Manic Monday – We can’t out spend them but that doesn’t mean we can’t outwit them!

Midnight Musings from our CEO

The message at the BC Tourism Industry Conference put on successfully this past week by the Tourism Industry Association of BC (TIABC) was clear; “we don’t have the financial resources to outspend our competition but working collectively we do have the ability to out perform them!”

Key to a winning strategy has long been “the right message at the right time in the right place to the right person”, and this has become increasingly possible and measurable through today’s ever adapting technologies. Working closely with technology partners like Google, coordinating tourism resources at every level, tagging, targeting and re-targeting potential online visitors;  Destination BC’s #explorebc channels are already outpacing the likes of states such as California and the journey has only just begun!

I truly appreciated the outstanding presentations delivered by our industry leaders Marsha Walden, Maya Lange, Grant Mackay, and Jon Mamela of Destination BC and Destination Canada respectively.  In the coming weeks, TOTA will be working closely with these organizations and our community DMOs to ensure that regional stakeholders are similarly poised to benefit from the power and possibility of data driven digital and social initiatives that will assist to not only inspire visitation but connect products and services closely to guests that are ready to book.

Further, with double digit growth in national and provincial tourism numbers and strong projections for 2017, it was welcome news that Minister Shirley Bond and the BC Liberal Government delivered a message of support for the industry. Going forward, the Minister announced that the provincial funding for Destination BC will not only be set at a baseline of $50 million but a further $5 million will be available over the next 6 years based on certain Key Performance Indicators. Based on what I saw I believe these additional funds once earned will be allocated in new and exciting ways.

With confirmed funding and a strong and focused national and provincial tourism direction there has never been a better time in our industry to build market share to grow a loyal customer following.

Congratulations Walt Judas and the TIABC Board for putting on such a successful Conference!


A Few Highlights from this Weeks News Centre…

Critical to growing visitation to our region is Air Access and we are very excited to hear the news from YLW this week for European flight arrivals that are in the “wings” (read more); 2017 is not only Canada’s 150th Birthday but it also is the International Year of Sustainable Tourism, what can your business do? (read more); beyond the Oscars last week was awards week in our region and in the province. Congratulations to 8th Generation employee Yolanata, who was recognized as employee of the year at the BC Tourism Industry Awards in Victoria, and to all the winners at this years Tourism Kamloops awards (read more).

Read all of this weeks News Centre stories at

We hope you keep following and contributing on TOTA’s Facebook and Twitter sites throughout the week; send us your stories, photos, events  and remarkable experiences. Make sure the industry knows what is happening around our region and be sure to use the #route97 and #explorebc when posting your tourism shots and stories from around the region.

REMINDER:  please us send your 150 Celebrations activities and events to

All News