December 2025: Year-end Member Update
Reflecting on Six Months of Collaboration and a 25-Year Legacy
Dear WTA Community,
As 2025 draws to a close, I have been reflecting on my first six months serving as Executive Director of the Wilderness Tourism Association of BC through the partnership with TIABC, and the privilege of advancing policy priorities that support this remarkable sector. It has been an honour to work at the intersection of these two organizations, both built on decades of advocacy, collaboration, and a profound belief in the value of British Columbia’s wild places for communities, visitors, and future generations.
This past year also marked the WTA’s 25th anniversary, a milestone that offers a quiet but powerful reminder: real progress in tourism happens when people come together, stay the course, and choose partnership over division. At a time when public conversations can feel increasingly polarized, wilderness tourism continues to demonstrate what is possible when diverse perspectives align around stewardship, fairness, and the collective good.
In recent months, I have been deeply moved by stories and experiences from across the province, operators supporting one another through challenging seasons, regional partners working toward shared goals, and guides like Mollie, who works with a whale watching business and contributes her expertise to the Commercial Bear Viewing Association. Spending a day with her on the Salish Sea underscored the heart and soul of this industry: people whose deep connection to the land, ocean, and wildlife enriches every visitor experience. Moments spent on the water, in the alpine, or alongside wildlife reinforce a simple truth: this sector thrives because so many people care profoundly about place and about one another.
I have also seen Indigenous and non-Indigenous partners working collaboratively on land stewardship, regional DMOs advancing aligned priorities, and sector leaders championing clarity, certainty, and equitable approaches in provincial policy. These examples reaffirm what makes this industry special and why the work truly matters.
In both my WTA leadership role and my policy responsibilities with TIABC, I am continually inspired by your commitment to sustainable growth, responsible decision-making, and the hard work required to create experiences that shape lifelong memories for residents and visitors alike. Our landscapes may be the backdrop, but it is the people in this sector, your passion, expertise, generosity, and care for place, who define British Columbia’s tourism story.
As we look toward the new year, I am grateful for the partnerships being built, the bridges being strengthened, and the shared path ahead. Thank you for welcoming me so warmly, for the trust you place in both TIABC and the WTA, and for the leadership you bring to the visitor economy every day. Wishing you and your families a safe, restorative, and joy-filled holiday season. I look forward to continuing this important work with you in 2026 and for many years to come.
Cassandra Zerebeski
Executive Director
Attention Members: Mark Your Calendar
We are pleased to invite all WTA members to attend the 2026 Annual General Meeting with the Board of Directors. This will be the first in-person AGM in several years, offering an important opportunity to reconnect, share information, and engage in meaningful discussion.
The AGM will be held in Kelowna on March 3, 2026, with a hybrid option available for those unable to attend in person. We look forward to welcoming members in Kelowna or online and to your participation in this important annual meeting.
WTA Membership Update
In the coming weeks, members will receive renewal notices. Thank you for your continued support of the WTA and your commitment to responsible, sustainable wilderness tourism. Your membership supports the protection of the lands and waters that sustain our industry and communities.
The WTA works to safeguard the natural environments on which wilderness tourism depends, while supporting operators to grow responsibly within the carrying capacity of these landscapes. Whether launching a new venture or managing an established operation, members benefit from sector-specific advocacy, guidance, and support.
We welcome organizations that share our commitment to environmental conservation and education, values that distinguish the WTA within British Columbia’s tourism sector.
2026 Silent Auction: Coming Soon!
The WTA will host a Silent Auction in 2026, made possible by the generosity of our members and partners. Donations help support the WTA’s work to protect and steward British Columbia’s wild spaces for generations to come. More details on participation will be shared in the New Year.
Thank you for your continued support.
Member Feature Terracentric: Discover Your Nature
Offering boat and sea kayak tours, rentals and outdoor education, in Desolation Sound and beyond. We are a family owned company operating since 2001. Passionate locals who care deeply for our home waters and love to facilitate experiences that connect guests to the natural world, from local school children to visitors from around the world.
If you have topics of interest or ideas for future Insight Sessions, please don’t hesitate to let us know via email. The sessions connect operators and businesses with industry experts and provide the most up to date information to ensure you feel resilient, protected and ahead of the curve.
