C-19 BULLETIN - November 25, 2020

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CEO Message

Former U.S. Secretary of State, Condoleeza Rice once said, “Message and policy are very much two parts of the same coin.” That simple but profound statement suggests that a leader’s course of action and how they communicate with their target audience are inextricably linked.
 
As part of my ongoing work with provincial and territorial counterparts, the topics of policy and messaging became the focus of a recent meeting as we contemplated our advocacy actions to date and questioned the degree to which we’re making individual and collective headway with various levels of government on recovery efforts.
 
On the efficacy of our policies and recommendations, the answers varied depending on the province or territory. However, we remained aligned in our core messaging and recognized the need to further hammer home the following points (developed together with our national counterparts at TIAC) to influence decision-makers. In no particular order:
 
1.     Canada’s tourism industry is not only an important economic generator, but is integral to the health and well-being of citizens, residents, workers and visitors.

2.     The Canadian tourism sector supports and champions strict adherence to health and safety protocols as outlined by provincial and federal public health officials and departments to ensure Canadians are protected.

3.     While health and safety is paramount to the survival of our sector, restoring consumer confidence is also a key imperative. The tourism industry has complied with all public health regulations with many businesses going above and beyond by implementing rigorous measures to ensure the health and safety of employees and guests.

4.     Should the government make further decisions that affect Canadians’ ability to travel through the holiday season, there must be a Plan B in place to ensure tourism workers and businesses survive.

5.     With international borders closed, some 2 million jobs are at risk. We need a roadmap to prepare for and re-open borders when the time is right, and to ensure that we retain our skilled and valued workforce.

6.     Nationally and provincially, tourism association leaders will continue to advocate for a sector specific tourism recovery plan with timely and critical solutions for workers, businesses and the visitor economy.

7.     Tourism was the first and hardest hit and will be the last to recover. As Canada’s 5th largest sector, our national economy relies on tourism for nearly 1 in 10 jobs, $105 billion in annual economic activity, and 2% of GDP. In British Columbia, the visitor economy is the third largest sector and represents 19,300 businesses, 161,000 employees and $21.5 billion in revenue (normalized year).
 
You’ve heard me convey these and other messages before. While the narrative changes from time-to-time depending on the issues, needs and opportunities, TIABC will continue to sound like a broken record for as long as it takes to achieve the desired outcome with all levels of government.
 
As Pulitzer-winning journalist Ron Suskind said, “Message matters almost as much as actions.” If what we’ve heard via various announcements recently is any indication, that statement could not be more appropriate.

Walt Judas
CEO, TIABC
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Province Extends State of Emergency,
Introduces Mask Enforcement Measures

Mike Farnworth, Minister of Public Safety and Solicitor General, is aligning the Province’s measures under the Emergency Program Act (EPA) with the provincial health officer’s (PHO) guidance that masks must be worn in indoor public places. 
The Province is also formally extending the provincial State of Emergency, allowing health and emergency management officials to continue to use extraordinary powers under the EPA to support the Province's COVID-19 pandemic response. The state of emergency is extended through the end of the day on Dec. 8, 2020.

Read the full update at:
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CCCTA & TOTA Summit 2020 is Underway

The Thompson Okanagan Tourism Association and the Cariboo Chilcotin Coast Tourism Association have joined forces to co-host the 2020 Summit. Each organization invites you join them in coming together as a tourism community to learn, strategize, collaborate, and move forward better than before. 12 panels. 2 streams. Over 50 world-renowned speakers and industry experts from around the globe.

On Thursday November 26th at 1:15pm, Walt Judas will join Destination Canada's Marsha Walden and Destination BC's Richard Porges for a panel discussion on recovery efforts.
To register, visit:
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Sport Fishing Institute
Conference & Webinar Series 2020

The Sport Fishing Institute is hosting its final session, in a series of virtual discussions this week. Join Walt Judas this Friday November 27th for the Charting a Predictable Path for Salmon and Access for BC's Public Fishery session.

Attendance is free with thanks to conference sponsors, but you must register in advance for each session. Please visit the 2020 Conference page for registration links and conference updates.
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TIABC CEO Walt Judas Joined Spice Radio
to Discuss What the Second Wave of COVID-19 Means for the Tourism & Hospitality Sector


Hear the 13-minute interview at:
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Destination Canada Outlines Key Messages

Aligning Our Voices to Support Tourism's Recovery
Tourism’s recovery is a national challenge that calls for deep collaboration to fully realize its future potential.

As part of the work to support the sector, Destination Canada is pleased to share three key messages and supporting proof points that guide their work. These messages tell an important story:

  1. Tourism is the hardest hit sector of economic activities
  2. Safety is in everyone's best interest. Canadian tourism businesses have safety measures in place for the benefit of travellers, their staff and their communities.
  3. Tourism improves the quality of life for all Canadians.

The Key Messages and Proof Points document outlines the above points and offers a variety of examples and data for each one. Download the document here

While some messages/proof points may resonate more than others, Destination Canada encourages you to read, share and use these as part of your own work as relevant:
  • The key messages are broader statements that demonstrate their key areas of focus.
  • The proof points are key data points that reinforce their core messages.

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Tourism has been #HardestHit and urgently needs targeted relief measures to survive – the Coalition of the Hardest Hit Businesses are asking for support in three key areas:

1. Increased wage subsidy support
2. Relief from fixed costs
3. Access to liquidity
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This year, TIABC is holding its AGM virtually.

Wednesday, December 2, 2020
3:00 PM (PST) - Guest Speaker Greg Klassen - Twenty31 (see below)
4:00 PM (via Zoom) AGM

Please register in advance HERE
Keynote Speaker: Greg Klassen
The Impact of Covid-19 on Global Tourism
Challenges and Opportunities

Greg Klassen is a marketing and tourism industry strategist with 25 years of leadership with blue chip organizations including Destination Canada. For almost a decade, Greg was the Chief Strategy and Marketing Officer at Destination Canada and became the organization’s Chief Executive Officer in 2013. During his tenure, Greg and his and team developed Canada’s tourism brand bringing it from 12th position worldwide to number one over five years, and recognition of Canada as the most recommended destination in the world to visit. Greg also led the organization through successive disruptive challenges from 9-11 and SARS, to the 2009 global financial crisis, as well as many opportunities include leveraging the tourism potential from the 2010 Vancouver Winter Olympic games.

Under Greg’s leadership, Destination Canada was recognized as Canada’s Marketer of the Year by Canada’s Marketing Magazine and Greg acknowledged as one of Canada’s top five marketers by Canada’s Strategy Magazine.

Greg is currently a Partner with tourism strategy consultancy, Twenty31 where he advises destinations around the world on how to achieve competitive advantage through leverage and mitigation of disruptive forces—whether they are technologies, traveller behaviour or global pandemics.  
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Industry Survey for Tourism Operators in the
Vancouver, Coast & Mountains Region

TIABC is working with the BC Destination Marketing Organization Association, the Metro Vancouver Tourism & Hospitality Industry Response and Recovery Task Force, and Vancouver, Coast & Mountains region (VCM) on an important survey to ensure we have up-to-date information on the impacts of COVID-19 on the region's visitor economy. This survey is being led provincially by the BC Regional Tourism Secretariat, BC Hotel Association and the BCDMOA.
 
As an operator in the VCM region, completing this confidential survey allows us to be more effective in advocating on your behalf with both the provincial and federal government.
 
Recognizing the demands on your time we have made the survey as short as possible while collecting the necessary data to inform decision-makers.
 
Please respond by December 2nd. Thank you.

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Health & Safety
the Priority as Big White Welcomes Skiers

Big White Ski Resort shared a video with TIABC outlining their safety measures to keep visitors and staff safe this winter:

"We look forward to welcoming you to the updated Big White Central Reservations experience. The health and safety of our guests and staff is important to us. We have implemented new cleaning procedures to give you peace of mind when you stay in our accommodation on mountain. For full details on all safety protocols and the latest updates visit www.bigwhite.com
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In Case You Missed It....

Canada Emergency Rent Subsidy (CERS)
Applications Opened on Monday!

Canadian businesses, non-profit organizations, or charities who have seen a drop in revenue due to the COVID-19 pandemic may be eligible for a subsidy to cover part of their commercial rent or property expenses, dating back to September 27th until June 2021.

This subsidy will provide payments directly to qualifying renters and property owners without requiring the participation of landlords.

If you are eligible for the base subsidy, you may also be eligible for lockdown support if your business location is significantly affected by a public health order for a week or more.
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BCHA Presents:
Fast Track Your Future Online Workshop Series 
Sign up by Nov. 27 - Series starts December 1

Hotel Leaders: The BC Hotel Association is thrilled to invite you to take part in a new series designed to drive financial recovery and resiliency. Resources are tight and teams around the province are undergoing change or are depleted due to business levels. As a result, expectations from hotel ownership groups and asset managers will demand more, expecting their leaders to be accountable, flexible, and creative. The Fast Track Your Future series will help offer a path to success.

Invest in your teams, accelerate their financial confidence, and get ready for recovery. Register them today.

The sessions will focus Financial leadership (Track 1) and Revenue Management (Track 2).

Learn more at:
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This event will cover topics of high interest in communities across the country, such as how we are changing and regulating the way we travel and trade in our country and around the world by boat, train, and by airplane.

Town Hall with Minister Garneau and MP Patrick Weiler
Thursday, November 26 at 1:00pm PST 
Zoom link: You are also welcome to join via Zoom by clicking this link.
Zoom Passcode: 756681
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Destination Canada Webinar

On November 27th at 11am PST join Gloria Loree, Senior Vice President, Marketing Strategy & Chief Marketing Officer, and Chantal Sturk-Nadeau, Executive Director, Business Events where they will provide an update on Destination Canada’s corporate strategic direction and an update on Business Events planning for 2021. Time for discussion will be allotted as we want to hear from Team Canada partners.

Please click the link below to join the webinar:
Passcode: 950995
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Together with the Tourism Cafe, the BC Regional Tourism Secretariat is pleased to announce expanded support through the BC Tourism Resiliency Network. Launching this month, Ideas Labs are a series of 30 online sessions on nine original topics selected from requests from tourism operators across the province. The labs will bring small groups together in a business-to-business learning environment to address hot topics where solutions to common problems are discussed and shared, and new ideas are incubated. These are 1-hour online peer-to-peer discussions led by an inspiring industry topic specialist.

Each session is limited to only 12 participants and space is limited. Ideas Labs is a program created and produced by the Tourism Cafe.

Learn more at:
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Destination BC Tourism Digital Academy
5 New Intakes (free)

The Tourism Digital Academy is a free, 8-week digital marketing program for BC tourism businesses who are interested in building their knowledge and skills in digital marketing to an intermediate level.

Designed for business owners or their marketing team members, this comprehensive program is focused on providing practical, actionable guidance to complete your digital marketing plan. From setting your goals to building a better understanding of SEO, website usability, content, email marketing, analytics and more – you’ll leave the program with the confidence and knowledge to put that plan into action.

This online program includes:
• 8 weeks of interactive sessions led by digital marketing experts and ongoing access to the video recordings (Tuesdays & Thursdays each week for a total of four hours per week)
• Technical tutorials to dig deeper into specific areas and share experiences with other participants (Wednesdays each week for one hour)
• One-to-one coaching available, on-demand, to answer your sticky questions
• Audits of your business website, SEO and social media channels, to assess your current situation
• A marketing plan template to guide the development of your own plan
• Opportunities for peer support and networking
 
There are multiple intakes, each running for 8 weeks, beginning the week of:
• January 4
• January 11
• January 18
• February 1
• February 15

Visit the Destination BC Learning Centre to see eligibility requirements and to apply: www.destinationbc.ca/learning-centre/tourism-digital-academy
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November 23-25

November 25 & 26

Indigenous Tourism BC AGM
November 25

December 2, 9am (PST)

BCHA AGM
December 2, 2:00pm (PST)

TIABC AGM
December 2, 3:00-5:00pm (PST)
TIABC's C-19 Bulletin is published every Monday, Wednesday, and Friday.

Feel free to send us your ideas on what information would be valuable for TIABC to share through our COVID-19 Bulletin going forward. Drop us a line at info@tiabc.ca.