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Hello,
National Tourism Week was a powerful moment of unity and traction for our industry thanks to people like you. That momentum carried into the government’s spring economic update, with promising measures for tourism: a $15M reinvestment in the International Convention Attraction Fund, $50M to attract major sporting events, commitments to air travel improvements, and extended employment insurance support for seasonal workers.
We see this as a significant win, with several announcements aligning closely with the priorities we’ve raised in recent months. While important work remains, recognizing progress is essential as we continue building productive relationships with government and advancing the industry’s outstanding priorities.
These wins and recent gatherings, from a roundtable meeting hosted by Minister Rechie Valdez to our reception on Parliament, prove our potential as a sector when we speak and act as one.
That’s why I’m pleased to formalize a stronger relationship with Parks Canada as one of our patron members. This partnership will help build cooperation among TIAC members and tourism operators in and around national sites across the country.
I hope to connect with many of you at Rendez-Vous Canada. Until then, thank you for uniting behind tourism.
Sébastien Benedict
President and CEO
Tourism Industry Association of Canada
P.S. I was happy to connect with Prime Minister Mark Carney at Politics and the Pen and chat about tourism's role in the government's trade diversification efforts.
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In this issue:
- Air Canada’s Joanne Dobson is TIAC’s newest Board member
- Wins: $15M for ICAF and a new MOU between TIAC and Parks Canada
- Now open: Tourism Congress 2026 tickets and Canadian Tourism Awards nominations
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Please note: TIAC membership renewal is changing to a calendar year cycle
We’re changing when TIAC memberships renew to make planning, budgeting, and billing simpler for you. Starting on January 1, 2027, all memberships will follow a calendar-year cycle
(January 1–December 31).
In the coming months, some members will need to pay a prorated amount on their existing renewal date, and then renew in full on January 1 to get in line with the calendar year. Members won’t be charged any extra amounts, and we’ll take care of the prorating, invoicing and schedule to make this transition as smooth as possible.
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Thank you to our
Industry Patrons
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TIAC welcomes Joanne Dobson to its Board of Directors
We were pleased to welcome Joanne Dobson to our Board of Directors earlier this year, supporting continuity between regular appointment cycles.
In her role at Air Canada as Senior Director, Government Relations – Federal and Ontario, she brings significant expertise in public affairs and stakeholder engagement, as well as a strong understanding of the aviation and transportation sectors that are essential to Canada’s visitor economy.
Her experience and perspective will be a valuable addition to the Board as TIAC continues its work on behalf of Canada’s tourism industry.
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Sébastien Benedict of TIAC and Christine Loth-Brown of Parks Canada at the MOU signing on April 21, 2026. | |
TIAC and Parks Canada Memorandum of Understanding
Our partnership with Parks Canada reached new heights this past National Tourism Week with the signing of a Memorandum of Understanding, making Parks Canada one of our patron members.
Our stronger relationship will help improve collaboration among tourism stakeholders across the country. Together, we’re committed to supporting a sustainable, competitive, and resilient tourism sector and visitor economy.
Learn more
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Tourism roundtable with Minister Valdez
During National Tourism Week, we joined partners including, Hotels Canada, Restaurants Canada, Tourism HR Canada, Meetings Mean Business, provincial and territorial tourism associations and Destination Canada for a focused discussion with Minister Rechie Valdez.
We made the case that, as an export sector, tourism is a strategic partner in delivering on Canada’s trade ambitions, by attracting international spending, strengthening connectivity, creating jobs, and driving investment across communities.
We’ll keep bringing your priorities directly to decision-makers—ensuring our united voice is heard and tourism is positioned to help lead Canada’s economic growth.
| | | | Save on 2026 Tourism Congress tickets | Registration is open for the 2026 Tourism Congress in Fredericton, New Brunswick, from November 17 to 19. Get your tickets now and save up to $200 for Canada’s leading national-level event bringing together all sectors of the industry. We’ll explore how access to talent, capital, marketing, and transportation can turn tourism demand into prosperity. Secure your access today. | Canadian Tourism Awards: Call for nominations and judges | |
Nominations are open for the 2026 Canadian Tourism Awards. Choose among 11 categories to spotlight the incredible achievements of Canada’s tourism operators. We’re also seeking judges for the awards. If you have experience in the sector and a keen eye for innovation, service excellence, and impact, join us in recognizing Canadian tourism talent.
Together, let’s celebrate those who make Canada a world-class destination.
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Get READI™ to impress investors
Calling tourism business owners: the Tourism Investor READI™ program is for you. By completing our online self assessment, you’ll determine your readiness to pitch your ideas to investors, navigate all kinds of financial matters, and receive your READI™ designation.
| | Our READI™ Training Partners |
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From our members
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
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An example of inclusive tourism
Provided by: Spinal Cord Injury BC
Since 2021, Spinal Cord Injury BC’s Access BC program and the Tse'k'wa Heritage Society have collaborated to enhance access at Tse’k’wa National Historic Site. Guided by Dane-zaa Elders and Knowledge Holders, the partnership has resulted in accessible gathering spaces and a new 360° Google Maps virtual tour, work recently recognized at the 2026 BC Tourism Industry Awards.
See the space
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The seven best practices for sustainable destinations
Provided by: GreenStep
Drawing on lessons from destinations such as Vancouver, Coast & Mountains, Ontario’s Southwest, and Tourisme Montréal, this article highlights seven best practices that help tourism organizations move from sustainability commitments to measurable action.
Read more
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Y We Travel podcast
Provided by: Greater Toronto Airport Authority
There’s no shortage of travel advice out there—who can save us a buck, what to do, when’s the best time to go, where to go. But one fundamental question often gets left behind: Why? The Y We Travel podcast, launching May 5, explores the deeper motivations behind our journeys and reveals how they fit into fast-moving trends.
Born from an award-winning magazine series of the same name, Toronto Pearson’s Y We Travel podcast is hosted by Eric Weiner, a New York Times bestselling author and former foreign correspondent, and Erica Vella, an award-winning podcaster and former broadcast journalist.
Check it out
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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!
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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.
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