TIABC Voice of Tourism Newsletter – March 7, 2025

According to Aesop’s Fables, a former Greek slave and storyteller uttered the words, “Be careful what you wish for, lest it come true.” The gist of his message was that what one desires may not make you happy, and that obtaining something you wished for may have unexpected consequences.

For a few weeks I had been lobbying for tourism to have a seat at the Premier’s Trade & Economic Security Task Force, which was formed in response to the trade war launched by the United States that will significantly impact multiple business sectors across the province, including tourism.

As part of its Terms of Reference, the Task Force is looking to develop:

Actions to help protect BC’s economy
Actions to identify and prepare for new economic opportunities for BC
Actions to ensure BC’s economy remains strong and secure
Opportunities where BC industries could deliver domestic value with strong export potential

Thanks to support from the Ministry of Tourism, Arts, Culture & Sport, I was recently invited to serve on the Task Force, alongside mining, unions, First Nations, business associations, and representatives from other sectors and organizations. Regardless of whether it was me or another designate, the fact that our industry is at the table is a very positive step because tourism has so much to offer to meet the Province’s economic objectives.

As we were reminded at the BC Tourism Industry Conference this week, tourism’s GDP outstripped most other major sectors last year, with potential for even more growth in 2025. And as an export industry that draws foreign capital into BC, we’re not subject to tariffs. At the same time, we need help to create the conditions that allows the visitor economy to grow in every part of the province.

As Skift Managing Director Greg Klassen referenced in his conference keynote on Wednesday, governments at all levels must truly prioritize tourism as a driver of the economy and supporter of community amenities. In order to do that, regulatory barriers that deter investment or growth must be removed; infrastructure, products and assets need to be developed; destinations require training to become investor-ready; and BC must continue to market aggressively in a very competitive global tourism environment. These are all priorities we know as an industry, but governments and other business sectors may not recognize.

While I have yet to attend my first meeting, my role within the Task Force is to expose the barriers to tourism growth, but more importantly, present solutions and opportunities that will help BC address the challenges brought on by the tariffs. To that end, I will look to TIABC members, operators and tourism experts to help inform a submission to the Task Force in the coming weeks. In the meantime, feel free to reach out and offer your thoughts as per the committee’s objectives I outlined earlier.

The invitation to join the Task Force came as I was in final preparation mode for the just concluded BC Tourism Industry Conference (which was a huge success BTW), and other pressing priorities including a quick trip to Ottawa for a TIAC board meeting. With all of that behind me, I am grateful that my so-called ‘wish’ for a tourism seat at the Task Force table has come to fruition. I look forward to contributing in whatever way I can over the next several months.

In Aesop’s Fables, the story of the Crow and the Pitcher notes that ‘necessity is the mother of invention’ which essentially suggests that when one is put into a difficult situation, one is likely to think of or be inspired to create an ingenious solution. As Greg Klassen pointed out, the crisis we’re facing presents a tremendous opportunity for the tourism industry to take the next step to be recognized and respected as a leading business sector to help British Columbia overcome the challenges that lie ahead.

Walt Judas
CEO, TIABC