TIABC Voice of Tourism Newsletter – March 6, 2026

“Never doubt that a small group of thoughtful, committed citizens can change the world; indeed, it’s the only thing that ever has.”

It is one of my all-time favourite quotes. Margaret Mead absolutely nailed it. I have always loved the simplicity of it. No grandstanding. No dramatic language. Just a quiet truth about how real change actually happens. Not through noise. Not through sheer size. But through commitment, alignment, and people who care enough to show up.

This week, that quote felt less like inspiration and more like observation.

TIABC held its annual BC Tourism Industry Conference, and as this newsletter goes out, we are wrapping up the final day. For the past few days, hundreds of passionate, thoughtful, and very committed people gathered with one thing in common: a deep belief in what tourism means to this great, big, beautiful province.

If you have ever walked into a room filled with people who genuinely love what they do, you know the feeling. The conversations are animated and generous. Ideas move quickly. There is disagreement, of course, but it is constructive. Everyone ultimately wants the same thing: a stronger, more resilient tourism sector.

This year’s conference carried a different kind of weight. Not because of a milestone, but because of the moment we find ourselves in. Tourism in BC is navigating complexity on multiple fronts. Workforce pressures. Housing realities. Climate adaptation. Investment attraction. Global competition. The questions are bigger, and so are the expectations.

What stood out to me most over the past few days was not just the scale of the challenges being discussed, but the depth of the solutions being offered. Operators sharing best practices. Community leaders discussing partnership models. Industry voices calling for smarter alignment between marketing, infrastructure, and policy. There was a collective understanding that tourism’s future will not be shaped by any single strategy, but by collaboration across regions and sectors.

That kind of alignment does not happen by accident. It happens because people choose to engage. To listen. To debate thoughtfully. To push for better. It happens when individuals decide that the sector is worth the effort.

This conference was also bittersweet. It marked a symbolic curtain call for Walt Judas, who has served as CEO of TIABC for the past decade. Walt’s leadership has shaped not only the organization itself, but its standing across the province. Under his guidance, TIABC solidified its role as the voice of tourism in BC.

His dedication, expertise, and steady hand have left a lasting imprint. I had only a few short weeks to work alongside Walt, but even in that brief time he demonstrated what true leadership and mentorship look like. Calm in complexity. Clear in purpose. Generous with knowledge. Focused on the bigger picture. He will be missed.

And yet, as with all strong organizations, the work continues. It has always been bigger than any one person, bigger than any one conference, and bigger than any one moment in time.

As I looked around the conference rooms this week, listening to operators share their realities and watching panels debate ideas, I was reminded of why this sector matters so deeply. Tourism is not just about attracting visitors. It is about sustaining communities, creating livelihoods, preserving culture, stewarding natural spaces, and strengthening connection across the province.

When hundreds of thoughtful, committed people gather with a shared purpose, something shifts. Ideas sharpen. Partnerships form. Confidence grows. Momentum builds. The world may not change overnight, but industries evolve, policies shift, and perceptions transform. More often than not, it begins in rooms like the ones we have been in this week.

Which brings me back to that quote.

“Never doubt that a small group of thoughtful, committed citizens can change the world; indeed, it’s the only thing that ever has.”

This week, in rooms filled with tourism professionals from across BC, it felt less like a quote on a page and more like a living example.

Amber Papou

CEO, TIABC