Voice of the BC Tourism Industry



2020 AGM

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.

2018 Notice of 2018 AGM + China Readiness Workshop

The Annual General Meeting of the Tourism Industry Association of BC was held at the following date and location:

Thursday November 1, 2018

Van Dusen Botanical Garden (5151 Oak Street, Vancouver) – Floral Hall


We were pleased to be able to offer a free China Readiness workshop for our members. This informative session provided plenty of great insights into the Chinese market and provided additional one-on-one time built-in to connect with a China Readiness trainer.

For more details on the workshop, please visit: tiac-aitc.ca/ChinaReady

The meeting was called for the purposes of:

  • To receive the financial statements of the Association for the fiscal year ended Dec 31, 2017
  • To approve the minutes of the October 11, 2017 Annual General Meeting
  • To approve and consider any amendments of the TIABC Bylaws
  • To elect six (6) Directors

Click HERE to  view the board nominee bios for 2018.

TIABC DRAFT 2018 Bylaws can be viewed on the members-only section of the TIABC website. 


TIABC Summit 2017 

Wednesday October 11 – Aboriginal Tourism BC Stakeholder Forum and AtBC/TIABC Networking Reception

Aboriginal Tourism BC hosted a Stakeholder Forum (1:00-4:00pm) and co-hosted a Networking reception (4:00-6:00pm) with TIABC at the Musqueam Cultural Pavilion in Vancouver, BC. 




Thursday October 12 – TIABC Summit 2017 
Westin Wall Centre, Vancouver Airport Hotel – Richmond, BC

9:00-10:00am: Concurrent annual general meetings for TIABC and Aboriginal Tourism Association of BC were held

10:30am: TIAC Town Hall with Destination CanadaAboriginal Tourism Canada, and TIABC provided an opportunity to engage small and medium-sized business owners operators across Canada to better understand efforts being made on national tourism issues.

View the Destination Canada presentation here.

12:30pm: Lunch and Keynote Speaker – Honourable Lisa Beare, Minister of Tourism, Arts and Culture


BC’s new Minister of Tourism, Culture and the Arts – Honourable Lisa Beare presented during lunch followed by an opportunity for delegates to meet and take photos.










2:15pm – 3:15pm: MPs on the Hotseat – NDP Tourism Critic Gord Johns, Conservative Tourism Critic Blake Richards and Langley-Cloverdale Liberal MP John Aldag discussed and debated national tourism issues ranging from airport privatization and air access, to CRA assessments and temporary foreign workers.


3:30pm – 4:30pm: Destination BC provided an update on their Destination and Industry Development programs – what their teams are doing now to address pivotal destination and industry trends and opportunities.  They discussed their Destination Development program that is creating a 10 Year Provincial Strategy focused at increasing our industry’s long term global competitiveness.  They also provided recent industry success stories from the  Remarkable Experiences program, a hands-on, collaborative industry learning program, aimed enabling our industry to become savvy digital and social media marketers while delivering outstanding and exceptional experiences.   Destination BC was joined by tourism partners, AtBC and the Ministry of Tourism, Arts and Culture, who will shared their stories of how – through these programs and their own  – they are working alongside their communities to manage and grow local tourism for long-term, sustained prosperity.

View the Destination BC presentation here.

4:30pm: Concluding Remarks

Related Events:

Thursday October 12: BC Lodging & Campgrounds Association (BCLCA) hosted their AGM and Sector Presentation at the Westin Wall Centre, Vancouver Airport from 4:45 – 8:30 pm




Friday, October 13: BC DMO Association Fall Meeting for Members was hosted at the Westin Wall Centre, Vancouver Airport. 


2016 Summit at Sun Peaks Highlights

TIABC’s 2016 AGM and Summit took place from May 24 to 26 at beautiful Sun Peaks in the amazing Thompson Okanagan. It was our industry’s only all-provincial tourism gathering of the year. By all accounts, the sessions, networking and extracurricular activities were well received by the 120 delegates, presenters and special guests.


Mayor Raine, Walt Judas and Senator Greene at Opening Reception.

Senator Nancy Greene Raine, Sun Peaks Mayor Al Raine, and local MP Cathy McLeod welcomed guests at the opening reception and talked about what it means to host events like this in their community.

Destination BC President and CEO Marsha Walden and go2HR CEO Arlene Keis presented on meeting labour challenges in BC by sourcing under-represented talent pools such as seniors and people with disabilities.

Following TIABC’s AGM and the election of new board members, our  Policy Committee members, along with TIAC, led a Town Hall discussion on various issues.



At lunch, Aboriginal Tourism Canada CEO Keith Henry looked at the enormous potential to develop Aboriginal tourism products and experiences in BC, and noted that what Canada offers is second to none anywhere in the world in spite of the fact that other countries are reaping greater benefits.

Hon. Shirley Bond, Minister of Jobs, Tourism and Skills Training and Minister Responsible for Labour joined the Summit to not only meet with delegates, but listen in on the sector roundtable, launch Camping and Tourism Weeks in BC, as well as deliver the keynote address to at dinner. Minister Bond gave special recognition to operators, DMOs and sectors for contributing to record setting years for British Columbia’s visitor economy.

The afternoon session featured 11 sector associations informing delegates of the issues and priorities for their respective members in advance of next year’s provincial election. In brief…

Wilderness Tourism Association addressed the ongoing conflicts between other business sectors over land use and tenure;
B.C. Fishing Resorts and Outfitters referenced the impact and added uncertainties of a changing climate on fresh water lakes throughout the province;
Western Canada Mountain Biking Association also talked about competition for land use and access although their role is more about marketing than advocacy;
go2HR reminded delegates of its tourism labour market strategy for BC and encouraged employers to use its myriad resources to help fill positions;
BC Taxi Association, in its on-going concern with Uber’s inevitable entrée to BC, highlighted the benefits of the taxi industry including trained and bonded drivers, safety standards, and community service contribution;
Aboriginal Tourism BC introduced their strategy to build and effectively market more authentic Aboriginal Tourism experiences to take advantage of visitor demand;
One of TIABC’s newest members, Allied Golf Association of BC reviewed its scorecard of measures that focused on environmental stewardship, health & wellness, and the economic impact of golf in BC;
BC Hotel Association challenged delegates to pay attention to how the sharing economy is changing communities, not necessarily for the better. BCHA suggested that all communities become engaged in the issue;
BC Lodging & Campgrounds informed delegates that recent CRA actions could mean serious consequences for campground owners, including the elimination of a significant capital gains exemption on the sale of privately owned campgrounds;
Association of Beverage Licensees referenced their concern about the sale of wine in grocery stores, noting that it will not only impact private liquor store operators, but could also eventually squeeze BC wineries from the grocery store shelves once foreign wineries apply pressure to sell their wines in grocery stores;
Conversely, BC Wine Institute believes more shelf space is needed in grocery stores to allow smaller BC wineries to sell product that otherwise would not be stocked in LDB or private liquor stories.
Day two of the Summit began with Pace Group’s Norman Stowe talking about government priorities leading up to the election in May 2017. He noted that for advocacy efforts to succeed, facts and data are paramount for government decision-making. An entertaining and informative panel presentation on film tourism produced some excellent insight and recommendations on how communities can or should take advantage of productions to drive visitation in their regions. The Summit concluded with an excellent session on Tofino’s recovery from last year’s whale watching boat tragedy.  Mayor Josie Osborne, Tourism Tofino Executive Director Kirsten Soder, and Destination BC’s Wendy Magnes discussed how the response to the incident unfolded and the lessons learned throughout the entire ordeal.
Note… copies of the Summit presentations are available in the members-only section of our website.

And last, but not least, the grand prize draw was presented to a very, very happy summit delegate who went home with a vacation for two aboard Rocky Mountaineer!


Post-event Survey Results
After the Summit, TIABC sent out a survey to solicit feedback from attendees. Below are the highlights:

  • Most important reason to attend is “Networking”, followed by “To support TIABC”
  • 91% of attendees were either Very Satisified or Satisfied with the events (51% were Very Satisfied; 40% Satisfied)
  • For future events, the most important factors are Topics/Theme(s) and guest speakers

Some of the feedback received included:

It connected all of us together and informed us of topics that are new and possibly of concern in the future.”

Well organized, interesting panelists and participants, and good opportunities to network.”

I was hesitant about the time and expense of travelling to Sun Peaks – but the location, the quality of the subject matter and presenters was superb.  I had many conversations with people about the high quality of the meeting.   I heard zero negative feedback! I really appreciated the variety of subjects:  sector presentations, film tourism, emergency communication plus the necessary updates from the Minister, DBC etc.  Well done!”

Destination was superb. Accommodation was fantastic. Food excellent. Opportunity to build on existing relationships – terrific. Opportunity to build new relationships – terrific again. Costs – very im181711 Sunpeaks Summit Logo Webportant – don’t know how you will do it in Victoria – but I bet you will – again, excellent job. Content – possibly most important – very, very good. Key note speaker – first time that a politician actually inspired me – super speaker and great person, with obvious awareness of portfolio, to have in government tourism. Critique – darned if I could think of anything – super event, managed by great people.”




COVID-19 (coronavirus) update: see details