TIABC CEO, Walt Judas: Message on Announcement of Federal Ministry of Tourism

Originally published in a TIABC Newsletter on October 29, 2021

“One of our sector’s advocacy wins in recent years was the establishment of a dedicated provincial tourism ministry. Although other related sectors make up the entire portfolio known as the Ministry of Tourism, Arts, Culture and Sport, the fact that tourism is at the top of the list suggests to me that our industry is important to the province and worthy of attention. But it wasn’t always the case.

In 2001, the government of the day folded the Ministry of Small Business and Tourism into another portfolio and essentially buried it. I recall the outcry from industry leaders who viewed the move as ill-conceived and a huge step backward for our sector.

The furor died down somewhat when then-Premier Gordon Campbell told delegates at the BC Tourism Industry Conference to stop whining (I’m paraphrasing) about not having a dedicated tourism minister or ministry because HE was the defacto head of BC’s visitor economy and was personally looking out for our best interests.

Fast forward to 2010, when in a similar move, government axed Tourism BC as a crown corporation and moved it into a ministry known as Tourism, Culture & the Arts. Industry leaders again cried bloody murder for a few years. After re-emerging as a crown corporation in 2013, the new ‘Destination’ BC would ultimately report to a few different ministries and ministers before settling down under the umbrella of the Tourism, Arts, Culture & Sport (TACS) ministry in 2017.

When I look back at various provincial government regimes over the last two decades and consider how the tourism portfolio has mostly bounced around between ministries and occasionally stood on its own, I’m somewhat surprised yet encouraged by the fact that despite (some might say because of) not having a stand-alone ministry within government for much of that time, the sector nonetheless performed remarkably well.

That said, the opportunities to grow and reshape our industry, recover from the pandemic to become a key economic driver once again, address societal challenges around sustainability, poverty, inclusion, and reconciliation, among other priorities can best be achieved when the tourism industry is under the oversight of a designated minister or ministry.

In other words, when given prominence as a primary sector…which in government parlance includes sufficient ministry budget and support staff, constructive policies, a seat at the cabinet table, oversight of crown agencies such as DBC and Pavco, and regular engagement with industry…our sector has a much better shot at meeting government and industry objectives (notwithstanding the current pandemic challenges) because of strong ministerial support and leadership.

The same principle applies at the federal level where multiple industry and government objectives can be accomplished under the guise of a dedicated tourism minister or ministry. Earlier this week, Prime Minister Trudeau appointed a new minister to oversee the critical tourism file instead of piling responsibilities onto another minister’s long list of priorities. From my perspective, it’s a very positive move and one that we need to capitalize on.

While I don’t know anything about Hon. Randy Boissonnault other than what I’ve read in his bio, the fact that he’s from the west and now has specific duties related to tourism and finance, bodes well for our industry’s future, especially in view of new tourism and hospitality specific support measures recently introduced that are so desperately needed for businesses to survive and rebuild.

I look forward to meeting with the new minister very soon. In the meantime, I know Hon. Melanie Mark is keen to get together with her new federal counterpart given the long list of issues and opportunities that need to be addressed vis-a-vis BC's visitor economy.

I really hope that having a dedicated federal minister overseeing tourism in Canada to complement TACS in British Columbia becomes the new norm from this point forward no matter who’s in power. We simply can't afford another giant step backward at any point during our sector's long road to recovery here at home and across Canada.”

- Walt Judas, CEO, TIABC