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Wildfire Economic Damage To B.C. Tourism Still Being Counted: Minister

Tourism Minister Lana Popham says interest in B.C. Far exceeds reputational damage after wildfires

Minister of Tourism, Arts, Culture and Sport says interest in B.C. As a tourism destination far exceeds any reputational losses caused by this year's wildfire season. (Colleen Flanagan/The News)

Tourism Minister Lana Popham predicts B.C.'s tourism industry will overcome any losses in reputation this year's wildfire season may have caused.

Popham acknowledged news about B.C. Wildfires can quickly travel around the world, but also warned against an over-reaction.

"It is of course always a concern, but I have to say that the global interest in our destination far exceeds any of the reputational damage that would have come from the forest fires this year," Popham said.

She made these comments as her ministry continues to assess industry damage following wildfires that either directly or indirectly impacted key tourism regions including the Okanagan, Shuswap and west coast of Vancouver Island.

Popham said numbers are still coming, adding that the situation is fluid. Their assessment will determine the eventual level of government help given tourism operators.

Tourism operators received a piece of good news last week when the federal government extended the deadline for repaying loans received under the Canadian Emergency Benefit Account program by two years to the end of 2025. Tourism operators had called for the extension and Popham welcomed it. The BC Chamber of Commerce also welcomed it, but said more could have been done.

Popham said she will have a better idea of the available support for tourism operators following an upcoming meeting with her federal counterpart Soraya Martinez Ferrada.

Popham has already met with tourism operators in the Okanagan at two town hall-like meetings in Penticton and Kelowna shortly after the end of a southeastern B.C. Travel ban instituted as part of the emergency response to the escalating wildfire situation last month.

"When we went up fairly soon after things had opened up again, so I would say that people were still generally in shock over what had happened," she said. "It was a difficult conversation to listen to, because emotions were very visible."

But Popham said the feedback she received was valuable and led to the recovery marketing campaign currently underway.

Led by the province's tourism marketing arm Destination BC, the campaign encourages British Columbians, Albertans and residents of Washington State to explore B.C., especially regions which wildfires had affected.

People know that tourism operators experienced a difficult summer and want to know what they can do, Popham said.

"The best they can do is go visit," she said.

While tourism is entering its shoulder season, Popham called it the "most magical time" to travel around the province.

"If you want to help B.C., explore B.C. Right now," she said.

Popham also encouraged British Columbians to support restaurants, which are very much part of the tourism industry.

As tourism operators are still taking stock of 2023, they also continue to turn their attention toward making the industry more resilient in the face of climate change, with wildfires, drought and other climate-related conditions expected to become more frequent and severe.

RELATED: Climate change cost B.C. Tourism '$100s of millions, never to be recovered'

Popham acknowledged the importance of sustainability in face of those factors, noting that hospitality industry has already shown itself "very, very aggressive" in saving water and energy. Other types of businesses, she added, will require additional help, pointing to available funding under the heading of destination development.

Popham also outlined additional efforts to diversify the tourism sector. They include expanding the provincial network of trails to attract low-emission travellers, she said. While the strike of Hollywood actors and writers has shut down the provincial film industry, Popham also points to plans to combine both the tourism and film industry through the concept of film tourism.

British Columbia is also set to host a number of marque events, including 2026 FIFA Men's World Cup games.

Overall, Popham struck a bullish note about tourism in B.C.

"It's going to be better than ever," she said, when asked what tourism in B.C. Will look like five years from now. "We have so much to offer here."

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Sooke's Regional Hotel Tax Proposal Gains Momentum

Gail Scott, economic development officer for the District of Sooke, is working on a regional tourism and economic plan that involves a hotel tax. (Submitted photo)

Proponents of a proposed regional hotel tax have no reservations about its necessity.

The District of Sooke has been collaborating with a large, diverse group of stakeholders on a provincial accommodation tax, also known as the hotel tax, for the past eight months.

"We have a lot going on, and we're making headway on the tourism and economic fronts," said economic development officer Gail Scott

The group includes local organizations, government representatives, and residents from Sooke to Port Renfrew and Metchosin. They recently received approval for funding from Destination B.C. To develop a concept for a regional plan.

"We'll be starting right away and working with Louise Brown, a facilitator with Destination BC," Scott said. "I've been impressed by her expertise, knowledge, and experience in tourism destination development."

Brown will work with stakeholders through the end of March on a plan incorporating Metchosin and Sooke to Port Renfrew.

"We need a new plan. Sooke's last one was in 2008, Metchosin hasn't developed one yet, and Port Renfrew wants to develop one," Scott said.

"Collaborating on a regional plan benefits all parties, and we have to have one in place before the province will approve an application to the municipal and regional district that would enable us to start collecting a two-to-three percent accommodation user fee, also known as the hotel tax. These funds would be used for marketing and branding our fantastic region, as well as housing projects."

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Mike Menard, president of the Sooke Region Chamber of Commerce, said the tax is "absolutely necessary" to promote Sooke, tourism, and economic development.

"It's extremely important to do that in a way that includes the surrounding areas," he said.

Scott said a regional approach is a focus of another initiative the district is working on, which would create a community investment cooperative.

"That would enable us to secure funding to support small and medium-sized businesses in the community, promoting their sustainability and growth," she said.

A meeting on Friday (Sept. 15) with various stakeholders from Sooke to Port Renfrew will discuss seed funding for that project.

The district is also collaborating with Royal Roads University on a project specific to tourism development and food security.

What Does B.C.'s Brutal Wildfire Season Mean For The Future Of The Tourism Sector?

As British Columbia grapples with its worst wildfire season on record, there are new concerns about how the fires could affect a tourism industry still recovering from the COVID-19 pandemic.

B.C. Has declared a provincial state of emergency, which includes restrictions on travel to the province's Central Interior and southeast.

That move has put the brakes on travel plans for thousands of British Columbians, along with out of province and international visitors like Sharon Hargroves, who had planned to take the Rocky Mountaineer on Sept. 1.

2:36B.C. Wildfires: Kelowna residents facing grim reality of fire disaster

"We're rather devastated I'm afraid," she said.

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"My heart goes out to the people — our holiday is second to their livelihoods and their lives — but yes its a bit disappointing, it's a once in a lifetime holiday and its not to be by the looks of things."

News of the devastating wildfires has made international headlines, and with fire seasons getting longer and fires getting more intense, it raises questions about the province's reputation as an outdoor recreation destination.

"Our reputation as an outdoor adventure natural wildlife area is very important, and is certainly the most important brand we have in the international market," said Ellen Walker-Matthews, president and CEO of Thompson Okanagan Tourism Association.

Walker-Matthews said tourism associations were working with operators and provincial tourism agency Destination BC to respond to the fire crisis, while protecting the industry.

That includes real-time communication with tour operators to make adjustments for international visitors such as shortened stays in some parts of the province or shifting tours elsewhere in B.C.

It also includes working with operators about more flexible cancellation and refund policies.

2:30B.C. Wildfires: Shuswap residents frustrated after shutdown of supply route

"It's not that set in stone anymore, people are trying to make sure they do save their business' reputation by doing the most flexible things they can with their visitors," she said.

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"When it's time to come back we really hope they'll come back and support us through the fall and winter. These are small business operators, a lot of times this is their entire livelihood, they really depend on these last three weeks of august that they've now lost."

British Columbia's twisting highways through mountains and valleys are a popular summer destination for motorcycle tourists from across North America, but that too may be changing according to Renee Charbonneau, executive director of the Canadian Motorcycle Tourism Association.

Charbonneau said tour operators have had some luck on Vancouver Island and for parts of July, but that when the smoke rolls in it becomes a major problem.

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"Air quality, especially when you're on a motorcycle, is extremely important. You don't want to be driving all that toxic air into your lungs if you don't have to," she said.

"The wildfires have impacted touring in a big way. People have been basically having to adjust their schedules all summer long."

2:46B.C. Wildfires: Early survey of fire damage shows at least 50 homes destroyed

With travel restrictions in place for fire-affected areas, the province is urging the tourism industry — and Airbnb hosts — to be flexible with guests.

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"We're really asking them to take the same approach that we're asking commercial hotels to take, which is to have understanding about the fact that we're asking people not to travel to the area, not to be tourists in disaster areas in the province, and to be flexible around refunds," B.C. Premier David Eby said Monday.

"We're calling on the company to be supportive of that. And and certainly people who are hosting to be supportive of that, that's our expectation."

Eby said the province was also looking at support for the tourism sector, but noted that hotels throughout the interior are fully booked with firefighters, health-care workers and other emergency crews deployed to the fire zone.

Hargroves said she's crossing her fingers the situation improves and that trip to the Rocky Mountains may yet be a reality.

And she said while the reality of B.C.'s worsening summer wildfire seasons may change the way visitors like her see Canada, it likely won't keep them away.

"I think people will be a lot more careful about when. I think people are starting to question long-haul flights anyway and if this is a sight we shouldn't be doing as much.

© 2023 Global News, a division of Corus Entertainment Inc.

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