TIABC Voice of Tourism Newsletter – May 16, 2025

My two sons stood together at the front of the church to offer a tribute to their grandmother at her funeral a couple of years ago. As part of his opening remarks, my oldest son told guests not to blame them for the message they were about to share since neither of them wrote any of it. Turns out the tribute was very funny and evoked plenty of laughs yet my boys could only take credit for the delivery and not the content.

In the same spirit of full disclosure, I didn’t write most of the message below. In fact, other than some editing and minor content revisions, much of the article was written by a professional colleague representing the Canadian Parks & Wilderness Society – BC Chapter – who asked TIABC to partner with them on the piece.

It’s an excellent commentary on the importance of BC’s natural attributes and represents many of the values and views that TIABC holds…hence the reason it’s being published as an op-ed under my signature in the Vancouver Sun within the next few days. I have been given permission to share it with you in advance as we get set to usher in the unofficial start to the summer travel season this long weekend.

British Columbia’s super, natural landscapes are known around the world — but the true value of nature extends beyond its beauty. In this post-election time of leadership talks about Canada’s sovereignty, and a booming coastal tourism season about to kick off, let’s remember that BC’s land and waters are more than a source of pride — they’re the backbone of our provincial visitor economy.

At the Tourism Industry Association of BC (TIABC), we take stock in the numbers: BC’s tourism sector generates over $22 billion in direct revenue annually. That number is impressive, but what’s even more important is what’s behind it. It’s the rainforests that stretch from Haida Gwaii to the Kootenay Rockies. It’s the alpine trails, the salmon-bearing rivers, the wild coastlines, and the Indigenous-led tourism experiences that draw people from across the country and around the world.

And yes — it’s the 126,000+ direct jobs and upwards of 350,000 jobs when combined with the hospitality sector that tourism supports across the province.

In a time of growing economic uncertainty and political change, all sides can agree: nature is a non-partisan issue. It contributes meaningfully to every community’s well-being, from Victoria to Fort St. John.

From a business perspective, protecting the ecosystems that fuel nature-based tourism is just common sense. These places are our product. And while we believe there’s an important role for the other natural resource sectors to produce the products the world needs, create employment and contribute economically, we must take a balanced and sustainable approach to avoid diminishing what makes BC special or undermining the distinct competitive advantage we have in this province.

Recent trends affirm this. Travellers are seeking nature-based tourism rooted in land and culture…especially those led by Indigenous communities. One example is the Klahoose Wilderness Resort, located on the edge of Desolation Sound. The resort is seeing a surge in bookings across all markets — domestic, U.S., and international. Their model blends conservation, culture and community benefit. It’s working…not just for the visitors, but for the economy and environment that support them.

If we want BC’s tourism industry to remain strong, attract visitors and keep dollars flowing into local businesses, then protecting nature must become central to our economic strategy.

That means investing in thoughtful land-use planning to help us move forward together. It means taking care of our existing protected areas and upholding conservation commitments that are critical for a resilient future. It means seeing the forest not just as a resource, but as infrastructure — one that supports livelihoods, culture and wellness.

As tourism operators and communities across the province prepare for the busiest season we’ve seen in years, let’s make a bold choice and double down on our distinct value proposition in BC: wild, protected nature that powers a thriving, sustainable visitor economy.

As part of his opening remarks to guests at the memorial service, my son also said, “Please bear with us, we’re not used to speaking in public. I’m really nervous and my brother can’t read.” The church erupted in laughter to an off-the-cuff remark that my son could at least take credit for. I still hear from friends who attended the funeral about that memorable moment.

Walt Judas

CEO, TIABC