We had an opportunity to interview the Honourable Minister Lana Popham, British Columbia’s new Minister of Tourism, Arts, Culture and Sport recently to give our readers a chance to learn more about her and her priorities for the tourism industry.
Please give a brief introduction of yourself along with your past positions in government and private enterprise.
I was first elected as MLA for Saanich South in 2009. Over the next 8 years, I was appointed the official Opposition critic for Agriculture and Food, and as the official Opposition critic for Small Business, Tourism, Arts and Culture. In 2017, I was elected into Government and became BC’s first woman Minister of Agriculture and stayed there for five years. In 2022, I was moved into my new role of Minister of Tourism, Arts, Culture and Sport.
Prior to politics I was a farmer. I co-founded and operated Barking Dog Vineyard, the first certified organic vineyard on Vancouver Island, but also was also very active in my community and dedicated much of my time, and many years, to community service. This included Saanich’s Planning, Transportation and Economic Development Committee, Peninsula Agricultural Commission, and Vancouver Island Grape Growers Association.
Growing up on Quadra Island gave me a unique perspective on sustainability, food security, and tourism economies, and because of that I have been an advocate for local food producers and small businesses for as long as I can remember.
What are you hoping to achieve as British Columbia’s Minister of Tourism, Arts, Culture and Sport?
BC’s visitor economy creates opportunities for people throughout our province. Many visitors are looking to have travel experiences that reflect the importance of sustainability, the value our natural environment, and respect for reconciliation. My ministry’s stewardship of the industry is rooted in the principles of diversity, inclusivity, reconciliation, and partnerships, and our goal is to rebuild visitor revenues to 2019 levels by 2024 by working with everyone involved in this incredible sector. Our Strategic Framework for Tourism reflects industry and government’s shared vision for building the tourism industry back to be even more competitive than it was before, with a clear focus on our shared goals and three important pillars: People, Planet, and Prosperity.
So much work is being done right across the province by thousands of people who make their livelihoods in this sector. My job as Minister is to support the work being done by those who are contributing to a greener future by achieving sustainable growth across all four seasons and all regions of the province.
No industry succeeds in isolation. From my perspective, I see the entire sector, including arts, culture, heritage, and sport as Team BC. Visitors are choosing to come to BC because we welcome them with open arms, and we offer activities and a natural environment that is second to none.
Each area of the sector is doing their part in establishing BC as the place to be, and I’m so proud of the work they are doing. Our hotel industry, for example, has seen challenges like never before, over the past few years. The industry all but shut down to tourism due to the pandemic, and yet they were there for us as British Columbians helping us navigate a difficult time, housing people, helping with quarantines, and offering a safe restart environment for business travellers. And now, despite ongoing complications, they are back in full swing, making sure our visitors have great places to lay their heads at night, as they explore everything we have to offer as a province. There are so many unsung heroes behind the scenes, and that’s why I have so much confidence in a full recovery.
What drives your passion for tourism and hospitality in BC?
BC’s tourism sector is so diverse, and includes so many different kinds of people, businesses, organizations, and experiences. You can visit one of our world-class restaurants one hour, head up to the ski slopes next, take some time at an art gallery, catch a game, go for a mountain ride, swim in the ocean, visit a local book or record store, view our wildlife, or walk into a sunset. It’s completely amazing to see what people in the tourism sector accomplish every day, and there are so many remarkable initiatives happening all around us. All these things combined support people and businesses that work in our neighbourhoods and communities. Every time someone has a positive BC experience, they will be our most successful promoters by encouraging people to come here for the same wonderful experience and to return themselves.
What is your outlook on the future of tourism and hospitality in BC?
It certainly has been a challenging few years for tourism, but I am excited and confident we will achieve all we set out to do in this sector. Things are finally looking up; people are travelling again, and we are proud to welcome them to beautiful British Columbia. Tourism is one of our province’s greatest economic drivers, and the sector creates jobs for people and boosts communities around the province. There are thousands of people who work across BC’s tourism industry and whose ongoing commitment to excellence elevates BC’s reputation as a world-class destination. Visitor numbers are up, people are happy to be moving around, there is a hustle and bustle in our communities right across the province, and I think this is going to be an excellent year!