By Spencer Chandra Herbert, Minister of Tourism, Arts, Culture and Sport
Walt Judas, CEO, Tourism Industry Association of BC
Brenda Baptiste, chair, Indigenous Tourism BC
Paul Hawes, president and CEO, British Columbia Hotel Association
Richard Porges, president and CEO, Destination British Columbia
667 words

British Columbia’s tourism industry is an economic powerhouse. It’s also a symbol of resilience, innovation and culture. As we celebrate Tourism Week in British Columbia, April 7-11, 2025, we recognize the thousands of people and businesses that drive our tourism industry — people who bring energy, passion and exceptional hospitality to visitors of our province. Their hard work strengthens our communities, fuels our economy and makes B.C. a world-class destination.

Tourism contributes $22.1 billion in annual revenue and $9.7 billion to our GDP. With nearly 17,000 businesses and 126,000 people employed, tourism is a pillar of our economy and one of our largest small-business generators. The growth rate of tourism GDP, exports, employment and tax revenues exceeds the provincial economy as a whole and is forecast to continue to do the same in 2025 and beyond. It’s also a major source of first jobs for young people, newcomers and Indigenous people. Tourism provides valuable skills and career pathways, while also offering well-paying, long-term careers in communities throughout the province. Hotels and the broader hospitality industry are a cornerstone for local employment, particularly in smaller communities. The hotel industry achieved a record-high average occupancy rate of 82.2% in August 2024. But beyond the numbers, tourism is about people: employees and passionate owners and operators who bring our landscapes and cultures to life for visitors from around the world.

British Columbia is a place of breathtaking landscapes, rich cultures and vibrant cities. Every corner of our province offers something unforgettable, from the Cariboo Chilcotin to Vancouver’s coast and mountains. Visitors come to taste Okanagan and Cowichan Valley wines, experience storm watching and surfing on Vancouver Island, take Indigenous cultural tours in Haida Gwaii, relax at mountain resorts in the Kootenays and embark on wildlife tours in northern B.C. They come for adventure, culture and connection. The world is taking notice and visitors are arriving in record numbers.

Despite inflation and climate-related disruptions, people in the tourism industry are incredibly resilient. Record government funding of $500 million over four years, industry collaboration and community support have helped B.C. remain an attractive, welcoming destination.

The cruise sector is a perfect example. After a difficult few years, 2024 saw a record-breaking cruise-ship season, and 2025 is set to bring record passenger volumes and increased demand. With more sailings in Vancouver, Victoria and Prince Rupert, we welcome travellers from across the globe, injecting millions into local economies and showcasing B.C.’s breathtaking coastal beauty. Vancouver International Airport also recorded the second-highest passenger count in its history, with 26.2 million travellers in 2024.

One in four visitors to B.C. seeks authentic Indigenous experiences, one of the fastest-growing sectors of the tourism industry. Beyond its economic impact, Indigenous-led tourism nurtures cultural reconciliation and resurgence, ensuring that Indigenous voices, histories and traditions remain at the heart of the visitor experience. It is a movement rooted in connection, culture and stewardship. Indigenous tourism ensures that tourism nourishes the land, the people, and the spirit and well-being for all.

Destination BC and its community partners market the province under the Super, Natural British Columbia brand, attracting visitors from the U.S., Australia, Germany, the U.K., Mexico, and beyond. Events like the recent Invictus Games Vancouver Whistler 2025 and next year’s FIFA World Cup 2026 put B.C. on the world stage, creating even more opportunities for growth and prosperity for everyone.

As we navigate economic uncertainty, tourism remains a cornerstone of stability and opportunity. When times are tough, tourism helps carry us through, providing a reason to celebrate, gather and look forward to a thriving future. And that future is bright. With increasing global demand for unique and sustainable travel experiences, B.C. is well-positioned to lead the way, and we continue to welcome everyone to visit.

This Tourism Week, let’s recognize the industry’s incredible impact. Let’s celebrate the workers, entrepreneurs and communities that make B.C. a place people want to visit again and again. And let’s continue to support and invest in this vital industry, because when tourism thrives, B.C. thrives.