survey. Your insights and perspectives will help us craft informed policy recommendations to the federal government on how to support the tourism sector during the trade dispute.

As you are aware, over the past few weeks, Canada and the United States have been engaged in a trade dispute. The federal and provincial governments have implemented diverse responses including retaliatory tariffs and “Buy Canadian” campaigns.

The survey deadline is April 10th.

BCHF | Board Recruitment Opportunity

The BC Hospitality Foundation (BCHF) is looking for passionate and dedicated individuals who can contribute to the growth and success of the organization. If you are ready to make a meaningful impact, we encourage you to apply!

Ideal candidates for the BCHF Board of Directors will possess the following qualifications:  

• Committed to the BCHF’s mission and actively engaged in its activities
• Available to contribute 5 hours per month over a two-year term, with additional time for events and special initiatives
• Possesses strong, active relationships in the hospitality industry and can leverage networks to build awareness, drive engagement, and open doors for the Foundation
• Demonstrated ability to influence and inspire others to support philanthropic efforts, including fundraising and partnerships
• Brings expertise in one or more of the following areas: board governance, non-profit operations, finance, HR, IT, advocacy, or fundraising
• Willing to serve on task forces or committees, attend regular and special board meetings (including the AGM), and support BCHF events
• Actively promotes the Foundation within their personal and professional communities

Apply for the BCHF Board HERE.

Job Opportunity | Wilderness Tourism Executive Director & TIABC Policy Analyst

(Dual Role)

The Tourism Industry Association of BC (TIABC) and the Wilderness Tourism Association of BC

(WTA) are partnering to create a dual role supporting both organizations: Policy Analyst (TIABC) and Executive Director (WTA). The position will be managed day-to-day by TIABC, governed by a Joint Steering Committee (JSC), with initial responsibilities split 60% TIABC and 40% WTA.

Core Competencies

• Strategic leadership with a passion for tourism

• Strong reputation, integrity, and credibility

• Effective communicator and relationship builder

• Skilled in policy development, government relations, and advocacy

• Experience in budgeting, financial oversight, and association compliance

• Excellent writing and public speaking skills

To learn more about this exciting opportunity, visit HERE. Please submit resumes and any questions pertaining to the position to Walt Judas, CEO, TIABC - wjudas@tiabc.ca

SAVE THE DATE | 2026 BC TOURISM INDUSTRY CONFERENCE

It's hard to believe the 2025 BC Tourism Industry Conference was just a month ago! 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: Beautiful Kelowna

Mark your calendar - we can't wait to see you there and celebrate our incredible industry together!

ICYMI | THE VOICE OF TOURISM

Episode #34 - Kathy Cooper

TIABC's Voice of Tourism host Walt Judas welcomes Kathy Cooper, CEO of Kootenay Rockies Tourism Association, for an engaging discussion on the evolution of tourism in the region. Kathy shares her journey from the hospitality industry to tourism leadership, highlighting how Kootenay Rockies Tourism has navigated challenges like transportation gaps, sustainability, and shifting community values. She also discusses the importance of strategic investments and thoughtful destination development in shaping the future of tourism in British Columbia.

OH CANADA! | The Current's Travel Bucket List

CBC's The Current is building the ultimate Canadian travel bucket list and we need your help making sure BC makes the top 10! TIABC members the Cariboo Chilcotin Coast Tourism Region and Tourism Tofino have both made the top 20 and need your votes to make the final list.

Voting is open until April 30th. You can vote once per day, so keep voting until the end of the month!

Air Canada Launches New Non-stop Service between Vancouver and Manila

Air Canada has officially launched non-stop flights between Vancouver and Manila.

The inaugural flight departed Vancouver International Airport (YVR) in the early hours of April 2, arriving in Manila (MNL) on April 3. Air Canada sees the route as a vital connection for the more than one million Filipinos living in Canada.

• Four times weekly, year-round service linking Canada and the Philippines
• Connects to 25 Canadian destinations at Air Canada's YVR Pacific hub
• Manila represents Air Canada's 12th destination in Asia-Pacific, solidifying it as the North American airline serving the most non-stop destinations in Southeast Asia

Learn more and read the official announcement from Air Canada HERE.

Kootenay Rockies Tourism Achieves Re-Certification by GreenStep

Sustainable Tourism

Congratulations are in order to the Kootenay Rockies Tourism (KRT) region who recently accomplished being re-certified for the 2025-2028 GreenStep Sustainable Tourism Destination in the Silver Category.

The Kootenay Rockies Tourism region is the first destination to be certified by GreenStep Sustainable Tourism in 2022, and the first and only Canadian-based provider of tourism industry certifications for both tourism businesses and destinations.

Learn more about the GreenStep Sustainable Tourism Certification Program HERE.

Big White Wraps Up an Incredible Winter

Big White’s winter season wraps up on April 6th and by all accounts, it was a milestone season. It included Mother Nature delivering a perfect base to set up an early opening, to completing major infrastructure projects ahead of schedule, the expansion of new retail spaces in the village, a renovated Kids' Centre and exceptional guest experiences; all contributed to a winter defined by "momentum, community spirit, and unforgettable moments on the mountain".

To show appreciation for the incredible support this season, CEO and owner Peter Plimmer has announced an early launch of 2025/26 Season Passes - available until April 30, 2025, with the Price Freeze offer locking in the 2024/25 Early Bird rate for another season.

Learn more and read the full wrap-up from Big White Ski Resort HERE.

BetterTable™ Offering North Okanagan Restaurants New Opportunity

Are you looking for ways to increase your restaurant's profit margin?

BetterTable™ offers North Okanagan restaurants an exceptional opportunity to enhance food efficiency and minimize waste. This innovative program provides online training and comprehensive food audits through a new mobile app, helping you optimize food and labour costs. Thanks to RDNO's funding, 10 restaurants in the North Okanagan area can access this technology for free. Plus, participating restaurants will be featured on a list of sustainable restaurants, providing additional marketing exposure.

Don't miss this chance to empower your kitchen, improve your bottom line and boost your visibility! Contact BetterTable™ at info@BetterTable.com to secure your spot.

Unlock the Secrets to Effective Workplace Communication

Did you know employees spend up to 17 hours a week resolving misunderstandings from miscommunication? In the fast-paced tourism & hospitality industry, that’s valuable time that could be spent creating positive guest experiences. 

go2HR invites you to join Beata Chami, an organizational psychologist and certified coach, for their "Engage & Inspire: Strategies to Elevate Workplace Communication" webinar.

Date: Wednesday, April 23,

Time: 10:00 am - 11:00 am (PST)

Designed for managers and supervisors, this session will help you elevate your communication skills and improve your workplace interactions. Don’t miss out! Secure your spot today and enhance your communication skills to confidently navigate conversations across your organization. 

Register for this free webinar HERE.

CONFERENCES & SPECIAL EVENTS

Abbotsford Tulip Festival

Lakeland Flowers returns with a three-month cascade of flowers, beginning with the Abbotsford Tulip Festival. Positioned as Canada’s premiere tulip festival with 35 acres of tulips and lupins, the fields are set to create another remarkable display of colour.

Dates: April 5 (tentative) - May 11

For more information about the event, visit HERE.

BCHA 2025 Summit

Shaping Tomorrow: Leading and Growing Together

This year's BC Hotel Association (BCHA) Summit centers around the theme, Shaping Tomorrow: Leading and Growing Together—a call to embrace new opportunities and realize untapped potential. 

Dates: April 22-23

Location: The Westin Bayshore, Vancouver

With a bustling Marketplace, endless networking opportunities, and a dynamic program in store, now is the time to secure your spot. Don’t wait—register today and be part of a collaborative, captivating, and cutting-edge Summit.

Learn more and register HERE.

2025 Pig Out Festival

For those who are already dreaming of spring, this much-loved food and wine event is returning to the heart of Oliver Osoyoos Wine Country set against the stunning vineyard backdrop of Cellar Door and More. 

Date: May 3

Location: Cellar Door Winery (and more)

The 2025 theme, “When Pigs Fly,” takes the festivities to new heights by incorporating creative poultry-inspired dishes, crafted by talented local and guest chefs. 

Learn more and purchase tickets HERE.

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.

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.

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!

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.