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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.

👥 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
Wish you were here! 📬 

Kathleen Harvey, Acting Director of Industry Partnership & DEIA at Destination BC, shares a postcard from the Shipyard Titanic Trail in Tumbler Ridge.
TIABC CEO Walt Judas with Air Canada’s Serge Corbeil, go2HR’s Arun Subramanian and Earls Restaurants Craig Blize at the BC Hospitality Foundation annual golf tournament fundraiser at Tsawwassen Springs. ⛳

TIABC is a supporter of BCHF which raises funds to help hospitality and tourism professionals who are sick or injured and need help paying bills.
Wish You Were Here!

A postcard from Clint Fraser, CEO of Northern BC Tourism & Film Office, at the beautiful Hidden Acres Farm & Tree House Resort in Terrace. 🌲🏞️

Would you like your image to appear in our weekly Postcards from BC feature? Contact
Wishing You All a Safe and Enjoyable Canada Day Weekend! 🇨🇦

From the Board and Staff of TIABC
Travelling this Canada Day long weekend? Remember to plan ahead! 🗺️ 🍁

For the latest information and essential travel resources, visit HelloBC, and for emergency preparedness resources, visit the Destination BC Emergency Preparedness page. 

Enjoy your long weekend! 🇨🇦