TIABC Voice of Tourism Newsletter – August 8, 2025

Guest CEO Message | Cassandra Zerebeski | TIABC Policy Director

Insights from My First 30 Days as TIABC Policy Director and Executive Director of the Wilderness Tourism Association

As I mark my first month serving as TIABC’s Policy Director and Executive Director of the Wilderness Tourism Association, it’s an honour and a privilege to contribute to this week’s newsletter as Walt’s guest contributor.

Over the past 30 days, I’ve devoted my energy to connecting with board members, engaging with a wide array of industry stakeholders, and immersing myself in the critical role informed policy plays in shaping a resilient, competitive, and inclusive tourism sector—one rooted in community, stewardship, and responsible growth.

This journey has been one of deep listening and active dialogue. Whether through meetings, site visits, or calls with leaders across British Columbia, a common theme has emerged: strong policy is not only a foundation for growth but a catalyst for innovation and long-term viability. I am inspired by the commitment and creativity of our members, who work tirelessly to ensure that BC remains a world-class destination and a source of pride for those who live here.

In my brief tenure so far, I’ve engaged on a range of policy priorities that TIABC has long championed. These include advocacy related to federal and provincial budgets, attracting private and public investment, addressing land tenure and access issues, supporting connectivity in communities across BC, aligning ministerial mandates, and strengthening partnerships with Indigenous governments and communities. These areas—central to TIABC’s recent submissions, committee work, and roundtables—represent both urgent needs and exciting possibilities for our sector.

A highlight of these early weeks was a recent conversation with Richard Porges regarding Destination BC’s corporate strategy and long-term vision. In this and other discussions, we continue to explore what it means for tourism to be more than just an economic driver. An aspiration I hold is for tourism to become BC’s most widely valued sector—respected not only for its GDP contributions but for enriching community life, safeguarding cultural heritage, and protecting the land and waters that sustain us.

To achieve this, we must confront challenges such as rising costs, workforce pressures, land use conflicts, climate risks, and increasingly complex regulatory environments. But we also have a growing base of public support. Research continues to show that residents increasingly recognize the benefits of tourism when it is well-managed and community-informed. This sentiment reinforces the need for policies that ensure tourism development happens in a way that communities support and reap benefits.

Looking ahead, I am eager to deepen my understanding, build on your insights, and advance policies that deliver tangible returns for TIABC members and the wider tourism industry. I invite you to reach out, share your experiences, and help shape the solutions we advocate for together.

The future of tourism in British Columbia is promising—but it requires vision, unity, and a firm commitment to the values that have long guided us: stewardship, innovation, collaboration, and inclusivity. Thank you for your trust, your partnership, and your enduring passion for this remarkable industry.

With optimism and resolve,

Cassandra Zerebeski