TIABC Voice of Tourism Newsletter – March 14, 2025

I was the newest and smallest kid in grade six which meant I was often picked on by the so-called class bully who seized the opportunity to flex his muscles by pouncing on an easy target. With my father’s validation, eventually I let my fists do the talking before classmates rallied against Mr. Tough Guy to put a stop to the torment once and for all.

Back then it was shrugged off as kids being kids. Today, I have no scars or hold zero ill-will toward this individual, nor is this message intended to be about bullying or promoting violence. Rather, I am reminded of the simple lessons I learned as an 11-year-old as I watch the nation-to-nation conflict being played on a bigger stage and with far more serious consequences.

In the case of the tariffs, it’s clear that Canada must stand its ground when facing an aggressor and fight fire with fire when necessary. Kudos to Premier Eby, former Prime Minister Trudeau, Premier Ford, and others who haven’t shied away from stepping into the ring. Moreover, Canada’s strategy to assemble a team of allies to mount both a defensive and offensive campaign on both sides of the border is on the right track.

I spoke about the trade dispute a month ago so some of this may be familiar and repetitive territory. But because it remains one of the top issues that our province and country face, it behooves me to give you an update on what TIABC and some of our partners are doing to mitigate any direct or indirect impacts on BC’s visitor economy. Like we did during the pandemic, our sector must again find the strength to be resilient, flexible, creative, and adaptable each day to deal with the evolving, unpredictable, and unstable political environment that has caused so much consternation for millions of Canadians and Americans. With that, allow me to provide some context and direction.

The Context

The United States is not only Canada’s largest international visitor market, it accounts for the highest number of overnight foreign visitors to British Columbia, representing nearly 3.6 million people in 2024, outpacing all other countries by a wide margin. Whether business event delegates, cruise passengers, tour groups, or independent travellers, Americans spend significant dollars annually in our province. Therefore, even a 5-10% drop in US visitors could have serious repercussions for many tourism businesses, especially since many sub-sectors (e.g. Heli-skiing) rely almost exclusively on guests from the United States.

TIABC Actions on the Tariff File

Along with our national partners at TIAC, as well as our provincial and territorial counterparts, we continue to advocate for policies that support tourism operators now and in future. We are leveraging the resources of TIAC and other partners to evaluate, communicate, and implement necessary actions related to regulation changes and financial support options for affected businesses.

As mentioned in this space last week, TIABC is now part of the Premier’s Task Force (TF) on Trade and Economic Security, and is working with over 20 tourism and hospitality sector associations to submit a brief to the TF that addresses current challenges but also provides recommendations on how tourism can help bolster BC’s economy in every region.

We aim to use the TF platform to highlight the value of tourism, emphasizing that tourism is an export industry and one of the top performing natural resource sectors that contributes significantly to employment, entrepreneurship, government tax revenues to fund essential services, and other pillars such as reconciliation that are vital to British Columbia.

We will continue to engage with industry to collect and share relevant research and data to help inform provincial and federal advocacy initiatives.

We are proactively engaging media, as well as responding to interview requests to communicate key messages to ensure tourism priorities are considered by all stakeholders in the context of tariffs and economic security.

Tourism Industry Messages

As a primary business sector, we are actively engaged in strategic marketing and sales initiatives in key markets like the United States. Destinations and businesses continue to host events and launch new experiences. Moreover, we will continue to focus efforts provincially, nationally and internationally to maintain visibility and competitiveness.

Tourism is a catalyst for economic growth, and with further investment, is in the best position to quickly diversify into new export markets like India, Dubai, Taiwan, Singapore, Japan, Korea, and Brazil.

Americans have been our closest friends and allies for generations. Regardless of the highly charged political impasse between our respective countries, US visitors are welcome in British Columbia to enjoy our SuperNatural and iconic experiences, visit with friends and family, and for business purposes.

Tourism operators, sectors, as well as community, regional and provincial destination management/marketing organizations (DMOs) will maintain sales and promotional efforts in the United States while also pursuing opportunities to grow market share domestically and internationally.

Tourism operators will continue to promote local and iconic experiences throughout BC to encourage residents to travel within the province and shop local (i.e. Buy BC) as they consider vacation plans.

The Canadian dollar is low relative to the American dollar so the value for experience for US visitors is exceptional.

While some communities are experiencing cancellations or a decline in US visitation, others are seeing record numbers of American visitors, and bookings are trending well for the coming months. Tourism in BC could actually see a boost in US and international visitors in the coming months as even more people recognize what an incredible destination we have.

What You Can Do

Encourage residents and communities to support local tourism businesses. Everyone plays a role in sustaining our industry by choosing to travel within British Columbia or Canada.

Use social media and other communication platforms to share positive messages about the key role tourism plays in British Columbia and your local community.

Ensure your voice is heard through traditional and social media. Considering writing an op-ed piece for your local news source, or host an event for media, government and influencers to highlight the value of tourism.

Contact your local MLA or MP to share information, express your views on government’s direction, or offer ideas on a path forward for your business and/or the tourism industry at-large while the trade dispute lingers.

Communicate regularly with TIABC. Let us know what impacts (positive, neutral, negative) the trade dispute is having on your business, organization, region, or community.

Respond to TIABC and partner surveys in a timely fashion to allow the capture of real-time data to help inform policy positions, as well as address issues and opportunities.

If you have any questions or need further support, please reach out to a member of TIABC’s Board of Directors or staff. We’re Here to Help!

Thankfully my fist-fighting days are long behind me, other than a few playful bouts with my grandson, who also happens to be the smallest kid in his class. Although I am not consciously teaching him to use physical force at the tender young age of seven, one day he may need to draw on the lessons I learned in grade six to stare down an adversary…preferably through diplomacy with a team of allies.

Walt Judas
CEO, TIABC