Balancing Choices – People, Planet, and Profit
Chris Fields is an informative, entertaining, and insightful strategic humorist with a serious message: dare to be different and reach highest aspiration or join the burgeoning ranks of the unnoticed. Chris’ 30+ years of award-winning community economic development experience has been dedicated to reconnecting people to the power of community-building. His dry sense of humour and no nonsense, cut-through-clutter style challenges conventions and leaves people with inspiration to “make community-building personal.”
Learn more about Chris here
Session Description
5 Ways to Achieve the Tourism Exceptional
Each of us wants to rise to the occasion – in our personal lives, professional lives, and as part of a community creating a bright future. But the big question – the stumbling block we often run into – is how? What’s holding us back and how do we plan for an ambitious future amidst a world of exponential change and the inherent challenges of democratic governance? In a presentation that is described as informative, entertaining, and a little bit crazy, five ways to leap the hurdles that stand in the way of exceptional spaces, places, people and tourism are explored. You will be challenged to think differently about what you do and what you can do to elevate tourism, your community, workplace, and your daily life.
Conner is the founder of Junction, an award-winning digital consulting firm based out of Vancouver. Since 2010 they’ve been helping companies to embrace digital as an essential part of their business, working with brands like Destination BC, The Wickaninnish Inn, Fairmont Hotels and Travel Yukon. He was recently named to Business in Vancouver’s 40 under 40 list.
He’s also the author of The Brief, a weekly digital strategy newsletter that recently won the Marketing News Canada Best Newsletter award and this year’s CSuite Award. Conner is a frequent University guest instructor, conference speaker, and most recently, the President of eLearningU - North America’s largest online learning platform for the tourism industry.
Session Description
AI - Your Business SuperPower
An interactive session that introduces and educates on a AI as a transformational tool that can enable you to do more of what you love. The session will include specific examples using free tools and inspire attendees to imagine creative applications of the technology in their own businesses. Using live examples, your attendees will learn how to they can lean into AI for their own organizations, as well as important considerations that they need to ensure that they’re using AI responsibly.
Maya Lange is the VP, Global Marketing for Destination British Columbia. In her role, Maya and her team lead the marketing efforts in 12 domestic and international markets via the Super, Natural British Columbia® brand. A passionate British Columbian raising a young family, she loves road trips, skiing and exploring BC’s hidden wonders.
Session Description
The Great Wilderness
Destination BC is transforming the way travellers see British Columbia. We’re sharing compelling reasons to travel to BC with global travellers by creating new iconic, inspirational brands that will strengthen travel appeal in all areas of BC in more seasons. Maya will share details on our second Iconic brand to launch, The Great Wilderness, including recent media and activation events in Germany. Learn how Destination BC’s new approach to branding and supporting the development of Iconic routes and places, can benefit your community, business and organization.
Walt has been involved in the tourism industry for over 30 years, having worked at BC Pavco, Port Metro Vancouver, and Tourism Vancouver prior to joining the Tourism Industry Association of British Columbia (TIABC) in May 2015. As CEO, Walt leads multiple advocacy/policy files, sets the strategic course for TIABC, builds relationships with members and industry stakeholders, and communicates the value of B.C.’s visitor economy to various constituents.
Before TIABC, Walt spent 15+ years at Tourism Vancouver as Vice President of Marketing Communications, Membership and Sport.
Over the years, Walt has held dozens of board and committee positions. At present, he is on tourism program advisory committees for Capilano University, Western Community College and Vancouver Community College. He also serves on the City of Vancouver’s Sport Hosting Grant Committee. In 2021, he was appointed Chair of the Provincial & Territorial Tourism Industry Association and currently serves on the board of the Tourism Industry Association of Canada.
Session Description
New Government, Now What?
With the 2024 provincial election in the rear-view mirror, Walt will discuss the implications for BC's visitor economy and the advocacy priorities TIABC will be looking to advance in 2025 and beyond. Critical policy files include the need to further develop the province’s transportation networks and infrastructure, particularly for rural British Columbia. Other priorities include financial support for businesses affected by various crises, and resolving land use permit and tenure renewal roadblocks that are hampering adventure tourism businesses. Walt will also touch on workforce, housing, land use, DRIPA, new product development, funding, education, and other issues.
Clint Fraser has been the CEO of the Northern BC Tourism Association for 10 years. In the CEO role, he leads and supports the team at NBCTA in their work to further enhance the tourism industry across the north. Clint has represented NBCTA on different committees/boards and is currently the Chair of the BC Regional Tourism Secretariat and a member of Destination BC's Provincial Tourism Marketing Committee. In addition, he continues work to market the region to film producers and location managers with the intent of developing a viable film industry in northern BC. Clint served as the marketing director for 11 years before becoming the CEO
Session Description
Annual NBCTA Update
Hear the latest on trade, media, destination development and stewardship, industry development, marketing, and content generation initiatives from Northern BC Tourism.
Krista Lochhead is a seasoned professional with nearly a decade of experience in hospitality and tourism, notably with Hatch Comms. Her expertise spans luxury hotel operations, wine promotion, and ski resort launches. Known for her proactive work ethic and energetic approach, Krista excels in media relations and crisis communication, leveraging global insights and strong media relationships to guide clients while securing significant earned media coverage. She demonstrates a commitment to advancing skills through certifications and speaking engagements focused on crisis communication and evolving tourism trends.
Session Description
Tourism Crisis Communications Preparedness: Media Training and Emergency Management Support
Discover strategic media training to navigate crises and enhance response capabilities. Explore the impact of the 2023 forest fires on tourism community leaders and how Hatch and the BCRTS supported the sector and their key takeaways. Learn effective strategies for managing sensationalized media headlines and their influence on tourism. Gain insights into best practices in media training to uphold industry resilience. Acquire tools and proactive strategies for crisis preparedness and effective visitor communication, ensuring sustainable tourism practices amidst a changing climate.
Patrick Lucas is an award-winning registered professional planner with twenty-five years experience in community and economic development, land use planning, recreation and tourism. As a specialist in Indigenous community development, he has worked with dozens of First Nations throughout western Canada developing and implementing economic development initiatives that have led to enduring community enhancement and well-being.
In 2012, he founded the Indigenous Youth Mountain Bike Program, a provincial initiative to support First Nations to assume a leadership role in trail planning, construction and maintenance on their lands and territories as well as to engage with the outdoor adventures sport and recreation industry. Patrick is an experienced educator and trainer and recognized advocate for reconciliation between Indigenous and Settler Canadians.
Session Description
Supporting Indigenous Trails
Nature trails that support recreation and cultural activities are a central priority for many First Nations throughout British Columbia and can contribute to building relationships with the broader community. Patrick Lucas, project coordinator with First Journey Trails, will share insights as to how supporting the development of Indigenous Trails can benefit First Nation communities, stimulate business start-up, and build relationships that foster reconciliation.
The Supporting Indigenous Trails presentation will convene a broad range of leaders and subject matter experts with experience in the development of nature trails and recreation with and for First Nations.
Session Description
Supporting Indigenous Trails
Nature trails that support recreation and cultural activities are a central priority for many First Nations throughout British Columbia and can contribute to building relationships with the broader community. Patrick Lucas, project coordinator with First Journey Trails, will share insights as to how supporting the development of Indigenous Trails can benefit First Nation communities, stimulate business start-up, and build relationships that foster reconciliation.
The Supporting Indigenous Trails presentation will convene a broad range of leaders and subject matter experts with experience in the development of nature trails and recreation with and for First Nations.
Master of Ceremonies
Simon Ratcliffe is a seasoned photographer with over 40 years of experience capturing the rugged beauty of British Columbia. Specializing in tourism, portrait and landscape photography, Simon has dedicated his career to showcasing both the region’s people and its pristine wilderness. His work, known for its vivid portrayal of natural light and vast, untamed spaces, has been featured in travel publications and promotional campaigns. Simon’s photography not only draws visitors to British Columbia, but draws together the communities that make up this majestic landscape. Simon lives in Steveston in Richmond with his wife of 40 years, with his daughters and their families close by and feels lucky every day
Our summit will bring together industry experts, travel enthusiasts, and local businesses to discuss the latest trends, strategies, and opportunities in Northern BC's tourism sector.
Expect engaging discussions, insightful keynote speakers, and interactive workshops that will equip you with valuable knowledge and insights. Connect with like-minded individuals, forge new partnerships, and gain inspiration to take the tourism sector to the next level in the region.
