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Conversations on the Future of Tourism in British Columbia

Last updated on March 8, 2024

Weather events and the COVID-19 pandemic had a significant impact on the tourism industry over the past three years. This created a desire among industry leaders and the Province to reflect, reimagine and think strategically about the future of tourism.

The Tourism Task Force report in December 2020, as well as Budget consultations in 2021 and 2022 recommended the Province take a thoughtful look at the policies and programs in place that support tourism in British Columbia.

Targeted Conversations With Tourism Stakeholders

To deliver on these recommendations and support the implementation of the Strategic Framework for Tourism in BC 2022-2024, the Ministry led a series of targeted engagements throughout the province on the future of tourism in British Columbia, in fall 2022. The purpose was to engage B.C.’s tourism sector in a conversation about the future of tourism. The Ministry wanted to better understand what’s needed to support a more prosperous and resilient sector over the long term.

Report on What We Heard

Report on What We Heard represents voices of more than 170 tourism partners and 150 organizations. The insights and perspectives gathered will help the Province identify opportunities to support the sector’s sustained recovery.  

It is clear from what was heard that continued collaboration and engagement is needed to achieve collective success. The gathered insights and perspectives offer an opportunity for the ministry and the tourism sector to discuss advancing the visitor economy in B.C. as we emerge from the Covid-19 pandemic.

Areas of Focus

Province-wide engagement sessions validated the ongoing importance of priorities in the Strategic Framework for Tourism in B.C. Key areas emphasized include housing, human resources, transportation, and emergency management. The Ministry and its partners have continued to prioritize work in these areas over the past year.

In follow up to the stakeholder engagements, the Ministry also leaned on the Tourism Renewal Initiative Advisory Committee to assess what was heard from the sector and identify activities that would enhance the tourism landscape in British Columbia.

The Advisory Committee was comprised of the following members: Richard Porges, President & CEO, Destination BC; Ingrid Jarrett, President & CEO, British Columbia Hotel Association; Paula Amos, Chief Marketing & Development Officer, Indigenous Tourism BC; Nancy Small, Chair of the BC Destination Marketing Association; Clint Fraser, Chair of the BC Regional Tourism Secretariat; and Walt Judas, CEO, Tourism Industry Association of British Columbia.

The Advisory Committee has concluded its work and supports the Ministry and partners in continuing the priorities of the Strategic Framework with specific focus on advancing work in the following areas:

  • Coordinated destination management and stewardship;
  • Advancing Indigenous tourism opportunities;
  • Building out a competitive events hosting sector;
  • Attracting investment in tourism enterprises;
  • Enabling more robust tourism data and insights.

The Ministry would like to thank Clint Fraser, Ingrid Jarrett, Nancy Small, Paula Amos, Richard Porges, and Walt Judas for their thoughtful contributions to the Tourism Renewal Initiative and input into the forward-looking areas of focus.

Next Steps

As we move into 2024, the Ministry will continue to work collaboratively with the industry, all levels of government, and interest groups to take a holistic approach to stewarding B.C.’s tourism economy and ensuring that it continues to contribute to the quality of life of British Columbians.