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Dear Members,
Across the country, we’re seeing one of the strongest summers in recent memory; Canadians are exploring their own backyard in record numbers, discovering (and rediscovering) the incredible places and experiences that make our country unique.
At the same time, we know this season has brought real challenges for members in communities affected by the wildfire. Our thoughts are with those impacted, and we’re grateful to the many people and professionals working tirelessly to protect residents, visitors, businesses, and communities during this time.
And the economic results speak for themselves: in 2024, tourism’s growth outpaced Canada’s overall GDP. That means more jobs, stronger local businesses, and thriving communities in every region of the country—all powered by the people and businesses at the heart of this industry.
As we head into a busy fall, our TIAC team is driving forward a focused advocacy agenda in anticipation of Parliament reconvening this September. Earlier this month, we submitted our 2025 pre-budget submission. It outlined our industry’s priorities and called on the government to address the barriers preventing tourism from reaching its full potential, from infrastructure investment and transportation connectivity to labour shortages and global competitiveness. Our advocacy team continues to meet with elected officials and key decision-makers to ensure tourism remains front and centre in Canada’s economic strategy.
And, of course, we’re looking forward to connecting with many of you in person at our One Hill of a Party reception this September. It is a chance to strengthen relationships with decision makers, celebrate our industry, and keep tourism top of mind on Parliament Hill.
Together, we’ll build on this momentum.
Claude Paul Boivin
Interim President and CEO
Tourism Industry Association of Canada
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TIAC Advocates for a Resolution in AC Labour Dispute
With the stability of Canada’s air travel sector at the forefront of national attention this summer, TIAC took proactive steps to advocate for the interests of our industry and travellers. In anticipation of potential labour action, TIAC engaged with the government and key Cabinet Ministers, underscoring the essential role our air travel industry plays in driving tourism—especially during peak season.
TIAC welcomes the announcement of a tentative agreement between Air Canada and its flight attendants, represented by CUPE. This agreement is a pivotal milestone that paves the way for renewed traveller confidence as efforts to fully restore air service continue.
We look forward to collaborating closely with our valued industry and government partners to support Canadians and visitors who rely on dependable air transportation.
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Summer 2025 Marked by a Flurry of Activity
While many might assume that government activity slows during the summer months, our Advocacy team has been busy advocating for you and our sector!
Over the summer, our team has met with Members of Parliament from all parties, including the Honourable Karina Gould, MP for Burlington and Chair of the Standing Committee on Finance; Tony Baldinelli, MP for Niagara Falls—Niagara-on-the-Lake; Raquel Dancho, MP for Kildonan—St. Paul; Fares Al Soud, MP for Mississauga Centre; and Will Greaves, MP for Victoria.
In addition, we have engaged with senior government officials and ministerial staff from the portfolios of Tourism, Canadian Heritage, Sport, and Finance, as well as representatives from the Prime Minister’s Office.
In each of these meetings, we have reinforced tourism’s economic and cultural significance to Canada and urged the government to strengthen its commitment to the sector through both direct investments and supportive policies. These measures are essential for enabling our industry to thrive and achieve our ambitious goal of reaching $160 billion in annual visitor spending by 2030.
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One Hill of a Party
September 22, 2025
Partake in this high-profile reception as we highlight tourism’s role in driving economic growth, creating jobs, and enriching communities across the country. TIAC, in collaboration with the Provincial and Territorial Industry Associations, and with the valued support of Destination Canada and The Globe and Mail, invites you to enjoy:
- Regional cuisine from across Canada
- An Indigenous ceremony
- Live entertainment showcasing Canadian talent
- Connection with Members of Parliament, industry leaders, and fellow members
This event is only open to TIAC members – advance registration required. Register by September 18, 2025.
Joining us from out of town? TIAC has secured a room block at The Westin. Rooms must be booked by September 5, 2025.
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Northern Canada Territorial Tourism Roundtable
November 7, 2025
We invite you to join us in Inuvik on November 7 from 8 a.m. to 12:30 p.m! This in-person meeting will offer an opportunity for deeper engagement and regional collaboration.
If you’re attending the 2025 NWT Tourism Conference and AGM on November 4–6, why not wrap up your trip with the opportunity to further engage with peers and have your voice heard.
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Request for Proposal: Host a 2026 Regional Roundtable
The Tourism Industry Association of Canada (TIAC) is seeking proposals from destinations and regions across Canada to host one of five (5) Regional Tourism Roundtable events in 2026.
These full-day events will bring together tourism operators, stakeholders, and key regional players to discuss current industry challenges and opportunities, foster collaboration, and engage with TIAC’s advocacy efforts.
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Tourism Congress 2025
November 18-20, 2025
Hilton Lac-Leamy - Gatineau, QC
Join us this November for another incredible coming-together of tourism professionals, trade experts, and more.
Open to TIAC members and non-members, Tourism Congress provides curated educational sessions, workshops and panels from industry-leading experts.
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Canadian Tourism Awards
November 20, 2025
Hilton Lac Leamy – Gatineau, QC
Nominations Now Open!
The nomination period for the 2025 Canadian Tourism Awards is open until September 10! This year, there are 12 categories to highlight the best of the best.
Nominate a person, place or organization that is truly one of Canada’s best, offering travellers superior experiences, and authentically presenting the very best of Canada. Click the link below for full details, including the list of categories, sponsors who make these awards possible, nomination criteria and more.
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Do you know a stellar student?
The Air Canada Future Leaders Contest recognizes students who embody the spirit of #TourismCan: Tourism Builds Canada.
Up to four recipients will be given complimentary registration to TIAC’s Tourism Congress and the Canadian Tourism Awards, including accommodations and airfare.
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Canada’s Hub for Tourism Excellence
Welcome to the READI™ Program - the way to grow your business with national designations in Tourism Export, Culinary & Agritourism, and Sustainable & Regenerative READI™—with more categories on the horizon.
✔️ Free self-assessment, reviewed and verified
✔️ Eligibility for inclusion in the public National READI™ Directory
✔️ Opportunity to showcase your designation with the READI™ Stamp in your marketing and communications
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For 2025 only, the annual READI™ Stamp Usage & National Directory Listing Fee ($100) is waived for anyone who successfully completes an assessment form. TIAC Members can get their first year of designation FREE for successful applications completed before the end of 2025. |
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Need support?
Training programs offered by Culinary Tourism Alliance and GreenStep are available to help get you READI™.
Did you know?
TIAC members receive a discount on training services from 3rd party READI™ training partners.
| | Meet Brenda, Our Latest "Face Behind The Place"! | | |
Brenda is the force behind 40 Knots Winery and a champion for sustainable, community-driven tourism.
Her philosophy? Tourism should leave more than footprints. It should leave a legacy.
Under Brenda’s leadership, 40 Knots has become a place where guests don’t just sip wine; they learn about regenerative agriculture, discover the Comox Valley’s rich history, and connect with the people who make the region unique.
One of her signature initiatives is the Bucket List Market, an annual event that gives local adventure operators and experience providers a free platform to showcase their offerings. It’s not just about promotion; it’s about building an ecosystem where small businesses thrive together, creating authentic visitor experiences that benefit the whole community.
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Why Join TIAC?
As a TIAC member, you influence policy, access exclusive events and insights, connect with industry leaders, and gain recognition for your commitment to excellence. Your membership isn’t just a card—it’s a seat at the table where Canada’s tourism future is shaped.
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Welcome to our new and returning TIAC members!
Your support powers Canada’s tourism momentum — building connections, shaping policy, and driving growth nationwide. We’re glad you’re with us!
| | We’re grateful to the 25 organizations that renewed their Regular or Associate memberships in July. Your continued commitment keeps Canada’s tourism industry moving forward. | | |
Are You Maximizing Your TIAC Membership?
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Nominate your peers for the Canadian Tourism Awards
Celebrate excellence in our industry by recognizing a colleague, business, or initiative making a real impact. Nominations are now open.
(Pssst! Members get nominated for FREE!)
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Unlock your member discounts
From event registrations to exclusive partner offers, your membership gives you savings that pay for themselves. Check the member portal for current deals. The Tourism Congress is a great example – see what you are missing!
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Promote your events on TIAC’s Industry Calendar
List your upcoming conferences, festivals, or training sessions so the tourism community can discover and attend. Share your Event Today!
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TIAC Advantage Program
This collection of discounts and offerings is exclusively curated for TIAC members, designed to help you connect, save, and succeed. If you’re a TIAC member, you can access these benefits. The TIAC Advantage Program gives you more than just a seat at the table – it gives you the advantage.
| | Introducing Forward Motion: A Strategic Playbook for Ontario's Tourism Industry | | |
Ontario’s tourism industry is stepping into its future with Forward Motion: A Strategic Playbook for Ontario’s Tourism Industry (2025 - 2030), a bold, sector-led blueprint for long-term growth.
Initiated by TIAO, this strategy is a bold, sector-led roadmap designed to harness the collective strengths of Ontario’s diverse tourism ecosystem. Co-created through extensive, province wide consultation, it reflects the voices and insights of Indigenous leaders, small business owners, major attractions, regional tourism organizations (RTOs), sectoral organizations, destination marketing and management organizations (DMOs), educators, and public agencies.
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No Surprises: Bill C‑59 Makes Hidden Fees a No‑Go for Tourism
by Angela Nagy
Bill C‑59, which received Royal Assent on June 20, 2024, makes drip pricing – advertising a low base price and adding mandatory fees late in the booking – explicitly prohibited under the Competition Act.
This will affect tourism businesses that include conservation, resort or other additional fees in their pricing, such as those involved in sustainability initiatives like the GreenStep EcoFund program. Importantly, charging these types of fees is acceptable – what matters is ensuring that guests are informed upfront. This is about more than legal compliance; it’s an opportunity to reinforce trust and integrity with guests.
| | How Bruce County Turned Curiosity Into 18,000+ Visits | | What happens when you add a playful twist to your print guides? For Bruce County, it led to over 18,000 site views, 1,300+ downloads, and a national award—without adding staff or strain. Using Driftscape, they made exploring local parks, trails, and attractions feel like a game. It was quick to launch, easy to manage, and got visitors off the beaten path. | | The Tourism Industry Association of Canada (TIAC) expresses its most profound gratitude to its Industry Patrons for their significant financial investment and support of the association. TIAC's Industry Patrons are leading companies who have been instrumental in creating positive change, fostering international tourism growth, and advancing Canada's travel and tourism portfolio. | | | | |
