C-19 BULLETIN - May 28, 2021
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CEO Message
If you’ve ever served on a board, volunteered on a parent advisory committee, or coached little league, no doubt you’re even more familiar with the 80-20 rule than most. While its roots may be embedded in business principles related to inputs and outputs, we tend to use the 80-20 rule for whatever suits our purposes.
For example, organizations will tell you that 80% of directors do 20% of the work…or if you prefer…20% of volunteers do 80% of the work. Churches and charities maintain that 20% of their benefactors provide 80% of the donations. Dare I say that even within families the rule can apply to responsibilities such as shopping, cleaning, cooking, finances, yard work, and the list goes on and on.
As it pertains to the management of COVID-19 within our province, I’ve heard government say that 80% of British Columbians are following the rules regarding social distancing, masks, socializing with their own household or bubble, staying close to home, etc. while 20% are simply ignoring any orders or directives…hence the reason we are where we are. Whether it’s statistically accurate or not doesn’t matter. Fact is, there is a percentage of the population that is giving everyone else the middle finger when it comes to orders, and as a consequence inadvertently harming the visitor economy.
As a law-and-order kind of guy, flouting the rules drives me nuts. Watching neighbours, friends, colleagues, and even extended family members blatantly defy travel orders at a time when staying local for a while longer could be the difference between our industry’s recovery or regression, makes me wonder why they think the rules don't apply to them.
That said, I’ve resisted the temptation to cast judgement because few things are black and white and instead fall into what's commonly known as the grey zone. Such is the case for many businesses I’ve heard from this week who are in a quandary and grappling with what to do given the extension of the regional travel restrictions until mid-June. They already cancelled five weeks of reservations at great expense with the assurance of solid bookings post May 24th. With the provincial orders extended for another three weeks, operators find themselves in a jam once again.
From my perspective, it’s a dilemma that essentially boils down to ethics versus survival…or basically two choices: a) honour reservations, continue to welcome guests, keep people working, pay the bills, but risk sanctions by authorities and/or possibly expose guests and staff to the virus; or b) cancel bookings, toss expired food, lay-off staff, forego much-needed revenue, and remain closed.
It's really not my place to tell anyone what to do. That’s a business and personal decision by the operator. However, I’ve continued to advise businesses (as we did when restrictions were first put in place in late April) to inform and educate prospective visitors on the travel orders as opposed to acting as enforcers or putting frontline employees in harm’s way of irate guests who may be refused service.
Within the context of the grey zone, please know that I’m definitely not encouraging any business to defy provincial orders, but I also empathize with and won’t judge those who choose to.
My guess is that at least 80% of operators have already cancelled or seen reservations evaporate from out-of-region or out-of-province guests until the start of summer. The other 20% are employing the don’t ask, don’t tell rule and taking their chances.
I only hope that in spite of the actions of the 20 percenters from every part of society, all travel restrictions will be lifted and we’ll be 100% ready to go for BCers to travel anywhere in the province on June 15th and come July 1st, open the doors to visitors from the rest of Canada.
Walt Judas
TIABC CEO
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Messaging Guidance for BC's Tourism Industry
UPDATE! On May 25th the Province launched its plan to safely bring British Columbians back together. BC’s Restart is a careful, four-step plan focused on protecting people and gradually getting life back to normal. Although some public health restrictions are lifting and recreation travel within your Regional Health Zone is now permitted, non-essential travel between the three Regional Health Zones remains restricted until Step 2 of the plan.
Details on the four-step plan can be found at:
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Adventure Tourism Coalition
Seeks Second Year of Rent Forgiveness
In March, the Adventure Tourism Coalition wrote to Ministers Conroy and Cullen with a request for a second year of rent forgiveness for commercial recreation tenure/permit holders.
Read the May 21st response Assistant Deputy Minister Sarah Fraser here
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A Message of Condolences from TIABC to the Secwèpemc Community
We are saddened today by the news of the unearthing of child remains found on the former Kamloops Indian Residential School on the lands of Tk’emlúps te Secwépemc.
On behalf of the Tourism Industry Association of British Columbia, we wish to express our heartfelt sympathies to the families of Tk’emlúps te Secwépemc.
This devastating end to the lives of so many Indigenous children will remain in our hearts as we grieve with you, sending our thoughts and prayers to the entire Secwèpemc community.
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TIABC Keeping Tourism in the News
TIABC Chair Vivek Sharma joined Daybreak North with Carolina DeRyk to discuss the province's restart plan and what TIABC is looking for to help the industry re-open.
Listen here (interview starts at 1:18:17 mark)
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TIABC Chair Vivek Sharma joined Dr. Brian Conway, Neha Kakkar, and Maureen Brown to speak with Stephen Quinn about what easing restrictions mean for the business world.
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Business Destruction Amid COVID-19: An Update
By Jock Finlayson
The economic damage done by the pandemic lies in the future, not just the painful recent past. It takes time for a big shock like COVID to play out across the economy. As this process unfolds, we believe more BC companies will disappear over the balance of 2021 and into next year. Most of these won’t entail formal filings under the BIA or restructurings under the CCCA. Rather, they will be “quiet” exits as formerly viable – even if barely – small and mid-sized businesses discover they can no longer continue to manage their debts and/or operate profitably.
Read the full article here
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Leger Survey Explores Perspectives on Returning to "Normal"
Lifting Safety Measures
Instead of celebrating, half of Canadians (52%) and Americans (49%) are anxious about going back to how things were before the pandemic.
Showing Proof of COVID-19 Vaccination Canadians are more likely than Americans to support requiring people to show proof of COVID-19 vaccination to participate in various activities.
Fear of Contracting the Coronavirus
Canadians’ fear of contracting the coronavirus (48% afraid) is at its lowest point since the start of the pandemic.
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BC Tourism Operators Get Creative During Lockdowns
It’s the hidden gems, the undiscovered attractions, the rarely visited spots that can really make a vacation to British Columbia a special experience.
And, once the pandemic precautions are lifted, those are the places that can be considered for inclusion on a BC vacation itinerary, says the Tourism Industry Association of British Columbia.
“It’s the small towns like Barkerville, a historic, one-time gold rush mecca, or the ranches and resorts in the Cariboo Chilcotin Coast region, that can add a special story or anecdote to a holiday in BC”, says Walt Judas, CEO of the TIABC. They await discovery by BC-based tourists first, then others, as COVID-19 restrictions are gradually loosened.
“Tourism operators are poised to welcome visitors, and all sectors have developed extensive health and safety plans to provide for individual businesses,” said Judas. “Stringent protocols are in place for hotels, restaurants, attractions and experiences such as whale watching, golf and many others.”
But Judas sounded a note of caution, saying that many businesses will need to recruit and train workers (which are hard to find) to ensure they can deliver on the products and experiences that visitors demand. “Businesses also have other start-up expenses and logistics to deal with, so it's not a matter of simply flicking a switch.”
Leading by Example
In a great example of pivoting resources to achieve a common good while complying with COVID-19 business restrictions, small ship operators in BC have launched efforts to improve shorelines around the province.
Member companies of the Small Ship Tour Operators of BC organization sent their vessels on missions to clean up shorelines, rather than stay docked during the pandemic lockdown. They did so after applying to receive funding under the Clean Coast, Clean Waters Initiative, and thus kicked off the Marine Debris Removal Initiative (MDRI). These boats would normally be operating tours like bear viewing excursions.
In the fall of 2020, the MDRI collected and removed 127 tons of derelict fishing gear, styrofoam and single-use, household plastics along the outer coastline of the southern Great Bear Rainforest. It was the largest marine debris cleanup expedition in BC's history. A second clean-up mission took place in early May.
Over the past year, the Watermark Beach Resort in Osoyoos in BC’s South Okanagan region, took the opportunity to use the downtime imposed by the pandemic restrictions to make significant improvements and changes. They were able to reinvent their website, quickly implement all COVID protocols and procedures to stay open, refocus their marketing plans, and revamp their onsite restaurant, the Restaurant at Watermark. For instance, the restaurant was shut down in January 2021 to do the renovation work, and has been relaunched with a new name, new style, new menus and more.
The Watermark also revamped their marketing efforts, for example with special wedding and elopement packages to fit the maximum amount of guests as per COVID-19 restrictions; created special booking packages for Okanagan locals called “Bubbles in your Bubble,” which included champagne, an overnight stay and dining credit for takeout; and catered to snowbirds by offering extended stay packages.
Participation and engagement numbers have exceeded expectations for the Luv’n the Loops Passport program, by Tourism Kamloops in partnership with Kamloops This Week. The second half of the program has been launched with more prizes, surprises and contests through to June 2021. The program was launched in July 2020, and it presented a new opportunity to re-engage with residents and share the value of supporting local. Despite economic challenges, over 38 local businesses signed up for this digital program, which highlights the demand for digital, cooperative marketing programs. Participants first create a free account at www.luvntheloops.com, then visit participating businesses and scan the QR code with their smartphone camera to get a digital stamp, and then instantly receive a special discount at that business.
Looking Back, Looking Ahead
Even with the prospect of tourism sector re-openings on the horizon, it’s hard to ignore the economic impact of the pandemic on tourism stakeholders across BC, and across the country.
“I don't think anyone has a clear understanding of the extent to which tourism has been ravaged by the pandemic, including residents and governments at all levels,” said Judas at the TIABC. “Some communities that are dependent on tourism certainly know it, and can see how the absence of visitors is hurting their local economy.”
“But there is still a lack of awareness of these hardships, by those in businesses unrelated to tourism. That’s because some other sectors have not been impacted to any great extent, and in many ways, things look relatively normal...or as normal as they can be during a pandemic”, said Judas.
“People are still out and about and participating in many activities. It is industry's job, together with influencers such as senior members of government to declare travel is safe (when it's time to do so) and encourage people to travel and experience local attractions and other tourism activities in their own backyard, especially with borders closed.”
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BSAFE for Employees
Means Safety for Everyone
The Province is launching a COVID-19 safety certificate program, called BSAFE, for workers in the tourism and hospitality sectors to increase consumer confidence as businesses start to return to more normal operations in accordance with BC’s Restart plan.
BSAFE stands for BC Safety Assured For Everyone.
The Province allocated $640,000 to develop the program and provide the training for workers in the tourism and hospitality sectors. B.C. organizations participating in the training program will receive a decal to make it easy for visitors to identify that staff have taken BSAFE training.
The Province worked with go2HR to develop and deliver the BSAFE program. Leaders in the tourism and hospitality sectors were engaged during the development stage to ensure the program is practical and effective for employees.
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Keeping Canada Top of Mind
The Meeting Professional (US) featured the top 3 reasons to meet in Canada for the medical community and highlighted that 49 of our cities, hotels and conference centres are certified through MPI in Canada’s Healthcare Meeting Compliance Certificate Program. Read more.
PCMA Convene (US) showcased the Top 10 Reasons to Meet in Canada which features the geographical wonders of our country alongside our innovation, health and safety measures and expertise in hosting. Read more.
CMW (UK) provided an overview of the world-leading conferences, Collision 2021 and World Summit AI and their selection of Canadian cities to host. Highlighting Toronto’s status as the fastest growing tech hub and Montreal’s leadership in AI. Read more.
The Financial Times (US) ran a special report on Investing in Canada in partnership with Invest in Canada. Alongside this editorial piece, Destination Canada contributed a creative brand placement advertisement to connect the dots between Canada’s sector expertise and meaningful business events. Read more.
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Changes at Tourism Prince George
It is with regret the Board of Directors and staff of Tourism Prince George announce the resignation of the CEO, Tracey McBride. Due to personal and family considerations for the future, Tracey will be leaving Tourism Prince George at the end of June. Read the press release here
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Vancouver's North Shore Tourism (VNSTA) Team Update
It is with great pleasure that Vancouver's North Shore Tourism (VNSTA) announces Farah Stéen as Vancouver's North Shore Tourism Association's new 'Director of Marketing and Partner Relationships'.
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Thank You Long-standing TIABC Members!
TIABC recognizes that many of our members have been supporting our organization's advocacy efforts for a very long time. In this new feature, we will be showcasing those businesses, associations, and DMOs that been TIABC members for more than 10 years.
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Since 1970, Thompson Rivers University (TRU) has taken pride in providing an excellent education to every student. TRU serves more than 25,000 students — on their campuses in Kamloops and Williams Lake, and via distance or online courses and programs through Open Learning. TRU offers various tourism management programs from diplomas to Bachelor programs to post-Baccalaureates.
In addition to long-standing membership with TIABC, TRU has also supported TIABC's Adopt-A-Student program, which assisted tourism students to attend the BC Tourism Industry Conference.
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Small and Medium Sized Business Recovery & Circuit Breaker Business Relief Grants
Wednesday June 2nd - 9:30am to 10:30am (PDT)
This webinar presented by TIABC with the Ministry of Jobs, Economic Recovery and Innovation will be an information session for the Small and Medium Sized Business Recovery and Circuit Breaker Business Relief grants.
Learn more about these fully funded grant programs available to eligible businesses in BC, to ensure they have the support they need during and beyond COVID-19.
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Hosted by Liz Vickery, Executive Director, Ministry of Jobs, Economic Recovery and Innovation. Liz is leading the implementation of the Small and Medium Sized Business Recovery and Circuit Breaker Business Relief grants. Previously
The webinar will be 45 minutes in length with a 15-minute open forum for any questions.
Please submit any questions you have with your registration.
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This webinar is sponsored by our partners
at Fortis BC.
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Canadian Media Consumption
Fact vs. Myth
Join us Thursday June 3rd as TIABC welcomes our guests from Rogers Sports & Media. This webinar will take you through a Canadian broadcast overview – the facts and myths on media consumption - and show you where to find Canadian travellers.
10am to 11am (PDT)
15 minutes of Q&A at end of session
Webinar Outline:
- What are the media habits of the Canadian traveller?
- Where do you find them and how do you speak to them?
- Learn about the latest industry tools including leading edge digital solutions.
- Also see new research from a fresh Rogers/Angus Reid study on Canadian attitudes and plans toward travel post-pandemic.
- Informed with the latest facts, trends and insights, participants will be in better position to sharpen their strategies and drive elevated results. This vast product line and insights allows clients to deliver smarter strategic solutions to drive their business.
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Presenters:
Brad Kubota - VP Local and Regional Sales Canada – Rogers Sports and Media. Based in Vancouver, Brad has over 30 years of national, regional and local sales experience. He represents a wide range of sports and media assets and tools including TV, radio, digital, out of home and research.
Peter Kambo – Senior Manager Media Insights. Peter’s extensive Vancouver agency experience provides clients with best in class media strategy, planning and buying expertise. While agency side his long list of clients included GM, Bell, BCLC, BC Honda and Destination BC.
Dan Lessons – Western Canada Digital and Out of Home Sales Manager. Dan began his advertising career in publishing in London. Now based in Vancouver and with Rogers for 10 years, he designs and oversees national, regional and local digital strategies for all levels of marketing needs.
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This webinar is sponsored by our partners
at Fortis BC.
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Learn more and register here
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5 New Free Learning Resources
for Tourism Operators & Destination Partners
It’s no secret that Canada’s tourism industry was devastated by the COVID-19 pandemic. One year into this new reality, our task is two-fold. We, as individual stakeholders, need to recover from the pandemic. And together, we must rebuild the visitor economy—when it is safe to do so.
The Tourism Industry Association of Canada (TIAC) launched the Elevating Canadian Experiences (ECE) program to help tourism stakeholders seize innovative opportunities in culinary tourism and in the winter and shoulder seasons (WSS).
The ECE program was conceived as a series of in-person workshops held in rural and remote areas. But the program launch dovetailed with the pandemic and, like so many organizations, we needed to pivot.
From April 2020 to March 2021, TIAC and their partners, which included TIABC, delivered virtual workshops/webinars to over 4,000 participants, reaching over 30,000 businesses from coast to coast to coast.
And now, TIAC is pleased to announce the ECE content hub, where you can access 5 new practical tools and resources developed for the program.
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Culinary tools
Canada has all the ingredients to become a world class culinary destination. Our culinary webinars and national guidelines support growth and innovation in creating tasty experiences for domestic and international visitors.
Self-Guided Webinars
Over the course of five learning modules, you will learn how to concoct compelling culinary experiences, attract tourists and partner with other tourism stakeholders in your region. You’ll also explore how to nurture agritourism, create multisensory experiences, and how to exceed your visitors’ expectations—every single time.
Culinary Tourism Strategy Development National Guidelines
Create your destination’s culinary tourism strategy using best practices from TIAC’s culinary tourism strategy development pilot, which took place in four regions in Québec, Ontario, Saskatchewan, and Newfoundland and Labrador. Informed by the methods, processes, activities, and learnings from the pilot project, the guidelines provide practical advice for tourism operators and destination partners.
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Winter / Shoulder Season Tools
Summer is Canada’s peak tourism season. But we have a lot to offer visitors beyond June, July and August! Our WSS webinar, toolkit, and research report help operators and destination partners develop exceptional year-round experiences for when it’s safe to welcome visitors back.
Developing Winter / Shoulder Season Tourism Toolkit
Developed by industry experts, this toolkit helps destination partners discover untapped opportunities for tourism products and experiences from September to May. Full of valuable insights, worksheets, tips and strategies, the toolkit will fuel ideas to boost your region’s off-season tourism.
Enhancing Winter / Shoulder Tourism In Canada Webinar
Made up of six learning modules, this webinar will give you actionable advice on how to define your strategy, develop products and experiences, build collaborative partnerships and more to boost seasonal tourism in your business or region.
Winter / Shoulder Season Consumer Demand Research Report
Discover current data on the domestic WSS travel consumer that provides essential market insights to help tourism operators and destination partners develop exciting off-season products and experiences.
Start today!
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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. |
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