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November 10 | Issue


TIAC’S Tourism Congress – Are You Registered? 

On Nov. 22 & 23, 2022, at The Westin Ottawa and in partnership with Ottawa Tourism, you are invited to take part in "Reimagining Canadian Tourism" and share your voice at the Tourism Industry Association of Canada’s (TIAC's) Tourism Congress. The two-day, in-person event will host over 400 delegates from across the country, feature 11 thought-provoking sessions, and offer valuable networking opportunities. Following the Tourism Congress, join the celebrations at the 2022 edition of the Canadian Tourism Awards. Space is going fast, register today before we are sold out!

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Tourism Congress Announces its Opening Keynote Speaker

Rodney Payne, CEO at Destination Think, is delivering the keynote sponsored by The Globe and Mail at Tourism Congress this month. He’ll outline opportunities and pose important questions that we must address as we reimagine tourism: is there a formula for transforming how we travel to ensure our industry continues to be a force for good? What can we learn from the rest of the world? Can we make Canada more competitive and continue to be a beacon for the world as travellers' values shift? Don’t miss out – register today!

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Message from the President & CEO

The days may be getting shorter, but Team TIAC is busier than ever. Last month, we held our first in-person Hill Days advocacy campaign in two years; meeting with dozens of key parliamentarians and federal officials over three days to voice our industry’s concerns and recommendations for government action. 

Thank you to the more than 100 TIAC Members who joined us on the Hill to show our public-sector partners just how much tourism counts.

Earlier this month, I appeared before the House of Commons’ Standing Committee on Citizenship and Immigration


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TIAC’s President & CEO and Federal Minister of Tourism to Share Stage at Tourism Congress

The Honourable Randy Boissonnault, Minister of Tourism and Associate Minister of Finance, and Beth Potter, President and CEO of TIAC, will discuss the key pathways for Canada’s tourism sector to thrive during a special Fireside Chat at Tourism Congress. This interactive session will provide the opportunity for questions from the audience – so join the discussion!

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TMAC Invites You to Meet Up!

Calling all TIAC Members! The Travel Media Association of Canada (TMAC) is extending an open invitation to attend its national meet-up in Ottawa, Ont., on Monday Nov. 21. Ahead of Tourism Congress, TIAC Members are invited to join TMAC on a complimentary trolley tour of the nation’s capital, and/or to enjoy light munchies and beverages at the Auld Dubliner. Hosted in partnership with Ottawa Tourism, be sure to RSVP by Nov. 14 to secure your spot!

TIAC Announces Recipient of Lifetime Achievement Award, Bill Knowlton

TIAC is announcing the recipient of its prestigious Lifetime Achievement Award (presented by Destination Toronto) for 2022, Bill Knowlton.

A seasoned professional and accomplished leader with more than five decades in the industry, Bill’s storied career has taken him from tour directing for Tauck Tours in the 1970’s to becoming a partner at Jonview Canada, where he was instrumental in growing the company to become one of the country’s leading inbound receptive tour operators.

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Finalists Announced in Canadian Tourism Awards

TIAC is announcing the finalists of its annual Canadian Tourism Awards co-presented by the Toronto Star and WestJet and host city Ottawa Tourism – the standard of excellence for businesses and organizations in tourism that recognizes success, leadership, and innovation in the industry. Now in its 22nd year, the Canadian Tourism Awards features nine categories of distinction; in addition to the prestigious Lifetime Achievement Award.

It was open to all businesses operating in any of the full suite of sectors that comprise the tourism industry; accommodations, transportation, recreation, travel services, and food and beverage.

See Finalists

A Word from Tourism Congress 2022 Sponsors

Ottawa Tourism Unveils 92 new “Unofficial Museums”

Dozens of Ottawa festivals, restaurants, shops, concert venues, and attractions have been designated Unofficial Museums by Ottawa Tourism as a way to highlight hidden gems and off-the-beaten-path neighbourhoods around the region. Launched in June 2022, the campaign builds on the fact that seven of Canada’s nine national museums are found in Ottawa, along with dozens of other notable galleries, performance spaces, and ().

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Air Canada Welcomes You to Tourism Congress 2022

This year, Air Canada participates in TIAC's Tourism Congress filled with optimism. We are proud to once again be able to focus on what we do best: link Canada to the world and the world to Canada. What better way to celebrate our 85th Anniversary than resolutely building back our vast domestic, transborder and international network! Our ability to do so is a testament ().

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Providing 450 000 km2 of Memories for Millions of Visitors

Parks Canada’s network of 47 national parks, 171 national historic sites and 5 national marine conservation areas welcome millions of visitors each year while providing Canadians with countless opportunities to create memories to last a lifetime. Parks Canada’s destinations are located near 600 communities across Canada. As a cornerstone of ().

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TIAC Launches READI Program

READI, set, go! TIAC is launching the READI program – a fully-developed platform designed to guide the industry to maximum profitability in the post-pandemic period. As the national voice and champion of the tourism industry, representing the full suite of tourism sectors, including accommodations, attractions, restaurants, retail, transportation, and industry suppliers; TIAC’s new program is based on industry-led goals and achievable aspirations. It features capacity-building workshops, tourism townhalls, investors forum, virtual job fair, and so much more! 

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TIAC Wins CSAE’s Award of Distinction

TIAC was recently honoured to receive the Canadian Society of Association Executives’ Award of Distinction for its work on the Hardest Hit Coalition, alongside fellow coalition co-chair the Hotel Association of Canada. Learn more about the work of the Coalition below!

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Join the Coralus x EDC Cohort for Entrepreneurs

Export Development Canada (EDC) is teaming up with Coralus (formerly SheEO) to offer a gifted activation to the Growing Global Cohort to help women and non-binary business owners the chance to gain the skills and connections to grow their business from local, to global.

Applicants are encouraged to apply by Nov. 13, 2022for an opportunity to be access peer-to-peer networking, learning opportunities, skill upgrades, and more. Plus, they'll get immediate access to EDC’s “Going Global: Empowering Women Through Trade” guide, just for applying!

Apply Now

Members' Corner

Hello to New and Renewed TIAC Members

TIAC is delighted to welcome our newest members who joined us in October:


-     Barkerville Historic Town and Park

-     Blue Water Acres

-     Discover Leduc Region

-     Huu-ay-aht First Nations

-     Elsipogtog Mi'kmaq Cultural Center

-     Misty Isles Economic Development Society

-     National Airlines Council of Canada NACC

-     Quebec City Marriott Downtown

-     Ski Saint-Bruno

-     TIA Yukon

-     Travel Penticton Society

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 or Julie Gauvreau, Manager, Member Services. 


Staff Announcement

TIAC is welcoming its newest staff member to its team. Jennifer Beatty is joining the organization as Director, Partnerships, with almost two decades of industry experience; at Ottawa Tourism, Travel Alberta, Resiada Inc. and - most recently - at Tourism Calgary, where she held the role of Director of Business Development.

She is a former Director for Meetings Mean Business Canada, a Past-President of Meeting Professionals International’s (MPI’s) Ottawa Chapter, and an active member of the MPI Foundation. Get in touch with her below!

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Ask an Expert Webinar Series

Join TIAC online on Dec. 8, 2022, from 2 to 3 pm ET for a special Ask an Expert session focused on Commercial Insurance.

TIAC has been working behind the scenes on the issue of cost and availability of insurance for tourism operators and has invited the Insurance Bureau of Canada to provide an update on the state of the market and answer your questions.

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TIAC Member Spotlight

Get to know a TIAC member in this new feature of TIAC Talk! This week, we talk to Terry Smith, CEO, Destination Cape Breton Association.

TIAC: What’s new in Cape Breton?

Terry: A major new addition to our industry is Cape Smokey, an exciting new deveopment along the Cabot Trail that includes Atlantic Canada’s first gondola, a spectacular ski hill and festival site. Over the next few years, a tree walk, mountain biking trails, a craft brewery and accommodations will be added, making it a significant adventure-focused resort for the east coast. 

How was the past summer for the destination?

The summer season definitely exceeded expectations on our road to recovery. Room nights sold to the end of July were up 5% over 2019 levels and reports from operators indicated that this continued into the fall, until Hurricane Fiona hit the Island. Less than two weeks after the hurricane, the Celtic Colours International Festival returned live for the first time since 2019… this was a strong signal that we were again open for business.

What is the most pressing tourism issue facing Cape Breton?

The most pressing issue facing Cape Breton Island, like most of the country, is a workforce shortage for the vast majority of our operators. Destination Cape Breton (has) even recently embarked on the development of workforce housing for some communities where a lack of housing is a serious impediment to recruitment of staff. 

Why are you a TIAC Member (and how long ago did you join the association)?

We are a TIAC member because we know that the tourism industry needs to have a strong and unified voice at the national level. This was never more evident than during the pandemic and the leadership of TIAC was absolutely critical for the survival of our industry.

What TIAC member benefit do you find most useful?

The most useful membership benefit for us is the advocacy work that TIAC does. With the recent partnership between Destinations International and TIAC, destination organizations like ours will have our needs and concerns raised with key decision-makers.


TIAC’s is a not-for-profit organization working to ensure your survival and successful full recovery. Support TIAC by becoming a member and ensuring we can continue this critical work.

Firecircle Ignites Tourism Entrepreneurship in Canada

TIAC Member Firecircle is launching its latest project – Transition to Tourism Entrepreneurship, an intensive business development program designed to empower 1,000 tourism and hospitality entrepreneurs from across Canada to envision, launch, and grow their business ideas through a series of online and live-video workshops, step-by-step guidance, and expert, sustained mentorship.

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Simpleview Releases 2022 State of SEO Report

Did you know that only 15-20% of users on any DMO website return for a second session? Simpleview, the largest provider of search-engine optimization (SEO) services in the tourism industry and a TIAC Member, realizes it’s more important than ever to help visitors find websites and has just released its 2022 edition of the State of SEO report.

The report aims to help DMOs implement best practices for SEO marketing, including content guidelines, a DMO search traffic overview, advice for Google Analytics 4, and more.

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Post Your Event on TIAC’s Event Calendar

Do you have an invite you would like to share? As a TIAC Member, you can post your events for FREE on the TIAC website!

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Advocacy Update

Hill Days Return to TIAC

Last month, TIAC held its first in-person Hill Days advocacy campaign in two years. From Oct. 19-21, TIAC held more than 50 meetings between the association, its members, parliamentarians, and other federal officials.

The aim was, as always, to voice the industry’s key concerns, priorities, and recommendations for government action.

As part of this year’s campaign, TIAC held an evening reception at the historic Wellington Building in downtown Ottawa, attended by more than 100 TIAC Members and government representatives.

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FedDev Now Taking Funding Applications

Until Nov. 28, 2022, FedDev Ontario will be accepting applications to support tourism events and activities in southern Ontario from the Tourism Relief Fund. This application process will provide an opportunity to support activities and events that attract visitors to communities across southern Ontario during the tourism sector’s winter and off-season months (e.g., seasonal markets, outdoor illuminations, outdoor experiential offerings, holiday parades and events, etc.). FedDev Ontario will host a technical briefing via Zoom on Nov. 16, 2022, from 2-3 p.m., to run through eligibility criteria and answer questions.

Register Now


A Short Guide to Sustainable Purchasing

Contributed by GreenStep Solutions 

Purchasing hundreds of items for your business or organization in a more sustainable way can be overwhelming – but it doesn’t have to be! There are simple ways to make changes within your business or organization through better purchasing habits and policies. Use these tips to guide your purchasing decisions to make the most sustainable choices ().

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TIAC thanks its Industry Patrons