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May 4 | Issue


Message from the President & CEO

April has been a busy month for TIAC, and as we get ready to welcome the return of summer – I want to start off by thanking all our members who participated in National Tourism Week 2023. The week officially kicked off April 24, when I was joined by the Honourable Randy Boissonnault, Minister of Tourism and Associate Minister of Finance and the Executive of the All Party Parliamentary Tourism Caucus at a press conference in Ottawa and focused attention on the vital contributions Canada’s tourism industry makes to our economy and our national GDP. (...)

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Tourism Week in Canada

As we look back on Tourism Week in Canada, it is important to take stock of the current state of tourism in the country and look at some of the facts and figures around the industry. 

In recent weeks, TIAC has been advocating for various issues related to the tourism industry, including: the debt burden carried by tourism operators, the need for CBSA services in non-CSO ports and backlogs in the issuance of visas. 

The debt burden is a significant concern for many tourism operators who have been hit hard by the COVID-19 pandemic. TIAC is undertaking research on this issue and is currently surveying operators to collect pertinent information and data. The survey will provide insights into the current state of debt among tourism operators in Canada and the impact it is having on their businesses. 

Another key issue is the need for CBSA services in non-CSO ports. TIAC has written to the President and CEO of CBSA, Erin O’Gorman, to ask for assistance in ensuring that FPOA in non-CSO ports can be serviced by CBSA agents this summer. This is important as it will help to facilitate travel to and from these ports, which are important gateways for tourism. (...)

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The Power of Tourism

Contributed by Destination Canada

Now is the time for our industry to come together and demonstrate that tourism is a sector that deserves unwavering support. As the heart of Canada's economic engine and social fabric, tourism benefits more regions than any other industry. In fact, it is bigger than many other major industries in Canada, including forestry, mining, automotive and fishing. In 2019, tourism contributed a staggering $45.2 billion to Canada's GDP. 

Tourism enriches our communities and provides a wealth of employment opportunities. In 2019, there were 232,000 tourism-related businesses in operation in Canada, providing one in ten jobs across the country. 

However, after five years of global growth, the COVID-19 pandemic brought tourism to a standstill. In 2020, the losses were unprecedented, greater than those experienced after 9/11, SARS and the 2008 economic crisis combined. While the industry is on a protracted road to recovery, there is still a long way to go, and it requires our collective action and work. 

The pandemic also presented some opportunities for Destination Canada, the nation's destination management organization. It allowed time for reflection on what is wanted by our communities, businesses, employees and sector. We've been given a chance to think about how tourism can contribute to our country, build wealth and wellbeing for all of Canada and enrich the lives of our guests. 

Our new path forward is one that will increase business prosperity, strengthen socio-cultural vibrancy and lift environmental benefits in line with regenerative principles. By working together, we can ensure that tourism continues to be a vital industry that drives economic growth and provides employment opportunities while enriching the lives of visitors to our country. 


A Word from Our Member

"I truly believe being a TIAC member is so important for those working in the hospitality industry. The organization keeps members informed as to what is happening in the industry and provides opportunities to participate in industry events and town halls. The other big thing for me as a TIAC member is the value add and recognition to buyers and others in the industry at major marketplace events, such as RVC."  

Tanya Bennett, Vancouver Mysteries Inc.  

We would love to hear from you and share your message in an upcoming TIAC Talk.

Click here to submit your message. 

Ask an Expert Session

Garden Tourism – Discover the Opportunities!

TIAC Members, join us on May 17 from 2:00 - 3:00 p.m. as we look at garden visitors and why they are higher-yield international and domestic tourists who spend time and money on the destinations that they visit. 

Don't miss this conversation with the Canadian Garden Council and the chance to attract Garden enthusiasts!  

Speakers include: 

Michel Gauthier – Executive Director of the Canadian Garden Council 

Alexander Reford – President of the Canadian Garden Council and Owner/Director of Les Jardins des Métis (Reford Gardens) in Grand Métis, Québec 

Brent Gavin – Members and Partnerships Manager, Canadian Garden Council 

Register Now

Member Achievements

2023 Life Member & Miracle Awards

The Miracle Award is presented to a group or individual that has shown outstanding leadership and achievement in developing and supporting the Greater Victoria visitor economy. This year's recipient is John Wilson, President and CEO of The Wilson’s Group of Companies and TIAC board member. 

John is a passionate community leader with a desire to support sustainable tourism growth in our community and beyond. 

Congratulations John! 

Preferred Partner - QUASEP

QUASEP is the exclusive group purchasing program provider for the Tourism Industry Association of Canada (TIAC) members. The QUASEP program allows members to generate additional revenue and/or find cost savings. In addition, as an introductory offer, TIAC members can earn an additional 0.5% on ALL PURCHASES (qualified and otherwise) in the first year of membership (provided you continue to participate and remain an active member of QUASEP for a minimum 12-month period). 

For more information on the program, click here

TIAC Tourism Town Halls

Team TIAC and our partners are wrapping up our Tourism Town Halls this month to meet with tourism businesses and stakeholders across Canada as part of its 2023 series of Tourism Town Halls. 

This month's town halls include a stop in Albert on May 2 and Quebec on May 5.


To view recordings of Town Hall sessions, click here.  



TIAC was fortunate to receive Tourism Relief Funding through the Government of Canada to launch a new platform called READI. A multifaceted program aimed to help the industry recover to pre-pandemic levels and to grow once again, businesses must rethink their strategies and how best to navigate a post-pandemic world.

As the national voice and champion of the industry, TIAC is fully engaged in rebuilding our industry to its fullest potential, and we see the READI platform as a guide the industry through the turbulence of the coming months and years and equip businesses with the tools and resources they need to innovate for a sustainable future and long-term economic growth.     


Several projects are nested in the READI platform, including a Sustainable Program, which is active right now and offers FREE workshops, one-on-one coaching, and certification support. Click here to learn about these opportunities and to register. 


In the coming months, we will roll out details on the other projects, including: 


  • Digital Readiness 
  • Export Readiness 
  • Sustainable and Regenerative Experience website  
  • Investors Forum 
  • National Tourism Virtual Job Fair 
  • Real-time Dynamic Insights Dashboard 
Learn More

Hello to New and Renewed TIAC Members

The Tourism Industry Association of Canada (TIAC) is delighted to welcome our newest members who joined us in April:

New Regular (Full Membership) 

  • Minh Nhat Bang 

New Associate Members: 

  • Tourism Langley 
  • District of Carleton North 
  • Yankee Lady Yacht Charters 
  • River Gambler 
  • Ottawa Yacht Tours 

Thank you to the TIAC Members who have renewed and continue to support our advocacy efforts. Our success depends on you! TIAC is the Champion of Canada’s Tourism Industry with a 90-year track record of creating positive change and growth opportunities and driving success for our members. 

To learn more about what TIAC does and the benefits of membership, contact Jennifer Taylor, VP Business Development & Member Relations at [email protected] or Julie Gauvreau, Manager, Member Services at [email protected].

Not a member? Become one!



Events At-a-Glance

Tourism Town Halls: 

  • May 5: Quebec 

TIAC Events:

  • May 30-June 2: Rendez-vous Canada 2023, Quebec City 
  • Nov. 21-22: Tourism Congress, Ottawa 
  • Nov. 22: Canadian Tourism Awards, Ottawa 

Save the Date!

TIAC's Tourism Congress to take place November 21-23, 2023

The 2023 Edition of the Tourism Industry Association of Canada's Tourism Congress will take place at the Westin Ottawa on November 21 and 22. 

The Tourism Industry Association of Canada's (TIAC) annual Tourism Congress brings together industry leaders and peers from across the country. 

TIAC's Tourism Congress includes innovative programming with motivational speakers and expert panelists and a balance of networking and gathering opportunities. 

The two-day event concludes with an evening of celebration at TIAC's Canadian Tourism Awards. 

Stay tuned for more information! 

2023 Canadian Tourism Awards (CTA) Nominations Now Open

TIAC is thrilled to announce that award submissions for the 2023 Canadian Tourism Awards are now open! 

Nominate a person, place or organization that is truly one of Canada’s best, offering travellers superior experiences, authentically showcasing the very best of Canada. These coveted awards are highly competitive and have showcased the best-of-the-best in the Canadian tourism industry. 

Any Canadian tourism-related product, business, association, initiative, or service that occurred from January 1, 2022 to December 31, 2022 is eligible.  

This year the Canadian Tourism Awards feature (...)

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Rendezvous Canada

Canada’s signature tourism marketplace, Rendezvous Canada, is back in-person May 30 - June 2 in Québec City. This seller-seated exhibition features focused engagement around the best of Canada’s tourism experiences. Co-produced by Destination Canada and the TIAC, RVC creates an exciting opportunity to meet international buyers and to showcase the meaningful travel experiences from coast-to-coast-to-coast.  

More Information

Hot Button Issues


Contributed by GreenStep Solutions

Greenwashing - often times you know it when you see it. Buzz word promises, unfeasible commitments, and at times mistruths. Greenwashing is the marketing of untrue, unsupported, or misleading information. This information provides false confidence to the eco-conscious consumers leaving them feeling confused, embarrassed or distrustful when the truth emerges.

Greenwashing threatens an organization’s reputation, and social license.

A famous example you may be aware of was when Volkswagen cheated on vehicle emissions tests and falsely marketed their TDI diesel engine as low emissions and eco-friendly - that was greenwashing; in that case it was illegal and as a result it cost them billions. 

Not all greenwashing is malicious. With the increase in demand for more sustainable products and services, organizations rightfully want to showcase their efforts and achievements. This drive to share sustainability efforts is good! However, with rapidly evolving consumer demand and shifting local, provincial, and federal regulations, it can be difficult to say the right thing. For some, taking the time to understand the history and language of sustainability can prevent greenwashing. For others, these added steps can lead to greenhushing.(...)  

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