Joint statement on B.C. Tourism Week

Press Release

April 20, 2026

VICTORIA – Anne Kang, Minister of Tourism, Arts, Culture and Sport; Amber Papou, CEO of the Tourism Industry Association of BC; Brenda Baptiste, chair of Indigenous Tourism BC; Paul Hawes, president and CEO of British Columbia Hotel Association; and Richard Porges, president and CEO of Destination BC, have released the following joint statement in celebration of B.C. Tourism Week:

“Tourism is a cornerstone of British Columbia’s economy, supporting communities, creating jobs and driving growth in every region of the province. From year-round resorts to secluded campsites, cultural experiences to hiking trails, tourism is one of our province’s most significant and dynamic economic sectors. Our global reputation as a world-class destination offering exceptional hospitality is a strong economic advantage and a source of pride for British Columbians.

“As we celebrate Tourism Week in B.C., April 20-24, 2026, we recognize the people whose dedication and talent power our tourism sector every day. Their energy, creativity, passion and hospitality shape meaningful, memorable experiences, fuelling B.C.’s reputation as a destination travellers aspire to visit, return to and recommend to the world.

“Year after year, the tourism industry proves itself to be a powerhouse of economic benefit and community strength. In 2024, it generated $23 billion in annual gross revenue and contributed $8 billion to the provincial GDP. It’s one of the most reliable and sustainable sectors. And behind these numbers are real impacts for people in B.C. The industry supports more than 113,000 direct jobs, rising to 163,000 when indirect and induced employment is included, making it one of the largest employers in the province.

“In March 2026, the Province of B.C., in collaboration with industry partners, launched the Look West: Tourism Sector Action Plan, positioning tourism as a key economic generator and source of long-term, sustainable growth. We are at a pivotal moment. As we look to welcome the world to our province hosting the FIFA World Cup 2026, we are presented with a once-in-a-generation opportunity to accelerate this work. This action plan is our road map to double visitor spending by 2036 by continuing to market B.C. as a top-tier destination, improving travel access to and within B.C., leveraging events, mobilizing private-sector investment, and creating a supportive business climate for tourism operators and investors.

“The global spotlight is on B.C., and we are ready.

“The tourism sector is built on strong partnerships and a shared commitment to excellence. B.C.’s accommodation providers are essential to the sector’s growth and success, anchoring visitor experiences and supporting communities across the province. From remote fishing lodges and campgrounds to modern downtown hotels, they support community-building jobs, offering opportunity for career development and a place for young people and newcomers to gain skills and confidence. For visitors, hotels are so much more than just a roof. They are the gateway to new places and a base from which to connect with locals, learn about communities, and then relax and reset for the next day.

“B.C. is a place of immeasurable beauty, rich cultures and vibrant Indigenous communities deeply rooted in connection to land, culture and stewardship. From outdoor adventure to art galleries and museums, Indigenous owned and led tourism businesses and operators are driving one of the fastest growing and most innovative sectors in tourism. One in four visitors to B.C. are seeking an authentic Indigenous experience, reflecting the successes of Indigenous Tourism BC and partners to ensure Indigenous histories, traditions and living cultures remain at the heart of the visitor experience.

“There is so much potential still to unlock. Destination British Columbia has launched six new destination routes and places to strategically spread the benefits of tourism across more regions, communities and businesses, and across more seasons. The Invest in Iconics strategy is a long-term vision for meaningful, sustainable growth by attracting international travellers who stay longer, visit more places and spend more time in local communities. Campaigns are already active in key international markets.

“And we are building from a strong foundation. Vancouver International Airport remains a global front-runner, voted the best airport in North America for the 15th time by millions of global travellers polled by Skytrax and setting new records in 2025 for passenger and cargo volumes beyond pre-pandemic levels. Across the province, investments and strong regional airports and service providers are also playing a vital role in connecting communities, supporting tourism growth by expanding access along with other transportation partners to destinations throughout B.C. Increasingly, B.C. is a destination for major events and conferences, driving visitor spending year-round. The surge in hotel development and new investment reflects these strengths.

“Throughout, it is local people and communities who build these successes one moment, one initiative at a time. This Tourism Week, we’re celebrating every person who makes B.C.’s visitors feel welcome. From the engaging ad campaigns that capture attention and inspire a traveller to choose B.C. to the staff who bring thrilling adventures, attractions and historic sites to life, and those who provide a warm welcome and great meal to visitors when they return at the end of a full day. There are so many people to celebrate and thank in this amazing, dynamic sector.”

Contact:

Ministry of Tourism, Arts, Culture and Sport
Media Relations
250-880-3455

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