Amber Papou is CEO of the Tourism Industry Association of British Columbia (TIABC), where she champions tourism’s contribution to economic opportunity, community well-being and a sustainable future. With more than 20 years of leadership across tourism, education and economic development, she brings a practical approach to connecting industry, government, Indigenous partners and educators around shared priorities. Her focus is on translating those priorities into policy, partnerships and workforce development that support responsible growth. Amber believes sustainability must move beyond good intentions into everyday decisions that strengthen businesses, protect the places visitors come to experience and deliver lasting benefits for the people who call those places home.