December CEO Message

As we take a step backwards in the pandemic, I reflect on the rollercoaster ride and ongoing hardships that BC tourism and hospitality businesses have endured again over the last year. Through it all, each of you has demonstrated resilience, innovation, and inspiration. And most importantly, you’ve been there for your workers and community. And for that, I applaud you and offer our support wherever possible to move through this next wave.

Given the season, I turn my focus to the light in life. I am grateful to live and raise my family in a province whose beauty, opportunity, and social systems are second to none. I’m thankful to work in an industry that’s a part of the fabric of the provincial economy whose import is weaved into the communities in which we all work, live and play. I’m proud to lead an organization whose mission is to support employers and workers who have dedicated their talents to providing visitors with experiences and memories that endure the test of time. I, like you, look forward to brighter days ahead.

To close, I’ll share a recent quote from Bill Gates when discussing the Omicron variant, “Someday the pandemic will end, and the better we look after each other, the sooner that time will come.”

Take care – All the best for the holidays and a happy New Year.

Krista