Fighting "Impact Fatigue" to Lead Rural Innovations

The residents of British Columbia’s Cariboo Chilcotin Coast are experiencing “impact fatigue” in the wake of wildfires and challenges coming out of the pandemic. Yet, the region remains resilient, with the local tourism industry adapting to new realities, aided by the Cariboo Chilcotin Coast Tourism Association. The association is working tirelessly to unite local operators, share success stories, and support the region’s recovery while planning ahead.

In the podcast, CEO Amy Thacker highlights the region’s deep commitment to sustainability, explores the unique climate risks faced by the Cariboo Chilcotin Coast, the fatigue that follows adversity, and the critical role of the Destination Management Organization (DMO) in sustaining the tourism industry.

“One of the challenges that we’ve had in articulating sustainability and the values from the region is that those type of people live the values of sustainability every day. So they don’t certify, they don’t check a list and say, ‘I’m going green this week, I’m committed to this,’ because it’s something they inherently always do.” – Amy Thacker, CEO of Cariboo Chilcotin Coast Tourism Association.

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