TIABC Voice of Tourism Newsletter – April 11, 2025

A Message from TIABC Board Member Erin Cassels – Tourism Leadership: Driving Change for a Sustainable Future

The tourism and hospitality industry has long been a powerful platform for cultural exchange, economic growth, and community development. However, its role as a driver for positive change—both socially and environmentally—has never been more critical.

In British Columbia, and particularly in Victoria, collaboration within our industry has been key to meaningful progress. One example is the formation of Destination Greater Victoria’s Sustainability Committee in 2020, an initiative I was honoured to help establish as its founding chair. What started as a collective effort to align our destination with global sustainability standards has grown into a city-wide movement that resulted in Victoria becoming a certified Biosphere destination. This achievement required businesses across the sector to work together, proving that collaboration amplifies impact.

As the General Manager of a Four Green Key, Biosphere-certified hotel, and an advocate for sustainability and community engagement, I strive to dedicate my career to using tourism as a platform for meaningful change. In a time when we are bombarded with overwhelming headlines and the world feels chaotic, we can ground ourselves in the core values that make us human—empathy, connection with nature, and striving for a circular model of business and life that constantly accounts for future generations. Tourism and hospitality are not just industries; they are avenues to create lasting positive impact.

At Huntingdon Hotel and Suites & Pendray Inn and Tea House, we integrate sustainability into every facet of our operations. From food waste reduction to energy efficiency initiatives, we continually strive to lead by example and demonstrate that responsible business is not just an obligation but an opportunity. Our journey has shown that when businesses prioritize sustainability, they inspire guests, staff, and industry peers to do the same.

Beyond sustainability, we are deeply committed to giving back to our community. Whether it’s fundraising for the Victoria Women’s Transition House, donating to Habitat for Humanity, sponsoring and serving meals at Our Place, or supporting local arts and music programs, we believe that businesses should serve as foundations of community. We provide a portion of our land for community gardens, partner with Indigenous Tourism BC and ITAC to promote Indigenous tourism initiatives, and collect funds to support Indigenous tourism destinations. From providing meals and supplies to shelters and churches during the holiday season to organizing beach cleanups, our commitment to community engagement is embedded in our operations. Our sector can go beyond providing meaningful employment, and act as pillars to building healthy, thriving communities.

For young professionals considering careers in tourism and hospitality, this sector offers more than just jobs—it provides a platform to make a real difference in the world. Whether through environmental initiatives, community engagement, or supporting reconciliation efforts, there are countless ways for tourism leaders to create lasting positive change.

By using our influence to prioritize sustainability, equity, and ethical business practices, we can shape a future where tourism is not only profitable but also a force for good. Our industry has the power to lead by example, and as stewards of travel and hospitality, it’s our responsibility to ensure that the destinations we promote today will thrive for generations to come.

Erin Cassels

TIABC Director