A Message from our President & CEO  

Thank you!

Our industry has shown up this past week to celebrate Tourism Week in a way never seen before. You have taken to social media, you have told great stories about the tourism businesses in your community, you have lighted the way forward by “glowing green”! Canadians from coast to coast to coast have taken the pledge to travel in Canada first once restrictions are lifted. This makes my heart glow!

I’ve also had the honour of speaking with so many of you over the past couple of months. You’ve been sharing your stories with me, you have let me know how things are going in your business, and you’ve given me insight into what the next few months will look like if our world continues as is with travel restrictions and lock-downs. Thank you for that. Know that every member I speak with, every email you send me, allows me to put a face, a real-life example in front of decision makers when I’m speaking to them about extending programs like the wage and rent subsidies.

This past week has also brought about some opening plans from provinces like Quebec, Ontario, BC, and Alberta. Following Saskatchewan’s lead, these plans give us a little more clarity around reopening to our local communities, to our province, and to the rest of Canada. This is good news. So, please, keep encouraging your neighbors, your family, and those in your circle to get their vaccinations. The more our population is vaccinated, the faster you can get back to work.

We at TIAC will keep up our work here in Ottawa. Our priorities remain 1) ensuring you continue to have access to financial support; 2) getting the inter-provincial borders open and Canadians moving around the country; and 3) getting the international borders open so that we can welcome back our international guests.

In the meantime, remember that if you need us, we are here for you. Please feel free to reach out anytime.

Yours in tourism,

Beth Potter 
President & CEO
Tourism Industry Association of Canada
ISED: The Government of Canada looks to the tourism sector’s future—and sees reason to hope
Contributed by Mélanie Joly, Minister of Economic Development and Official Languages

This year’s Tourism Week in Canada coincides with a turning point in the COVID-19 pandemic. With Canada’s vaccine rollout well underway, we can now see the light at the end of the tunnel. There’s no doubt that the pandemic has hit the tourism sector hard, and while the future remains uncertain, it also holds promise. Attention is turning to ensuring a strong recovery that will make the sector vibrant and thriving once again.

The Government of Canada remains committed to supporting Canadians and to doing whatever it takes to get us through this pandemic. Since the start of the pandemic, we have put in place a range of new and extended supports to help small businesses get through the pandemic and set us up for a strong recovery. To date, the Government has provided an estimated $15.4 billion in support to the tourism, arts and culture sectors.

Advocacy Update
Since last month’s budget, TIAC continues meetings with federal officials to understand the details of proposed budget programs. Over the past month, Beth Potter, President and CEO, has had many meetings, including with the Minister of Economic Development and Transport’s offices, senior officials from PMO and ISED, as well as Regional Development Agencies across the country to discuss details of the roll out of proposed support programs, like the Tourism Relief Fund.

TIAC has presented to the Liberal Rural Caucus outlining our vision for the future of the tourism economy in Canada, and the necessity for sector specific supports to continue, taking into account our industry’s unique needs, and also appeared as a witness to the federal Standing Committee on Finance on May 18th, urging, among other points, for the continuation of the Canada Emergency Wage and Rent subsidies for tourism businesses, at current levels, for as long as needed.
Tourism Week – May 23 - 30, 2021
Its Tourism Week and as of May 25, #TourismWeek is trending in Canada! Our kick off event took place on Friday, May 21st via TIAC’s Facebook Live, where we heard from Beth Potter, President and CEO of TIAC, Marsha Walden, President and CEO of Destination Canada, and senior leaders from all of the provincial and territorial tourism industry associations across the country.

Different regions of Canada have been highlighted each day – starting with Atlantic Canada on Monday, Ontario and Quebec on Tuesday, Wednesday the spotlight was on Alberta. Friday on The Prairies (Manitoba and Saskatchewan), and Saturday finishing off with Canada’s North (Nunavut, Northwest Territories and the Yukon). Learn more at TourismCounts.ca.

Thank you all so much for your support. We've seen tons of support from Canadians across the country, including MP Melanie Joly & MP Blake Richards, and have received news coverage from CTV, Global News, and Business Examiner, among many others.

Here are just some of the many landmarks & cities that lit up Tourism Week 'Glowing Green' in support:
Member TALK
Mark your calendar for our next Member TALK taking place Tuesday, June 8th from 2:00 - 3:00 pm EDT.
This month we have special guest Angela Nagy from GreenStep Solutions who will be talking about the Sustainable Tourism 2030 Pledge.
Member TALKs take place on the second Tuesday of every month.

Tourism Town Hall Series
Only four virtual Tourism Town Halls left to go! 

TIAC, in partnership with Destination Canada and local host partners, have been meeting with Canadian tourism operators across Canada to gain first-hand input on issues affecting their tourism businesses.

Local small and medium-sized business owners have also had the opportunity to better understand the efforts being made on national tourism issues by TIAC, and ask questions directly to TIAC’s President & CEO, Beth Potter.

This Tourism Week, Town Halls were hosted in Quebec, Alberta and British Columbia, and what has become clear is that many tourism operators and owners are dealing with the same issues. Here are two questions that keep popping up across Canada:

RVC+ 2021 a success!
After missing Rendez-vous Canada (RVC) 2020, TIAC would like to thank all those who participated in Canada’s signature international tourism marketplace this year. To say the first-ever virtual RVC was a success is an understatement. In a matter of 3 days, 1,500 delegates, both Buyers and Sellers, forged over 22,000 connections! 

TIAC would also like to thank the RVC+ sponsors for their generous support. 

We look forward to seeing you all—hopefully in person—next year! 
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TIAC Members fuel our efforts and strengthen our voice
Since the beginning of the Covid-19 pandemic, TIAC has been advocating on your behalf; laser-focused on your survival and recovery.

While TIAC's number one mandate is to advocate on members' behalf, it also delivers the TIAC Members' Advantage Program. An ever-growing range of opportunities, resources, networks, tools, and services that help members grow and navigate today's new normal.  

TIAC members who participated as a Seller at last week's Rendez-vous Canada+ (RVC+) also enjoyed several advantages as well as a $200 saving on their membership. This special offer is available to all RVC+ Sellers through August 31, 2021.

Member Testimonial
TIAC has consistently provided leadership to the industry during the COVID-19 crisis - both in terms of advancing the needs and interests of businesses to government, and, in summoning the attention of industry to supporting
TIAC's advocacy efforts. Well done!

Banff & Lake Louise Hospitality Association
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.
Values-Based Marketing: How to attract guests through sustainability
Contributed by Angela Nagy from GreenStep Solutions

As we begin to reopen our provincial borders to domestic visitors over the late spring and summer, many tourism businesses will be focusing their marketing efforts on meeting the pent-up demand for leisure travel. Not only are Canadian travellers eager, they are part of a growing international shift in consumer demand for more responsible business, where consumers are considering values-alignment in their purchasing decisions. 

Canadian Travel News Highlights
May has been a busy month for the Canadian tourism industry with major vaccine announcements and provincial re-opening plans being introduced. Here are some of this month’s biggest news highlights:

  • Border reopening depends on 75% of Canadians being vaccinated, according to the Prime Minister on May 18: https://bit.ly/3ftbmcF

Tourism HR: FREE Emerit online training during Tourism Week
Tourism HR Canada is committed to supporting the people who make Canada’s travel & tourism industry shine. To celebrate the industry’s strength and resiliency as we navigate a second pandemic Tourism Week, they have decided to provide FREE ACCESS to their Emerit online training courses and small business resources.

Get free training (in English & French) for tourism business building, HR toolkits, bartending, and much more. Offer ends on May 30th so sign up quickly - Anyone who signs up for a course before then will have access to their course for a full year!