November 29, 2024

CEO MESSAGE

As the NDP were getting ready to govern British Columbia back in 2017, I ran into John Horgan in downtown Vancouver. During our brief encounter, I resisted the temptation to tell the incoming Premier to appoint Spencer Chandra Herbert as the Minister of Tourism because Horgan was with a colleague I didn’t know and our conversation was not about politics. I kept my mouth shut even though Chandra Herbert was well-known in tourism circles, had previously served as tourism critic, and was passionate about our sector so I believed him to be a good fit.

As it turns out, Premier Horgan first tagged Lisa Beare for the tourism role. She was eventually succeeded by Melanie Mark who was then replaced by Lana Popham. Chandra Herbert remained patiently on the sidelines for seven years.

In my meeting with the new minister earlier this week, I resisted the temptation to download a full list of issues the Province and his ministry needed to address. That will come in due time as he and his new Deputy Minister, Silas Brownsey, get up to speed on various files. However, given that government will begin focusing on its next budget very soon, I did address two priorities for Minister Chandra Herbert to consider.

The first was for Destination British Columbia (DBC) to be allocated additional funding. You’ve heard me say it before…$60 million to market the entire province is simply not enough, especially considering DBC’s budget has been stagnant for many years, our direct competition is far outspending us, and inflation-related costs have increased by some 20% in the last five years alone.

The second priority I talked to the minister about was placing the tourism sector on a higher pedestal for economic development than previous governments have done. Yes, mining, high tech, construction, oil & gas, forestry and agriculture are all important, but tourism must be elevated to equal or even higher status from the perspective of investment, a favourable regulatory framework, and other considerations as opposed to where it’s been prioritized in recent years. After all, we rank higher than most sectors in measures such as GDP, export revenues and economic impact.

I recall making a similar pitch in 2021 to help inform the development of BC’s economic plan. In our submission, TIABC noted that for the tourism sector to prosper and benefit all of British Columbia , it must formulate a long-term strategy and collaborate with government to address critical issues such as improvements to current infrastructure (e.g. highways, regional airports, ferry terminals), the creation of new partnerships with Indigenous groups to build tourism products and bolster the path to reconciliation, identification and promotion of environmentally friendly visitor experiences and business practices, the recruitment and building of a stable workforce, adoption of technology such as AI, and higher utilization of local products and suppliers, among other recommendations. I would venture to say that we’ve done our part as an industry on many of these strategies but we still need government help.

Each week I hear from industry colleagues about how decision-makers don't understand our sector nor recognize its value and invest accordingly. Premier Eby intimated otherwise when he spoke at the BC Tourism Industry Conference earlier this year, and certainly the three previous tourism ministers also championed the visitor economy and worked hard on our behalf. However, proof must come in the form of concrete action on multiple tourism files by Minister Chandra Herbert and government as the new regime gets to work. TIABC and its sector association and DMO colleagues will do all we can to advance the interests of BC’s tourism and hospitality industry to ensure its rightful place alongside the other key sectors as a key economic pillar poised for investment and opportunities.

In retrospect, I’m glad I didn’t push for Chandra Herbert to take on the tourism portfolio in 2017 because he actually didn’t want the job given that the enormous commitment and added responsibilities would have taken him away from co-parenting his then-infant son. Today, however, he’s excited to be in the cabinet posting he’s always coveted because the timing is right and he’s primed for the challenge. From what I’m hearing within the tourism sector, Minister Chandra Herbert is being welcomed with open arms and high hopes.

Walt Judas

CEO, TIABC

Air Canada First to Launch Facial Recognition Boarding

Air Canada has become the first Canadian airline to introduce facial recognition technology for boarding identification – a process much like unlocking a smartphone or securing an online transaction. 

Following a test period, the carrier will launch its Digital ID program for nearly all domestic flights from Vancouver International Airport (YVR) on December 3rd. Passengers can enrol through the Air Canada app. For those who prefer traditional methods, boarding remains available using physical ID and boarding passes.

Air Canada says the program is not linked to government initiatives like NEXUS or Global Entry. Enrollment and participation are entirely voluntary, and strict privacy measures protect biometric and personal information.

Learn more about the program from Air Canada HERE.

Just Released | Episode #31

Ellen Walker-Matthews

Meet Ellen Walker-Matthews, CEO at Thompson Okanagan Tourism Association as she chats with TIABC's Voice of Tourism host Walt Judas and discusses her career path, her work in sustainable tourism, and what challenges business owners & operators are facing in her region today.

First Nations Leadership Council Approves the Development of the BC First Nations-Led Tourism Destination Fund

The First Nations Leadership Council (FNLC) has approved and directed Indigenous Tourism BC (ITBC) to lead the development of a BC First Nations-led Tourism Destination Fund, a community-led and managed fund unanimously supported by the Union of British Columbia Indian Chiefs (UBCIC), the First Nations Summit Chiefs (FNS), and the BC Assembly of First Nations (BC AFN).

ITBC is working to develop a draft program framework in the upcoming months.

These efforts will ensure the fund is led and managed by local communities and remains within each community. The BC First Nations-Led Tourism Destination Fund will significantly contribute to the economic growth, cultural preservation, and success of Indigenous communities across the province.

Read the full announcement from ITBC HERE.

Pictured: Brenda Baptiste, Director At-Large, ITBC and TIABC Board member

PacifiCan Providing Funding for Prince George Tourism | Recreation Projects

The Pacific Economic Development Agency of Canada (PacifiCan) recently announced funding for projects to boost tourism and outdoor recreation in Northern BC. In total, $950,000 is going to five organizations in the North, including three in Prince George.

Tourism Prince George is receiving $250,000 in funding to renovate a new space and develop the surrounding outdoor area. Key improvements include the installation of an open-air skating rink and the creation of a vibrant vendor market in downtown Prince George. The market will showcase the work of local artisans during festivals and conferences, fostering community connection and culture. These upgrades will enhance the visitor experience, support small businesses, and boost the local tourism economy.

Other investments included in the announcements are:

• $234,650 to Caledonia Nordic Ski Club in Prince George to build Canada's first paved roller ski and biathlon competition trails to elevate the city's reputation as a destination for sport tourism
• $250,000 for Alder Hills Golf Course in Prince George to expand its facilities
• $24,500 for North Coast Ecology Centre Society in Prince Rupert to upgrade its seasonal education centre that showcases the region's ecological diversity
• $198,235 for the Village of Granisle to improve amenities at the New Beach Campground near Babine Lake

Learn more HERE.

Canada Summer Jobs Program

Now Open

The Canada Summer Jobs 2025 Program is accepting applications now until December 19th.

This program is critical to many tourism businesses, enabling employers from not-for-profit organizations and the public sector, as well as private sector organizations with 50 or fewer full-time employees to receive funding to hire youth for summer jobs.

NOTE: Applications submitted by mail could be delayed by Canada Post service disruptions. As all applications must be received or date stamped by December 19th, 2024, you are strongly encouraged to submit your application through the Grants and Contributions Online Services (GCOS) or the online fillable application form, by messenger service, or in person at a Service Canada Centre.

Learn more, including how to apply HERE.

New Program Aims to "Spark" Innovative Tourism Ideas in the Boundary Country

Boundary Country has officially announced a new program to support innovative tourism ideas in the area.

The “Spark” Mentorship and Grants Program matches selected applicants with tourism mentors and provides a $3,000 grant to develop and support new or current tourism ideas that encourage longer stays, address tourism needs, and enhance experiences in the region. 

Interested applicants can apply by January 6, 2025. 

For more information about the Boundary “Spark” Mentorships & Grants Program and upcoming Info Sessions, visit HERE.

Opportunity | General Manager, V.C.M.

As part of the Destination Management Division, the General Manager, Vancouver, Coast & Mountains (VCM) plays a strategic role in driving and influencing business partner engagement with Destination BC’s programs and services, specifically in the VCM tourism region. Key responsibilities for this position include overseeing the VCM tourism region contracts and programs and leadership of the VCM team. The VCM tourism region is uniquely managed by Destination BC. The region expands outwards from Metro Vancouver along three main arteries: the Sunshine Coast, Sea-to-Sky Corridor, and the Fraser Valley and Fraser Canyon.

Providing strategic leadership in this position is required to align deliverables and resources with divisional and corporate goals, creating awareness of new initiatives, and developing team members. This leadership role will foster, influence, and maintain collaborative relationships with government, regional and industry partners to deliver on the goals set out for the Destination Management Division as part of the overall Destination BC strategy.

Learn more about the opportunity and how to apply HERE.

Presented by TIABC and sponsoring partners, the 2025 BC Tourism Industry Awards shine a light on the remarkable achievements that fuel British Columbia’s vibrant tourism industry. These prestigious awards highlight the bold leadership, creativity, and innovation shaping the province’s tourism scene. With a focus on excellence, the awards set the bar for industry standards, showcasing the province’s best products, services, experiences, and people. 

We are pleased to announce that award nominations are now open. Awards will be presented in the following 10 categories:

Indigenous Operator or Experience

Sustainability Excellence

Employees First

Tourism Woman of the Year

Community Contribution & Impact

Inclusive and Accessible Tourism Experience

Remarkable Experience

Professional Excellence - DMO or Sector Association

Innovation

Culinary Tourism Experience

For more information about each award visit the conference website HERE.

Finalists will be announced in early February, and the official recipients will be awarded at the Awards Gala evening during the 2025 BC Tourism Industry Conference on Thursday, March 6th, 2025, held at the Sheraton Vancouver Wall Centre.  

If you know a business, organization, or individual who deserves recognition, submit your nomination and help celebrate their outstanding achievements! The nomination deadline is January 8th, 2025. 

QUESTIONS?

Email us at info@bctourismconference.ca. 

Learn more about the opportunity and how to apply HERE.

Indigenous Tourism Awards

Nominate a business, entrepreneur, or provincial or territorial association for the 2025 Indigenous Tourism Awards.

For 2025, ITAC Awards include: 

• Indigenous Culinary Tourism Award
• Extraordinary Female Entrepreneur Award 
• Leading the Way in Sustainability Award
• The Original Original Industry Leadership Award 
• Provincial or Territorial Association of the Year 
• New Operator or Business that Launched a New Experience
• Exceptional Cultural Experience Award
• Outstanding Staff Person Award
• Indigenous Destination Development Award
• ITQ Best Enterprise of The Year

Nominees must be at least 51% Indigenous-owned/controlled and provide tourism experiences or tourism-related services within Canada. Businesses are allowed to self-nominate. Nominations close on December 13th. Celebrate the best and brightest in Indigenous tourism at this prestigious event, which will take place on Thursday, February 28th, 2025, during #2025IITC.

Learn more and nominate HERE.

Taylor Swift’s Three Vancouver Shows Will Have an Economic Impact of $157M

As Taylor Swift’s epic, unprecedented, positively unparalleled, The Eras Tour heads to Vancouver for its final three shows, Destination Vancouver and BC Pavillion Corporation (PavCo) estimate that the total economic impact in Vancouver of those three shows will be $157M.

Of that, $97M is direct spending on such things as accommodation, food and beverage, retail and transportation—more than 70% of which will be spent by out-of-town visitors. That infusion into local businesses translates into more than $27M in total tax revenue for all three levels of government.

With upwards of 150,000 enthusiastic Swifties attending the three concerts at BC Place and an estimated 82,000+ room nights booked across the region, there is no doubt that The Eras Tour is an economic powerhouse, and that Vancouver will see the same kind of positive economic benefit that Toronto just experienced for her six incredible shows.

BC charities have also been significantly boosted over the last month through donations of tickets and prize packages via PavCo and the BC Place Community Benefit Program. Many registered BC charities have been able to auction or raffle these tickets and raise significant funds for their vital causes. The final fundraising total from the BC Place Community Benefit program will be released by PavCo early in the new year.

Also to note: November 29 to December 6, there will be 13 Taylor Swift-themed lighting installations illuminating the downtown core. A map of all the locations is available HERE. Destination Vancouver volunteers will be on hand to assist fans with directions and information over the concert weekend and to hand out special ‘Vancouver’ friendship bracelets.

Read the full announcement from Destination Vancouver HERE.

ICYMI | DBC Promote Northern BC with First-Ever Immersive Car Wash

To mark the launch of a new destination brand and help promote tourism in Northern BC – The Great Wilderness – in Germany, Destination BC (DBC) recently hosted a unique brand activation at a car wash in downtown Hamburg. 

Why a car wash? Germans love their cars, and with home car washing prohibited in many German cities, the car wash experience is something of a cultural mainstay. The Great Wilderness, one of the most transformative destinations to explore by car, was the perfect fit for an unconventional drive-thru introduction.

Nearly 1,400 guests drove onsite and were greeted by brand ambassadors who shared details about the activation and distributed a handout to learn more about the iconic.

Learn more HERE.

Kelowna Set to Host 2025

CCMA Awards

The Canadian Country Music Association® (CCMA®) recently announced that the 2025 CCMA Awards will take place at Kelowna’s Prospera Place on Saturday, September 13th, 2025. This marks the third time Country Music Week will be hosted in British Columbia.

Events of this calibre offer a welcome economic boost for the local community, building up visitation during months when availability is higher. Country Music Week 2025 is forecast to generate over 2,000 room nights (not counting fans or families), resulting in an estimated economic impact of over $11 million in Kelowna and BC. 

Country Music Week was secured in part through Tourism Kelowna's Major Events Strategy in partnership with the City of Kelowna.

Read the full announcement from Tourism Kelowna HERE.

BCHF Spirit of Hospitality Lottery Closes With Generous Donations

To everyone who bought Spirit of Hospitality Lottery tickets over the past few weeks, the BC Hospitality Foundation wish to thank you for helping make a difference in the lives of beneficiaries.

With your support, $44,570 was raised. These funds will directly support individuals in our industry facing crises due to health conditions, helping them through challenging times.

A huge thank you is also extended to the Hotel Association of Vancouver, who created this fundraiser in 2017 and continue to lead it with unwavering dedication. Both organizations are also grateful to the prize donors for their generosity. Your support makes all the difference—thank you!

Tourism Oliver

The Oliver Tourism Association (Tourism Oliver) is a registered not-for-profit organization supporting businesses and organizations that are either directly tourism-focused or support tourism activities, with the goal of providing information and opportunities to visitors in Oliver and Area C. This includes providing all-encompassing tourism services and regional destination marketing for our stakeholders.

Learn more about Tourism Oliver HERE.

Would you like to be featured in our weekly Voice of Tourism newsletter, social channels or on our website? TIABC member testimonials provide visibility and exposure to the tourism industry and a wider audience for your business. 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.

EARLY BIRD REGISTRATION NOW OPEN!

Early-bird registration is now open for the 2025 BC Tourism Industry Conference. Early-bird rates will be available until January 15, 2025.

Detailed programming including updates on keynote speakers, engaging sessions and networking opportunities will be released soon. Until then, we encourage you to visit the conference website for details on travel, accommodation and conference sponsorship opportunities.

Secure your spot today! This is a must attend event, and we look forward to seeing you in Vancouver next year!

Register Today! TIABC AGM

Please note the following information regarding the upcoming TIABC Annual General Meeting.

Date: Tuesday, December 10, 2024

Location: Virtual

Time: 9:00 am - 10:30 am (PST)

Voting Authorization:

One individual at the AGM, who will have been granted authority to be the voting representative of the relevant member, will represent each TIABC member business, sector association or Destination Management/Marketing Organization (DMO). The member must be in good standing with the organization.

Learn more including how to register, review the Notice of Motions and nominees for the 2024-2026 TIABC Board and how to vote in advance by ballot in the following link.

Traveller Segmentation Program Launch

Destination Canada is inviting you to an 80-minute session to launch their new Traveller Segmentation Program. This is your chance to explore the program's groundbreaking benefits and gain a first look at the newly developed traveller segments. The session will also showcase the powerful features available through the Canadian Tourism Data Collective that make aligning our marketing, research, and destination development strategies across Canada easier and more effective than ever.

Session Details:

Date: December 9

Time: 9:30 - 10:50 am (PST)

This session will provide you with tools to better understand our travellers and help you drive greater impact in promoting your destination. A recording will be available for those unable to attend live.

Learn more and register HERE.

SFI 2024 Big Splash Raffle

The Sport Fishing Institute (SFI) is excited to announce the annual Big Splash Raffle has launched. Early Bird tickets are now available. Prize draw deadline comes quick!

• SFI Big Splash Raffle Sales Deadline: Midnight, Friday, December 27
• SFI Big Splash Raffle Draw: Saturday, December 28 at 12:00 pm

Learn more and purchase tickets HERE.

Workshop | Climate Resilience, Governance and CDMOs

This new workshop delivered by Destination BC will provide details of the Community Destination Stewardship Initiative. The one-hour, virtual workshop will focus on government partnerships within the context of climate resilience in the tourism industry, exploring the critical importance of provincial, regional, and municipal partnerships to enhance climate resilience strategies.

Date: January 22, 2025

Time: 10:00 am (PST)

Learn more and register HERE.

Webinar | Losing Ground: The Definitive Workforce Update

Join Tourism HR Canada for this “state of the union”-style presentation that will explore pressing workforce challenges, including persistent labour shortages, declining competitiveness, and the shifting policies shaping the industry’s future. Featuring comprehensive workforce projections, actionable recommendations, and a review of programs designed to address these issues, this event will emphasize the urgency of collaboration and cohesion across the sector.

Date: January 22, 2025

Time: 10:00 am - Noon (PST)

Whether you’re an employer, educator, industry association leader, destination marketer, HR professional, or government representative, this session offers indispensable insights to inform your strategies and drive meaningful change.

Learn more and register HERE.

Vancouver Aquarium | Holiday Splash

There's no place like Vancouver Aquarium for the holidays! Soak up moments of holiday magic with more than 1 million twinkling lights, enchanting decor, a larger-than-life Jellyfish Snow Globe, and so much more.

No matter where your adventure leads—from daily Scuba Claus dives to a festive 4D experience—Vancouver Aquarium is flowing with holiday spirit.

To learn more about events at the Vancouver Aquarium, including Holiday Splash, visit HERE.

WinterFest 2024

WinterFest, the Royal BC Museum's outdoor multicultural holiday market, is back for another year.

Celebrating arts, culture and community, WinterFest brings together the best parts of the holiday season. Food, warm drinks and multicultural performances pair with local artists and artisans for a one-of-a-kind experience.

Dates: November 30 & December 1

Times: 10 am -5 pm 

Learn more HERE.

27th Annual CITAP+ Winter Function

You are cordially invited to the 27th CITAP+ Winter Function.

Date: Tuesday, December 3

Location: River Rock Casino Resort, Richmond

The event will be a full day in a familiar format, including morning educational sessions, the afternoon marketplace, and the dinner reception.

 Registration is now open! Early bird pricing is in effect until Friday, October 18 at 5pm PT. Sponsorship packages are available HERE. Please note that your 2024 CITAP+ membership must be in good standing in order to register for the Winter Function.

Tourism Congress 2024

Join the Tourism Industry Association of Canada (TIAC) in beautiful Vancouver for an immersive conference experience that brings together tourism leaders, stakeholders, and innovators from across Canada and beyond. Get ready to share insights, explore new ideas, and celebrate our industry's resilience and creativity. We are thrilled the Tourism Congress is hitting the road this year.

Dates: December 3-5

Location: Sheraton Vancouver Wall Centre

Learn more about Tourism Congress including group booking opportunities HERE.

GVHA Harbour Holiday Light Up

Get ready to experience the magic of the holidays at GVHA’s Harbour Holiday Light Up!

This festive evening, proudly supported by Ocean 98.5, will feature sparkling light displays that illuminate the harbour in holiday cheer.

Enjoy a cozy treat with 500 free hot chocolates and cookies decorated with a special orca design, and explore seasonal offerings from vendors and food trucks. Don’t miss this chance to welcome the holidays as we light up the harbour!

Dates: December 5

Time: 5pm - 7pm

Location: Inner Harbour, lower causeway and Ship Point pier

Learn more about the Holiday Light Up HERE.

Barkerville’s Olde-Fashioned Christmas

Barkerville Historic Town & Park is thrilled to announce the return of the beloved Olde-Fashioned Christmas event. This enchanting weekend promises festive cheer and delightful experiences for everyone.

Visitors can look forward to browsing a variety of unique gifts, handcrafted items, and seasonal treats that perfectly capture the holiday spirit.

Dates: December 14 & 15

Mark your calendars and join us in Barkerville for an unforgettable Olde-Fashioned Christmas celebration. Learn more HERE.

SOS Coalition Announces

"Communities Driving Change" Forum

With crime, violence and street disorder plaguing communities large and small across British Columbia, BC’s Save Our Streets coalition (SOS) will hold a day-long “Communities Driving Change” Forum.

Date: January 23, 2025

Location: Morris J. Wosk Centre for Dialogue, Vancouver

The Forum will explore solutions to these issues with community and business leaders, subject experts and political leaders.

The Forum, will feature moderated panel discussions, keynote expert speakers, and opportunities for virtual community participation from around the province. Topics to include judicial reform and resources, policing, addictions and mental illnesses, and the role of housing as components of the solution.

Note: If you have registered for the previous date of September 12th, 2024 and the date doesn't work for yoru schedule, please reach out and your registration will be cancelled.

Read the official news release and learn more about the SOS initiative HERE.

Registration Now Open

The 8th Annual IMPACT Sustainable Tourism & Travel Summit will be held again in Victoria.

Day of Impact: January 26, 2025

Dates of Conference: January 27-29, 2025

Early-bird registration is now open. Visit HERE.

Save The Date | SPARK!

BC Liquor and Cannabis Conference

ABLE BC is excited to announce the return of SPARK! Join in on Wednesday, March 5, 2025 at the Sheraton Vancouver Wall Centre for BC's premier liquor and cannabis conference. 

Date: March 5, 2025

Location: Sheraton Vancouver Wall Centre, Vancouver

The highly anticipated third annual SPARK conference returns revamped and revived with a focus on liquor primaries, private liquor stores, and now private cannabis stores!

Get pumped for a full day of advocacy updates, networking with like-minded business owners, and learning from industry experts in the liquor and cannabis fields. Stay tuned for more details, including registration, early bird pricing, sponsorship opportunities, and programming.

Learn more HERE.

Flourish 2025

Flourish is Vancouver Community College (VCC) Foundation's annual fundraising experience. It’s an opportunity to come together to support their students as they change their lives through the power of real learning and hands-on education.

Join in for an evening of food and wine, and help the community thrive.

Date: March 5, 2025

Time: 7pm - 10pm

Location: VCC Broadway Campus, 1120 E. 7th Ave., Vancouver

Learn more and purchase tickets HERE.

Mark Your Calendars — BCHA Summit

The 2025 BCHA Summit is returning to Vancouver!

Date: April 22-23, 2025

Location: Westin Bayshore, Vancouver. 

Stay tuned here for more information on the program, featured speakers, nominations for the Awards of Excellence, and soon-to-be announced registration details.

Visit the conference website and learn more HERE.

Save the Date | 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, 2025

Location: Vancouver Island Conference Centre, Nanaimo

More information and registration to be available soon!