A Message from our President & CEO  


Thank you for taking the time to read this newsletter and engage in the work that TIAC is undertaking on your behalf. The past 6 weeks have been a whirlwind of meetings and presentations ahead of the Federal Budget release on April 19th. 
Since the release of the budget, we have been digging into the 750+ pages to identify all the areas, programs, and commitments that will support our suite of sectors – directly and indirectly. 
Last week, Dr. Tam released a report that noted when 75% of adult Canadians have received their first vaccine, and 20% have received both shots, restrictions can be eased without the fear of overwhelming our healthcare system. By all accounts, we should be able to reach those numbers this summer. This is the first criteria shared with Canadians that gives us a timeframe linked to recovery.
While jurisdictions across the country come to grips with the increasing case counts, vaccine roll-outs, and the uncertainty over the summer season, please know that the TIAC continues to fight your corner every single day. We are here for you. We are only a phone call or an email away. Please feel free to reach out.
If you haven’t and can, please roll up your sleeve and get your vaccination.

Stay well.

Beth Potter 
President & CEO
Tourism Industry Association of Canada
2021 Budget Recap / Advocacy Activity Round-up
On Monday, April 19th, the federal government unveiled the 2021 Budget. TIAC’s 2021 Tourism Recovery Plan had been presented as a roadmap to government on the path forward during the many meetings we held over the past few months in anticipation of this budget.
Leading up to last week's announcement, TIAC held more than 50 meetings and met with over 100 MPs and political influencers from coast-to-coast-to coast. 

As a result of these efforts, a number of outlined recommendations were addressed, and we were pleased to see the specific mention and support outlined for tourism in the budget document. Thank you to all you for your support, and to those of you who wrote a letter to your MP in advance of the budget. 
Tourism HR Stats
Earlier this month, Tourism HR Canada released research detailing the latest stats on the Tourism Labour Force. Addressing labour issues will be a critical part of recovery as an industry moving forward. TIAC was encouraged to see some labour specific supports outlined in the federal budget and we are working closely with Tourism HR Canada to develop strategies and solutions to best resolve the labour challenges. 

Looking for login information to access your
membership account? Please click here, submit your
email and check your inbox for details. 
TIAC's Work is Far From Over
For the last year, the Tourism Industry Association of Canada (TIAC) has championed efforts to ensure support and relief programs for the sector.
We have collaborated with organizations from coast to coast to coast to elevate concerns, understand regional issues, and shared program gaps and shortfalls with federal officials.

Notably, TIAC has been recognized by The Hills Times and The Lobby Monitor as the most active group in Canada during March 2021, leading up to the Federal Budget. 

Member Testimonial
We believe a strong TIAC is essential for the ongoing well-being of our industry. There is much work still to do to bring the profile of our industry to the level it deserves within government. Sadly, many of the critical private sector companies are not members, which hampers the voice.

Jonview Canada
Hello to New and New-again Members
TIAC would like to extend a warm welcome to our new members, as well as those who renewed their membership since our February 2021 TIAC Talk edition:

     EXA Group Canada
     Indigeno Travel
     Great Canadian Travel
     Wheatland Express Inc.
     Malahat SkyWalk
     City of Moncton
     New Brunswick Museum
     Jasper Food Tours
     Warrior Women
     Huntingdon Manor Hotel

Thank you to the members who reaffirmed their support of TIAC by renewing their membership in February. We know these have been challenging times and we thank you for your continued investment, confidence in TIAC, and engagement.

For more information on our renewed members and a complete list, click here.
EXA Group Canada - Restart Tourism
TIAC is pleased to introduce one of our newest members, EXA Group Canada located in Nova Scotia. EXA Group Canada guides, creates, develops, and performs research, in addition to presenting innovations and solutions with project management.

As a valued member, we are pleased to share EXA Group Canada’s article.

Restart Tourism

In tourism and life, one thing is fundamental, to think positively. The Covid-19 pandemic had a huge impact on tourism and life. Facing reality, there are great barriers to entry and exit in the tourism industry. What does that mean? The exact opportunity to develop new premises and perspectives for the tourism industry, adapting the 17 Sustainable Development Goals, optimizing the deadline to meet the 2030 Agenda, and restart tourism in Canada, mainly in provinces that already had development programs progress.

This article was submitted by TIAC Member Explore Edmonton. Have an article you’d like to submit? Click here to find out how.
Four Ways to Engage Visitors with the Natural Environment
Contributed by Angela Nagy from GreenStep Solutions

With COVID restrictions in place, outdoor activities have become more popular than ever. In many cases, getting outside may be one of the few opportunities for guests to explore your community.

In celebration of Earth Month, read on for four ways that tourism businesses and destinations can help visitors get outdoors safely and responsibly. 

Elevating Canadian Experiences Legacy Tools
5 New Free Learning Resources for Tourism Operators & Destination Partners

It’s no secret that Canada’s tourism industry was devastated by the COVID-19 pandemic. One year into this new reality, our task is two-fold. We, as individual stakeholders, need to recover from the pandemic. And together, we must rebuild the visitor economy—when it is safe to do so.

The Tourism Industry Association of Canada (TIAC) launched the Elevating Canadian Experiences (ECE) program to help tourism stakeholders seize innovative opportunities in culinary tourism and in the winter and shoulder seasons (WSS).

Canadian Travel News Highlights
April has been a busy month for the Canadian tourism industry with numerous provincial budget announcements and the long-awaited 2021 Federal Budget announcement. Here are some of this month’s biggest news highlights:
  • $4.5 million in support announced for New Brunswickers to vacation at home this summer: https://bit.ly/3e4od4h
Dashboard 2.0 – April 2021
The ‘State of Tourism in Canada during COVID-19’ Dashboard 2.0, compiled by Twenty31 analysts, provides a monthly snapshot of tourism health and economic updates, and insights on the impact of COVID-19 on the travel and tourism industry’s path to recovery. 

This month’s dashboard discusses the rise of COVID-19 cases, as well as which travel destinations are now open & which remain closed. It also looks at how international destinations are beginning to adopt a more evidence and risk-based approach to COVID-19 linked travel restrictions, and much more.

New Research from Destination Canada
Destination Canada’s most recent research provides an understanding of the level of ‘welcome’ that residents of each province/region are feeling towards visitors as well as each province and territories travel related restrictions.

2020 Minister’s Round Table on Parks Canada feedback
The Honourable Jonathan Wilkinson, Minister of Environment and Climate Change, shares his response to feedback received through the 2020 Minister’s Round Table on Parks Canada, which was held last fall. The details on the action areas identified and what was heard during the consultation can be found in the 2020 Minister’s Round Table on Parks Canada - Report and Response.

The Minister’s Round Table takes place every two years and provides an opportunity for Canadians to share their perspectives and help shape the future of Parks Canada and our country’s most treasured places.

New Event: Member TALK
Mark your calendar for the Tourism Industry Association of Canada's (TIAC) next Member TALK taking place Tuesday, May 11 from 2:00 - 3:00 pm EDT; an open discussion and informal gathering with TIAC President and CEO, Beth Potter.
As a TIAC member, this is your opportunity to have your questions answered by TIAC's commander and chief and hear first hand what the organization is doing for you.
Member TALKs will take place on the second Tuesday of every month.

Tourism Week - May 23-30, 2021
Tourism Week celebrates our industry as a contributor to the local economy, a vital part of community well-being, and is the cultural fabric of the country. Tourism Counts!

Tourism is about people, places, experiences, and events. For Canada, it is what makes us glow and why we are a global destination. However, until that time comes when we can roll out our international welcome mat, Tourism Week is a nationwide call to action for residents from coast to coast to coast to get vaccinated and start travelling in Canada.

Tourism Week is a call to action for Canadians to breathe the oxygen back into an industry that employs millions and generates taxes that support community programs, health care, education and so much more.

TIAC will be implementing a national communication campaign around Tourism Week, including daily press releases, press conferences, social media posts and infographics. We encourage you to support TIAC’s national efforts with your own campaign.

In the next few weeks, TIAC will share its Tourism Week branding guide for you to use in your daily communication throughout the week.
Tourism Town Hall Series
TIAC’s Tourism Town Hall series is an event partnership between the Tourism Industry Association of Canada, Destination Canada, and the local host partners.

Town Halls allow tourism operators to provide first-hand input on issues affecting their business and the tourism industry in this time of COVID and provide feedback on government policy for the recovery and rebuilding of our sector.

Update on Tourism Congress
We received tremendous interest to participate in our 2021 Tourism Congress Program Planning Committee. Thank you to the following members for offering their time to service on the committee:

Save the date for this year’s tourism industry must-attend event - TIAC’s 2021 Tourism Congress - taking place from November 29th to December 1st. We look forward to delivering a face-to-face and on-screen experience. Watch for more information in the coming months. 
Other Upcoming Events
May 17 – 20, 2021