TIABC Voice of Tourism Newsletter – June 26, 2026

One of the great perks of my job is travelling around BC. I have the opportunity to see incredible places, meet fascinating people, and experience parts of the province that many never get to visit. I genuinely love it.

That said, I have also come to realize that when travel becomes part of your job, there are times when you stop really seeing where you are. You go through the motions. You check into the hotel, attend the meeting, catch the flight, and move on to the next destination. Somewhere between the itinerary and the calendar invite, you forget to stop and smell the roses.

A few days ago, as I travelled to Victoria for a work event, I caught myself doing exactly that. As I climbed aboard the waiting helicopter, thank you to Helijet for the remarkable service, I settled into my seat and watched the other passengers board who by the way were clearly visitors.

One couple and their son were speaking German. Another family was speaking Spanish and proudly wearing Mexican soccer jerseys. As the helicopter lifted off, I watched delighted faces turn toward the windows. There were excited taps on shoulders as people pointed out the bird’s-eye view of Vancouver, BC Place, Stanley Park, the mountains, and the ocean stretching endlessly beyond the city. Their excitement was contagious.

I found myself looking out the window with the same sense of wonder. Suddenly, I was not commuting for work. I was experiencing BC through the eyes of a visitor.

When I landed in Victoria, I decided to continue with that mindset, and what a difference it made. The Parliament Buildings, the horse-drawn carriages, the gardens exploding with colour in their summer glory, and the ocean air all seemed to demand my attention. I noticed it all and, more importantly, I appreciated it all.

Later that day, I was interviewed by a local magazine about a topic that is receiving increasing attention: staycations. Are they on the rise in BC?

The short answer is yes. The longer answer is that a number of factors are driving this trend, and not all of them are economic.

Canadians are increasingly choosing domestic travel over international vacations, with 76 percent planning to vacation within Canada this summer. Of those travelling domestically, 55 percent intend to explore their home province.

Some of this shift is driven by geopolitical uncertainty, while some is tied to rising fuel prices, transportation costs, inflation, and broader affordability concerns. In fact, 35 percent of Canadians say they are reducing summer spending this year and are looking for experiences that provide value while minimizing transportation and accommodation costs.

But there is another factor at play. People are choosing to stay closer to home because they are realizing just how much there is to experience here. Nearly 80 percent of Canadians indicate they plan to support local businesses through their travel spending this summer.

There is also a growing desire to reconnect with place. The dominant travel trend for 2026 is the short getaway, with travellers favouring convenient, affordable experiences closer to home over long-haul international vacations. Wellness travel continues to grow as people seek opportunities to reconnect with nature, improve well-being, and escape the daily grind.

And if there is one thing BC has in abundance, it is opportunities to do exactly that. We have breathtaking hiking trails, pristine lakes, world-class fishing, paddling, canoeing, kayaking, cycling, mountain biking, bird watching, stargazing, camping, golfing, and ocean adventures. What can be better for your mind and body than spending time outdoors?

The answer, perhaps, is experiencing those places in a meaningful way. Travellers today are increasingly seeking authenticity. They do not just want to visit somewhere. They want to experience it, understand it, and connect with it.

One of the most exciting examples of this is the growth of Indigenous tourism, now the fastest-growing tourism subsector in BC. Through Indigenous Tourism BC, visitors can participate in authentic Indigenous-led cultural experiences, wildlife viewing, culinary adventures, accommodations, and immersive learning opportunities that provide a deeper understanding of the places they are visiting.

The federal government’s Canada Strong Pass is also encouraging Canadians to stay close to home and to explore more of their own country through discounted and complimentary access to selected attractions and transportation experiences.

Even Destination BC’s new Iconics program, while originally designed to inspire international visitors, offers tremendous inspiration for British Columbians looking to discover new experiences in their own backyard.

As I wandered through Victoria that day, seeing my province through fresh eyes, I was reminded of something important. Sometimes the best tourist attraction is the one closest to home.

Summer 2026 is shaping up to be the year of the staycation. Economic realities, geopolitical uncertainty, a desire to support local businesses, and a growing appreciation for authentic experiences are all contributing to the trend.

For BC’s tourism sector, that presents a tremendous opportunity. For the rest of us, it may simply be a reminder to occasionally stop going through the motions, look out the window, and appreciate the extraordinary place we are fortunate enough to call home.

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

CEO, TIABC