TIABC Voice of Tourism Newsletter – February 6, 2026

This may date me a bit…but I remember being huddled on our family room sofa in Prince George in the 1980s, legs tucked underneath me, completely absorbed in whatever show had captured my full attention that evening. Like most kids, I found commercials deeply inconvenient. They interrupted the good part. They tested patience. They were something to endure.

Except for one.

The screen opened with a birds-eye view of snow-capped mountains under the bluest sky imaginable. Then came lakes so still they looked painted, rivers cutting through forests, endless trees rolling into the distance. Even at ten years old, I knew this one was different. I remember sitting up slightly, paying attention.

Then the words appeared.

Super Natural British Columbia

I did not know it was a tourism campaign. I did not understand branding or messaging. But I felt something. Pride, first. Then curiosity. And then a very real desire to go see it all for myself.

That feeling matters.

Because tourism does not begin with a booking engine or a marketing plan. It begins with a story that lands. A story that makes someone pause. A story that turns interest into intention.

For more than 20 years, I have worked in and alongside the tourism sector, and if there is one thing I have learned, it is this. Tourism is powered by thousands of stories being told at the same time. Some loud. Some quiet. Some polished. Some deeply personal. All of them real.

Tourism is the family-run motel where everyone pitches in during peak season. The restaurant that becomes a gathering place. The festival that pulls a community together. The guide who knows the land so well they can read the weather by watching the trees. It includes Indigenous tourism experiences that share culture, history, and connection to place with care and authenticity.

These stories are not just nice to hear. They are essential.

Because when tourism stories are shared collectively, they carry weight. They become evidence. They become insight. They become the difference between tourism being seen as a seasonal afterthought and tourism being recognized as the economic engine that it is.

On their own, these stories are powerful. Together, they are undeniable.

The future of tourism in BC depends on how well we gather these experiences and how effectively we share them with the people who can help sustain, grow, and strengthen the sector across the province. Decision-makers. Funders. Policy leaders. Partners. The people shaping transportation, housing, workforce development, climate adaptation, and economic strategy.

Stories told well influence decisions.

Stories grounded in reality build credibility.

Stories shared collectively create momentum.

Tourism is not asking for special treatment. It is asking to be understood.

Understood as a sector that supports families and livelihoods.

Understood as a driver of local and provincial economies.

Understood as a connector of culture, place, and people.

Understood as an industry that cannot be relocated, replicated, or automated away.

This is serious work, but it does not have to be heavy. Tourism thrives on warmth, welcome, and human connection. A little humour helps. A lot of honesty helps more.

As I step into this role, I want to hear your stories. The ones that inspire you, challenge you, and keep you up at night. Because those experiences are the foundation of everything we advocate for and everything we protect.

I am also deeply mindful that I am taking the TIABC helm from Walt Judas, whose leadership over the past decade has been both steady and impactful. For more than ten years, Walt and TIABC have been tireless advocates for this sector, helping shape conversations, policy, and understanding at all levels of government. My commitment to you is to build on that work, to honour the momentum already created, and to continue advancing the interests of tourism with the same dedication and care.

If we want tourism in BC to remain strong, resilient, and competitive, then we must tell its story with clarity and confidence. Not as isolated anecdotes, but as a shared narrative that reflects the true impact of this sector on the communities large and small across this province.

That commercial I watched as a kid did not explain policy. It did not list outcomes. It did not oversell.

It simply made people want to be part of the story.

That is still the work today. To gather the stories.

To share them collectively.

To ensure they are heard by those who can help turn possibility into progress.

I am proud to be part of this sector, excited to hear and learn from you, eager to share your stories, and genuinely looking forward to helping carry them forward in ways that strengthen and sustain tourism across ‘Super Natural’ British Columbia.

Amber Papou

CEO, TIABC