August 2026

Hello,

This August, I was fortunate to be a tourist in Canada, visiting PEI with my family. I made precious memories while taking in my beautiful country. I also saw first-hand the tremendous work and dedication it takes to run a tourism business, especially during peak summer season.

So, to all TIAC members, especially the small- and medium-sized operators working hard across the country: thank you. Your experiences, accommodations, restaurants, transportation, and travel services create joy, support communities, and showcase the best of Canada to the world.

Now is a great time to recognize the people and businesses behind those experiences. Celebrate an outstanding tourism leader with a Canadian Tourism Award by submitting your nomination by Friday, September 4.

As our industry turns its attention to fall and business planning, we’ve gathered practical resources in this issue to support your operations, including new insights into domestic travellers (like me this summer!). You’ll also find upcoming opportunities to connect with sector peers and elected officials.

Finally, I’d like to assure you that TIAC is keeping close to the tariff situation and has been in talks with the federal government and industry leaders, which you can read more about below. I encourage members to share questions and feedback to TIAC_Advocacy@tiac-aitc.ca regarding how tariffs or other challenges with the United States are affecting your business. TIAC exists to champion your needs at the federal level.

With gratitude,

Sébastien Benedict

President and CEO
Tourism Industry Association of Canada

In this issue:

Staying on top of tariffs
Get READI™ for Lobster Tank
Maintaining safe tourism: emergency resources
New domestic data to support your business planning
AI Adoption Road Map
Tourism HR Canada and Culinary Tourism Alliance launch national workforce partnership
Webinar by GreenStep: Driving bookings with sustainability certification

Thank you to our

Industry Patrons

Staying on top of tariffs

This week, TIAC engaged with the Department of Finance Canada on the effects of tariffs and strained Canada-U.S. trade relations. We discussed what must be done to lessen the downstream effects of counter-tariffs on Canada’s tourism industry and the broader economy. We know tourism operators are already facing cost pressures (over 80% of TIAC members reported an increased cost of doing business this past year). Rising costs from tariffs and the possibility of lost U.S. visitors is a price few small tourism businesses can withstand.

During the meeting with the Department of Finance, industry fought to remove seafood and fish products from Canada’s counter-tariffs. Today, we’ve heard they’ve been taken off the list. TIAC will continue to push for such deals and policies that protect Canada’s tourism industry.

Get READI™ for Lobster Tank

TIAC is looking for members with outstanding tourism business ideas to participate on Lobster Tank at Tourism Congress. This is your one-of-a-kind chance to pitch (risk-free!) to a panel of investment experts and gain insider strategies to secure future funding.

To take part, you’ll need TIAC’s Tourism Investor READI™ designation. It proves that you are prepared to present your business plan and understand financing requirements. The assessment is free—try it today to see if you’re ready to turn your concept into capital. We also offer a training program with Firecircle to help you complete your assessment.

The selected Lobster Tank participants get their Congress registration paid for and compete to win complimentary registration to Congress 2027 (one ticket per company).

Dive into the Lobster Tank

Learn more about Investor READI™

Our READI™ Training Partners

RESOURCES

Maintaining safe tourism: emergency resources

Localized crises can have national tourism impacts. Travellers can’t always distinguish between regions, and media narratives often blur geography. We encourage you to consult and communicate accurate, timely information from local authorities. It’s up to all of us to help travellers confidently visit businesses and destinations that are safe and open while avoiding only areas where there is active risk.

There are more than 35 wildfire-related resources to consult in TIAC’s Tourism Emergency Preparedness Hub, including the Canadian Interagency Forest Fire Centre and Canadian Wildland Fire Information System Interactive Map. Together, we can support safe travel and a strong summer for our industry.

Consult the Hub

New domestic data to support your business planning

The Canadian Travel Insights Dashboard is a free, easy-to-use resource that shows an annual snapshot of how Canadians are travelling within Canada: what motivates them, what holds them back, where they’re staying, and when they’re on the move. This TIAC and DC joint initiative is powered by Destination Canada's Global Traveller Research Program to provide the industry with practical and actionable data to take the guesswork out of your business planning.

Browse the Dashboard

AI Adoption Road Map

Are you curious how AI can make a noticeable difference in your daily operations or sales? The Tourism AI Network has shared a useful roadmap to help the tourism sector leverage AI. They present various AI tools and workflows suited to the unique realities faced by DMOs and small tourism businesses to create meaningful change. Check it out!

Read the Road Map

MEMBER NEWS

Webinar by GreenStep: Driving bookings with sustainability certification

September 22, 2026 | 1:30 PM ET | 60 mins

Expectations around sustainability claims are rising. Travellers, corporate buyers, and booking platforms increasingly want claims they can verify, and that verification is shaping where people choose to visit and stay. Join Booking.com, Tourisme Montréal, and GreenStep as they discuss how sustainability claims are viewed, what travellers and guests are asking for, and what certification does for credibility and booking demand.

Tourism HR Canada and Culinary Tourism Alliance launch national workforce partnership

A new partnership between Tourism HR Canada and the Culinary Tourism Alliance (CTA) aims to strengthen workforce planning and research, as well as professional development across the culinary and agritourism sectors. Their focus is on improving the sector’s ability to train, attract, and retain an agile workforce. One way they’re doing that is by promoting the Culinary and Agritourism READI™ program; a national professional designation and mark of excellence created by TIAC and supported by CTA to empower the sector. Learn more about the READI™ program here.

Read the press release

Unlock your potential at Tourism Congress

Fredericton, New Brunswick | November 17–19

A “Shark Tank” style investment showcase, new national-level research findings, eye-opening discussions about careers, capital, and connectivity—2026 Tourism Congress has it all! See the full program and secure your spot today.

Browse the program

Last week to nominate for the Canadian Tourism Awards

Time is almost up for your chance to honour the best in the business with a Canadian Tourism Award. Nominate your peers (or yourself) across 11 prestigious national categories. Or apply to become a judge and help select this year’s deserving winners. Nominations and applications close September 4.

Nominate by September 4

Apply to judge

Tourism Hill Day Reception October 7 in Ottawa

TIAC members are invited to the Tourism Hill Days Reception, organized by TIAC in partnership with Hotels Canada. Come to spark new connections and opportunities with industry leaders, as well as with Canadian decision makers. Together, let’s share the tourism story and ensure office holders understand our industry’s value: Tourism builds Canada. Space is limited—secure your place today.

RSVP today

Welcome to our new TIAC members

Your support powers Canada’s tourism momentum—building connections, shaping policy, and driving growth nationwide. We’re glad you’re with us!

Get the latest news, wins, and thought leadership pieces from your fellow members. If you have a story or news to share with the TIAC community, please email us at communications@tiac-aitc.ca.

Alpine Helicopters

CDEM

City Rewards - Explore Canada pass

Tiny Gems Ladies Travel

Plus...

Become a member today

The future of tourism in Canada is being decided right now.

Are you at the table?

Your membership isn’t just a card—it’s a seat at the table where Canada’s tourism future is shaped. Join TIAC and gain the influence, connections, and national platform to grow your business and shape what comes next.

Our Company | Contact Us | Join TIAC | Privacy Policy