Tourism as Economic Driver Highlighted at SIRES 2025

Destination BC’s Erica Hummel, Director of Destination & Industry Development, joined a panel at the Southern Interior Regional Economic Summit (SIRES) in Salmon Arm from November 3–5, 2025. The panel, titled The True Value of Tourism: Beyond the Visitor, brought together leaders from Destination Canada, the Tourism Industry Association of BC, Indigenous Tourism BC, and Tourism Kamloops.

Moderated by Ellen Walker-Matthews from the Thompson Okanagan Tourism Association, the discussion explored how tourism can drive economic diversification across BC’s southern Interior. Panelists emphasized the importance of collaboration between economic development and tourism organizations, and the need to better communicate the broader social, cultural, and economic benefits of the visitor economy.

Tourism Kamloops also presented their ‘Room to Invest’ campaign, showcasing how strategic destination development can attract new investment aligned with community values.

Erica underscored the importance of local collaboration, tracking resident sentiment, and ensuring tourism continues to enhance community well-being. Destination BC was proud to contribute to this session and continue advocating for tourism as a leading resource sector in BC.