B.C. Family Day
BC Family Day
Family Day is a non-religious holiday on the 2nd weekend of each February that was introduced to British Columbia in 2013. The date was selected via online ballot of B.C. residents. Because B.C. tourism destinations, especially ski areas, are heavily booked at holiday rates on the 3rd weekend of February from primarily three markets (Washington State, Alberta, Ontario), B.C. Family Day the week prior generates significant incremental tourism revenues rather than displacing business.
An industry-wide consultation process led by TIABC, Tourism Whistler, the Canada West Ski Areas Association, and other tourism partners, looked at the outcome of holding BC’s Family Day on a weekend already busy with visiting families from neighboring provinces and states, and the findings overwhelmingly supported the decision to consider an alternate date.
- The B.C. Family Day weekend has become one of the top performing business periods of the year for many B.C. ski destinations, generating between $7-10 million in incremental visitor spending per winter.
- Seasonal operators, like ski areas, generate revenues over a limited number of weeks and the B.C. Family Day weekend has extended the opportunity to generate annual revenue. B.C. ski and other tourism sectors are now generating strong visitation on back-to-back February weekends.
TIABC opposes the recent decision to move B.C.’s Family Day to the third Monday of February starting in 2019.
Please review the January 2018 BC Family Day Support Letter addressed to Premier Horgan.
Organizations and businesses that signed their support:
Alliance of Beverage Licensees
Aboriginal Tourism BC
Backcountry Lodges of BC Association
BC Hotel Association
BC Lodging and Campgrounds Associations
BC Wine Institute
Canada West Ski Areas Association
Canadian Snowsports Associations
Cruise Lines International Association
Guide Outfitters Association of BC
Hotel Association of Vancouver
Mountain Bike Tourism Association
Cariboo Chilcotin Coast Tourism
Kootenay Rockies Tourism
Nelson Kootenay Lake Tourism
Northern BC Tourism
Invermere Panorama Tourism
Parksville Qualicum Beach Tourism
Revelstoke Chamber of Commerce
Thompson Okanagan Tourism
Tourism New Westminster
Tourism Prince George
Tourism Sun Peaks
Vancouver’s North Shore Tourism
Big White Ski Resort
Cadence Resort Marketing Inc./Cadence Strategies
Candle Creek Kennels
Coldwell Banker Marquise Realty
Copper Point Resort
Deborah Kulchiski Consulting
Doppelmayr Canada Ltd.
Downtowner Motor Inn
Fairmont Creek Vacation Rentals
Hostelling International – Pacific Mountain Region
Munday Media & Design
Murray Ridge Ski Area
St. Eugene Golf Resort and Casino
The Nomad Food Company
The Royal Hotel
Tourism Cafe Canada
True Key Hotels and Resorts
Vancouver International Wine Festival
Vardo Creative, Inc.
Watermark Beach Resort