Our Vision, Mission & Strategic Plan

TIABC’s Vision – Through consistent, focused and strategic advocacy, establish BC’s tourism sector as the most recognized and valued industry for residents of British Columbia.

TIABC’S rolling 2024-2029 Strategic Plan outlines six priority areas that will guide the organization:

1. Advocacy & Policy Development
2. Membership & Strategic Alliances
3. Strategic Communications & Government Relations
4. Operational Sustainability & Excellence
5. Diversity, Equity, Inclusion & Reconciliation
6. Finance

TIABC’s Mission – TIABC works to influence government policy and regulation on behalf of its business,
education, sector association and destination management organization members to
empower British Columbia’s tourism industry to reach its full potential economically,
socially, culturally, and through the lens of sustainability.

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.