November 23, 2017
Family Day is a non-religious holiday on the 2nd weekend of each February that was introduced to British Columbia in 2013. The date was selected via online ballot of BC residents. Because BC tourism destinations, especially ski areas, are heavily booked at holiday rates on the 3rd weekend of February from primarily three markets (Washington State, Alberta, Ontario), BC Family Day the week prior generates significant incremental tourism revenues rather than displacing business.
An industry-wide consultation process led by TIABC, Tourism Whistler, the Canada West Ski Areas Association, and other tourism partners, looked at the outcome of holding BC’s Family Day on a weekend already busy with visiting families from neighboring provinces and states, and the findings overwhelmingly supported the decision to consider an alternate date.
- The B.C. Family Day weekend has become one of the top performing business periods of the year for many B.C. ski destinations, generating between $7-10 million in incremental visitor spending per winter.
- Seasonal operators, like ski areas, generate revenues over a limited number of weeks and the B.C. Family Day weekend has extended the opportunity to generate annual revenue. B.C. ski and other tourism sectors are now generating strong visitation on back-to-back February weekends.
How you can help:
In view of Premier Horgan’s recent announcement that government is considering changing the date of Family Day, ABLE BC has recently signed a join industry letter drafted by TIABC in support of keeping Family Day on the same day. TIABC is also requesting your support to keep this annual holiday on the second Monday of each February.
Please review the BC Family Day Support Letter addressed to Premier Horgan. If your organization supports our motion, please send TIABC an email (firstname.lastname@example.org) with approval to add your name to the list of signatories.