TIABC Voice of Tourism Newsletter – February 13, 2026

Is Tourism the Best Kept Secret in British Columbia?

I ask that question with a straight face. And a slight smile.

I have to admit, I take a small amount of pleasure. Maybe more than small. In telling people something they did not know. I have always been that person. The one who reads the footnotes. The one who goes down the rabbit hole of statistics, reports, newspapers, and articles that most people skim past or avoid entirely.

This may also explain why I spent twelve years in post-secondary education with no fewer than four pivots in majors before finally landing on one. My dad, with the patience of a saint and the dry humour of a man who had seen enough tuition bills, used to joke that my major was “winning Trivial Pursuit.”

To be fair, he was not wrong. I am quite good at it.

Somewhere along the way, that habit stuck. I like learning things. I like connecting dots. And I especially like sharing information that makes someone pause and say, “Wait… really?”

There is something deeply satisfying about that moment.

I take even more pleasure in sharing something that surprised me first. Because if I did not know it, chances are you did not either.

I do have one flaw in all of this. I am terrible at keeping secrets. Unless, of course, I do not know it is supposed to be a secret in the first place. Then all bets are off.

Which brings me to tourism.

Because the more time I spend in this sector, the more I find myself asking the same question.

Is tourism the best kept secret in British Columbia?

Let me be clear. The secret is not that British Columbia attracts visitors from around the world. That part is obvious. People know about the mountains, the coastlines, the wine regions, the cities, the small towns, the festivals, the experiences. Over the past year especially, Canadians from coast-to-coast-to-coast have rediscovered BC in a very enthusiastic way.

Most people recognize the visible parts of tourism.

The attractions.

The tours.

The theme parks.

The experiences they book on vacation.

Some people recognize the business side.

Hotels and motels.

Restaurants and cafés.

Cruise ships.

Transportation providers.

Those who are a bit more tuned in understand that tourism brings economic benefit. Jobs. Spending. Tax revenue. Activity.

But here is where the conversation usually stops.

And this is where the surprise comes in.

Tourism in British Columbia is not just an industry. It is one of our largest natural resources. In fact, by many measures, it is the largest.

Tourism generates more revenue and contributes more to British Columbia’s GDP than any other natural resource sector in the province.

Yes, more than mining.

More than forestry.

More than oil and gas.

More than agriculture.

More than fishing.

This is the part where conversations go quiet.

I have watched it happen more times than I can count. Someone nodding confidently suddenly pauses. Eyebrows lift. Phones come out. Someone says, “That cannot be right.”

It is.

Tourism is not just complementary to our economy. It is central to it.

And yet, it is often treated like a side dish instead of the main course.

Part of the reason, I think, is that tourism does not look like a traditional resource. You cannot stockpile it. You cannot export it in containers. You cannot point to it on a map and say, “There it is.”

Tourism is human. It is experiential. It is spread across communities large and small. It shows up in thousands of businesses rather than a handful of large operations. It is visible everywhere and nowhere all at once.

Which makes it easy to underestimate.

Tourism supports families in ways that are rarely headline-worthy but deeply impactful. It creates jobs that are rooted in place. It sustains small businesses that anchor communities. It supports rural and remote regions where other industries may not reach. It intersects with transportation, housing, agriculture, arts and culture, health and wellness, land stewardship, and environmental protection.

Tourism is woven into the fabric of British Columbia in ways that are both obvious and invisible.

And because it is so embedded, it is easy to take for granted.

This is why I keep coming back to the idea of tourism as a “secret.” Not because it is hidden, but because its full impact is not always understood. Not because people do not see it, but because they do not always connect the dots.

Tourism is not just about visitors having a good time. It is about communities being able to thrive. It is about young people seeing viable careers close to home. It is about sustaining places without extracting them. It is about creating economic activity that depends on protecting what makes British Columbia special in the first place.

That is a remarkable thing when you stop and think about it.

And maybe that is the real opportunity.

Not to reveal tourism as something new. But to reframe it as something essential.

Because once you understand tourism as one of British Columbia’s most valuable natural resources, the conversation changes. The priorities shift. The questions get sharper. The decisions carry more weight.

Tourism stops being the sector we talk about after everything else. It becomes part of how we talk about everything else.

So yes, I will probably continue to take a bit of pleasure in sharing this fact. I will keep enjoying the moment when someone realizes that tourism is not just a nice add-on, but a major economic force. I will keep smiling when Trivial Pursuit skills come in handy in real-world conversations.

And I will keep asking the question.

Is tourism the best kept secret in British Columbia?

Because once a secret like that gets out, it has a way of changing how people see the entire picture.

Amber Papou

CEO, TIABC