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Our Vision, Mission & Strategic Plan

The Voice of the BC Tourism Industry

The Tourism Industry Association of BC (TIABC) advocates for the interests of British Columbia’s $22.3 billion visitor economy (normalized year). As a not-for-profit tourism industry association, TIABC works collaboratively with its members – private sector tourism businesses, industry associations and destination marketing organizations – to ensure the best working environment for a competitive tourism industry.

TIABC’s Vision is for the tourism industry to be recognized as one of British Columbia’s leading and sustainable industries.

TIABC’S rolling three-year 2019-2022 Strategic Plan outlines four key priority areas that will guide the organization:

  1. Advocacy & Policy Development
  2. Membership & Strategic Alliances
  3. Strategic Communications & Government Relations
  4. Operational Sustainability & Excellence

TIABC’s Mission – as the primary advocate for British Columbia’s visitor economy, TIABC unites operators, sectors, DMO’s, government and residents to support and be passionate about making this province a great place for tourism.

Our Commitment to Diversity, Equity, Inclusion & Reconciliation
TIABC commits to champion the values of diversity, equity, inclusion and reconciliation by listening, learning and acting. We foster a working environment where we value and develop employees, directors, volunteers, members, advisors, contractors and partners of all backgrounds and experiences

In addition to offering full participation in programs, policy formulation and advocacy initiatives, TIABC endeavours to build respect, dignity, fairness, and equality in everything we do.

We pledge to share best practices in advocating for diversity, equity, inclusion and reconciliation within BC’s tourism and hospitality industry, and seek to achieve the annual goals and objectives we set around this topic to hold us accountable.

Our Sustainable Tourism Pledge
The Tourism Industry Association of BC, also known as TIABC, has signed the Sustainable Tourism 2030 Pledge, to demonstrate our commitment to improving the sustainability performance of our business and to demonstrate our commitment to improving the sustainability of our province between now and 2030.

The UN World Tourism Organization defines sustainable tourism as “tourism that takes full account of its current and future economic, social and environmental impacts, addressing the needs of visitors, the industry, the environment and host communities.”

Each year, TIABC will commit to measuring and improving our sustainability performance in the following ways:

o Measure our carbon footprint and find opportunities to reduce our emissions year over year
o Continue to have sustainability and environmental consciousness as part of our organizational thinking and framework.
o When building partnerships, ask potential partners if and what initiatives they are undertaking to support sustainability.
o Ensure work-related flights and accommodations are carbon offset when available.
o Utilize our provincial tourism network to support the education of sustainability at our annually delivered BC Tourism & Hospitality conference.

We encourage our industry stakeholders to join us in this movement.

🏆🌟TIABC Director Miranda Ji and CEO Walt Judas celebrate with Madone Pelan, GM of the Oak Bay Beach Hotel and Brian Cant, VP of 4VI who won Business of the Year and the Sustainability Award respectively at the Canadian Tourism Industry Awards gala in Ottawa on Wednesday night.
🎵Music Advocacy Update! 

TIABC CEO Walt Judas catching up with Erin Benjamin, president of the Canadian Live Music Association, who spoke on the value of live music at the TIAC Tourism Conference in Ottawa. Walt and Erin worked together to lobby the federal government for support for the live music industry (which was severely impacted) during the pandemic.
TIABC CEO Walt Judas chaired an all-day meeting with his provincial and territorial counterparts prior to the start of the TIAC Congress this week in Ottawa. 🇨🇦🤝

The PTTIA Committee tackled issues such as business insurance, workforce, debt, and other priorities at a national and provincial/territorial level. The group also spent some time on association best practices and discussed advocacy strategies with Federal Tourism Caucus Co-Chair, Senator Karen Sorensen.
🎉 We are thrilled to announce that registration is now open for the 2024 BC Tourism Industry Conference. The conference will take place at the Victoria Conference Centre on March 6 & 7, 2024 

2024 REGISTRATION INFORMATION
Visit our website to view the 2024 registration fees. Early bird rates are available with member and non-member pricing options. Full conference registrations include complete access to all conference sessions, workshops, silent auction, welcome reception, and the awards gala. Register at our early bird rate before January 17, 2024 to save $100 on your registration!

Learn more and register through link in bio! 👆
📸 TIABC CEO Walt Judas with CCCTA director Shannon Landsdowne, CEO Amy Thacker and Williams Lake Mayor Surinderpal Rathor at the Cariboo Chilcotin Coast AGM & Summit.
🍁🕊️ TIABC's Board of Directors and staff join Canadians nationwide in remembering those who served and gave the ultimate sacrifice. We express our gratitude for their service.

🌺 Lest We Forget.