TIABC

Happy Victoria Day Long Weekend from all of us at TIABC. Whether you’re exploring a new corner of British Columbia, supporting local tourism businesses, or simply enjoying time with family and friends, we wish you a safe, relaxing, and memorable weekend ahead. Please travel safely, be mindful of changing road and weather conditions, and take a moment to appreciate the incredible communities, landscapes, and experiences that make BC so special. Happy Victoria Day weekend, everyone. #VictoriaDay #VictoriaDayWeekend #ExploreBC #TravelBC #BCTourism #TourismBC #SupportLocalBC #TIABC #SafeTravels

Investment & Competitiveness Engagement continues to improve BC’s investment climate for tourism, including input on the BC Small Business Venture Capital Program (SBVCP) and infrastructure alignment to support project certainty and capital attraction. Events as Economic Infrastructure A key focus remains the long-term sustainability of events and festivals, increasingly challenged by rising costs, permitting complexity, and capacity constraints across BC. TIABC continues to work with the Ministry of Tourism, Arts, Culture and Sport (MTACS) to advance a BC Events Strategy ensuring it translates into timely, coordinated action and that major opportunities deliver lasting economic and community benefit across the province. This includes advocating for clearer provincial coordination, streamlined approvals, and stronger support for host communities to manage opportunity and risk while keeping BC competitive on the global stage. TIABC contributed to a recent article from CBC News (see below). Emergency Preparedness Week This week highlights the importance of tourism readiness and resilience. Through Destination BC and the Tourism Emergency Management Committee, industry partners continue advancing tools and “Know Before You Go” resources to support safe, informed travel across the province. Sustainability & Stewardship Policy alignment continues to elevate climate readiness, stewardship, and responsible access as core to long-term competitiveness across destinations and sectors. MRDT Modernization In partnership with BCDMOA, work is underway to refine the Municipal and Regional District Tax framework protecting its tourism focus while improving administration and exploring opportunities to strengthen the revenue base. Looking Ahead TIABC’s Policy Committee is advancing a clearer framework to move from reactive issues to proactive leadership, with emerging pillars to guide advocacy and improve transparency for members. TIABC continues to advance a coordinated, industry-led policy approach grounded in strong committee governance and sector alignment.

A few years ago, on a Sunday morning, I set out with a few friends on a hike to Nicomen Falls in the Thompson Nicola region, not far from my home in Merritt. It was not the kind of outing where you simply park, stroll five minutes, and arrive. Getting there required intention. A winding drive down gravel forestry roads through thick stands of trees, the kind of narrow, bumpy roads that remind you to slow down and pay attention. Eventually, we parked and continued on foot, following the sound of rushing water until the forest opened up and there it was. Nicomen Falls does not disappoint. Standing close to that kind of natural power and beauty is both humbling and energizing at the same time. The reward was absolutely worth every dusty kilometre. At the time, I did not give much thought to the gravel roads that got us there. I grew up in northern BC and have spent much of my adult life in the interior. In both regions, forestry roads were simply part of life. They were how you accessed places. In my world, they led to hiking trails, huckleberry patches, camping spots tucked off the beaten path in the summer, and to Christmas tree “hunting” expeditions and cross country ski tracks in the winter. They were not infrastructure. They were just roads. And they were part of the culture of rural BC. Amber Papou, TIABC CEO Read the full message at the link in bio. #BCTourism #TIABC #Advocacy #VisitorEconomy #Collaboration

🪙 TIABC MEMBER FEATURE: Tourism Smithers Tourism Smithers is the official destination management and marketing organization (DMMO) for Smithers, B.C. As a not-for-profit society, it promotes the town and Bulkley Valley through marketing, content creation, and event support to foster sustainable tourism, economic development, and visitor engagement, promoting Smithers as a year-round destination in the Northern BC tourism region. Learn more about Tourism Smithers and the community at the link in bio. #TIABC #SmithersBC #ExploreBC #BCTourism

We are advancing TIABC’s Trails Policy to better align tourism, recreation, stewardship, and government priorities. At the same time, we’re responding to urgent concerns from the BC River Outfitters Association and Tourism Squamish on Forest Service Road (FSR) access. They are real-time examples of how disruption to these corridors directly impacts operators, safety, and visitor flow. Looking ahead, we will be joining the Outdoor Recreation Council of British Columbia during their conference exploring practical solutions on planning, funding, and long-term management of trails as essential assets. Read the full Policy Pulse at the link in bio. #ExploreBC #AdventureTourism #BCTourism #TIABC #WildernessTourism #PolicyUpdate

Are the numbers you're tracking actually telling you anything? A DMO recently sat through a full quarterly review — impressions up, sessions up, engagement trending the right way. Green across the board. Then someone asked: "Are more people visiting?" Long pause. Nobody knew. That moment is what this article is about. Tourism marketing has built a reporting culture around metrics that feel like answers but often aren't. And with AI now fielding travel questions that never land on your website, the gap between what we measure and what actually matters is getting wider. Peter Pilarski (@tourismaiguy ) breaks down why the traditional digital scorecard is losing ground — and what a more honest approach to measuring visibility looks like in 2026. 👉 Read the full article at the link in bio. #BCTourism #TourismMatters #TIABC #VisitorEconomy #TourismIndustry

Emergency Preparedness Week is underway across BC from May 3 to 9, and this year’s theme, “In it together,” is an important reminder that preparedness is a shared responsibility. Tourism operators, destinations, and industry partners play a critical role in helping communities stay informed, resilient, and ready. From supporting visitors during emergencies to sharing trusted information and strengthening response planning, the tourism sector is part of the fabric that helps BC communities respond and recover together. This week is a great opportunity for tourism businesses and organizations to review emergency plans, refresh procedures, explore available resources, and identify opportunities to strengthen preparedness efforts across teams and operations. Destination BC will be sharing tools, resources, and learning opportunities throughout the week to help tourism partners enhance readiness and support safe visitor experiences across the province. Preparedness does not happen overnight. It happens through collaboration, communication, and small steps taken consistently over time. Together, we can continue building a stronger, safer, and more resilient tourism industry for BC. Learn more at the link in bio. #EmergencyPreparednessWeek #EPWeek2026 #InItTogether #BCTourism #TourismResilience #EmergencyPreparedness #CommunityResilience #DestinationBC #TourismIndustry #BritishColumbia

The 2026 Canada West Ski Areas Association Conference delivered exactly what this industry needed. Strong energy, sharp thinking, and real leadership from across BC’s ski sector. Did you know? Skiing and snowboarding in BC generate over $2.1 billion in annual economic activity and support more than 13,000 jobs across the province. These are not small contributions. This is a core part of BC’s tourism economy and a major driver for rural and mountain communities. Big shout out to Christopher Nicholson and the rest of the @cwsaa.ski team for bringing the sector together and keeping the conversation moving forward. #bctourism #skiindustry #tourismleadership #economicimpact #mountainresorts #tourismbc

Tourism is not a placeholder between high school and a "real" job. It is the real job. BC's tourism and hospitality job gaps run into the tens of thousands. Restrictions on international students and temporary foreign workers have compounded the pressure. And at the exact moment demand is climbing, post-secondary tourism and hospitality programs across the province are being scaled back, and in some cases, closed. That should concern all of us. Operators cannot grow without workers. Investment stalls when workforce capacity is uncertain. And young people are losing access to careers that span marketing, finance, culinary arts, event management, outdoor recreation, sustainability, Indigenous tourism development, operations, entrepreneurship, technology, and executive leadership. For an industry contributing nearly $8 billion annually to BC's GDP, treating workforce development as an afterthought is not an option. All of us have a role in telling the tourism career story more loudly and more clearly. Operators, associations, educators, government. People are the backbone of this industry. Not buildings. Not brochures. Not branding campaigns. Education opened doors for me. The question now is whether we are creating the same doors for the next generation. Read the full message at the link in bio. #BCTourism #TourismMatters #WorkforceDevelopment #TIABC #TourismIndustry

Only 48-hours left in the 2026 WTA Online Auction. Bid on incredible wilderness experiences donated by operators from across BC 🌲 All proceeds support our work to protecting healthy intact ecosystems and the operators that make wilderness tourism possible. Can’t decide what to bid on? There’s a few gift cards up for grabs that let you choose your adventure from a variety of trips & destinations offered by the operator! Perfect if you want to plan a trip on your own timeline and give back to sustainable tourism initiatives. Bidding closes Thursday, April 30 at 10:00 PM PT. Link in bio. 🎥 @nimmobayresort // @princeofwhaleswhalewatching #explorewildbc #auction #responsibletravel #responsibletourism #explorebc

TIABC and the WTA both play a role in supporting wilderness tourism across British Columbia. A lot of the work we do happens behind the scenes — working with government, navigating permits and policy, and making sure operators can continue to run their trips in the places people come here to experience. We also work to protect the wildlife and ecosystems these experiences depend on, because healthy environments are what make wilderness tourism in BC possible. Most companies in the wilderness tourism space are small business operators, and many of them are based in remote communities. They’re the ones out there every day delivering these experiences, and they rely on our work to ensure they can continue operating sustainably for the long term. The 2026 WTA Online Auction is one way you can support that work directly. Operators from across BC have donated once-in-a-lifetime trips and gear, and every bid helps fund the advocacy we do that keeps this industry running. Bidding closes April 30. Link in bio. #explorewildbc #sustainabletourism #responsibletravel #responsibletourism #explorebc

TIABC was pleased to co-host a discussion alongside Destination BC, Destination Vancouver, and the BC Hotel Association with the Honourable Rechie Valdez, Minister of Women and Gender Equality and Secretary of State for Small Business and Tourism, and the Honourable Anne Kang, B.C.’s Minister of Tourism, Arts, Culture and Sport, on the final day of National Tourism Week. The conversation brought together leaders, business owners, tourism operators, and representatives from British Columbia’s tourism sector to discuss the opportunities, challenges, and priorities shaping tourism in B.C. and across Canada. It was a meaningful way to close out National Tourism Week and reflect on this year’s theme, Canada: Powered by Tourism. Thank you to Minister Valdez and Minister Kang for taking the time to meet with the sector, listen to industry perspectives, and speak directly with tourism leaders.