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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.

TIABC is pleased to release its 2022 Advocacy Report Card, which details the advocacy efforts and achievements and synopsis of some of the organization’s key initiatives last year. 

Read now through link in bio. 👆
Tourism leaders cheer on the @canucks in the Rogers Suite. 🏒👏

L-R: Destination Vancouver's Royce Chwin, TIABC's Walt Judas, Tourism Minister Lana Popham, Sport Hosting Vancouver's Michelle Collens, TIABC Director/VCC's Dennis Innes, Indigenous Tourism BC's Henry Tso.

#bctourismcounts #bctourism #tourismsector #bc #tourism #bcstrong #explorebc #hellobc
Each year, on March 8th, people around the world celebrate International Women's Day and the social, economic, cultural, and political achievements of women. Today, TIABC salutes the women on our board and staff who are so valued, respected and appreciated by colleagues throughout the entire BC tourism industry. 

⭐ Brenda Baptiste
⭐Joanne Burns-Millar
⭐Pria Flanagan
⭐Miranda Ji
⭐Deborah Kulchiski
⭐Sandra Oldfield
⭐Sandra van Steijn 
⭐Fiona Wray

Thank you for your incredible contribution to our organization and to BC’s visitor economy.

#bctourismcounts #bctourism #tourismsector #bc #tourism #bcstrong #explorebc #hellobc #internationalwomensday #womenintourism #womensday #IWD2023 #embraceequity
Over the weekend, TIABC CEO Walt Judas, Vancouver City Councillor Pete Fry, and Sport Hosting Vancouver Senior Manager Michelle Collens enjoyed watching the Canada Sevens rugby tournament at BC Place! 🏉

#bctourismcounts #bctourism #tourismsector #bc #tourism #bcstrong #explorebc #hellobc #GreenMeansGo #rugbysevens #bcplace
What a great first day at the BCTHC 👏

We had an incredible first day in Prince George gathering with industry friends and experiencing the many wonders that the incredible Northern BC region has to offer!

#BCTourismandHospitalityConference #bcthc #conference #tourism #StayBC #BCTourismCounts #BCTHC2023Tourism
TIABC CEO, Walt Judas and @bchotelassociation CEO Ingrid Jarrett attended the @pgcougars game on the eve of the 2023 BC Tourism & Hospitality Conference in Prince George. 🏒

#BCTourismandHospitalityConference #bcthc #conference #tourism #StayBC #BCTourismCounts