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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.

At Destination Vancouver's 122nd Annual General Meeting, CEO Royce Chwin focussed on industry collaboration as a competitive advantage to ensure that the city's visitor economy continues to generate business and benefits for residents. Royce, along with Mayor Ken Sim and the Greater Vancouver Board of Trade's Bridgitte Anderson also spoke of what Vancouver needs (e.g. infrastructure, new experiences, hotels) in order for the tourism sector to remain sustainable in future years.

TIABC CEO Walt Judas and ITBC's Chief Marketing & Development Officer, Paula Amos were among the 200+ guests at the AGM.
📬 Wish you were here from Clare Mason, Dir. Corporate Communications for Destination BC, at Spanish Banks, Vancouver! 🌊

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The Polygon Gallery held its annual industry open house this week.  TIABC CEO Walt Judas joined Vancouver Attractions Group Marketing Manager Nancy Chilton and more than 200 other tourism industry professionals to celebrate the gallery's 7th year at its North Vancouver Shipyards District site.

The Polygon is a free (donations accepted) public cultural facility operated by the BC Photography and Media Arts Society. According to Faye Bednarczyk (pictured at mic), Director of Sales and Corporate Partnerships, the gallery has hosted more than 300 exhibitions including Velvet Terrorism, Pussy Riot's Russia on until June 2nd.
TIABC CEO Walt Judas joined Indigenous Tourism BC's Jamie Bourne and TOTA's Robb MacDonald on a panel to discuss sustainability at Tourism Valemount's Celebration of Tourism event over the Victoria Day long weekend. 

Moderated by Valemount Mayor Owen Torgerson, the session also included Prince George-Valemount MLA Shirley Bond, Simpcw Chief George Lampreau and Tourism Valemount Executive Director Marcie Down. On Sunday, the group toured popular tourism attractions in the area and also participated in the community's annual Chinook salmon fry release into Swift Creek.
🏒 Even though the Canucks failed to advance past the second round, home playoff games were a good boost for local bars, restaurants, transportation companies and other sectors within Vancouver’s visitor economy.  TIABC CEO Walt Judas was on hand for game 7 against the Oilers along with Air Canada’s Serge Corbeil and Greater Vancouver Board of Trade CEO Bridgitte Anderson.
Five years ago, China was BC's second largest international market.  However, overnight visitation from China was down 64% in 2023 compared with 2019, largely due to the absence of group tour business.  At the Rendez-vous Canada event this week in Edmonton, BC tourism industry leaders met with Minister Counsellor Li Jiangang of the Chinese Embassy (Ottawa) to begin discussions on a path forward to regain approved destination status for group tour business and ultimately see visitors numbers from China return to pre-pandemic levels. 

Pictured L to R - Destination Vancouver's Karen Soyka, TIABC's Walt Judas, Counsellor Li, Indigenous Tourism BC's Paula Amos, Destination BC's Richard Porges.