March 8, 2024

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CEO MESSAGE

As the tributes and accolades poured in for Brian Mulroney from all corners of the world last week, I was reminded about my own encounter with Canada’s former prime minister when he was in Vancouver to open a technology conference in the early nineties.

The event attracted hundreds of international delegates including several high-ranking government officials, as well as Canada’s national media who followed PM Mulroney across the country.

I had the honour of emceeing the opening ceremonies but for some inexplicable reason was not included in the pre-ceremony briefing. Nonetheless, I took the mic and introduced several dignitaries in the room, all of whom were to stand, wave to the crowd and sit back down. Proceedings took an interesting turn when I acknowledged a Saudi sheikh who jumped on stage, walked over to the centre podium (I was positioned behind another podium - stage left) and started speaking about Canada’s leadership in the technology sector. He even referenced Scottish-Canadian Alexander Graham Bell’s invention of the telephone.

As the sheikh spoke, I could see reporters doubled over in laughter. Prime Minister Mulroney was sitting in the front row and looking at me with a big smile on his face while also quietly communicating with his handlers. The conference manager was pale white with a look of panic on her face as she motioned for me to cut the speaker off. Just as I figured out how to politely tell the sheikh to wrap it up, he suddenly stopped, mumbled thank you and returned to his seat.

Cleary, the pre-event briefing instructions got lost in translation and the Saudi official took it upon himself to present Mulroney’s speech until the notes turned to French, a language he obviously didn't know. I then called the PM to the podium and he very smoothly and seamlessly continued the presentation in French before transitioning to English and eventually wrapping up. No one in the audience knew what had just transpired except the PM’s handlers, the conference manager and me, and of course the media who had a copy of Mulroney’s speech.

That incident taught me to expect something to go sideways no matter the event or the level of planning. Hence the reason I’m always on guard, especially when it comes to the annual BC Tourism Industry Conference (BCTIC) which concluded with a wonderful gala awards ceremony last night (hosted by Indigenous Tourism BC) where we honoured 10 deserving recipients and 20 nominees. While we’ve faced various challenges in each of the previous conferences and were prepared for another obstacle, thankfully this year we managed to avoid any major incidents to host a memorable event for all attendees.

BCTIC 2024 was outstanding in so many ways, not only because of the content but because of the calibre of workshop presenters and plenary speakers, as well as the special guests, delegates, and sponsors. One of the highlights was Premier David Eby’s participation where he spoke to the audience for a few minutes then joined me for a Q&A on a variety of subjects. He was engaging, funny, empathetic, informative, and very supportive of our sector. Delegates gave him a standing ovation. Premier Eby was the first provincial leader in more than a dozen years to attend the conference. Similarly, BC’s Minister of Tourism, Arts, Culture & Sport, Hon. Lana Popham, addressed delegates, as did federal Tourism Minister Soraya Martinez Ferrada who joined me for a Q&A and also participated in a workshop on emergency management.

While I don’t have space to mention them all, allow me to thank a few key organizations including our presenting partner, Destination BC, along with our hosts, Destination Greater Victoria for their valuable support. A special thank you to Indigenous Tourism British Columbia for hosting the gala awards last night. It was so wonderful to celebrate BC’s best with close to 400 tourism and hospitality professionals. Thanks also to the host Empress Hotel, Victoria Conference Centre, and the Royal BC Museum for their service, generous contribution, and hospitality.

To all of our workshop speakers, plenary session presenters, the province of BC (Premier Eby, Minister Popham, Parliamentary Secretary Anderson, Ministry of Tourism, Arts, Culture & Sport), Indigenous Tourism BC, Destination Vancouver, Destination Canada, go2HR, Tourism HR Canada, Air Canada and dozens of other sponsors and supporters that helped make the conference such a success again this year. A final thanks also to TIABC’s staff and Board of Directors (including event emcees Nicole Ford & Miranda Ji), the conference program advisory committee, and our conference management team – ConnectSeven Group - for an outstanding job.

I am pleased to announce that next year the BC Tourism Industry Conference will return to Vancouver at a venue yet to be announced. Stay tuned.

I didn’t follow politics closely in the early nineties but I knew Canada’s prime minister was respected and admired by his compatriots around the world. And to this day I’ve never forgotten the incident at the technology conference that Mr. Mulroney so deftly handled on the fly and no one would have known about had it not been the lead story on national television news that night. Now you know too. Thank you for the warm memory, Mr. Mulroney. May you rest in peace.

Walt Judas

CEO, TIABC

2024 BC Tourism Industry Conference | Highlights

Close to 450 tourism industry professionals convened in Victoria this week for the annual 2024 BC Tourism Industry Conference, hosted by TIABC. Industry leaders representing businesses, sector associations, regional and community destination management organizations, First Nations, federal, provincial and municipal governments, as well as non-government organizations gathered for the two-day event.

Anchored by the conference theme - Shaping Our Future Together - the outstanding program provided both a knowledge and skills track via plenary sessions and workshops. Here are just a few highlights:

THANK YOU TO OUR SPONSORS

We want to extend an enormous thank you to our conference sponsors and supporters. We truly could not have hosted this conference without your generous support and commitment.

See the full list of conference sponsors HERE.

Destination Canada Forges Partnership with FCM

Destination Canada and the Federation of Canadian Municipalities (FCM), representing over 2,100 Canadian municipalities, have signed a first-of-its-kind partnership agreement to proactively engage community leaders and by extension, their constituents and strategic partners so they understand the value of tourism and the power of collective destination stewardship and thoughtful tourism development. This collaboration will also emphasize how the organization can leverage the visitor economy to benefit communities and residents economically, social-culturally, and environmentally across the country.

The partnership will run over the next three years with the goal to:

1. Allow Destination Canada to introduce the economic, social and environmental value of the visitor economy to one of Canada’s most influential advocacy bodies.
2. Establish joint initiatives and programs that fulfill the mandates for both the FCM and Destination Canada.
3. Educate municipal leaders on tourism-related opportunities and challenges to foster greater support and alignment for Destination Development work within communities.

Learn more and read the full announcement HERE.

Indigenous Tourism Businesses Receive Funding from Indigenous Tourism Fund

The first funding round is being released to 78 Indigenous tourism businesses from across Canada who applied for up to $25,000 from a $10 million investment from the Government of Canada through its Indigenous Tourism Fund Micro and Small Business Stream. This included 22 Indigenous tourism businesses from BC.

This funding program recognizes market readiness standards set by The Original Original Accreditation Program, considering factors such as resource availability, cash flow, marketing and community connections. Its primary objective is to provide support to Indigenous tourism operators, offering funding of up to $25,000 per business to enhance their operations across six crucial categories:

● Effective Community Engagement and Support

● Excellence in Visitor Experience

● Ensuring Health, Safety, and Comfort

● Practicing Sustainable Indigenous Tourism

● Excellence in Marketing and Visitor Services

● Demonstrating Business Acumen/Practices

Learn more about the Indigenous Tourism Fund Micro and Small Business Stream available through ITAC, and the recipients from the initial round of funding HERE.

ICYMI | TIABC Releases

2023 Advocacy Report Card

TIABC has recently released its 2023 Advocacy Report Card, which details the advocacy efforts and achievements of the organization from January to December.

As noted by CEO Walt Judas in this report, "For the most part, the broader tourism industry fared well in 2023 but some regions and sub-sectors struggled. Suffice it to say, there is much more work to do to help the BC visitor economy become more resilient, reach its full capacity, and thrive once again".

TIABC's annual Advocacy Report Card provides a brief snapshot of the work we did on behalf of our members and stakeholders in 2023. It also provides a synopsis of some of the organization’s key initiatives to ensure that we’re transparent and accountable to our constituents for the objectives we set out to achieve.

We invite you to read our report and connect with us at any time at info@tiabc.ca for questions, comments or recommendations on TIABC’s direction or priorities, as well as any other issues affecting your business.

ICYMI | Episode #20 in TIABC's Voice of Tourism Podcast Series

Meet Gladys Atrill, Executive Director of Tourism Smithers as she joins TIABC's Voice of Tourism host Walt Judas to discuss her career path, the need to foster domestic tourism, and the importance of a strong tourism industry in British Columbia. Gladys also doubles as mayor of Smithers.

Now Available on Spotify or the following link:

Updates Made to Securing Small Business

Rebate Program

The Province is making changes to offer a smoother and faster application process to help businesses access funding to offset the costs to repair and prevent vandalism to businesses, in consultation with the BC Chamber of Commerce. This will come into effect in the coming weeks.

Updates to the application process will include:

• Removing the requirement to provide an insurance claim when applying for funding through the reparative stream of the program. Applicants will now simply be required to provide the name of their insurance carrier and policy number.
• Permitting self-installation of measures.
• Removing the requirement for the applicant to demonstrate there is vandalism in the community in order to be eligible for the preventative rebate.
• Removing the application deadline of February 29th. Applications will be accepted until the program ends in 2025.

The BC Chamber of Commerce is expediting the changes to the application portal now to ensure the $10.5 million to support small businesses can be used to offset the costs some businesses are facing due to vandalism.

Read the full announcement from government HERE.

New Strategic Plan and Name Change for BCDMOA Focuses

on Future Direction

Earlier this week, the BCDMOA announced the organization has embarked on a new journey with the approval of their 2024-2026 strategic plan. BCDMOA's Board of Directors initiated the development and implementation of the new strategy last year to better establish the future direction of the organization. The plan aims to:

1. Provide clarity, direction and focus for BCDMOA for the next three years

2. Support organizational alignment for the board and members, government and industry

3. Help communicate BCDMOA’s message

4. Provide a valuable framework for measuring success

Included with the approval of the strategic plan, the BCDMOA Board approved a motion to change the definition of the BC Destination Marketing Organization Association to BC Destination Management Organization Association. The change is effective immediately and will flow through all the organization's communication channels over the course of the next several months. The organization's acronym remains - BCDMOA.

Read the official announcement HERE.

Survey Reveals Tourism Industry Poised for AI-Driven Transformation

A new survey conducted by the Tourism AI Network paints a picture of a cautiously optimistic tourism industry in BC that is on the cusp of significant AI-driven transformation. Survey results concluded that while the vast majority of respondents (77%) foresee AI impacting business models and job roles within the next year, barriers to adoption such as lack of expertise and cost concerns remain prevalent.

The survey, fielded earlier this year, garnered responses from a diverse range of individuals from across BC’s tourism sector, including DMOs, accommodation providers, and non-profit organizations. The data provides a valuable snapshot of the current state of AI readiness within BC’s tourism sector and informs recommendations for navigating the transformative road ahead.

Key findings from the survey include:

• Optimism towards AI adoption
• Sales and marketing lead the way
• Barriers to adoption
• Expected impact

Peter Pilarski, Founder of the Tourism AI Network dove deeper into the survey findings and provided insights on navigating the AI landscape at the BC Tourism Industry Conference earlier this week.

Read more about the survey findings HERE.

WORTH Academy Open for

Vancouver & Sunshine Coast

WORTH Association (Women of Receation, Tourism & Hospitality) is pleased to present WORTH Academy for self-identifying women accelerating their leadership ambitions. WORTH Academy is a free, 12-week leadership program for professionals working in recreation, tourism and hospitality. Join a cohort of 50 participants in select areas including Metro Vancouver and the Sunshine Coast. 

Beginning April 15th, cohorts will gain access to self-paced online modules, as well as live group coaching and a full day leadership mindset workshop. Through interactive discussions, coaching, and real-world examples, participants will gain a comprehensive understanding of leadership principles, develop essential skills, and cultivate a strong network in their region. Applications are now being accepted for Metro Vancouver and Sunshine Coast.

Learn more and apply HERE.

Input Needed on Proposed Great Bear Rainforest Conservation Area

Residents of the province are invited to share feedback on a proposal to add a new Special Forest Management Area (SFMA) supporting regenerative forestry and conservation in the Great Bear Rainforest.

The proposed area consists of 7,865 hectares of forested land that would transition from commercial harvesting to being prioritized for conservation and regenerative forestry. The SFMA designation is specific to the Great Bear Rainforest and restricts commercial forestry operations. If approved, this area will be the ninth SFMA within the Great Bear Rainforest.

Public comment will be accepted until April 5th and will allow the province and Kwiakah First Nation to consider public input into decisions and implementation. It will also provide insight into how the land is being used by the public. Read the official government announcement HERE.

To participate in the engagement on this proposed Special Forest Management Area, visit HERE.

BC Aviation and Aerospace HR | Input Needed

BC’s aviation and aerospace industry is a significant economic generator that directly contributes to provincial and national economies – not only in the immediate air transport related sectors - but also other key economic industries that support trade, investment, education, high-value tourism and social/economic development.

Undermining this role, BC’s aviation industry is in the middle of an HR crisis. Given an aging workforce, the devastating impact of the pandemic, and federally regulated flight and duty hour restrictions, this crisis will not be resolved for many years. The shortage of aviation and aerospace workers results in a significant competitive disadvantage for Canadian communities and businesses.

As one of its three proposed policy/program strategic directions, the BC Aviation Council (BCAC) is focused on addressing the current HR needs of BC’s aviation and aerospace industry. Should this be an industry that relates to you, please complete the survey in the link below.

Indigenous Tourism Training Initiative

Now Available

The Indigenous Tourism Training Initiative (ITTI) is now accepting applications from tourism workers and employers who want to level up their frontline skills in Indigenous tourism. The goal of this program is to educate tourism workers and employers who want to grow professional careers in this industry and retain Indigenous talent. Learn how you could be eligible to apply.

Programs Open for Application:

• First Aid Certifications: Occupational, Marine, and Wilderness First Aid
• Professional Development Series: Working Smart in Meetings Hybrid Edition
• Customer Service Training: SuperHost certification
• FOODSAFE: Level 1 and MarketSafe & ProcessSafe
• The Value of Indigenous Tourism: Currently available in all six regions
• Jelly Academy Digital Marketing Bootcamp

Learn more and how you could be eligible to apply HERE.

ABLE BC | Call for Liquor Primary

Policy Committee Members

ABLE BC’s LP Policy Committee is seeking new members. This committee will hold regular meetings throughout 2024 to monitor industry issues for liquor primary businesses and to discuss progress on ABLE BC’s LP policy priorities.

If you are an ABLE BC liquor primary member in good standing and are interested in joining, please contact ABLE BC’s Executive Director Jeff Guignard at jeff@ablebc.ca.

Maple Leaf Adventures "Wine and Islands" Story Named

Travel Media Competition Winner

Congratulations to TIABC member Maple Leaf Adventures. The North American Travel Journalists Association (NATJA) announced this week that journalist Mike Fisher won SILVER in the 32nd Annual North American Travel Journalists Awards Competition in the Culinary Travel category for his story, “First of its Kind Voyage Explores the Salish Sea’s Wine and Islands” published in the Calgary Herald. This awards competition honours the best of the best in travel journalism, photography and destination marketing that cover all aspects of the travel industry.  

Read the winning story HERE.

Nemiah Valley Lodge

Nemiah Valley Lodge is located between Chilko Lake and the Taseko Lakes in the Chilcotin Region of BC’s Central Interior. It is home to the Xeni Gwet’in community, part of the Tŝilhqot’in Nation.

With the great Tŝ'il?oŝ Mountain in Xeni title lands, the Xeni Gwet’in feel a strong, independent connection to their history and traditional ways, and today, continue the tradition of their ancestors in protecting the environment, land and waters of Nemiah. The lodge is staffed by an all-Indigenous crew whose commitment and knowledge are honoured with financially rewarding employment opportunities for community members, including youth.

Learn more about the Nemiah Valley Lodge HERE.

Would you like to be featured in our weekly Voice of Tourism, social channels or on our website? TIABC member testimonials provide visibility and exposure to the tourism industry and a wider audience for your business. If you want to be featured in an upcoming TIABC Voice of Tourism and other platforms, contact Deborah - deborah@tiabc.ca

Become a Member in 2024

Your Membership is Important to Us!

We strongly encourage you to consider membership or renew your membership with TIABC in 2024 to support our important advocacy efforts on behalf of the entire visitor economy.

TIABC continues to identify your concerns, raise your voice, champion your needs, and push for support and programs while encouraging policy changes at both the provincial and federal level.

Contact info@tiabc.ca for more information, visit our website HERE or the link below.

TIAC's Associate Program for TIABC Members

The Tourism Industry Association of BC (TIABC) and the Tourism Industry Association of Canada (TIAC) continue to offer TIABC members an opportunity to extend their membership. TIABC members in good standing can enrol in TIAC’s Associate Program FOR ONLY $25.

By visiting this link, you can become a TIAC Associate Member, enjoy access to a range of TIAC benefits and add your voice to National efforts.

Note: If you are already a TIAC associate member, you will receive a renewal notice before your anniversary date. If you are currently a full TIAC member, you already get enhanced advantages. You will continue to enjoy added benefits and savings over and above what is available to associate members, including the TIAC Member Advantage program at Rendez-vous Canada.

National Tourism Week 2024 

April 15-19

Now in its 14th year, National Tourism Week (NTW) is a weeklong national social media campaign orchestrated by the Tourism Industry Association of Canada (TIAC) in partnership with provincial/territorial industry associations such as TIABC. This annual event is a crucial platform for highlighting the pivotal role of tourism in Canada.

TIAC and TIABC are enthusiastically inviting everyone to partake in celebrating the nation's finest offerings to the world under the inspiring banner: Canada: Powered by Tourism

There are four easy ways to get involved; Go Green, Get Social, Share a Video Message, and Spread the Word.

The NTW website provides useful toolkits, which includes suggestions on how to do the video, how operators and organizations can get involved, and a valuable factsheet to readily use.

It's time to start planning, to celebrate tourism in our province. 

Stay tuned to TIABC for 2024 Tourism Week in British Columbia toolkit and resources.

Crisis Communications Planning Training

Destination BC is offering one last Crisis Communications Planning training session this spring! The goal is to equip tourism destination management or marketing organizations, visitor centres and experience sector organizations with the skills required to effectively communicate during crises, including emergencies and reputational issues.

The application-based training encompasses 10 hours of guidance over two days and is led by seasoned crisis communications experts.

Dates: April 16 & 18 (applicants must be available to attend both training days).

Learn more and register HERE.

Art of Leadership for Women Returns

to Vancouver

The Art of Leadership Women is returning to Vancouver! This year's conference features a riveting collection of renowned world leaders, business icons, esteemed academics, and bestselling authors who share strategies and insights on the most critical issues confronting leaders in our world today. Don't miss this unique opportunity to develop your leaders, engage your talent, and build high-performing teams.

Date: June 24

Time: 8:30 am - 4:30 pm

Location: Vancouver Convention Centre

Register by March 1st using promo code EBLW41 and save $100 per pass.

Learn more and register HERE.

Western Community College

Job Fair

Are you looking for candidates in hospitality, healthcare or business? Join Western Community College in partnership with PICS for a Mega Job Fair with 120+ other employers.

Date: March 13

Location: 12350 Pattullo Place, Surrey

Time: 11:00 am - 4:00 pm

Explore your future by scanning the QR code.

Spring Break Learn to Fish Programs

Looking for an activity to do with the kids this spring break? Join us for a Learn to Fish program in Coquitlam. Register via the links below with the City of Coquitlam.

• Como Lake, March 20
• LaFarge Lake, March 21
• LaFarge Lake, March 27

7th Annual TRUE Penticton Tourism Expo!

This not-to-be-missed FREE tourism event will give you a unique opportunity to meet with local tourism businesses and get you Thinking about the Remarkable Unique Experiences that keep visitors coming back to Penticton year after year. Discover new adventures and reacquaint yourself with all of the amazing activities, attractions, accommodations, restaurants, wineries, breweries, cideries, events and so much more happening in and around Penticton.

Date: April 7

Location: Penticton Trade & Convention Centre

Time: 10:00 am - 3:00 pm

Learn more HERE.

BC Hotel Association Summit

Registration is now open for the 2024 BCHA Summit Conference.

Date: May 1-2

Location: Fairmont Chateau Whistler

Join the BCHA to network with leaders, owners, operators, vendors, and tech partners. Featuring provincial and federal advocacy, in-person Fast Track Your Future education series, dynamic opening and closing keynote speakers, plus many more speakers, session, and panels!

Learn more and register HERE.

2024 BC Mountain Bike Symposium

Mountain Biking BC has announces the next symposium to be held will be at the Naramata Centre in the South Okanagan. The theme chosen for the symposium is “Stewardship; Creating a Culture of Care”. Stewardship can be applied to many aspects of mountain biking from the responsible management of trails to the effective leadership of our organizations and to the way we promote and market the experience to riders. 

Date: May 1-3

The venue is just 15 kilometers north of Penticton on the east side of Okanagan Lake and has many great riding options to offer including the extensive Three Blind Mice trail network and the Kettle Valley Rail Trail that connects Naramata and Penticton along the scenic Naramata Bench.

Registration is now available HERE.

Pig Out Festival

Buy tickets now for Pig Out Festival Weekend in the heart of Oliver Osoyoos Wine Country.

Date: Saturday, May 4

A colourful "Fiesta" celebration of the diverse food and culture of the South Okanagan, this popular one-day event returns to its original spring dates, in an exciting new location.

Gather with friends and savour the start of the sunshine season with one of the biggest and best outdoor culinary festivals in the Okanagan Valley.

Learn more and purchase tickets HERE.

2024 BC Economic Summit

Transforming Industries, Empowering Communities

With the theme "Transforming Industries, Empowering Communities," the 2024 BC Economic Summit will be delivering this highly anticipated annual event, dedicated to fostering collaboration and growth among Indigenous and non-Indigenous communities alike, and to focusing on local industries and empowering communities to achieve success.

Date: May 6-9

Location: Penticton

The BC Economic Summit serves as a dynamic platform that brings together a diverse range of thought leaders, experts, and innovators from within and outside British Columbia. It offers an unparalleled opportunity to explore the latest economic development trends, strategies, and success stories that are reshaping industries and creating positive change in communities.

Learn more and register HERE.

Save the Date | WORTH Leadership Summit

This Spring, women-identifying leaders and their allies in recreation, tourism, and hospitality will come together for a full-day industry event. Top voices in the sector will share inspiring ideas to spark dialogue about issues that impact women in the workplace. Their perspectives will inform, ignite, and empower to collectively identify ways to retain and develop women in the industry. This event will connect a community of leaders to expand their network and create meaningful relationships.

Date: May 13

Location: Fairmont Waterfront Vancouver Hotel

Tickets go on sale soon! For sponsorship details, please get in touch with summit@worthassociation.com or view HERE.

2024 Canadian RVing and Camping Week

The Canadian RVing and Camping Week is designed to encourage Canadians and international visitors to get outside to enjoy a fun, safe and secure camping experience with family and friends.  

Dates: May 21-26

The week is organized and sponsored by the Canadian Camping and RV Council and supported by the BC Lodging and Campgrounds Association to:

• Promote the lifestyle associated with camping and RVing.
• Promote good behaviour and respect via the Camper’s Code
• Raise funds for Care Camps to send children with cancer to camp.

Be part of the program and sign up HERE.

Save the Date

2024 Annual Conference | BCAC's "Soaring Above Challenges"



The BC Aviation Council (BCAC) is excited to announce that the 2024 Conference is now scheduled! Mark your calendar now and check in with our draft event webpage closer to the date for more details including agenda, speaker profiles, sponsorship opportunities, activities (including add-ons), travel and hotel partners, and more.

Date: May 27-29

Location: Nanaimo

View the draft event agenda HERE.

2024 BC Chamber of Commerce AGM

Join us and explore this vibrant, diverse and naturally beautiful city located on the traditional, ancestral, unceded territory of the Syilx/Okanagan people.

Date: May 28-30

Location: Coast Capri, 1171 Harvey Ave., Kelowna

Learn more and register HERE.

2024 CanSPEP National Conference Registration

Join event entrepreneurs at CanSPEP featuring immersive programs, networking and awards in Victoria, BC.

Dates: June 25 - 28

Early registration is now open until May 3, 2024. Learn more and register HERE.