PROGRAM
WEDNESDAY, MARCH 1
12:30 - 1:30PM
REGISTRATION OPEN
1:30 - 1:45PM
PLENARY SESSION | OPENING REMARKS & LAND ACKNOWLEDGMENT
Lheidli T’enneh Elder Darlene McIntosh
Simon Yu, Mayor of Prince George
1:45 - 2:45PM
OPENING KEYNOTE
Session sponsored by:
2:45 - 3:00PM
BREAK
3:00 - 4:30PM
PLENARY SESSION | TOWN HALL
Join us for a discussion on national advocacy issues to help the tourism and hospitality industry continue rebuilding as a strong, resilient and determined sector.
Ingrid Jarrett, President and CEO of BC Hotel Association
Walt Judas, CEO of Tourism Industry Association of BC
Robert Pratt, President of Sandman and Sutton Place Hotels
Marc Seguin, Vice President, Policy and Government Affairs of Tourism Industry Association of Canada
Brady Smith, Chief Strategy Officer of Indigenous Tourism Association of Canada
Session sponsored by:
6:00 - 6:30PM
TRANSPORTATION TO WELCOME RECEPTION VENUE
6:30 - 9:30PM
WELCOME RECEPTION AT THE NEW CALEDONIA NORDIC SKI CENTRE
Hosted by Tourism Prince George and Northern BC Tourism Associations, the Welcome Reception will be held at the Caledonia Nordic Ski Club. Join us for a night of Northern BC food and drinks, optional outdoor activities and indoor live music and experience this beautiful facility with an impressive sport resume from the 2019 World Para Nordics to the upcoming 2024 Para Biathlon World Championships and 2024 World Para Nordic Skiing World Cup Finals.
THURSDAY, MARCH 2
7:30 - 8:30AM
REGISTRATION & BREAKFAST
8:30 - 10:00AM
BREAKFAST & PLENARY SESSION | CANADA’S TOURISM RENAISSANCE – MAKING BOLD CHOICES
Destination Canada's new agenda will improve Canada's competitiveness, and drive revenue recovery in the short-term and create greater resilience in the long-term. This will be fueled by data that spurs better decisions and more innovation to drive collaboration as well as innovation, empowering decision-makers across public and private sectors.
A look at the key marketing choices Destination Canada has made, choices around audience, how we are working to grow seasonality and build demand for Fall and Winter, as well as first of its kind global partnerships, and finally our new brand strategy which will help Canada stand out from the crowd and be noticed. There will also be an in-depth look at what the Business Events team at DC is doing to help this hard-hit sector.
Presenters:
Marsha Walden, President & CEO of Destination Canada
Sebastien Dubois, Executive Director, Industry Partnerships of Destination Canada
Mark Zanetti, Incentive Specialist, Business Events of Destination Canada
10:00 - 10:30AM
BREAK
10:30 - 11:30AM
BREAKOUT SESSIONS
Room 201-203 | Telling the Story of British Columbians’ Relationship with the Tourism Industry: Present & Future
Using advanced techniques, an analysis of Destination BC’s 2022 Public Perceptions of Tourism Survey has uncovered new ways of considering the relationship that the tourism industry has with its residents. The session will present different ways of thinking about the types of impacts felt from tourism, as well as a segmentation of British Columbians based on their perceptions of tourism. Questions answered during the session include: Who are Tourism Ambassadors? Who are Tourism Adversaries? What regional differences exist? How can we use this information to better tell the story of how our neighbours and communities think about tourism? The session will conclude with a discussion of the future of Public Perceptions research at Destination BC and a new Public Perceptions toolkit in development at Destination BC.
Presenter:
Session sponsored by:
Room 207 | Successful Grant Writing—Tips, Tricks, and Techniques
Join Destination BC for a session focused on successful grant writing, a review of available programs, as well as useful insights and experience from industry experts. Presenters Mathew Wilson (Desolation Sound Holdings) and Samantha Kaji (Three Sisters Consulting) will share proven tips, tricks, and techniques that have led to successful funding applications, some real-world examples and pitfalls to avoid, what funding opportunities are currently available, and what source may work best for various applicants. They will also speak to the federal and provincial Governments continued focus on reconciliation and the value of partnership that we now see predominantly featured in many grant programs.
Presenters:
Mathew Wilson, Managing Director of Desolation Sound Holdings
Desiree Baker, Owner of Robin’s Eye View Consulting
Host: Seppe Mommaerts, Manager, Destination Development
Session sponsored by:
Room 204-206 | Power of Matriarchy: Leadership Lessons from Indigenous Women in Tourism
ITBC (Indigenous Tourism British Columbia) and WORTH Association (Women of Recreation, Tourism and Hospitality) invite you to honour and celebrate the leadership of Indigenous women in tourism. As protectors of knowledge, culture and language, Indigenous women have always been natural leaders. In this panel conversation, we will examine how we create space for Matriarchal leadership in our industry and accelerate more Indigenous women to senior roles. The discussion features trailblazing women who have contributed to the growth of the Indigenous Tourism economy, forging their own path as leaders. Panelists will share their personal, cultural and community perspectives on leadership, offering a roadmap to anyone navigating their career journey in tourism.
Panelists:
Presented by:
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Room 208 | Psychologically Safe Workplaces: Identifying the Hazards & Mitigating the Risks
Join go2HR and CMHA BC Division for an informative and interactive workshop on creating and maintaining psychologically safe and healthy workplaces. In today’s tight labour market, workplace psychological safety should be a priority for employers and industry. This session will provide attendees with immediate tools on how to facilitate psychological safety in their workplace and learn how to build a culture that prioritizes psychological safety in the tourism and hospitality workplace. Get ready to roll up your sleeves and dive into a topic of increasing importance to the workplace of today.
Presenters:
Session sponsored by:
11:30 - 11:45AM
ROOM TRANSITION
11:45AM - 1:00PM
LUNCH & PLENARY SESSION | THE EXPONENTIAL POWER OF RECOGNITION
How do we bridge the gap between what employees need and what organizations are prepared to do? Recognition is the answer. This session will introduce you to a proven process for self, team and organizational recognition called F.R.O.G. Forever Recognize Others’ Greatness™. You will walk away ready to take action to shift your culture right away by raising trust, boosting satisfaction and deepening a sense of belonging among your teams.
Presenter:
Session sponsored by:
1:00 - 1:15PM
ROOM TRANSITION
1:15 - 2:15PM
BREAKOUT SESSIONS
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Room 201-203 | Learn about Destination BC’s Three-Year Marketing Strategy & 2023 Marketing Campaign Plan
Post COVID, as global tourism rebounds more quickly than anticipated, we have an opportunity to shape how we promote tourism to British Columbia. Destination BC’s new three-year marketing strategy is designed to meet the new realities BC’s tourism industry faces, by sharing the benefits of tourism across more seasons and areas around the province. Through their strategy and annual 2023 marketing campaign plan, you will learn about their shift to a revitalized Super, Natural British Columbia brand, as well as their dispersion strategy, starting with the launch of two Iconics this year. The presentation and discussion will include an overview of their direct-to-consumer campaigns, travel trade and travel media partnerships as well as how you can participate in marketing programs.
Presenters:
Karla Grenon, Director Global Marketing Programs of Destination BC
Maya Lange, VP of Marketing of Destination BC
Mika Ryan, Director Global Market Development of Destination BC
Session sponsored by:
Room 204-206 | Tourism Sustainability in Action
Looking at real examples of how businesses can become more sustainable while creating benefits for their business and community, this session will explore case studies from successful businesses and community leaders across BC. Participants will share ideas and discuss practical actions for their own businesses and organizations.
Presenter:
Session sponsored by:
Room 208 | Tourism from an Indigenous Lens
The tourism industry is operating in a new landscape shaped by BC Treaties and proclamations like the United Nations Declaration on the Rights of Indigenous Peoples (UNDRIP) and BC’s Declaration on the Rights of Indigenous Peoples Act (DRIPA) which recognize Indigenous Rights and Titles. What does this mean to tourism operators and the industry? This session shares perspectives on tourism from an Indigenous lens and provides an opportunity for the audience to dialogue with the panel.
Presenter:
Kławum’ Paŧki (Beverley O’Neil), Ktunaxa, Labour Training Program Consultant of O'Neil Marketing & Consulting and Indigenous Tourism BC
Paula Amos, Chief Marketing and Development Officer of Indigenous Tourism of BC
Cheryl Chapman, Xatśūll, Indigenous Tourism BC Indigenous Tourism Specialist for ITBC Cariboo Chilcotin Coast region
Session sponsored by:
Room 207 | The MICE/Business Events Industry - How Events Have Changed & Why You Should Care?!
Like many other industries, the MICE and Business Events industry has experienced some significant disruption over the past couple of years. This disruption has introduced a new set of opportunities and challenges for event producers, event suppliers, host destinations and the rest of the events ecosystem. This session will explore topics such as sustainability, reconciliation, DEI, travel, rising costs, labour and discuss how industry stakeholders can work together to attract, support and execute events that bring benefit to the host communities.
Presenters:
Miranda Ji, Vice President of Sales of Victoria Conference Centre and Business Events Victoria, Destination Greater Victoria
Eli Klasner, Executive Directors of Studio 2880 and the PG Arts Council
Emma C. Parston, Partner of ConnectSeven Group
Jennifer Moore, Owner of Moorsaic Strategic Services Inc. and Business Resiliency Specialist of Northern BC Tourism Association.
2:15 - 2:45PM
BREAK
2:45 - 3:45PM
BREAKOUT SESSIONS
Room 201-203 | Finding Visitors for All Seasons and All Experiences | Hosted by Environics Analytics
This session will explore how to better understand what third party and brand consumption data truly are and how they can be used to support sponsorship programs. Learn how to maximize your database along with other data to identify who your visitors are and better understand what data is out there for your region to inform marketing and product development.
Presenters:
Session sponsored by:
Room 204-206 | Future of Tourism in B.C. – Report Out on What We Heard
As B.C.’s tourism sector continues to recover and adapt from climate, health and economic challenges and adapt to a rapidly evolving visitor economy, the Ministry of Tourism, Arts, Culture and Sport and industry leaders have recognized this time of challenge is also a catalyst for growth and positive change. The recent creation of the Tourism Renewal Initiative builds on this momentum, to explore what systems and supports are needed to strengthen the future of tourism in British Columbia.
Through targeted engagement sessions this winter the Ministry heard feedback, input and ideas about the current challenges facing tourism in B.C., as well as the opportunities to bolster B.C.’s competitive and collaborative tourism ecosystem and improve the lives of British Columbians’ through tourism. Join the Ministry of Tourism, Arts, Culture and Sport team for an overview of what was heard throughout these targeted engagement sessions and the themes that emerged on what is working well, what new ideas emerged and what mechanisms are needed to generate greater resiliency. Workshop participants will also have an opportunity to provide feedback on where the Ministry and the sector should focus their efforts in the short, mid and long-term.Presenters:
Valerie Darkke, Senior Policy Analyst, Tourism Renewal Branch, Tourism Sector Strategy Division of Ministry of Tourism, Arts, Culture & Sport
Nick Grant, Assistant Deputy Minister, Tourism Sector Strategy Division of Ministry of Tourism, Arts, Culture & Sport
Lisa Pilling, Project Director, Tourism Renewal Branch, Tourism Sector Strategy Division of Ministry of Tourism, Arts, Culture & Sport
Session sponsored by:
Room 208 | Travel Digitization – Evolving Trends and Benefits
Over the past 25 years, the end-to-end journey moved from a manual paper-driven system to one increasingly built around digitization. While electronic boarding passes and travel documents are used, the workshop will provide examples of key directions for the future. How will travellers work with current and emerging technologies? Will we be able to address the digital divide? Are there opportunities to create a more welcoming environment for visitors to Canada. The workshop will feature regional, national and international expertise to provide hotel operators, travel industry stakeholders and destination marketing organizations with an understanding the current and future potential for digitization.
Presenters:
Solomon Wong, President and CEO of InterVISTAS + Research Director, Future Borders Coalition
Dave Frank, Executive Director of BC Aviation Council
Uricalee Grant-Barrett, Director, Process Improvement and Predictability of Travellers Branch, CBSA
Kaitlyn Joyce, Manager of Marketing and Air Service Development of Prince George Airport Authority
Derwin Cady, Manager, IT Business Partnership of Air Canada
Room 207 | Share Stories, Inspire Travellers
A panel of travel storytellers will discuss the power of storytelling in inspiring travel. They will share tips, tools and trends on how to stand out in the competitive travel space, turn heartwarming local stories into meaningful promotions and nurture a sense of place to inspire travellers to add an experience to their must-do travel list.
Panelists:
Session presented by:
3:45 - 6:00PM
BREAK
6:00 - 6:30PM
AWARDS GALA RECEPTION
6:30 - 10:00PM
BC TOURISM & HOSPITALITY 2023 AWARDS CEREMONY
Join us for an elegant evening of celebration as we honour the exemplary recipients of the 2023 BC Tourism & Hospitality Conference Awards. Enjoy a cocktail reception, a 3-course plated meal crafted with locally sourced ingredients, and musical talent from Prince George. Interact with industry leaders and distinguished guests in an inviting ambiance that sets the stage for a memorable evening. Don't miss out on this unforgettable night!
FRIDAY, MARCH 3
7:30 - 8:00AM
REGISTRATION & BREAKFAST
8:00 - 8:10AM
BREAKFAST & REMARKS
Brittny Anderson, Parliamentary Secretary for Tourism to the Minister of Tourism, Arts, Culture and Sport and the Premier's Special Advisor on Youth
BC Hospitality Foundation
8:10 - 8:30AM
PLENARY SESSION | CELEBRATE CHUN T’OH WHUDUJUT, THE ANCIENT FOREST
Hadih, or hello in our Carrier language. Welcome to Lheidli T’enneh Territory. Special to this place is Chun T’oh Whudujut, the only inland temperate rainforest in the world. Known to you as the Ancient Forest, the park brings you face-to-face with thousand-year-old western red cedars and a rich biodiversity of plants. Come learn how the Lheidli T’enneh are developing the park to feature a world-class interpretive centre, trails, and new opportunities for recreation and cultural engagement. We also invite you to celebrate with us as we unveil how our Dakelh artistic traditions will express our culture for all the world to see.
Presenter:
Karyn Sharp, Project Manager of Ancient Forest Enhancement Project
8:30 - 9:30AM
PLENARY SESSION | LOOKING AHEAD: TOMORROW’S TOURISM WORKFORCE
The disruptions caused by the pandemic dealt a devastating blow to tourism operators, but they also highlighted some of the deeper structural problems that have tended to underpin common business practices. This is an important moment for the sector: we have a unique opportunity to address our current and future labour challenges, by rethinking how we recruit, train and retain our workforce. We need to change the narrative of tourism as a career destination, and to back up that changed narrative with a renewed focus on policy, operations and traction. Who is the tourism workforce of the future, how do we manage them and how do we keep the best and the brightest engaged in our sector for the long haul?
Presenter:
9:30 - 10:00AM
BREAK
10:00 - 11:00AM
BREAKOUT SESSIONS
Room 204-206 | B.C.’s Tourism Emergency Management Framework: The Plan and Partners in Action
In May 2022, B.C. released the Tourism Emergency Management Framework, designed to ensure that tourism partners collaborate, play a role, and are aligned with the BC emergency management system. The Framework was a collaborative effort created on behalf of the industry by the Tourism Emergency Management Committee (TEMC) consisting of committee co-chairs TIABC (Tourism Industry Association of BC) and TACS (Ministry of Tourism, Arts, Culture & Sport), along with Destination BC, Indigenous Tourism BC, BC Destination Marketing Organization Association, BC Regional Tourism Secretariat, and Emergency Management BC. Join this panel to learn more about the Framework and hear how this plan is being put into action.
Moderator:
Speakers:
Ellen Walker-Matthews, CEO of Thompson Okanagan Tourism Association / BC Regional Tourism Secretariat
Heather MacRae, Regional Manager of Northeast Region, Emergency Management and Climate Readiness (formerly Emergency Management BC)
Session sponsored by:
Room 208 | Impacts of the Short-Term Rental Market
Destinations across the globe are grappling with the negative impacts of short-term vacation rentals (STVR). In British Columbia, STVRs have usurped a substantial supply of an already diluted housing market—driving up the cost of affordability and contributing to our province’s growing labour crisis. In this session, we will explore the effects of STVRs and the broader implications for housing affordability, labour mobility, and labour participation, citing ground-breaking research from McGill University’s Urban Politics and Governance research group (UPGo). We will also provide an update on the advocacy measures the BC Hotel Association is leading in partnership with the Hotel Association of Canada, along with the various regulatory measures and solutions that are being taken to solve this problem.
Presenters:
Session sponsored by:
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Room 207 | Successful Grant Writing—Tips, Tricks and Techniques
Join Destination BC for a session focused on successful grant writing, a review of available programs, as well as useful insights and experience from industry experts. Presenters Mathew Wilson (Desolation Sound Holdings) and Samantha Kaji (Three Sisters Consulting) will share proven tips, tricks and techniques that have led to successful funding applications, some real-world examples and pitfalls to avoid, what funding opportunities are currently available and what source may work best for various applicants. They will also speak to the federal and provincial Governments continued focus on reconciliation and the value of partnership that we now see predominantly featured in many grant programs.
Presenters:
Mathew Wilson, Managing Director of Desolation Sound Holdings
Desiree Baker, Owner of Robin’s Eye View Consulting
Host: Erica Hummel, Director, Destination Development and Stewardship
Session sponsored by:
11:00 - 11:15AM
ROOM TRANSITION
11:15AM - 12:45PM
LUNCH & CLOSING PLENARY SESSION | BACK TO LIFE: TOWARDS A REGENERATIVE TRAVEL & HOSPITALITY ECONOMY
We're nearly a quarter of the way into a whole new Millennium and our experience of the past two and a half decades suggests the bumpy ride might continue. Despite over 40 years of good intentions since the Brundtland Commission introduced the concept of sustainability, our way of being and doing on Planet Earth is less sustainable than ever. Even though Covid proved tourism was not as resilient as it had claimed to be, earnest commitments to embark on a radical reset-rethink post-pandemic appear to have waned as survivors seek to make up for lost time. This presentation takes both a positive and a big picture view of tourism past, present and future to suggest that the hospitality & travel sector does have a unique and powerful role to play in revitalising economies, places and people provided that it returns to its essential purpose and role.
Presenter:
Session sponsored by:
12:45 - 1:00PM
CLOSING REMARKS
