Voice of the BC Tourism Industry



The 2020 TIABC AGM was hosted on Wednesday December 2nd.

TIABC welcomed Greg Klassen as our keynote speaker:




Impact of Covid-19 on Global Tourism
Challenges and Opportunities
As a part of both TIABC and the BCHA’s annual general meetings today, renowned tourism expert Greg Klassen delivered an outstanding presentation on the impact of COVID-19 on global tourism. He also talked about challenges and opportunities. Greg’s presentation can be viewed here or watch a recording here.

A marketing and tourism industry strategist with 25 years of leadership with blue chip organizations including Destination Canada.  For almost a decade, Greg was the Chief Strategy and Marketing Officer at Destination Canada and became the organization’s Chief Executive Officer in 2013.  During his tenure, Greg and his and team developed Canada’s tourism brand bringing it from 12th position worldwide to number one over five years and recognition of Canada as the most recommended destination in the world to visit.  Greg also lead the organization through successive disruptive challenges from 9-11 to SARS to the 2009 global financial crisis as well as many opportunities include leveraging the tourism potential from the 2010 Vancouver Winter Olympic games.

Under Greg’s leadership, Destination Canada was recognized as Canada’s Marketer of the Year by Canada’s Marketing Magazine and Greg recognized as one of Canada’s top five marketers by Canada’s Strategy Magazine.

Greg is currently a Partner with tourism strategy consultancy, Twenty31 where he advises destinations around the world on how to achieve competitive advantage through leverage and mitigation of disruptive forces—whether they are technologies, traveller behaviour or global pandemics.

His clients include destinations across Canada as well as the destinations in Jordan, South Africa, Abu Dhabi, Guam, Palau, Dubai, and Brazil.   

Greg holds an MBA from the ASU Thunderbird School of International Management in Arizona and a degree in Economics from the University of Victoria.  He is a frequent contributor to tourism media and thought leadership.  Greg is a Fellow of the Royal Canadian Geographic Society.


COVID-19 (coronavirus) update: see details