TIABC Voice of Tourism Newsletter – July 10, 2026

“Red sky at night, sailors’ delight. Red sky in the morning, sailors take warning.”

It is an old mariner’s rhyme that has been passed down for centuries, offering sailors a simple way to anticipate the weather ahead. Lately, however, a red sky has taken on an entirely different meaning.

Like many of you, I recently came across photographs on social media showing an eerie crimson sky with the sun barely visible through the haze. They were haunting images. A stark reminder that somewhere in our province, people were facing the devastating reality of a wildfire.

Wildfires are not simply a news story. They affect families, communities, livelihoods, businesses, wildlife, and the forests that define so much of BC. For those living in the path of a wildfire, the impact is immediate, frightening, and deeply personal. It is important that we never lose sight of that.

Wildfires undoubtedly affect tourism, but perhaps not always in the way people think. It is understandable that visitors change or postpone travel plans to communities and regions directly impacted by a wildfire. What often happens, however, is that people assume the entire province has been affected. Without accurate information and clear communication, a wildfire in one corner of BC can unintentionally influence travel decisions hundreds, even thousands, of kilometres away in communities where tourism operators are open for business and visitors can safely enjoy everything those destinations have to offer.

People travel to BC from around the world to experience what we are famous for: our mountains, forests, lakes, rivers, coastlines, and outdoor adventures. When news of a wildfire reaches national or international audiences, it can unintentionally create the impression that the entire province is affected.

The reality, of course, is often very different. Our province is vast. Covering nearly one million square kilometres, it is larger than many countries. A wildfire in the northeast of the province does not necessarily affect travel in the northwest, the Kootenays, Vancouver Island, or the Lower Mainland. While some regions may be directly impacted, many others remain open, welcoming visitors, and operating as usual.

The distinction is important not because we want to minimize the seriousness of a wildfire, but because we have a responsibility to provide accurate information. Visitors need to know when travel plans should change and, just as importantly, when they do not need to.

This is one of the reasons TIABC co-chairs the BC Tourism Emergency Management Committee (TEMC) alongside the Ministry of Tourism, Arts, Culture and Sport. The committee brings together tourism organizations from across the province with a shared goal of supporting tourism businesses, communities, and visitors before, during, and after emergencies.

Preparedness is at the heart of that work. Long before a wildfire or any other emergency occurs, the committee works collaboratively to ensure tourism operators have access to timely information, practical resources, and communication tools that help them prepare their businesses and communicate effectively with visitors. By planning ahead, we are better positioned to help both operators and visitors make informed decisions when an emergency does occur.

Our partner, Destination BC, has created a comprehensive digital Emergency Preparedness Hub that brings together resources for both tourism operators and visitors in one place. The hub includes current information, emergency planning resources, business continuity tools, and practical communication templates that help operators keep visitors informed when they are open for business and when travel plans can continue safely. The hub has become an invaluable resource for the tourism sector before, during, and after emergency events. You can access it HERE.

Our goal is to ensure visitors have the information they need to travel safely and tourism operators have the tools and resources to communicate confidently before, during, and after an emergency. Equally important is supporting affected communities as they recover and are ready to welcome visitors back when the time is right.

As a tourism industry, our commitment is twofold. We will continue supporting communities affected by wildfire with compassion and practical assistance, while also ensuring visitors have accurate, timely information about the many parts of our province that remain open and ready to welcome them.

Tourism continuity depends on all of us working together. By sharing accurate information, supporting affected communities, helping businesses communicate with confidence, and taking personal responsibility to prevent human-caused wildfires, we can help ensure visitors continue to experience the extraordinary places that make British Columbia so special, both during wildfire season and long after it has passed.

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

CEO, TIABC