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amplified. At the same time, tourism
is one of the world's biggest emitters:
according to a 2021 report by the World
Travel and Tourism Council, travel-
lers are responsible for an estimated 11
percent of global emissions.
In response, Destination BC has
introduced the BC Tourism Climate
Resiliency Initiative (
BCTCRI), which is
pairing businesses with climate change
and sustainability experts to help them
adopt more sustainable practices and
adapt to a shifting climate through
FireSmart practices, communications
systems and other measures. The
organization is also examining what
other jurisdictions are doing to mitigate
climate impacts.
"We've been told about these risks
for years and years, but unfortunately,
it's come to the point where we just
can't look away," says Erica Hummel,
director of destination development
and stewardship for Destination BC.
"Everyone is in clear alignment that we
need to do something—and it's just over
the last few years, I think, that that
agenda has been truly understood."
Stroinig is looking ahead to the 2024
summer season with a mix of optimism
and caution. Prestige is working to beef
up its shoulder season and lure back in-
ternational travellers, who tend to stay
longer and spend more. She would also
like to see more destination marketing
both domestically and internationally
to get a different message out.
"It really comes down to adapting
and finding different opportunities,
and changing the model a little bit.
We just can't depend solely on that
peak season to really drive our peak
revenues," says Stroinig. "But as an
industry, we are resilient. We're about
people, and people are amazing when
times are tough."
"
We've been told about these risks for years
and years, but unfortunately, it's come to the
point where we just can't look away."
—Erica Hummel, director of destination development and stewardship, Destination BC
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