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Hello,
Conference season is back, and that means more opportunities for me and the TIAC team to connect directly with members and partners across the country. Lately, I’ve participated in:
- Canada’s Accredited Zoos and Aquariums (CAZA) Annual Conference at Zoo sauvage of Saint-Félicien;
- the Association of Canadian Travel Agencies and Travel Advisors (ACTA) Travel Industry Summit in Toronto;
- the Adventure Travel World Summit in Quebec City;
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the second Sommet national sur la francophonie économique canadienne in Ottawa, organized by the Réseau de développement économique et d’employabilité (RDÉE Canada)
- and the Quebec Tourism Awards in Laval, followed by the Grande conférence Alliance 2026 by the Alliance de l'industrie touristique du Québec.
These events are about much more than showing up. The conversations we have with you help us understand your circumstances and priorities to guide our advocacy on your behalf.
If you find yourself at any of these upcoming events, please come say hi to me or the TIAC team. Tell us what's working and what you need from your national association.
Here's where you can find us next:
- Tourism HR Canada's Labour Market Forum in Ottawa
- Destination International Advocacy Summit in Ottawa
- Ontario Tourism Summit in Ottawa
- Impact Atlantic Canada Sustainability, Travel, and Tourism conference in St. John's
- U.S.–Canada Policy Summit on the Economic Value of Motorcoach & Group Tourism in Québec City
- Tourism Industry Association of Manitoba Advocacy Forum in Winnipeg
- Travel Nunavut’s 2026 Annual Conference & AGM in Iqaluit
- 2026 NWT Tourism AGM & Conference in Yellowknife
- And last, but not least, our 2026 Tourism Congress in Fredericton, November 17–19, where the Canadian Council of Tourism Ministers will also convene. I can't wait to connect with you and uncover fresh solutions to tourism's top challenges.
TIAC takes what we hear from you to conversations with industry and government decision makers, including:
- the national business liaison group on tourism employment opportunities
- airline and airport associations on evolving funding proposals
- Motor Coach Canada on the impacts of tariffs and trade relations
- Canadian Parks and Wilderness Society and the Outdoor Council on the importance of the outdoor sector to tourism.
That connection between our members and decision-makers is central to what TIAC does. The more we understand what you’re experiencing, the stronger we can represent your interests nationally.
If there’s an issue affecting your organization, a barrier we should know about, or an opportunity you think deserves more attention, please reach out to tiac_advocacy@tiac-aitc.ca.
And I hope you’ll join us at Tourism Congress. It’s another opportunity to bring your perspective directly into conversations with TIAC, your peers, the Canadian Council of Tourism Ministers, and other leaders shaping what comes next for Canadian tourism.
With gratitude,
Sébastien Benedict
President and CEO
Tourism Industry Association of Canada
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In this issue:
- It's now more affordable to get READI™
- Attention students: Contest closing tomorrow
- Understand your customers like never before with the Traveller Segmentation Program
- EmpCo: The EU’s new anti-greenwashing rules and what they mean for Canadian tourism businesses
- Taste of Place Summit Heads to Kelowna in 2027
- Bring the IIHF home
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Thank you to our
Industry Patrons
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It's now more affordable to get READI™
You're READI™ for business—be recognized for it. We've made Canada's national tourism designation more accessible to tourism operators and destination organizations of all sizes. READI™ reflects your competitive edge and service excellence. With a READI™ stamp for your brand and a listing on our National Directory, you can raise your reputation among visitors, investors, and partners.
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And now, TIAC membership covers the cost. TIAC members who earn designation receive their Stamp and directory listing as part of their membership benefits.
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No membership? No problem! We've removed barriers so you can still benefit from READI™ for only $200 annually. Show customers what you do best, for less!
| | Our READI™ Training Partners | | | | |
Attention students: Contest closing tomorrow
In partnership with Air Canada, we’re giving up to four students the opportunity to attend Tourism Congress 2026 completely complimentary. This is the perfect opportunity for students in tourism and hospitality across Canada to build their resumes, grow their professional networks, and experience Canada’s tourism industry firsthand. Share a tourism idea to apply. Don’t wait, the Future Tourism Leaders contest closes on September 25.
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Understand your customers like never before
Tools that get results. Recommendations by TIAC & Destination Canada
TIAC and Destination Canada are committed to advancing Canadian tourism. As part of our partnership, we put you in front of tools that will help you do your job. The Traveller Segmentation Program in DC's Data Collective does just that, letting you understand your customers, and market to them, better than ever.
Explore 7 segments, 10 markets, and dozens of behaviours and motivations of DC's highly engaged guests to make more targeted and impactful business decisions, from product development to media planning. The program helps you find your ideal customer, learn how and why and where they travel, and even lets you test ideas in front of AI simulated travellers. Plus, there are deep dive reports your marketers would love to explore.
Work smarter with Traveller Segmentation.
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EmpCo: The EU’s new anti-greenwashing rules and what they mean for Canadian tourism businesses
On September 27, the EU’s Empowering Consumers Directive (EmpCo) takes effect, and it applies to any business marketing to European travellers regardless of where that business operates. Vague terms like eco-friendly, green, and sustainable can no longer stand on their own. What replaces them is proof: specific, measurable claims backed by data, or independent certification. Learn what EmpCo covers, what to do before the deadline, and how to make sure your sustainability claims hold up.
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Taste of Place Summit Heads to Kelowna in 2027
The Culinary Tourism Alliance is bringing the Taste of Place Summit to Kelowna, British Columbia May 17–18, 2027 in partnership with the Thompson Okanagan Tourism Association. Set in Kelowna, Canada’s first UNESCO Creative City of Gastronomy, the two-day national gathering will bring together culinary and agritourism leaders from across Canada and beyond for immersive Learning Journeys, Main Stage programming, networking and practical conversations about strengthening culinary and agritourism in our communities. Early Bird registration is now open and the Call for Presenters closes September 25, 2026.
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Bring the IIHF home
Hockey Canada is accepting bids for three upcoming International Ice Hockey Federation (IIHF) events:
- 2028 IIHF U18 Women’s World Championships
- 2030 IIHF U18 Women’s World Championships
- 2030 IIHF Women’s World Championships
Letters of expression of interest are due by November 2, 2026 to bids@hockeycanada.ca. Bids are due January 15, 2027. Sport Tourism Canada members can access bid documents on their member site here.
| | | | Tourism Hill Days 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 by October 1.
| | | | Unlock your potential at Tourism Congress | Fredericton, New Brunswick | November 17–19 | Be in the room where it happens! Tourism Congress 2026 will put you at the heart of the conversations shaping our industry. Alongside a tailored program and expert speakers offering practical and innovative takeaways to help you find your competitive edge, you’ll have a unique opportunity to engage with the Canadian Council of Tourism Ministers. Join them at Congress in Fredericton, November 17–19, where they’ll convene to tackle shared challenges, seize opportunities, and shape tourism priorities across Canada. Get closer to the tourism decision makers influencing where our industry is headed next. | |
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.
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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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