As the tourism industry reboots at the tail end of COVID, a focus on sustainability is crucial
In recent months, Walt Judas, CEO of the Tourism Industry Association of BC (TIABC), has travelled the province speaking with tourism operators, getting the proverbial lay of the land as another busy summer approaches.
“Virtually everyone is really bullish,” Judas says. “In other words, business is looking good, the bookings are up, the travellers are there and experiencing the products and services that our industry offers. The prospects look good for the future.”
That’s good news for the industry, and a far cry from the past two years of COVID-tinged uncertainty—but it’s not to say everything is smooth sailing from here.
Labour, housing and inflation remain hurdles for the industry, as does the lingering effects of a two-year-and-counting pandemic.
“I think what you’re seeing too, though, is significant burnout, as people worked extremely hard to try and…