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The Value of Tourism

The Value of Tourism

In January, 2022 TIABC launched The Value of Tourism (VoT) initiative. This project was designed to increase the understanding of tourism as a powerful engine for economic, cultural, and social well-being, and to secure cross-government support for tourism investments by describing how tourism benefits every community and region in British Columbia.

This project was also designed to increase interest in tourism as a career choice, as well as provide insight into how tourism can be a catalyst for addressing major issues and opportunities such as climate change, sustainability, reconciliation, workforce, among other priorities.

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.

http://tiabc.ca/events/
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