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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 $18.5 billion visitor economy (2022). 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.

📬 Postcards from BC 

Wish you were here from Matt Jennings, BC Fishing Tourism Association, at Phillips Lake. 🎣
🎙️ Just Released | Episode 26 - Dave Butler 🎙️

Meet Dave Butler, Vice-President, Sustainability at CMH Heli-Skiing & Summer Adventures, as he joins TIABC's Voice of Tourism host Walt Judas to discuss his career path, his work in sustainable tourism, and the challenges business owners and operators are facing in the province today.

You can listen to the Voice of Tourism podcast wherever you get your podcasts. Check us out on Apple, Spotify, iHeart Radio, Amazon Music, Deezer, Podcast Addict and Podchaser. Or listen through the link in bio. 👆
🌅 Wish you were here from Gladys Atrill, Executive Director of Tourism Smithers, at Morin Lake in the Bulkley-Nechako Region! 🏞️
📈 With a view to building a stronger and more strategic relationship, TIABC CEO Walt Judas Met with Joe Baker, Dean of the Okanagan College School of Business in Kelowna. 

Okanagan College will officially break ground on its new Centre for Food, Wine & Tourism in September.
TIABC CEO Walt Judas checked in with Tourism Kelowna CEO Lisanne Ballantyne and TIABC Director Chris Lewis (Tourism Kelowna) while in the Okanagan this week. Walt and Lisanne discussed a range of topics including short-term rentals, emergency preparedness, infrastructure, business on the books and other priorities in the months ahead as the peak of the visitor season unfolds.
👥 TIABC's Membership & Communications Committee convened at the Richmond Oval recently for a strategic planning session that encompassed topics such as values, benefits, structure, fees and opportunities. 

Pictured left to right:
- Deb Kulchiski - TIABC
- Ceri Chong - Tourism Richmond
- Chris Lewis - Tourism Kelowna
- Nicole Ford - Rocky Mountaineer
- J.J. Belanger - Crystal Cove Beach Resort
- Jamie Cox - St. Andrews by the Lake
- Walt Judas - TIABC
- Mike Retasket - CCCT
- Joanne Burns-Millar - Pacific Destinations