The North Vancouver Chamber was proud to partner with Vancouver’s North Shore Tourism Association on May 4 to host Seize the Moment: Unlocking North Shore Tourism Potential.
Industry leaders, business owners, government officials, and community partners gathered on a picture-perfect morning at The Polygon Gallery, soaking in the sparkling waterfront views for an energizing morning of insight, connection, and inspiration focused on the future of North Shore tourism.
From the strength of our visitor economy to the massive opportunities ahead with the FIFA World Cup 2026, the message was clear: when tourism thrives, our entire community wins.
Keynote speaker Royce Chwin, President & CEO of Destination Vancouver, delivered a compelling vision. He urged the audience to reframe the conversation: the world isn’t just “coming here” for big events—it arrives every single day.
The real opportunity lies in how we bring Vancouver (and the North Shore) to the world. Royce emphasized breaking down silos between tourism and economic development, viewing them as interconnected parts of the same vibrant ecosystem.
Chwin highlighted the Community Vitality Wheel—a virtuous cycle of live, work, invest, and visit—and celebrated the power of tourism collaboration.
“The visitor doesn’t see boundaries. The visitor just sees places to go, things to do, things they want to engage in,” Chwin said.
He closed by drawing parallels to Taylor Swift’s impact and the upcoming FIFA World Cup, encouraging everyone to personalize experiences and seize these moments creatively.
The panel discussion brought these ideas to life with practical perspectives from those on the front lines. Jennifer Belak, Executive Director of Vancouver’s North Shore Tourism Association, shared impressive growth stats: visitor numbers have risen modestly to over 2 million, while economic impact has skyrocketed from $104 million in 2013 to $741 million today.
“When we talk visitors, this is not just tourists coming and staying in the hotels or Airbnbs—these are people coming over from Burnaby or from Vancouver and spending the day or going to Canyon Lights or going for a hike or a mountain bike ride,” said Belak.
Michael Cameron, President and General Manager of Grouse Mountain (marking its 100th anniversary this year), detailed the resort’s evolution into a true four-season destination and their direct economic contribution of roughly $200–220 million.
Rona Govender, Chief Financial Officer of Capilano Suspension Bridge Park, highlighted their dedicated team, year-round events, and creative activations for Taylor Swift and the upcoming FIFA World Cup.
Looking forward, we want to do what we love doing,” said Govender. “Our team is passionate about creating amazing experiences that people are and keep coming to enjoy in North Vancouver, B.C., and Canada. We want to always maintain, update, and enhance our offerings.”
Bob Putnam, co-owner of Deep Cove Kayak & Coast Outdoors, spoke to deep community roots, from supporting student jobs to operating as a community hub for recreation.
He also highlighted the North Shore’s role as a beloved regional playground.
“Streams of people come over every weekend to go to the Cap Suspension Bridge, Grouse Mountain, Lynn Headwaters, and the Seymour Demonstration Forest,” said Putnam. “It just shows that it’s a great place to be. But, you know, how do we accommodate those people in the future going ahead?”
Putnam stressed the importance of planning for continued growth, calling for stronger collaboration: “I think the City, the District, and West Van need to work together on east-west transportation on the North Shore.”
The conversation touched on everything from balancing growth and resident needs, to transportation innovations and transit partnerships, to leveraging technology while keeping experiences authentic.
“I’m super positive about the future, you know, as an industry,” said Cameron. “I just think it’s a fabulous positioning. The three of us, representing the water, the valley, and the mountains—it’s just a great representation of where we live and play.”
A huge thank you to our Event Champions: City of North Vancouver, District of North Vancouver, DoubleTree by Hilton North Vancouver, Serve Robotics, and Venue Sponsor: The Polygon Gallery.
The energy in the room was electric—proof that the North Shore is ready to seize this moment. Here’s to continued collaboration, balanced growth, and showcasing our spectacular region to the world.
Stay tuned for more ways to get involved as we head toward FIFA 2026 and beyond!
