The BC Lodging and Campgrounds Association (BCLCA) is set to begin a leadership transition as longtime Executive Director Joss Penny announced his retirement, effective at the end of 2025.
The decision marks the close of a 37-year career with the organization, including 18 years at its helm.
Penny joined the BC Motels, Campgrounds and Resort Association—now BCLCA—in March 1988 and was appointed executive director in October 2007.
He said the role gave him the opportunity to support a vital but often overlooked segment of British Columbia’s tourism economy.
“It has been my privilege to serve as a voice for this sector and to champion positive changes,” Penny wrote in his announcement. He emphasized the importance of camping and small resort operations in the province’s tourism landscape.
During his tenure, Penny worked with successive boards of directors, members, and government partners to expand the association’s programs and strengthen its presence across the province.
His leadership coincided with both industry growth and significant challenges, including economic downturns and the COVID-19 pandemic.
Among the initiatives introduced under his leadership was the Super Camping guide, first published in 1989 with 110,000 copies.
Now in its 36th year, the guide has expanded into digital and mobile platforms, serving as a resource for travelers across British Columbia.
Penny also helped establish go2HR, evolving from the Hospitality Industry Education Advisory Committee, to advance workforce development in the sector.
In the 1990s, he oversaw the launch of consumer-facing websites that developed into travel-british-columbia.com, which now attracts more than 300,000 visitors annually.
In 2008, Penny co-founded the Camping and RVing BC Coalition, designed to promote outdoor recreation across the province.
He also played a role in the formation of the Canadian Camping and RV Association, creating a national voice for the industry.
During the COVID-19 pandemic, Penny helped create the Camping Providers Alliance, a collaborative effort between public and private campground operators.
More recently, he introduced the Camper’s Code in 2021, a set of guidelines encouraging responsible behavior at campgrounds and outdoor recreation sites.
Policy engagement also became a focus under his leadership. Since 2021, Penny has served on the Tourism Industry Association of BC’s Policy Committee, providing input on issues affecting the broader tourism sector.
He was also involved in developing guidelines addressing extended stays, including licence-to-occupy and tenancy agreements.
Penny credited staff, suppliers, and members with supporting the association’s work. “None of this would have been possible without the incredible BCLCA staff, whose dedication has inspired me every day,” he said.
He also thanked members, noting their entrepreneurial spirit as a source of motivation throughout his career.
Penny said he looks forward to connecting with colleagues and members during his final months in office.
He plans to attend the Western Ideas Forum & AccomEx, scheduled for Nov. 3-6, 2025, at St. Eugene Resort in Cranbrook, before formally stepping down.