A Message from our President & CEO  


Thank you all for welcoming me into the TIAC family as your President & CEO. As you may know, I’ve spent the last decade working on behalf of the tourism industry at the provincial level, and in that capacity had the privilege of working closely with the TIAC team. I feel honoured to be part of this team now.

Upon my arrival, just over a week ago, I jumped right into our advocacy efforts, sharing the Tourism Recovery Plan with those that represent you on Parliament Hill. I’ve met with MPs, Ministers, Directors of Policy, Parliamentary Secretaries, and Shadow Cabinet members. I’ve also presented in front of the Standing Committee on Finance.

In all these meetings, you can be assured that the survival of our suite of sectors that make up the tourism industry is being met with acknowledgement, concern, and support.

In the coming days, leading up to the federal budget, you’ll hear more from us about the need to extend and enhance the CEWS and CERS programs. That doesn’t mean that we aren’t also continuing to talk about getting our borders opened.

With the growing optimism surrounding the vaccine roll out, we are encouraging government and health officials to start planning for the reopening of our borders – within Canada and to the rest of the world.

The work that we are doing is on behalf of you, our members. Feel free to reach out to me to share your ideas and thoughts. If you are having issues accessing any of the financial support/loan programs, we want to know. Please know that we understand your plight, and that we are here for you.

On behalf of the whole team, stay strong, take care of yourselves, and we’ll talk again soon.
Thank you,

Beth Potter 
President & CEO
Tourism Industry Association of Canada
Tourism Counts Advocacy Round Up
As we look towards the upcoming federal budget, TIAC continues to meet with MPs, Ministers and officials from all parties to share our recommendations and 2021 Tourism Recovery Plan. Over the last month, TIAC has presented to over 100 individual MPs. It is critical that decision makers are aware of the challenges facing our sector, and more importantly, what we need to move toward recovery.
TIAC’s new President and CEO, Beth Potter, presented to the Standing Committee on Finance on March 17, calling on the government for immediate action in this budget.
Revisiting Tourism: Canada’s Visitor Economy One Year Into the Global Pandemic
Earlier this month, Destination Canada released research detailing the impact of COVID-19 on Canada’s tourism economy, one year into the global pandemic. 

The report outlines the unprecedented losses 2020 saw for the sector, and calls on Canadians to play a key role in bolstering the tourism economy, creating jobs and supporting local businesses by spending their tourism dollars in Canada. 

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Our Job is to Ensure You Survive and Thrive!
For more than ninety years, the Tourism Industry Association of Canada (TIAC) has been advocating for the needs of its members and the tourism industry as a whole. TIAC has supported members through 9/11, SARS, and the economic recession of 2008 and for over a year now, the COVID-19 Pandemic. We are fighting for your survival and that of the entire tourism industry. Why? because this is why we exist.

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:


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.
Edmonton’s tourism and hospitality industries collaborate on city-wide GBAC STAR Accreditation
Explore Edmonton has announced a collaborative initiative with Edmonton Destination Marketing Hotels (EDHM), the Edmonton International Airport, Oilers Entertainment Group, the Edmonton Convention Centre and the Edmonton EXPO Centre to create one of the safest travel experiences for business and leisure travelers, from arrival to departure. Once completed, Edmonton will be the first and only Canadian destination to have achieved a destination GBAC STAR Accreditation.

This article was submitted by TIAC Member Explore Edmonton. Have an article you’d like to submit? Click here to find out how.
The Top Seven Best Practices of Sustainable Tourism Destinations
Contributed by Angela Nagy from GreenStep Solutions

Over the past decade, I have been working with and researching how tourism organizations at the international, national, regional, and local level have been integrating sustainability. Through this work, seven best practices have emerged that we now use as the basis of our Sustainable Tourism programs. 

Elevating Canadian Experiences Legacy Tools
In 2020, the Tourism Industry Association of Canada (TIAC) announced our plans to launch a pan-Canadian Tourism capacity-building workshop series for winter and shoulder-season tourism and culinary tourism. These workshops were designed to assist small and medium tourism industry operators and other tourism organizations across the country – especially during the time of COVID-19. We further expanded this initiative to include a number of strategy development pilots in some select markets.

2021 Canadian Tourism Awards
The Canadian Tourism Awards are presented annually by TIAC to recognize success, leadership and innovation in Canada's tourism industry. The Awards honour those people, places, organizations and events that have gone above and beyond to offer travelers superior tourism experiences in Canada.

This year’s Awards categories reflect our industry’s resilience and highlight the extraordinary efforts that collectively have forged a path to recovery. This year’s categories are:

  • Air Canada Tourism Business of the Year Award
  • Championing Tourism Safety Award
  • Keeping Canada Globally Competitive Tourism Award
  • Employee of the Year Award
  • ITAC Indigenous Tourism Award
  • Lifetime Achievement Tourism Award

Website launches and nominations OPEN Tuesday, April 6th, 2021. 

Keep in-the-loop with Awards and other event announcements by subscribing to our TIAC Event Announcements here.
Tourism HR Labour Market Forum Wrap-Up
Tourism HR Canada’s fifth annual Labour Market Forum took place from March 15 – 18, 2021 with this year’s format being fully virtual and free of charge. The new format opened the event to a broader audience, allowing for increased stakeholder input and dialogue.

Destination Canada Board Vacancies
The Government of Canada has launched open selection processes to fill upcoming vacancies on the Destination Canada Board of Directors. Selection processes for the roles of Chairperson and Directors are currently posted.

The role of the Board of Directors will be particularly important over the coming years, as Destination Canada continues to adapt its work to best support the Canadian tourism sector throughout the COVID‑19 pandemic and the economic recovery. 

Selection process for Chairperson: https://bit.ly/2PqKtNg
Selection process for Director: https://bit.ly/3d4NSt6
Dashboard 2.0 – March 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 Indigenous women and their important role in tourism recovery, provides an update on IATA’s Travel Pass, and looks at tech transformations in tourism and how technology is especially vital in the era of COVID, with customer expectations shifting.

TIAC & Twenty31’s March Webinar
Join TIAC and Twenty31 on Tuesday, March 30 at 11 am EDT for a candid conversation about how COVID-19 has impacted destinations and tourism operators in Canada, as well as globally.

Tune in to hear Twenty31's take on high-level findings from the ‘State of Tourism in Canada during COVID-19’ dashboard report, joined by special guests to discuss Opportunities for Canada's Tourism Economy's Recovery.

  • Joe Naaman, Executive Vice President, Strategy, Twenty31 Consulting Inc.

  • Michele McKenzie, Principal at McKenzie Business Strategies
  • Pierre Charbonneau, Director, Passenger at International Air Transport Association (IATA)

This is a TIAC Members-only webinar, to access the Zoom info please click here.
Other Upcoming Events
March 31, 2021 – 11:30-1:00 EST

May 17 – 20, 2021

May 23 – 30, 2021

November 29 – December 1, 2021