TOURISM INDUSTRY ASSOCIATION OF BC

2026 Membership Survey

INTRODUCTION

Thank you for participating in the Tourism Industry Association of BC (TIABC) Membership Survey.

The purpose of this survey is to assess your level of satisfaction with the leadership that TIABC provides and to solicit your valuable input to help shape our future direction and to ensure our effectiveness as advocates for the tourism sector.

The survey will take approximately 12 minutes to complete. We request your response on or before end of day Friday, June 12, 2026

CONFIDENTIALITY

We respect the confidentiality of the data provided and therefore will not publish responses by any individual or organization. All responses are anonymous* and will be reported in aggregate only, largely for internal planning purposes.

TIABC VISION & FOCUS

TIABC’s Vision: To establish BC’s tourism sector as the most recognized and valued industry for residents of British Columbia through consistent, focused and strategic advocacy”. TIABC's rolling Strategic Plan outlines five key priorities to guide the organization:

1. Advocacy & Policy Development
2. Membership & Strategic Alliances
3. Strategic Communications & Government Relations
4. Operational Sustainability & Excellence
5. Diversity, Equity, Inclusion & Reconciliation

For further information about TIABC, please visit www.tiabc.ca. If you have any questions about TIABC or this survey, please contact Deborah Kulchiski, Manager, Special Projects at deborah@tiabc.ca or 604.530.9979

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* 1. Which sector best describes your business or organization?

Accommodation

Activity-based

Adventure Tourism

Arts and Culture

Association

Attraction

Destination Marketing / Management Organization (DMO)

Education

Food Services

Hospitality

Meetings, Conferences, Events

Retail

Service Provider

Supplier

Transportation

Other (please specify)

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* 2. Which region/s of the province is your primary operation located?

Vancouver Island

Vancouver, Coast & Mountains

Kootenay Rockies

Thompson Okanagan

Cariboo, Chilcotin Coast

Northern BC

Outside BC (Please state location)

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* 3. Are you a member of TIABC?

YES

Do Not Know

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* 4. If you answered "YES" to Q3, how long have you been a member of TIABC (please select)?

1 - 5 years

6 - 10 years

11 - 15 years

16 - 20 years

over 20 years

Do not know

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* 5. TIABC has been a leading voice on the multiple issues over the past year, advocating on behalf of its members for industry support. Looking to the next 12 months and beyond, please indicate your level of agreement with the following.

	Lowest priority	Low priority	Medium	High priority	Highest priority
Workforce and Workforce Development	Workforce and Workforce Development Lowest priority	Workforce and Workforce Development Low priority	Workforce and Workforce Development Medium	Workforce and Workforce Development High priority	Workforce and Workforce Development Highest priority
Taxation	Taxation Lowest priority	Taxation Low priority	Taxation Medium	Taxation High priority	Taxation Highest priority
Regulatory Complexity	Regulatory Complexity Lowest priority	Regulatory Complexity Low priority	Regulatory Complexity Medium	Regulatory Complexity High priority	Regulatory Complexity Highest priority
Environmental Stewardship	Environmental Stewardship Lowest priority	Environmental Stewardship Low priority	Environmental Stewardship Medium	Environmental Stewardship High priority	Environmental Stewardship Highest priority
Overtourism & Sustainability	Overtourism & Sustainability Lowest priority	Overtourism & Sustainability Low priority	Overtourism & Sustainability Medium	Overtourism & Sustainability High priority	Overtourism & Sustainability Highest priority
Insurance	Insurance Lowest priority	Insurance Low priority	Insurance Medium	Insurance High priority	Insurance Highest priority
Affordable Housing	Affordable Housing Lowest priority	Affordable Housing Low priority	Affordable Housing Medium	Affordable Housing High priority	Affordable Housing Highest priority
Land use and tenure security	Land use and tenure security Lowest priority	Land use and tenure security Low priority	Land use and tenure security Medium	Land use and tenure security High priority	Land use and tenure security Highest priority
Reconciliation	Reconciliation Lowest priority	Reconciliation Low priority	Reconciliation Medium	Reconciliation High priority	Reconciliation Highest priority
Short-term Vacation Rentals (STR)	Short-term Vacation Rentals (STR) Lowest priority	Short-term Vacation Rentals (STR) Low priority	Short-term Vacation Rentals (STR) Medium	Short-term Vacation Rentals (STR) High priority	Short-term Vacation Rentals (STR) Highest priority
Municipal & Regional District Tax (MRDT)	Municipal & Regional District Tax (MRDT) Lowest priority	Municipal & Regional District Tax (MRDT) Low priority	Municipal & Regional District Tax (MRDT) Medium	Municipal & Regional District Tax (MRDT) High priority	Municipal & Regional District Tax (MRDT) Highest priority
Infrastructure & Accessibility	Infrastructure & Accessibility Lowest priority	Infrastructure & Accessibility Low priority	Infrastructure & Accessibility Medium	Infrastructure & Accessibility High priority	Infrastructure & Accessibility Highest priority
Emergency Preparedness	Emergency Preparedness Lowest priority	Emergency Preparedness Low priority	Emergency Preparedness Medium	Emergency Preparedness High priority	Emergency Preparedness Highest priority
Economic development and value of tourism	Economic development and value of tourism Lowest priority	Economic development and value of tourism Low priority	Economic development and value of tourism Medium	Economic development and value of tourism High priority	Economic development and value of tourism Highest priority

Other (please specify)

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* 6. TIABC’s FIVE STRATEGIC PRIORITIES:

TIABC’s five strategic priorities guide the organization’s advocacy, member services, communications, partnerships, and industry leadership. To help TIABC understand which priorities matter most to members, please rank the following priorities in order of importance to your business, organization, sector, or region.

	Strongly disagree	Disagree	Neither disagree or agree	Agree	Strongly agree
Advocacy and Policy Development	Advocacy and Policy Development Strongly disagree	Advocacy and Policy Development Disagree	Advocacy and Policy Development Neither disagree or agree	Advocacy and Policy Development Agree	Advocacy and Policy Development Strongly agree
Membership & Strategic Alliances	Membership & Strategic Alliances Strongly disagree	Membership & Strategic Alliances Disagree	Membership & Strategic Alliances Neither disagree or agree	Membership & Strategic Alliances Agree	Membership & Strategic Alliances Strongly agree
Strategic Communications and Government Relations	Strategic Communications and Government Relations Strongly disagree	Strategic Communications and Government Relations Disagree	Strategic Communications and Government Relations Neither disagree or agree	Strategic Communications and Government Relations Agree	Strategic Communications and Government Relations Strongly agree
Operational Sustainability and Excellence	Operational Sustainability and Excellence Strongly disagree	Operational Sustainability and Excellence Disagree	Operational Sustainability and Excellence Neither disagree or agree	Operational Sustainability and Excellence Agree	Operational Sustainability and Excellence Strongly agree
Diversity, Equity, Inclusion & Reconciliation	Diversity, Equity, Inclusion & Reconciliation Strongly disagree	Diversity, Equity, Inclusion & Reconciliation Disagree	Diversity, Equity, Inclusion & Reconciliation Neither disagree or agree	Diversity, Equity, Inclusion & Reconciliation Agree	Diversity, Equity, Inclusion & Reconciliation Strongly agree

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* 7. Please provide recommendations on programs, information, or services you would find valuable from TIABC.

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* 8. On a scale from 1 (strongly disagree) to 5 (strongly agree), please rate the following statements:

	Strongly disagree	Disagree	Neither disagree or agree	Agree	Strongly agree
I am satisfied with the overall value of my TIABC membership	I am satisfied with the overall value of my TIABC membership Strongly disagree	I am satisfied with the overall value of my TIABC membership Disagree	I am satisfied with the overall value of my TIABC membership Neither disagree or agree	I am satisfied with the overall value of my TIABC membership Agree	I am satisfied with the overall value of my TIABC membership Strongly agree
TIABC membership provides fair value for the investment made by my business, organization, or association	TIABC membership provides fair value for the investment made by my business, organization, or association Strongly disagree	TIABC membership provides fair value for the investment made by my business, organization, or association Disagree	TIABC membership provides fair value for the investment made by my business, organization, or association Neither disagree or agree	TIABC membership provides fair value for the investment made by my business, organization, or association Agree	TIABC membership provides fair value for the investment made by my business, organization, or association Strongly agree
TIABC effectively represents the interests of BC’s tourism industry	TIABC effectively represents the interests of BC’s tourism industry Strongly disagree	TIABC effectively represents the interests of BC’s tourism industry Disagree	TIABC effectively represents the interests of BC’s tourism industry Neither disagree or agree	TIABC effectively represents the interests of BC’s tourism industry Agree	TIABC effectively represents the interests of BC’s tourism industry Strongly agree
TIABC helps increase awareness of the challenges facing BC’s tourism industry	TIABC helps increase awareness of the challenges facing BC’s tourism industry Strongly disagree	TIABC helps increase awareness of the challenges facing BC’s tourism industry Disagree	TIABC helps increase awareness of the challenges facing BC’s tourism industry Neither disagree or agree	TIABC helps increase awareness of the challenges facing BC’s tourism industry Agree	TIABC helps increase awareness of the challenges facing BC’s tourism industry Strongly agree
TIABC helps increase awareness of the opportunities and economic value of BC’s tourism industry	TIABC helps increase awareness of the opportunities and economic value of BC’s tourism industry Strongly disagree	TIABC helps increase awareness of the opportunities and economic value of BC’s tourism industry Disagree	TIABC helps increase awareness of the opportunities and economic value of BC’s tourism industry Neither disagree or agree	TIABC helps increase awareness of the opportunities and economic value of BC’s tourism industry Agree	TIABC helps increase awareness of the opportunities and economic value of BC’s tourism industry Strongly agree
TIABC is effective in advocating for policy, regulatory, and funding changes that support the tourism sector	TIABC is effective in advocating for policy, regulatory, and funding changes that support the tourism sector Strongly disagree	TIABC is effective in advocating for policy, regulatory, and funding changes that support the tourism sector Disagree	TIABC is effective in advocating for policy, regulatory, and funding changes that support the tourism sector Neither disagree or agree	TIABC is effective in advocating for policy, regulatory, and funding changes that support the tourism sector Agree	TIABC is effective in advocating for policy, regulatory, and funding changes that support the tourism sector Strongly agree
TIABC understands the key issues affecting my sector, business, organization, or region	TIABC understands the key issues affecting my sector, business, organization, or region Strongly disagree	TIABC understands the key issues affecting my sector, business, organization, or region Disagree	TIABC understands the key issues affecting my sector, business, organization, or region Neither disagree or agree	TIABC understands the key issues affecting my sector, business, organization, or region Agree	TIABC understands the key issues affecting my sector, business, organization, or region Strongly agree
TIABC responds to emerging tourism issues in a timely and effective manner	TIABC responds to emerging tourism issues in a timely and effective manner Strongly disagree	TIABC responds to emerging tourism issues in a timely and effective manner Disagree	TIABC responds to emerging tourism issues in a timely and effective manner Neither disagree or agree	TIABC responds to emerging tourism issues in a timely and effective manner Agree	TIABC responds to emerging tourism issues in a timely and effective manner Strongly agree
TIABC provides timely updates on advocacy priorities, government decisions, policy changes, and tourism issues of concern	TIABC provides timely updates on advocacy priorities, government decisions, policy changes, and tourism issues of concern Strongly disagree	TIABC provides timely updates on advocacy priorities, government decisions, policy changes, and tourism issues of concern Disagree	TIABC provides timely updates on advocacy priorities, government decisions, policy changes, and tourism issues of concern Neither disagree or agree	TIABC provides timely updates on advocacy priorities, government decisions, policy changes, and tourism issues of concern Agree	TIABC provides timely updates on advocacy priorities, government decisions, policy changes, and tourism issues of concern Strongly agree
TIABC communications help me better understand issues that may affect my business, organization, sector, or region	TIABC communications help me better understand issues that may affect my business, organization, sector, or region Strongly disagree	TIABC communications help me better understand issues that may affect my business, organization, sector, or region Disagree	TIABC communications help me better understand issues that may affect my business, organization, sector, or region Neither disagree or agree	TIABC communications help me better understand issues that may affect my business, organization, sector, or region Agree	TIABC communications help me better understand issues that may affect my business, organization, sector, or region Strongly agree
The tone, professionalism, and clarity of TIABC’s public communications and media statements strengthen the sector	The tone, professionalism, and clarity of TIABC’s public communications and media statements strengthen the sector Strongly disagree	The tone, professionalism, and clarity of TIABC’s public communications and media statements strengthen the sector Disagree	The tone, professionalism, and clarity of TIABC’s public communications and media statements strengthen the sector Neither disagree or agree	The tone, professionalism, and clarity of TIABC’s public communications and media statements strengthen the sector Agree	The tone, professionalism, and clarity of TIABC’s public communications and media statements strengthen the sector Strongly agree
My interactions with TIABC directors have been positive, professional, and constructive	My interactions with TIABC directors have been positive, professional, and constructive Strongly disagree	My interactions with TIABC directors have been positive, professional, and constructive Disagree	My interactions with TIABC directors have been positive, professional, and constructive Neither disagree or agree	My interactions with TIABC directors have been positive, professional, and constructive Agree	My interactions with TIABC directors have been positive, professional, and constructive Strongly agree
My interactions with TIABC staff have been positive, professional, and helpful	My interactions with TIABC staff have been positive, professional, and helpful Strongly disagree	My interactions with TIABC staff have been positive, professional, and helpful Disagree	My interactions with TIABC staff have been positive, professional, and helpful Neither disagree or agree	My interactions with TIABC staff have been positive, professional, and helpful Agree	My interactions with TIABC staff have been positive, professional, and helpful Strongly agree
TIABC provides meaningful opportunities for members to share input, concerns, and priorities	TIABC provides meaningful opportunities for members to share input, concerns, and priorities Strongly disagree	TIABC provides meaningful opportunities for members to share input, concerns, and priorities Disagree	TIABC provides meaningful opportunities for members to share input, concerns, and priorities Neither disagree or agree	TIABC provides meaningful opportunities for members to share input, concerns, and priorities Agree	TIABC provides meaningful opportunities for members to share input, concerns, and priorities Strongly agree
I feel my voice, sector, region, or organization is reflected in TIABC’s advocacy work	I feel my voice, sector, region, or organization is reflected in TIABC’s advocacy work Strongly disagree	I feel my voice, sector, region, or organization is reflected in TIABC’s advocacy work Disagree	I feel my voice, sector, region, or organization is reflected in TIABC’s advocacy work Neither disagree or agree	I feel my voice, sector, region, or organization is reflected in TIABC’s advocacy work Agree	I feel my voice, sector, region, or organization is reflected in TIABC’s advocacy work Strongly agree
I plan to continue my TIABC membership for the foreseeable future	I plan to continue my TIABC membership for the foreseeable future Strongly disagree	I plan to continue my TIABC membership for the foreseeable future Disagree	I plan to continue my TIABC membership for the foreseeable future Neither disagree or agree	I plan to continue my TIABC membership for the foreseeable future Agree	I plan to continue my TIABC membership for the foreseeable future Strongly agree
I would recommend TIABC membership to another tourism business, organization, association, or sector partner	I would recommend TIABC membership to another tourism business, organization, association, or sector partner Strongly disagree	I would recommend TIABC membership to another tourism business, organization, association, or sector partner Disagree	I would recommend TIABC membership to another tourism business, organization, association, or sector partner Neither disagree or agree	I would recommend TIABC membership to another tourism business, organization, association, or sector partner Agree	I would recommend TIABC membership to another tourism business, organization, association, or sector partner Strongly agree
I am interested in becoming more involved with TIABC through committees, surveys, roundtables, events, advocacy work, or other member engagement opportunities	I am interested in becoming more involved with TIABC through committees, surveys, roundtables, events, advocacy work, or other member engagement opportunities Strongly disagree	I am interested in becoming more involved with TIABC through committees, surveys, roundtables, events, advocacy work, or other member engagement opportunities Disagree	I am interested in becoming more involved with TIABC through committees, surveys, roundtables, events, advocacy work, or other member engagement opportunities Neither disagree or agree	I am interested in becoming more involved with TIABC through committees, surveys, roundtables, events, advocacy work, or other member engagement opportunities Agree	I am interested in becoming more involved with TIABC through committees, surveys, roundtables, events, advocacy work, or other member engagement opportunities Strongly agree

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* 9. In your opinion, what member benefits do you consider to be of greatest value (rank in order of importance with 1 being highest)?

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* 10. Do you subscribe to TIABC’s weekly "Voice of Tourism" newsletter? Yes or No

Yes

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* 11. Which of TIABC’s social media channels do you subscribe to (check all that apply)?

Facebook

Instagram

'X'

YouTube

None of the above

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* 12. What could TIABC do more of to enhance your membership experience and better support the strength, visibility, and success of BC’s tourism sector?

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* 13. Are there any activities, communications, or areas of focus that TIABC should reduce, refine, or approach differently to better serve members and strengthen BC’s tourism sector?

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* 14. Will you be renewing your membership with TIABC in 2026/2027?

YES

Please Explain

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* 15. If you are not a member of TIABC, would you be interested in becoming a member?

YES

Please Explain

TOURISM INDUSTRY ASSOCIATION OF BC

2026 Membership Survey

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* 1. Which sector best describes your business or organization?

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* 2. Which region/s of the province is your primary operation located?

Question Title

* 3. Are you a member of TIABC?

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* 4. If you answered "YES" to Q3, how long have you been a member of TIABC (please select)?

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* 5. TIABC has been a leading voice on the multiple issues over the past year, advocating on behalf of its members for industry support. Looking to the next 12 months and beyond, please indicate your level of agreement with the following.

Question Title

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* 7. Please provide recommendations on programs, information, or services you would find valuable from TIABC.

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* 8. On a scale from 1 (strongly disagree) to 5 (strongly agree), please rate the following statements:

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* 9. In your opinion, what member benefits do you consider to be of greatest value (rank in order of importance with 1 being highest)?

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* 10. Do you subscribe to TIABC’s weekly "Voice of Tourism" newsletter? Yes or No

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* 11. Which of TIABC’s social media channels do you subscribe to (check all that apply)?

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* 12. What could TIABC do more of to enhance your membership experience and better support the strength, visibility, and success of BC’s tourism sector?

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* 13. Are there any activities, communications, or areas of focus that TIABC should reduce, refine, or approach differently to better serve members and strengthen BC’s tourism sector?

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* 14. Will you be renewing your membership with TIABC in 2026/2027?

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* 15. If you are not a member of TIABC, would you be interested in becoming a member?

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* 16. Are there any other comments, recommendations, or questions you wish to add?