TIABC's Voice of Tourism

Episode 48 - Matt Jennings

In this episode of TIABC's Voice of Tourism, Walt Judas welcomes Matt Jennings, Executive Director of the BC Fishing Tourism Association, for a wide-ranging conversation about fishing, rural tourism, and the future of BC's angling sector. Matt shares how growing up in the small community of Little Fort, where his father ran a fly shop on Fishing Highway 24 for over 30 years, eventually led him back to the fishing world after years of traveling, working in silviculture, and living part-time on a Caribbean island off the coast of Nicaragua. What started as a part-time marketing gig with the association grew into a full-time role leading advocacy and the provincial Fishing BC marketing campaign on behalf of roughly 150 freshwater resorts and angling guides. The conversation digs into the real challenges facing fishing tourism operators: Crown tenure costs, the loss of lakeside resorts to private buyers, access and opportunity for guided anglers, and the complexities of navigating both provincial and federal fisheries regulation. Matt explains why he remains bullish on the sector's future, pointing to BC's unmatched diversity of freshwater and saltwater experiences, the sustainability of stocked lake fisheries funded by licence holders, and a promising trend of First Nations communities purchasing and operating fishing lodges as part of their economic development strategies. He also reflects on what rural tourism means in BC, calling his stakeholders "pioneers" who have been drawing visitors to remote corners of the province for generations, and makes a case for keeping fish and wildlife management in the hands of passionate non-profits rather than government bureaucracy.

Episode 47 - Royce Chwin

In this episode of TIABC's Voice of Tourism, Walt Judas welcomes Royce Chwin, President and CEO of Destination Vancouver, for a wide-ranging conversation on leadership, city building, and the future of Vancouver's visitor economy. Born and raised in the Lower Mainland, Royce shares his non-linear career path, from cleaning grease traps and opening Boston Pizza franchises to leading Canada's national tourism brand and eventually running one of the country's top destination management organizations. The conversation covers Destination Vancouver's transformation from a traditional sales-and-promotion DMO into a full destination management organization, tackling everything from hotel development policy and attraction investment to downtown safety and new international market opportunities. Royce details how the Hotel Development Task Force moved the city's pipeline from 9 to 28 properties, why Vancouver needs to reach 10,000 hotel rooms by 2050, and what the 2026 FIFA World Cup means as the next "leapfrog moment" for a city that is the only one in the world to have hosted a World Expo, Winter Olympics, FIFA Women's World Cup, and Men's World Cup. He also reflects on AI adoption at Destination Vancouver, the irreplaceable human element of tourism, and why curiosity and a mindset of change are at the core of his leadership philosophy.

Episode 46 - Marsha Walden

In this episode of TIABC's Voice of Tourism, Walt Judas welcomes Marsha Walden, President and CEO of Destination Canada, for an engaging conversation about her remarkable career journey and Canada's ambitious tourism future. Born to Dutch immigrants in Vancouver, Walden shares how her father's hotel business sparked her early connection to tourism, beginning with her first job as a buffet attendant at the planetarium. She traces her path through 17 years in advertising with Baker-Lavic and BBDO, the BC Lottery Corporation, and seven years leading Destination British Columbia before taking the helm at Destination Canada during the pandemic. Walden discusses Canada's strategic goal to reach the global top 10 in tourism competitiveness, currently ranking 11th, through seven key levers including labour supply, investment attraction, air access, and sustainability. She reflects on the industry's challenges and optimism, the innovative Open Home campaign reassuring American visitors they're welcome in Canada, and the transformative role destination organizations must play beyond marketing. As she prepares for retirement after 40 years in business, Walden looks forward to time with her three young grandsons, travel with friends, and enjoying her off-grid cabin in Howe Sound.

Episode 45 - Starr McMichael

In this episode of TIABC's Voice of Tourism, Walt Judas welcomes Starr McMichael, owner and president of Starrboard Enterprises, for a conversation spanning decades of tourism innovation on southern Vancouver Island. Starr shares her journey from cleaning the heads on the historic Princess Marguerite turboelectric vessel to building the Truffles Group and becoming a governance leader with her Institute of Corporate Directors designation from the Rotman School of Business. She reflects on co-founding the IMPACT Conference, now entering its ninth year, which brings together cleantech innovators, Indigenous leaders, and tourism professionals to advance regenerative business practices. Starr discusses the power tourism professionals have to drive change, the importance of including local communities in business decisions, and why she believes the conversation around regenerative tourism is still evolving. Her philosophy of leading with gratitude shapes both her board work across multiple organizations and her approach to building a more sustainable tourism industry.

Episode 44 - Mike Retasket

In this episode, Walt Judas welcomes Mike Retasket, who currently serves as a Director for the Cariboo Chilcotin Coast Tourism Association, New Pathways to Gold Society, and TIABC, for a powerful conversation about Indigenous leadership, cultural preservation, and the journey from activism to reconciliation through tourism. Mike shares his remarkable path from crossing the US-Canada border to becoming Chief of the Bonaparte Indian Band, his transformation from Olympic protestor to one of the Games' most photographed Indigenous ambassadors, and his current work as a cultural interpreter and storyteller at Barkerville Historic Town and Park. This episode explores the complexities of Aboriginal title, the Heritage Conservation Act, and what meaningful reconciliation looks like in BC's tourism landscape, offering invaluable insights for anyone committed to building authentic Indigenous partnerships. Chapter Timestamps 00:00 – Introduction 01:01 – From Oliver to Oroville: Growing Up Between Borders 03:35 – Finding Home: Returning to Canada and Bonaparte 06:51 – Becoming an Indian: Learning Language, Culture, and Medicine 11:10 – Leadership Years: Chief of Bonaparte Indian Band 15:54 – From Protest to Partnership: The Tourism Journey Begins 18:34 – Barkerville: Cultural Interpretation and Storytelling 22:46 – Aboriginal Title: What It Really Means 26:09 – The Cowichan Decision: Addressing Public Concerns 31:15 – Heritage Conservation Act: Protecting Sacred Sites 35:48 – Steps Toward Reconciliation: What Businesses Can Do 36:45 – Honorary Doctorate: Recognition and Legacy