SOUND OFF: Celebrating Tourism Week

Apr 29, 2026 | 4:10 PM

B.C. IS KNOWN FOR our sparkling coastlines, snowcapped mountain ranges and lush forests, which make us a world-class tourist destination. Last week was B.C. Tourism Week, which gave us the opportunity to celebrate all the people, businesses and destinations that welcome visitors and who help to create memorable experiences for people from across the world.

Tourism is a key cornerstone of B.C.’s economy and we are dedicated to supporting the hardworking individuals who share our province’s beauty and culture with visitors. This sector supports more than 113,000 jobs throughout B.C. and is one of the largest small business generators in the province. This prosperity is why we launched the Look West: Tourism Sector Action Plan which sets a clear path to double tourism revenues by 2036.

This plan is our road map to capitalizing on the once in a lifetime opportunity to welcome the FIFA World Cup 2026. As the one-month countdown to the kickoff is about to begin, small businesses and industry partners are getting ready to welcome soccer fans from around the globe. Hosting this event will put a global spotlight on the province as a prime destination for tourism, trade and investment – helping to build an independent economy that works better for people.

Soon, B.C. will take its place on the world stage as Vancouver will host players, teams and fans from around the world. Billions of people will tune in to watch the games and aside from enjoying world class soccer, they will also have the opportunity to experience our stunning landscapes, welcoming communities and diverse cultures. The world will also see something else – the vast potential and opportunity that lives right here in our province.

Seven matches will be held at BC Place in Vancouver and FIFA Fan Festival Vancouver will offer a family-friendly experience, centred around FIFA World Cup 26 matches, including live entertainment, recreational and cultural programming, B.C. food and beverage offerings and more. Thirty-two communities throughout B.C. will also be able to showcase their local talent and charm through soccer-themed events and match watch parties, supported by the province. These local events will celebrate community spirit and provide residents and visitors with an opportunity to experience the vibrant culture and kind people who call B.C. home.

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Our Look West strategy is strengthening B.C.’s tourism sector to support British Columbians now and into the future. Our new Adventure Tourism Hub is streamlining the permit process to so B.C. businesses can deliver popular tourism activities faster and with more certainty. More efficient permitting means outdoor enthusiasts will be able to experience our province’s beauty from unique vantage points such as heliskiing or snowmobiling while British Columbians will benefit from the growing economy.

Here in the Fraser Valley, the Experience the Fraser Project in an ongoing initiative that seeks to upgrade transit infrastructure, revitalize hiking and mountain biking trails, and expand cultural offerings so residents and visitors alike can enjoy all the region has to offer.

Just outside of Kamloops, Paul Lake Park is getting ready to welcome adventurous visitors with their recently revitalized campsites and trails. As part of this $1.6-million project, picnic tables and service centers have been upgraded to be more accessible so that everyone can enjoy the stunning landscape and unique wildlife.

During this time of global uncertainty, our tourism sector is ready to take the lead. B.C.’s tourism industry will deliver sustainable, long-term growth by diversifying our economy, creating high-paying jobs and unlocking potential in rural areas.

Investing in our tourism sector means strengthening entrepreneurship, community vitality and resilience. We are committed to building upon this thriving industry to secure B.C.’s future for all who live, work and play here. Thanks to our industry partners, small businesses and hard-working individuals, people from every corner of the world including British Columbians are able to enjoy all of the beauty and fun that our province has to offer.

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Editor’s Note: This opinion piece reflects the views of its author, and does not necessarily represent the views of CFJC Today or Pattison Media.

by Sunita Dhir, MLA for Vancouver-Langara

SOUND OFF: Celebrating Tourism Week

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