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Dear Members,
The changing political landscape in the United States has brought new challenges to Canada's tourism sector, with the recent announcement of tariffs creating uncertainty for cross-border travel and trade. As we navigate this evolving landscape, TIAC is working every day to protect our industry, ensuring it remains strong, competitive, and resilient in the face of any disruption. Despite the temporary 30-day pause on the 25% tariff, we continue to actively advocate for our sector, pushing for solutions, and securing the support tourism businesses need to thrive.
Earlier this month, TIAC was invited to participate in the Prime Minister's Canada-U.S. Summit alongside other national tourism organization leaders. The summit focused on strengthening Canada’s economy and our industry’s inclusion in these critical discussions underscores our sector’s vital importance to Canada’s economy and global presence. With Americans comprising 70% of our international visitors, these high-level discussions are critical to maintaining and fostering the deep connections between our two nations.
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Trade Tariffs: Impact & Response
TIAC is working every day to protect Canada’s tourism industry, ensuring it remains strong, competitive, and resilient. As challenges emerge, we are actively advocating for our sector, pushing for solutions, and securing the support tourism businesses need to thrive.
On Friday, February 7, TIAC was invited to participate in the Prime Minister's Canada-U.S. Summit, where Amy Butcher, VP of Stakeholder Relations and Engagement, represented our industry alongside other national tourism organization leaders. This high-level summit brought together Canadian leaders across trade, business, industry, public policy, and organized labour to address Canada’s economic future and our relationship with our largest trading partner, longtime ally, and close friend, the United States.
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Partner with TIAC to Shape Canadian Tourism in 2025
The Tourism Industry Association of Canada (TIAC) invites you to elevate your brand and connect with leaders shaping the future of Canadian tourism through our 2025 sponsorship and partnership opportunities. From the Tourism Congress and Hill Days Reception to Tourism Week in Canada and Regional Tourism Roundtables, each initiative offers a platform to amplify your visibility and engage directly with policymakers, industry professionals, and decision-makers.
Whether hosting a themed reception, becoming an industry patron, or bundling opportunities for maximum exposure, TIAC’s offerings align your organization with innovation and growth in the tourism sector. Explore how you can showcase your leadership and leave a lasting impression by reviewing our sponsorship prospectus.
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You Could Be One Of Our "Faces Behind the Places"
Every day, you create extraordinary experiences that transform your region into a beloved destination. We're launching an exciting new campaign to spotlight the passionate individuals like you who make our tourism industry special – and we want to make you one of our stars.
Your unique story has the power to inspire others and showcase the authentic heart of your community. Whether you're a tour guide sharing hidden local gems, a hotel concierge making visitors feel at home, or a restaurant owner serving up unforgettable memories, your impact ripples far beyond your business.
Why participate?
- Gain valuable exposure for you and your business through our multi-channel promotion
- Connect with potential customers who value authentic, personal experiences
- Help shape our destination's story and inspire the next generation
Ready to share your story?
We'll work with you to craft a compelling feature that captures your unique contribution to our tourism community. Don't miss this opportunity to be recognized as a key figure in your region's tourism success story. Your passion deserves the spotlight!
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Forging a Flourishing Future in Tourism
The Flourishing in Tourism program, a collaboration between the Tourism Industry Association of Canada and Bannikin, is helping organizations nationwide reimagine what's possible in Canadian tourism. Through an innovative methodology combining the Flourishing Business Canvas and Future-Fit Business Benchmark, participants gain practical tools to build thriving organizations while creating positive environmental and social impact.
Born from extensive testing across Canada and refined through an ongoing lighthouse program, this transformative journey helps tourism leaders develop internal capacity, envision ambitious futures, and take meaningful action today. Whether you're seeking to strengthen your organization's impact or join a community of forward-thinking tourism leaders, Flourishing in Tourism provides the framework to turn aspirations into reality.
Ready to help shape a flourishing future for Canadian tourism? Contact Bannikin to begin your journey.
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Mark Your Calendar!
TIAC Tourism Congress 2025
November 18–20
Outaouais Region - Gatineau, QC
Hilton Lac-Leamy
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Call for Program Advisory Committee Members for Tourism Congress 2025
The Tourism Industry Association of Canada (TIAC) invites its members to join the Program Advisory Committee for the 2025 Tourism Congress. The 2025 edition takes place November 18–20, 2025, at the Hilton Lac-Leamy in Gatineau, QC. This is your opportunity to help shape the programming for Canada’s premier tourism industry event by sharing your expertise and insights. As a committee member, you’ll play a vital role in curating sessions that address the most pressing issues, trends, and opportunities in Canadian tourism. As a TIAC member, take advantage of this exclusive opportunity to make a meaningful impact on the event that brings together industry leaders from coast to coast to coast.
*Applications are open to current TIAC members only.
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Tourism Congress 2025: Call For Presentations
Would you like to play a pivotal role in the success of Congress 2025? Have something you'd like to share with your colleagues? Then apply to present at this year's event!
TIAC is committed to bringing a diverse group of voices, experiences, and ideas to TIAC’s Tourism Congress. We encourage folks from equity-deserving groups to participate in this call for presentations. We also encourage all submissions to make every effort to bring diverse voices to their presentations, especially when proposing a panel discussion.
We invite you to be a thought leader, bring your ideas to the stage and showcase the innovative work being done within the sector. TIAC’s Tourism Congress delegates are looking for new ideas, case studies, data metrics, and industry inspiration. Delegates represent a truly national audience with participants from every province and territory.
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Shaping Canada's Tourism Future: TIAC's Regional Roundtable Series
The Tourism Industry Association of Canada (TIAC) Regional Roundtable is a strategic gathering designed to bring together national, regional, and local tourism stakeholders. This forum fosters collaboration, aligns priorities, and explores key opportunities and challenges shaping the industry. Delegates will engage in high-level discussions, share insights, and work toward actionable solutions that drive sustainable growth and resilience in Canada’s tourism sector.
Delegates will also have the opportunity to participate in Tourism HR Canada's Belong Café Circle, an interactive session fostering networking, collaboration, and community-building among tourism businesses, associations, and disability employment service providers.
The program features a National Issues Forum, Roundtable discussions, the option to choose between the Regional Panel or the Belong Café Circle, and a summary of key takeaways from the roundtable discussions.
There are five (5) regional Roundtables in 2025, with the first taking place in Richmond, BC on Friday, March 28.
To register and for more details, visit Roundtable Series - Tourism Industry Association of Canada.
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Join Us in Shaping Tourism Excellence—Call for Judges for the 2025 Canadian Tourism Awards!
It’s never too early to make an impact! The 2025 Canadian Tourism Awards may still be months away, but the journey to celebrating Canada’s tourism excellence starts now. We’re inviting TIAC members in good standing to step into the judge’s seat and help us recognize the outstanding people, places, and businesses that make Canada a world-class destination. Your insights and expertise will play a vital role in shining a light on the innovation and dedication driving our industry forward.
Express your interest today and help us celebrate the best of Canadian tourism in November 2025!
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Unlock Exclusive Benefits with the TIAC Member Advantage Program at Rendez-vous Canada 2025
RVC2025 Sponsorship Options
Unlock unparalleled visibility at Rendez-vous Canada 2025, the premier international tourism marketplace connecting global buyers with Canadian tourism leaders. Showcase your brand to industry decision-makers through exclusive sponsorship opportunities that elevate your impact and engagement. Secure your spot today!
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Last Call To Register!
Last-call registration fees for Rendez-vous Canada are in place. Please register as soon as possible. Rendez-vous Canada is a by-invitation-only event for qualified Sellers of Canadian travel products and services to forge new contacts, strengthen existing partnerships, gain the inside track on Canadian tourism and where it’s headed, expand their network, and learn new and creative ways to market Canada to a global audience.
Taking place May 27–30, 2025, at the RBC Convention Centre in Winnipeg, Manitoba, the event showcases the very best of Canada’s tourism products and experiences.
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Travel Details
To ensure a smooth arrival and departure for RVC 2025 in Winnipeg, Manitoba, please submit your travel details through the MyRVC Portal. Simply log in to your MyRVC account using the credentials provided and click on the 'Travel Info' tab to enter your details.
This information will be only shared with the Host Committee for the purposes of transportation scheduling.
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The Member Advantage Program
TIAC is thrilled to introduce the Member Advantage Program for Rendez-vous Canada 2025, which will take place May 27–30 in Winnipeg, Manitoba. Designed exclusively for TIAC member sellers, this program significantly enhances their experience and maximizes value at Canada’s premier international tourism marketplace. Member sellers can access exclusive pricing on booth registrations, gain an edge in appointment scheduling with early access starting March 11, 2025, priority mutual matches with Buyers, and enhanced visibility in Seller listings and Buyer searches. These benefits help members stand out and secure valuable connections. Additional perks include badge recognition with the TIAC logo, preferential placement in the RVC online directory with corporate logo highlighting, and a 10% discount on sponsorship opportunities, ensuring members maximize their exposure.
To enjoy these exclusive benefits, ensure your TIAC membership remains in good standing through to May 30, 2025. If your membership requires renewal before this date, renewal must be completed prior to RVC registration. Non-members can join TIAC to unlock these advantages. For questions or membership inquiries, contact Julie Gauvreau, Manager of Member Services, at jgauvreau@tiac-aitc.ca or 613-688-1454.
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MEMBER SPOTLIGHT
Member of TIAC since: January 2025
Free TV Airtime? How NG Media is Helping Canadian Tourism Organizations Reach Millions
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The CRTC mandates free Canadian TV airtime for DMOs, PSOs and any nonprofit or charity organization. The free TV airtime is on some of the most watched channels in Canada, such as CNN, MSNBC, TLC, A&E, and NFL Network, to name a few. We can work directly with our clients or their AORs and provide all the necessary services to execute a campaign for free TV airtime in Canada. Since the Canadian PSA campaigns have been so successful, our clients have been asking if we can help them with international media buys. We now have the contacts and have booked media in the USA, Korea, Germany, France and the UK for our clients.
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Not a member of TIAC?
Drive the Momentum. Fuel the Future!
When you join TIAC, you’re not just signing up—you’re powering a movement to elevate and transform Canada’s tourism industry. Together, we’ll champion bold ideas, unlock new opportunities, and shape a thriving future where tourism drives Canada forward.
What Does TIAC Do?
The future is ours to build. Join today and make your impact!
For more information about the TIAC membership, please contact membership@tiac-aitc.ca
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New and Renewed Member Recognition
We are delighted to extend a warm welcome to all the new and returning members of the Tourism Industry Association of Canada (TIAC)!
By becoming a TIAC member, you’re taking a vital step toward. You are...
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Amplifying your voice on key issues impacting the tourism industry.
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Accessing exclusive insights and resources to help your business grow.
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Building meaningful connections with industry leaders and partners across Canada.
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Shaping the future of tourism through advocacy and collaboration.
Together, we’re driving progress and ensuring a vibrant future for Canada’s tourism sector. Welcome to the movement!
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We are truly grateful to the 86 organizations that renewed their Regular or Associate memberships in January. Your commitment keeps us moving forward, and together, we’re building something extraordinary. Your continued support means everything, and we can’t wait to achieve even more with you by our side! | |
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Membership Essentials: Tips to Get the Most from Your TIAC Membership
Maximize Your TIAC Membership: Add Your Team!
Did you know that your TIAC membership belongs to your organization, not just one person? Each member company has a designated primary contact who manages the account and ensures the organization takes full advantage of its membership.
As the primary contact, you can add colleagues as secondary members, giving them access to TIAC’s valuable benefits, including industry insights, advocacy updates, event discounts, and networking opportunities.
Make sure your whole team is in the loop—log in to your TIAC member account today to update your company’s member contacts! Need help? Contact us at membership@tiac-aitc.ca.
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WANT TO BE IN THE SPOTLIGHT? | |
Attention all members! We want to hear your story. Share your experiences, challenges, and triumphs. By submitting your story, you'll inspire others, gain recognition, and help shape the future of our community. Don't miss this opportunity to make a difference and leave a lasting impact. | |
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THE READI PROGRAM
Tuesday, February 25, 2025
2 p.m. ET
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Discover how to elevate your tourism business and how your organization could receive a READI designation and be part of the READI National Directory. This interactive session will provide an overview of the following programs:
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Culinary & Agritourism READI is designed to enhance culinary and agritourism experiences.
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Export READI will prepare your business for international markets.
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Sustainable & Regenerative READI is designed for businesses to assess their sustainability performance using global best practices.
You will also have an opportunity to learn about the assessment form and how it will start you down the path for this National Designation.
Register and attend to ask our experts all your questions about enrolling in these programs.
Who Should Attend: DMOs, RTOs, PTTIAs and Tourism SME’s looking to align business offerings with inbound markets, to develop or expand their culinary and agritourism offerings, or to integrate sustainable practices into their operations.
Don't miss this opportunity to learn, ask questions, and be READI.
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Anne-Marie Forcier
Director of Program Development
Tourism Industry Association of Canada
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Bio
Anne-Marie has over 37 years of experience in tourism, marketing and destination development with the private sector, as well as with numerous non-profit organizations. She has served as the Director of Program Development with the Tourism Industry Association of Canada (TIAC) since 2022. Past employment highlights include Tourism Development at the Société Économique de l’Ontario (SÉO), Manager of Tourism Skills Development at St Lawrence College, and Executive Director of the Rideau Heritage Route Tourism Association for 10 years, where she managed the Regional Destination Management Organization along the UNESCO World Heritage Rideau Canal. Anne-Marie is a graduate of Algonquin College in Ottawa, has her Municipal Administration Designation and many executive education courses from Queen’s University. She is fluently bilingual and originally from Northern Ontario, has two adult children and now lives at Chaffey’s Lock on the Rideau Canal. She also owns Rideau Tours & Rentals, a small seasonal company.
Topic Summary
Have you ever wondered what knowledge and skills are required to enter and thrive in international markets? Anne-Marie will ensure you understand what the Export READI designation means, identifying the elements that make a business export market-ready and the steps to becoming Export READI.
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Bio
William Hogg helps businesses and destinations advance sustainability. Previously, he led Destination Sherbrooke’s sustainable tourism strategy, securing Québec’s first sustainable destination certification. He also worked with Tourism Eastern Townships on regional sustainability initiatives, driving impactful strategies for a more resilient tourism industry.
Topic Summary
Join our introductory session to learn how the Sustainable & Regenerative Tourism READI Training can help you take action! Discover how to participate and gain practical tools to work toward the TIAC Sustainable READI Stamp.
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Rebecca Gordon
Destination Development Officer
Culinary Tourism Alliance
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Bio
Rebecca Gordon is the Destination Development Officer at the Culinary Tourism Alliance, where she helps lead the Culinary & Agritourism READI program. Throughout her career she has managed several restaurants and collaborated with a variety of organizations to help put Canadian food on the map.
Topic Summary
Discover what the Culinary READI designation means, learn about the key elements that make a business culinary market-ready, and explore the actionable steps to achieving the Culinary READI designation.
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MEMBERS! Are you an expert in your field and would like to share a topic of interest to your fellow members? Reach out to Julie Gauvreau. | |
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On-Water Attractions & Boating Opportunities in Hamilton’s West Harbour
The City of Hamilton is seeking Requests for Information to animate the Hamilton West Harbour (Bayfront Park to Pier 8) with on-water attractions and/or boating activities. The West Harbour waterfront is a growing destination, with a blend of natural beauty and urban amenities, boasting beautiful parks, well-equipped marinas, public boat launches, and the popular Waterfront Trail. Find the RFI on Bids & Tenders until March 14.
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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.
To become an TIAC Industry Patron contact Jenn Taylor, VP Business Development and Member Relations at 902-698-0984, or Ed Byers, Partnership Lead.
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Preferred Partners
The Tourism Industry Association of Canada has partnered with a number of leading national suppliers to provide the highest quality services to our members at fantastic rates.
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