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The Value of Tourism

The Value of Tourism

This Value of Tourism Presentation Toolkit has been created as a template for all tourism industry professionals to use when presenting and communicating the value of tourism in British Columbia to various audiences such government officials, community groups, and other interested parties.

The content covers areas such as the tourism industry’s structure, key performance indicators, contribution to quality of life, workforce, culture, DEIA, reconciliation, sustainability, and other components to help inform and educate your stakeholders on why our sector is so vital to British Columbia.

British Columbia’s visitor economy contributes to our high quality of life by supporting arts, cultural, sports and historical assets, festivals and events, cuisine and wine experiences, parks and recreation venues, among others. Many studies have also shown that tourism brings big international benefits through trade and investment, education and immigration.

However, tourism’s voice is often unheard by decision-makers when setting policy, developing framework for investment, or introducing major economic initiatives. Similarly, today’s graduating students do not consider tourism as a primary career choice yet the opportunities and benefits are virtually unmatched.

The COVID-19 crisis has challenged BC’s tourism industry in ways we couldn’t have imagined, just a few years ago. Before the pandemic, tourism was one of the fastest growing industries in the world, and BC was no exception. TIABC and its industry partners work diligently to strengthen our collective voice to fully capture the opportunities ahead and address the obstacles hampering industry recovery and growth. Our goal is to foster a climate that strengthens our industry and encourages investment in tourism infrastructure, products and marketing. We also strive to motivate more people to pursue a career in tourism.

📬 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