A Message from the President & CEO of TIAC, Beth Potter

As you are all aware, Prime Minister Mark Carney called a federal election for April 28th. This is a crucial opportunity for our industry to ensure tourism remains a national priority.  

To support the tourism sector, TIAC has launched a website at TourismCan.ca which includes a campaign toolkit to help you engage with candidates and decision-makers in your communities. This is an important moment to tell our story—how tourism plays a vital role in building Canada’s economy, creating jobs, and enriching communities. We encourage you to use these resources to amplify our collective voice. #TourismCan

With the ongoing trade dispute between Canada and the United States, the federal and provincial governments have implemented diverse responses including retaliatory tariffs and “Buy Canadian” campaigns.

TIAC want to ensure that governments at all levels prioritize the tourism sector when making policy decisions. Your insights and perspectives will help TIAC craft informed policy recommendations to the federal government on how to support the tourism sector during the trade dispute.

TIABC members are encouraged to please take the time to share your experiences in a short survey. Deadline is April 10th.

A Message from Air Canada | Refuting US Booking Claims

Several media have reported on a blog based upon preliminary OAG data, stating that advanced bookings between Canada and the US are down 70% compared to last year. However, Air Canada can confirm that this is not reflective of Air Canada’s booking patterns, nor the state of the market, based on all information sources available to them.

While Air Canada has experienced a softening in the trans-border market – and have shifted a limited amount of capacity to adapt to it as previously announced – the decline Air Canada has experienced is not of the magnitude cited in the blog. In the market overall, according to their information, when aggregating all indirect and direct booking channels, the decline is also significantly less.

DBC Release Value of Tourism Report for

Spring 2025

Destination BC (DBC) is pleased to release their annual report which provides a comprehensive overview of the economic, social, cultural and environmental contributions of British Columbia's visitor economy.

This report demonstrates how the tourism industry drives economic success across BC, producing significant revenue, supporting local jobs and enhances quality of life for residents.

To learn more about how tourism is driving BC's economy and maximizing benefits for residents, read the full report HERE.

HeliCat Canada Expresses Condolences for Those Impacted by an Avalanche Earlier This Week

In a media release distributed by HeliCat Canada earlier this week, they expressed their deepest

condolences to the family and friends of the people who passed away and sustained injuries in the avalanche that took place on March 24 near Kaslo.

HeliCat Canada also expressed their sympathy to the guests and the team at Stellar Heli Skiing, understanding the ripple effect that traumatic events such as these can have on all and an avalanche of this scale can impact all who are touched by it.

HeliCat Canada's priority remains to provide assistance and support to everyone who was affected.

Read the full media release HERE.

Vancouver and Victoria Cruise Season

Takes Sail

The Victoria cruise ship season has kicked off with its first cruise ship of the season which arrived on March 6th, and the impending arrival of Holland America’s Koningsdam on April 4th. In total, 320 cruise ship visits are scheduled for Victoria this year, including five inaugural calls. 

Learn more about the 2025 Victoria cruise schedule HERE.

The first cruise ship of the season for Vancouver docked at the Canada Place cruise terminal on March 5th, kicking off what is expected to be another strong season.

There are 301 cruise ship calls currently scheduled through to October 21st, with more than 1.2 million passengers expected to pass through the cruise terminal in 2025, as Vancouver’s cruise sector stabilizes following several record seasons.

Learn more about the Vancouver 2025 cruise schedule HERE.

Mark Your Calendar | National Tourism Week

CANADA: Powered by Tourism | April 7 - 11

Now in its 15th year, National Tourism Week (NTW) is a week-long national 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, TIABC, and in collaboration with Destination BC and the Ministry of Tourism, Arts, Culture & Sport are enthusiastically inviting everyone to partake in celebrating the nation's finest offerings to the world under the inspiring banner, Canada: Powered by Tourism

Stay tuned to TIABC and Destination BC for the 2025 Tourism Week in British Columbia toolkit and resources. When sharing content on social media, be sure to include the following hashtags:

#TourismWeekCanada2025

#BCTourismCounts

DYK | April is BC Wine Month

Wine Growers British Columbia (WGBC) is excited to lead the charge in promoting BC Wine Month with a comprehensive marketing and promotional campaign designed to amplify awareness and engagement across the province. Through digital advertising, social media campaigns, media outreach and partnerships with influencers, WGBC will spotlight the BC wines.

Throughout the month of April, participating wineries, restaurants and liquor stores and industry associations can collaborate to showcase the diversity and quality of BC wines.

Access the free resources and learn more HERE about BC Wine Month and how you can help to get the word out! #BCWineMonth

Input Needed for National Culinary & Agritourism Action Plan

The Culinary Tourism Alliance is engaging industry partners across Canada to gather insights that will inform the creation of a multi-year National Culinary & Agri-tourism Action Plan set to be published in 2025.

Through this survey, they aim to identify key challenges and priorities to drive sector growth.

This survey is intended for industry members such as DMOs, PMOs, RTOs, sector associations, Indigenous organizations, academic Institutions, municipalities and government.

For further information about the survey and the Culinary and Agrit-ourism Action Plan, contact Ian Worte, Destination Development Manager at ian@culinarytourismalliance.com. Deadline to complete is April 7th.

Tourism’s Role in Strengthening the Canadian Economy and Supporting a Sustainable Future

With the current U.S. trade war creating uncertainty, the tourism sector has been identified as an industry that can help to boost the economy.

In a recent blog by Angela Nagy, president & CEO of GreenStep explains how "tourism offers a powerful way to share our national identity with the world while strengthening local economies". Here is an excerpt:

"Tourism plays a vital role in Canada’s economy, supporting local businesses, creating jobs, and fostering regional growth. And, unlike trade-dependent industries, tourism brings revenue directly into local economies through visitor spending.

At the same time, the tourism industry has an opportunity to contribute to a more sustainable future by making thoughtful choices about how visitors experience Canada."

Read the full blog HERE.

Federal Election and BC's Public Fishery

Regardless of which party or candidate is elected, the Sport

Fishing Institute of BC want to remind everyone that raising awareness and understanding about the future of our fishery and the health of the resources it depends on has never been more critical. While many issues will compete for the attention of voters and candidates, SFI has prepared suggested questions to ensure candidates understand that fish and fisheries are important to the voters, communities, and the economy of BC.

Learn more HERE.

Farewell Harbour Lodge Sets Positive Example in Welcoming U.S. Visitors to British Columbia

Tim McGrady, GM/owner of Farewell Harbour Lodge and his team have begun to receive emails from their US guests either to cancel their reservations, or to seek assurance that they will be welcome and safe while travelling in BC. They quickly realized the need to craft positive messaging to their guests and prospects. For inspiration, here's an example of their message posted recently on social media.

Tourism is about discovery and connection. We travel to see the world through a new lens, to experience different perspectives, and to connect with diverse cultures and environments.

Over the past nine years, we have welcomed more than 4,000 travellers from over 30 countries to Farewell Harbour. Each has come to explore and connect with the natural world alongside fellow wildlife and nature enthusiasts. There are still places where kindness, wonder and a sense of connection are always within reach - Farewell Harbour is one of them. We will continue to welcome guests from around the world with open arms and warm hospitality.

Step away from the everyday and immerse yourself in the peace and beauty of nature with others who share your passion.

We are excited to see you in 2025 🩵

Tourism Langley Introduces New Executive Director

Tourism Langley is pleased to announce the appointment of new Executive Director, Shauna Wilton.

Shauna brings extensive experience in brand marketing and leadership from a tourism-adjacent industry, along with a deep-rooted passion for the region. A proud Langley resident, she offers a strong connection to the community and a genuine enthusiasm for showcasing all that Langley has to offer.

TIABC's board and staff wish to congratulate Shauna and look forward to working with her in the days ahead.

Job Opportunity | Wilderness Tourism Executive Director & TIABC Policy Analyst

(Dual Role)

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

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

Core Competencies

• Strategic leadership with a passion for tourism

• Strong reputation, integrity, and credibility

• Effective communicator and relationship builder

• Skilled in policy development, government relations, and advocacy

• Experience in budgeting, financial oversight, and association compliance

• Excellent writing and public speaking skills

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

The 2025 BC Tourism Industry Conference could not have been possible without the support of our valued sponsors. We were proud to partner with like-minded organizations that are as passionate about the prosperity of our sector as we are.

2025 BC TOURISM INDUSTRY AWARD SP0NSORS

THE VOICE OF TOURISM

Episode #34 - Kathy Cooper

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

More British Columbians Choosing to Vacation Closer to Home Amid

U.S. - Canada Tensions

In a recent interview with CBC News, TIABC Chair J.J. Belanger cited there seems to be a sentiment similar to COVID, as people are choosing to stay and travel within their own country. He also explained the weak Canadian dollar as a factor keeping Canadians at home while attracting American visitors.

Read the full interview HERE.

Abbywood: A ‘Reel’ Destination Comes To Life

Launched by Tourism Abbotsford and the City of Abbotsford

With support from the City of Abbotsford’s film office, Tourism Abbotsford has launched

a tourism initiative marrying fiction and reality. With film tourism on the rise, Abbywood embraces this growing trend by bringing the magic of film and television to life through curated ‘reel location’ itineraries and themed events.

Visitors will be re-living iconic moments by participating in activities, exploring landmarks and dining at restaurants as seen on screen, and participating businesses will be displaying a decal as their unifying visual identity.

Abbotsford is one of nine tourism organizations collaborating with local film offices, the BC Film Commission, Martini Film Studios, and Screen BC to launch Cineventure—a platform where film enthusiasts can select a movie and discover its BC-based filming locations across the Lower Mainland. 

Learn more and explore Abbywood HERE.

Support Klahoose Wilderness Resort | Vote in the World Travel Awards

Congratulations to TIABC member Klahoose Wilderness Resort who has been nominated for Canada’s Leading Wilderness Resort in the prestigious World Travel Awards 2025.

This recognition highlights the resort's incredible cultural and nature-based experiences on the breathtaking lands of the Klahoose Nation. Winning this award will celebrate Klahoose Wilderness Resort and shine a spotlight on Indigenous tourism in British Columbia and Canada. TIABC encourages everyone to show their support by casting a vote and helping elevate Indigenous tourism on the world stage.

Vote for Klahoose Wlkderness Resort HERE.

The Parkside Hotel & Spa Announces Partnership with Sierra Club BC

for Earth Month

The Parkside Hotel & Spa have announced a new partnership with Sierra Club BC in celebration of Earth Month this April. This collaboration brings together two organizations committed to environmental stewardship and sustainable practices.

Starting in April, The Parkside introduces a partnership map with Sierra Club BC highlighting local ecosystems, offering guests walkable, bikeable, and day-trip options to explore and appreciate the region's natural beauty. A separate guide will also be available for those looking to visit and learn about the old-growth forests on Vancouver Island.

For more information about The Parkside Hotel & Spa's environmental initiatives, visit HERE.

Embracing the Feminine: Leadership Qualities to Elevate Women of WORTH

Join WORTH Association for a virtual WORTHshop with Joanna Jagger, where she will dive into Embracing the Feminine: Leadership Qualities to Elevate Women of WORTH.

Date: April 3

Time: 12:00 pm (Noon - PST)

Everyone is welcome. You won't want to miss this! Learn more and register HERE.

Unlock the Power of Generative Al in Tourism Workshop Series

TIABC and Tourism AI Network's AI workshop series has officially kicked off! Missed the first session? No worries! Join us for additional workshops that are scheduled for the weeks ahead.

Upcoming Workshops:

• April 7: Unlock the Power of Your Data with Effective Governance
• April 10: AI for Customer Service in Tourism
• April 11: Marketing Applications of Generative AI
• 
  

Open to all tourism professionals. Attend one session or the full series and gain practical tools to drive your success in tourism.

Cost: $149 CAD per session. Seats are limited! Learn more and register in the link below.

Note: TIABC members enjoy special savings: Use promo code TIABC10 for a 10% discount on individual sessions or TIABC15 for a 15% discount on the full series bundle.

Unlock the Secrets to Effective Workplace Communication

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

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

Date: Wednesday, April 23,

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

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

Register for this free webinar HERE.

CONFERENCES & SPECIAL EVENTS

Bite of Burnaby

Taste Your Way Through Burnaby! Burnaby’s favourite dining festival is back, and this year, it’s bigger and better than ever! Bite of Burnaby 2025 is turning up the heat with an exciting mix of prix-fixe menus, immersive dining experiences, and hands-on culinary events, making it the ultimate foodie adventure. Whether you’re a seasoned foodie or just looking for a reason to explore Burnaby’s incredible dining scene, March is the time to dig in.

Dates: March 1-31

Learn more HERE.

Abbotsford Tulip Festival

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

Dates: April 5 (tentative) - May 11

For more information about the event, visit HERE.

BCHA Announce 2025 Summit

Shaping Tomorrow: Leading and Growing Together

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

Dates: April 22-23

Location: The Westin Bayshore, Vancouver

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

Learn more and register HERE.

2025 Pig Out Festival

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

Date: May 3

Location: Cellar Door Winery (and more)

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

Learn more and purchase tickets HERE.

BC Hospitality Foundation | Hospitality With Heart

The BC Hospitality Foundation is excited to announce Hospitality with Heart a week-long campaign uniting British Columbia’s hospitality and tourism industries in support of the BC Hospitality Foundation (BCHF).

Dates: From June 1-8

Please join in giving back to an industry that continually supports its people.

Learn more HERE.

BC Aviation Council | BCAC Conference

"Innovation - All Eyes on the Horizon"

The BC Aviation Council will be holding their annual conference in Kamloops (YKA).

Date: June 2 - 4

Location: Delta Hotels, Mariott

Note: TIABC members are eligible to register at the BCAC member rate.

Learn more and register HERE.

BC Chamber of Commerce AGM & Conference

Join us in Nanaimo to explore this vibrant urban centre found on the east side of beautiful Vancouver Island, located on the traditional territories of the Coast Salish Peoples - Snuneymuxw, Snaw-naw-as, and Stz'uminus.

Date: June 3-5

Location: Vancouver Island Conference Centre, Nanaimo

Connect with Chamber of Commerce and Board of Trade executives, business leaders and association stakeholders from across the province who play a key role in shaping policy, fostering networking opportunities

and driving economic growth throughout British Columbia.

Early bird rates end March 31st! Learn more about the AGM and Conference and register HERE!

Mark Your Calendar | TOTA AGM and Summit

The Thompson Okanagan Tourism Association (TOTA) has announced the dates for the 2025 TOTA AGM & Summit.

Dates: October 22-23

Location: KF Centre for Excellence, Kelowna

Last year's Summit was a sold-out event that brought together tourism industry professionals from around the region for two days to network, engage in industry-specific workshops, and learn from experts. 

Stay tuned for more details, including registration and speaker updates.