BC Tourism Industry Conference 2026
The Tourism Industry Association of BC held their annual conference last week in Kelowna, BC.
The theme this year was Transformative Power of BC Tourism - which celebrates tourism’s ability to foster cultural understanding, revitalize local economies, and promote stewardship of the province’s natural and cultural assets. It underscores the idea that tourism, when thoughtfully managed, can be a powerful force for positive change and shared prosperity across British Columbia.
A few members of our team, Samantha Hackett, Katie Bilodeau and Danielle Fox, were in attendance, along with Board Members April Robson, Maria Clark & J.J. Belanger. Throughout the day conference, the team participated in a variety of panels and workshops, including sessions on Reconciliation through Tourism, Regenerative Tourism, working with AI and Stewardship, among others.
One panel focused on Tourism, Growth and Reconciliation and featured three Ministers - Honourable Anne Kang, Minister of Tourism, Arts, Culture & Sport; Honourable Lana Popham, Minister of Agriculture and Food; and Honourable Spencer Chandra Herbert, Minister of Indigenous Relations and Reconciliation.
The team also heard announcements from both the Government of BC and Destination BC. Destination BC released its 2026-2028 Corporate Strategy and Global Marketing Strategy, which focuses on sustainable, year-round tourism growth, a long-term initiative to market and invest in the Iconics Strategy, and leveraging events such as 2026 FIFA World Cup. While the BC Governement released the Look West: Tourism Sector Action Plan, which positions tourism as a key driver of economic diversification and growth.
Prior to the conference, Samantha spent a full day with executive staff from most of the province's DMOs, sharing strategies and learning together. Roundtable discussions focused on destination stewardship, support for events and non-profits, product development, and industry growth. Presentations from TIABC, Destination BC, BC Hotel Association, and the Ministry of Tourism, Arts, Culture & Sports highlighted their ongoing support for the tourism sector.
Samantha also participated in a valuable collaboration session with other Resort Community DMOs and District staff to discuss shared challenges and opportunities in resort communities across BC. Topics included infrastructure, emergency planning, and approaches to community engagement. It was incredibly valuable to connect with peers facing similar issues and to exchange insights and best practices. These conversations underscored the importance of collaboration, innovation, and prioritizing community wellbeing in tourism development. We're excited to bring these perspectives into our work here in Tofino.