TIABC Voice of Tourism Newsletter – May 15, 2026

The 90-day Reflection

They say it takes a village to raise a child. In my experience, that is absolutely true. I have always been grateful for the people in my life, and in my daughter’s life, who helped shape the experiences that defined her childhood. Teachers, coaches, neighbours, friends, family. Each played a role. No single person carried the full weight. It was collective effort that made the difference.

As I stand back and reflect on my first 90 days as CEO of TIABC, I realize that this analogy applies remarkably well to the tourism sector.

You could argue it applies to every industry. And perhaps it does. But in these first three months, I have felt it particularly strongly here.

Tourism is not built by one operator, one association, one level of government, or one community. It is a network of people and organizations working in parallel and in partnership. It is municipalities investing in infrastructure. It is Indigenous communities leading cultural tourism initiatives. It is small business owners opening their doors early and closing them late. It is provincial ministries aligning policy. It is federal representatives listening and engaging. It is destination marketing organizations telling stories that resonate far beyond our borders.

It is a village.

In my short tenure, I have witnessed firsthand the depth of collaboration that exists across this sector. I have seen competitors share insights. I have watched operators mentor newcomers. I have observed regional leaders advocate not just for their own communities, but for the province as a whole.

There is something distinct about the people who are drawn to tourism. It is, by nature, a people-focused sector. It requires empathy. It requires adaptability. It requires a willingness to work with others, often in complex and shifting environments. It attracts individuals who understand that experiences are not created in isolation.

Tourism thrives on partnership.

That does not mean the industry is without its challenges. There are moments when goals and policies do not yet align. There are perspectives that differ, sometimes sharply. There are stakeholders who do not always see eye to eye on the path forward. Healthy tension exists in any sector that is growing, evolving, and navigating change. In tourism, those differences often reflect regional realities, competing priorities, and the complexity of balancing economic growth with community well-being and environmental stewardship.

But even in those moments of disagreement, what I have seen is a shared commitment to the bigger picture. The conversations may be robust. The viewpoints may vary. Yet underneath it all is a common understanding that the sector succeeds only when we continue to engage with one another.

In these first 90 days, I have had the privilege of meeting with operators from urban centres and rural towns, Indigenous leaders, government representatives, educators, investors, and community advocates. What has struck me most is not just the scale of the sector, but the shared commitment to seeing it succeed.

There is a lot of work yet to do. Workforce gaps. Investment hurdles. Infrastructure pressures. Policy alignment. But there is also a strong foundation of collaboration that gives me confidence.

Just as raising a child requires guidance, support, and shared responsibility, so too does building and sustaining a tourism economy. It requires all of us. Industry, government, communities, educators, and partners.

Ninety days in, I am reminded that leadership in this sector is not about standing alone at the front. It is about listening, connecting, and ensuring that the collective voice is clear and consistent.

If it takes a village to raise a child, it takes a province working together to power tourism.

And I am grateful to be part of that village

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

CEO, TIABC