TIABC Voice of Tourism Newsletter – April 17, 2026

“Give a girl the right shoes and she can conquer the world.”

Marilyn Monroe said it, and really, who am I to argue? Certainly not me. I could not agree more. I own many pairs of what I would confidently classify as “the right shoes.” Some practical. Some bold. Some that make a boardroom feel slightly less intimidating.

Among my absolute favourites are from Vancouver designer John Fluevog. For those unfamiliar with his creations, these are not shy shoes. They are designed to grab attention. Stylish, surprisingly comfortable, and with just enough quirkiness to ensure they stand out in a sea of sensible footwear.

Fluevog’s flagship store sits in the heart of Vancouver’s historic Gastown, one of the most visited neighbourhoods in the Lower Mainland. Cobblestone streets. Heritage buildings. The famous steam clock. It is a place that draws thousands of tourists every year.

Recently, I found myself strolling along those well-worn cobblestones. As I walked, I could not help but notice the symphony of languages and accents weaving through the air. Visitors fresh off nearby cruise ships were navigating the sidewalks alongside locals. Shops were full. Restaurants had lines stretching onto the street. It was vibrant, energetic, and unmistakably alive.

And it made me smile. Because there it was. The economic impact of tourism in action. Not in a report or a spreadsheet or as a line item in a budget. But in real time and in full colour.

Once I reached my shoe destination, I felt it was my professional responsibility to conduct a bit of research. Purely for work, of course. This ‘work’ required trying on at least one pair of shoes so I could engage in meaningful conversation with the salesperson assisting me.

I asked her how long she had worked at the store.

“Over a decade,” she replied happily.

I nodded. That is impressive.

Then I asked what I now refer to as the research question. “Do you consider your store a tourism business?”

She did not hesitate.

“Oh yes, of course,” she responded, almost surprised I would ask.

I will admit, I was not entirely sure what answer I would receive. Retail stores are not always the first businesses people think of when discussing tourism. We tend to focus on hotels, attractions, and restaurants. But her answer was immediate and emphatic.

She went on to explain that over the years she has watched thousands of curious visitors wander into the store, drawn in by the distinctive style. Many leave not only with a pair of shoes, but with a story. And more often than not, those visitors become lifelong customers. They order online. They return when they visit Canada again. Some make the store a must-stop destination every time they are in Vancouver.

That was precisely the answer I was hoping for.

Tourism is not confined to the obvious. It is not just attractions and cruise terminals. The tourism ecosystem extends far beyond what first comes to mind. It includes the less obvious businesses that quietly anchor neighbourhoods and fuel local economies. Corner stores. Clothing boutiques. Independent bookstores. Art galleries. And yes, shoe stores.

These businesses are part of a broader economic web. Visitors spend money in restaurants and hotels, but they also browse retail shelves, discover local brands, and carry those purchases home. That spending circulates through communities, supports employment, generates tax revenue, and contributes to BC’s GDP in ways that are often overlooked. The tourism ecosystem stretches outward, connecting hospitality, retail, transportation, culture, and small business into one interconnected economic engine.

When tourism thrives, it does not lift only the headline attractions. It supports the entire commercial fabric of a place.

So, with my research successfully completed and my curiosity satisfied, I felt it was only fair to support the findings by purchasing the shoes I had tried on. After all, one must stand firmly behind one’s data.

And Marilyn was right. The right shoes do make a difference. Not just in how you walk, but in how you see the world around you.

Sometimes, they even remind you that tourism is not just something visitors consume. It is something communities create, business by business, street by street, one stylish pair at a time.

Amber Papou, B.Ed, MBA, ICD.D

CEO, TIABC