The Value of Tourism Video Series by TIABC, BCRTS & Destination BC
The Value of Tourism is a series of short videos capturing the essence of the tourism industry’s contribution to British Columbia from the lens of the people who work in the various sectors and regions that make up our province’s visitor economy.
The videos tell stories using concrete examples from both a personal perspective, in addition to how their business, community, region, or sector has made a difference. The interviewees bring the viewer along and paint a compelling yet personable picture.
The Tourism Industry Association of BC (TIABC) partnered with the BC Regional Tourism Secretariat (BCRTS), Destination British Columbia, and PacifiCan to produce the videos.
About the Value of Tourism
Tourism contributes to the high quality of life in British Columbia by supporting arts, sports, Indigenous culture, historical assets, festivals and events, restaurants and pubs, parks and recreation, outdoor adventure, among other sectors and activities. Tourism brings significant international benefits through trade and investment, education, infrastructure development, and immigration.
The tourism industry is comprised of thousands of mostly small businesses, whose voices are often unheard. TIABC and its industry partners in British Columbia must come together to strengthen our collective voice to fully capture the opportunity ahead and overcome the obstacles.
The Value of Tourism (VoT) initiative has been designed to increase the understanding of tourism as a powerful engine for economic, cultural, and social well-being, and to secure cross-government support for tourism investments by describing how tourism benefits every community and region in British Columbia.
This project is also designed to increase interest in tourism as a career choice, as well as provide insight into how tourism can be a catalyst for addressing major issues and opportunities such as climate change, sustainability, reconciliation, workforce, among other priorities.
Share the Value of Tourism
The vignettes and videos are available for use by destination marketing organizations, sector associations, individual operators, and other tourism stakeholders to use in communicating with all levels of government, residents, community and business leaders, organizations, schools and universities, and others to share the Value of Tourism through social media channels, websites, presentations and advocacy initiatives, etc. to help rebuild the reputation and understanding of the importance of the tourism industry post-COVID-19.