Session Details
Tourism Can: Tourism Builds Canada
Program is subject to change.
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Pre-Congress Workshops |
Whet Your Appetite: Unlock Your Destination’s Taste of Place to Grow Culinary Tourism
Location: Beethoven
Time: 9:00 a.m.–12:00 p.m. (concurrent session)
Facilitator
Ian Worte, Destination Development Manager, Culinary Tourism Alliance
Workshop Description
Get ready to dig into the delicious world of culinary and agritourism! This idea-packed workshop is designed for tourism professionals who want to position their destination around one of today’s top travel motivators: food. You’ll discover how to uncover and map your destination’s food and farm assets, support businesses in becoming market and export ready, and turn local flavours into memorable visitor experiences. We’ll dive into creative strategies including food trails, ambassador programs and events that attract food-loving travellers and build destination appeal. Plus, you'll explore Canada’s new Culinary + Agritourism Action Plan and walk away with practical tools and fresh inspiration to elevate your destination’s taste of place.
Learning Outcomes
By the end of this workshop, participants will be able to:
- Define culinary and agritourism and recognize how their destination can benefit from culinary and agritourism
- Identify global best practices and apply insights from Canada’s Culinary + Agritourism Action Plan to inform destination-level planning and product development
- Understand and apply standards for culinary and agritourism market readiness and export readiness
- Recognize strategic initiatives such as culinary and agritourism trails, ambassador programs, and events to attract food tourists to your destination
- Participate in a discussion around how destinations are growing food tourism
Facilitators
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Jennifer McGregor, President Strategy, Alternative Sales Strategy
Marilyn Désy, General Manager, Québec, Receptive Agencies and Tour Operators Association (ARF-Québec)
Workshop Description
Travel trade refers to the distribution network of tourism products comprised of tour operators, travel agents, on-line travel agents, and tourism operators/suppliers.
It is a broad term that covers many unique ways to grow your business and it is sometimes hard to determine what segment of travel trade works best for your business's needs. This interactive workshop explores the full spectrum of travel trade, pricing models, and market opportunities, helping participants identify the right segments for their business or destination to maximize reach, budget, and ROI.
Participants will gain a clear understanding of the travel trade network and its value, how to assess readiness and package their products effectively, and strategies to boost visibility and sales. They’ll learn to build strong sales tools, price for the market, evaluate ROI, and leverage programs like TIAC’s Export READI to access international opportunities.
This workshop is best suited for:
- Destination marketing organizations
- Small and medium-sized businesses in the tourism and hospitality sector
- Hotels, resorts, and accommodation providers
- Restaurants, attractions, and experience-based businesses
- Tourism start-ups and entrepreneurs
Three-Hour Masterclass on Crisis Management for Canadian Tourism Leaders
Location: Delfosse
Time: 9:00 a.m.–12:00 p.m.
Jeff Jackson, PhD, Risk Management Consultant, Professor, Jeff Jackson Professional Services
Workshop Description
In an era of increasing volatility—from wildfires and pandemics to cyber threats and reputational crises—the tourism industry must evolve beyond reactive measures. This intensive 3-hour master class equips Canadian tourism managers with the tools to build resilient organizations through a systems-based approach to crisis management, proactive communications, and an effective safety culture. This session explores how organizations can strengthen crisis preparedness and resilience.
Attendees will learn to apply systems thinking to align staff, infrastructure, and partners; build a culture of safety and accountability; and anticipate emerging risks from climate, digital, and misinformation threats. The program highlights the high costs of inaction, while offering practical strategies for effective crisis communications that safeguard trust, reputation, and long-term stability.
Who Should Attend
This workshop is designed for tourism managers, destination marketing professionals, hospitality leaders, and anyone responsible for guiding teams or making strategic decisions in the tourism sector. Participants will leave with a customized crisis response framework and actionable strategies to strengthen resilience across their organizations.
Get Your Shift Together: Fix Your People Problem and Manage the New Workforce
Location: Chopin
Time: 9:00 a.m.–12:00 p.m.
Facilitators
Evan Hazenberg, Director, Labour Market Intelligence, Tourism HR Canada; Jasmine Qi, Director, Workforce Inclusion, Tourism HR Canada
Workshop Description
How do First Jobbers and Second Acts contribute to your bottom line? Be the first to explore new resources to help strengthen your workforce. Get familiar with emerging types of job seekers and what motivates them to join—and stay. Through hands-on activities, open discussion, and real-world examples, you’ll come away with practical ideas to tweak your attraction and retention practices and build an inclusive, diverse team that makes your business shine.
TourismCan: Building a Stronger Canada Through Sustainable Tourism
Location: Delfosse
Time: 1:30 p.m.–4:30 p.m.
Facilitators
Angela Nagy, President and CEO, Green Step; William Hogg, Business Development Executive, GreenStep
Workshop Description
This workshop will explore how sustainable and regenerative tourism practices are vital for strengthening Canada's economy, protecting its natural and cultural heritage, and building resilient communities. We'll delve into the "TourismCan business case for sustainability" and discuss key criteria for the TIAC Sustainable & Regenerative READI program, delivered by GreenStep.
Funding and Investment Readiness (F.I.R.) Program: Pitch and Land Your Seed and Growth Capital!
Location: Chopin
Time: 1:30 p.m.–4:30 p.m.
Facilitator
Deneen Allen, Founder & CEO, Firecircle
Workshop Description
Firecircle is excited to bring you another foundational building block in TIAC’s READITM designation program. In response to the growing need for capital among entrepreneurs in Canada's burgeoning tourism sector, Firecircle’s Funding and Investment Readiness (F.I.R.) Program is meticulously crafted to guide urban, rural, remote, Indigenous and new Canadian tourism operators through the intricate landscape of accessing capital, including grant funding, debt equity (loans), and private investment.
The unique design of Firecircle’s F.I.R. program addresses the specific challenges faced by small and medium-sized entrepreneurs who may have limited financial knowledge or experience with seeking investment and/or debt financing.
This illuminating workshop will be of interest to businesses who are ready to take the next step in launching or expanding their operations, as well as DMOs who wish to connect their business owners with valuable knowledge. Join us for this illuminating session to learn how to become Investment READITM to take your business where you want it to go!
Travel Trade 101: The Different Segments of Travel Trade and Why It Is Important to Your Business (Français)
Facilitators
[photo]
Jennifer McGregor, President Strategy, Alternative Sales Strategy
Marilyn Désy, General Manager, Québec, Receptive Agencies and Tour Operators Association (ARF-Québec)
Workshop Description
Travel trade refers to the distribution network of tourism products comprised of tour operators, travel agents, on-line travel agents, and tourism operators/suppliers.
It is a broad term that covers many unique ways to grow your business and it is sometimes hard to determine what segment of travel trade works best for your business's needs. This interactive workshop explores the full spectrum of travel trade, pricing models, and market opportunities, helping participants identify the right segments for their business or destination to maximize reach, budget, and ROI.
Participants will gain a clear understanding of the travel trade network and its value, how to assess readiness and package their products effectively, and strategies to boost visibility and sales. They’ll learn to build strong sales tools, price for the market, evaluate ROI, and leverage programs like TIAC’s Export READI to access international opportunities.
This workshop is best suited for:
- Destination marketing organizations
- Small and medium-sized businesses in the tourism and hospitality sector
- Hotels, resorts, and accommodation providers
- Restaurants, attractions, and experience-based businesses
- Tourism start-ups and entrepreneurs
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Congress Day 1: Keynotes & Concurrent Sessions |
Opening Keynote Speaker: Mark Brand
Location: Grand Salon (TBC)
Time: 9:00 a.m.–9:45 a.m.
Biography
Mark Brand is one of Canada’s most recognized entrepreneurs in the field of social impact and community advocacy. He is a pioneering chef who uses food for good. He has become a prominent example of a new generation of leadership. He represents a growing breed of entrepreneurs and businesses that want to bake impact into everything they do.
A fighter for Vancouver’s Downtown East Side, this enigmatic social entrepreneur was determined to breathe new life into the struggling and disjointed community. He’s doing this by finding a balance between sound business practices and social justice. Since 2012, he has served over 5 million meals (often using food items carelessly deemed unusable) to those experiencing poverty in Vancouver, BC.
Along with leading his 5 organizations, Brand leads the United Nations Catalyst team focusing on food waste, poverty, and the impacts of current systemic structures on the most marginalized, traveling globally to learn and share best real-world practices and solutions from kitchens and stages alike.
He is a co-founder of Persephone Brewing reigniting cooperative and employee ownership and making an 11-acre farm, farmers markets, a pizza oven making ingredients off the farm, and a barrier employment program– Persephone is a haven for what’s possible.
In 2023, he brought his model east, launching programs in Halifax and Dartmouth, Nova Scotia that provide dignified food access, training, and employment to the most marginalized—creating a ripple effect of care and connection across the region.
Brand received Canada’s Golden Jubilee Medal for service to his country and community. He is the co-founder of A Better Life Foundation, an organization dedicated to raising funds to put toward providing food security to those in need.
He works to change policy municipally–and perception nationally–in an effort to help create and build better communities that are rich, inclusive, and wonderful places in which to live and work, and where residents look after one another. He believes there is no “us and them”—only us.
State of the Industry Leadership Report
Location: Mozart
Time: 9:45 a.m.–10:30 a.m.
Description
Begin Congress with a big-picture look at where Canadian tourism stands today, and where it’s headed. TIAC’s President & CEO will deliver the annual State of the Industry Leadership Report, offering candid insights into the milestones, challenges, and opportunities shaping our sector. From policy wins to persistent pressures, this keynote-style address will set the stage for the days ahead, sparking conversations about how tourism can continue to drive Canada’s economy, culture, and communities forward.
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Tourism Promotion as a Driver of Canada’s Export Growth: Insights for DMOs and Policymakers
Location: Grand Salon
Time: 11:00 a.m.–12:00 p.m.
Description This session will unveil new research on the relationship between tourism and Canadian export growth. The program will begin with a presentation of the research findings, highlighting the economic linkages between tourism promotion and export performance. A panel of destination leaders will then share real-world examples of how tourism has contributed to export growth in their communities and discuss how destination leaders can apply this research in their engagement with funders, policymakers, and other key stakeholders.
Moderator
Caroline Morrow, Bannikin
Panellists
Amy Thacker, CEO at the Cariboo Chilcotin Coast Tourism
Corryn Clemence, CEO at the Tourism Industry Association of PEI
Zac Gribble, Executive Director, Destination Stratford
Description
Exploring the role that #TourismCan play in responding to systemic challenges and opportunities.
Storytelling & Travel Media
Location:
From Insight to Impact: How Data Powers Decision Making
Location: Chopin
Time: 1:30 p.m.–2:25 p.m.
Speaker:
Emilie Comeau-Sinclair, Vice President, Account Management, Tourism at Environics Analytics Group Ltd.
Description
This session will explore how tourism organizations and business can leverage data to make smarter, faster, and more impactful decisions. From attracting the right visitors to understanding ROI, we’ll walk through the visitor journey — highlighting how data can be used to close gaps, inform development, and drive growth.
Planning for Growth: Investing in Visitor Experiences
Location: Grand Salon
Time: 1:30 p.m.–2:25 p.m.
Speaker
David Adames, CEO, Niagara Parks
Description
This session will share how strategic investments attractions and guest experiences have driven record revenue, attendance, and global visibility. From revitalizing iconic sites to launching bold new projects, Niagara Parks’ story showcases how innovation, adaptive reuse, and elevated visitor experiences can translate into tangible success for destinations nationwide. Attendees will learn how strategic investment delivers ROI, how innovative projects can balance financial and sustainability goals, and why keeping offerings fresh is key to driving long-term tourism growth.
Explore the Transformative Role of AI: Elevating Guest Experiences and Streamlining Operations Within the Tourism Industry
Location: Beethoven
Time: 1:30 p.m.–2:25 p.m.
Speakers
James Feldman, CSP, AI Concierge, Shift Happens
Aidan Crawford, President, Short Circuit Media
Description
As the tourism industry grapples with evolving customer expectations and technological advancements, AI emerges as a pivotal tool for innovation. This session will delve into how AI-driven strategies can personalize guest experiences and optimize operations, addressing core challenges faced by tourism professionals today. Real-life case studies and interactive sessions will equip participants with the skills to implement AI solutions tailored to their unique organizational needs, ensuring they remain competitive and relevant in the fast-paced tourism sector.
Fostering Destination Stewardship Through Strategic Partnerships: Ottawa’s Food Recovery Program
Location: Beethoven
Time: 2:30 p.m.–3:30 p.m.
Speakers
Mary Sayewich, Director, Strategy & Project Management, Ottawa Tourism
Jean-Francois Archembault, Entrepreneur Social, La Tablée des Chefs
Description
As DMOs begin to play a leading role in leveraging tourism to build stronger and more resilient communities, developing strategic partnerships has become a powerful tool to help tackle some of the complex issues facing Canadian destinations. Through a first of its kind partnership between Ottawa Tourism and La Tablée des Chefs, À la Carte – Ottawa’s Food Recovery Program, has become a model for how the hospitality industry can work alongside the community to drive meaningful change. Learn how this program has made Ottawa a national leader in the fight against food waste and food insecurity.
You are Hiring Second-Best: How to Win over Insurance, Banking, and Technology for the Best Talent
Location: Chopin
Time: 2:30 p.m.–3:30 p.m.
Speakers
Wayne Smith, Ph.D., Director and Professor, Coalition of Canadian Tourism Universities
France Dionne, Directrice Exécutive, Institut de tourisme et d’hôtellerie du Québec (ITHQ)
Description
Competing and retaining highly productive and revenue-driving leaders is a challenge, as insurance, Banking, and Technology companies are competing with you to hire top talent. This session will highlight ways to hire and retain the best talent who drives business results.
Balancing Protection and Enjoyment of Natural & Outdoor Attractions
Location: Grand Salon
Time: 2:30 p.m.–3:30 p.m.
Speakers
Hildegard Snelgrove, Business Development, Tourism Hamilton
Ryan McHugh, Manager, Tourism and Events, Tourism Hamilton
Description
As Canadians and visitors flock outdoors, destinations are challenged to harmonize visitors’ enjoyment with preserving natural environments. Rather than relying solely on restrictive measures like enforcement or reservation systems, how can thoughtful messaging, expanded experiences, and infrastructure design foster a culture of shared responsibility.
In this session, delegates will learn strategies for sustainable visitor management that balance conservation efforts with enhancing visitor experiences, using real-world examples and case studies from Hamilton’s Waterfall Destination Master Plan and waterfront animation initiatives.
Driving Sector Growth for a Stronger Visitor Economy
Location: Mozart
Time: 4:00 p.m.–5:00 p.m.
Moderator
Victoria Clarke, CEO/PDG, Visit Mississauga
Panellists
Beth McMahon, President and CEO, Hotel Association of Canada
Erin Benjamin, President and CEO, Canadian Live Music Association
Jeff Morrison, President and CEO, National Airlines Council of Canada (NACC)
Monette Pasher, President, Canadian Airports Council
Additional panellists to be announced.
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Congress Day 2: Plenaries & Panels |
Time: 11:00 a.m.–12:00 p.m.
Laura Pallotta, VP Sales & Distribution, Marriott International
Andrew Weir, President & CEO, Destination Toronto
Paul Nursey, Destination Greater Victoria
Juliano Lissoni, Managing Director, MCI Canada
Get ready for The View, Tourism Congress style! This dynamic panel brings together leading voices from across the business events ecosystem for a robust discussion about the value of business events. From municipal, provincial/territorial, and federal government perspectives to the frontlines of workforce development, economic growth and GDP generation and investment attraction. This is a discussion you won’t want to miss as DMO leaders engage with representatives from a big city convention centre, major hotel chain and a conference and trade show management company.
Mobilizing talent. Accelerating productivity. Creating a stronger Canada. Building on the most current trends and data, this expert panel will provide insights and recommendations for growing a resilient, inclusive, and competitive workforce.
Work, workers, and workplaces are changing. The competition for attracting and retaining talent has never been greater. The group will explore how automation and technology, like AI, are transforming the tourism industry and impacting jobs. They will speak about an untapped talent pool, the greater emphasis on workplace integrated learning, and the shifting workforce policy designed to achieve current economic and social priorities.
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Canada’s Tourism Feud: An Industry Game Show
Location: Mozart
Time: 3:30 p.m.–4:30 p.m.
Master of Ceremonies
Ed Byers, Sponsorship Lead, Tourism Industry Association of Canada
Contestants
Andrew Siegwart, President and CEO, Tourism Industry Association of Ontario
Dave McKenna, President, Ridge North America
Heidi Zinn, Executive Director, Discover Charlottetown
Krista Marie LeClair, Executive Director, Kingston Accommodation Partners
Sébastien Benedict, President and CEO, Tourism Industry Association of Canada
Sushant Trivedi, CEO, Fresh Tracks Canada
Teresa Ryder, Director of Business Development, Indigenous Tourism Association of Canada
Victoria Clark, CEO, Visit Mississauga
Description
Canada’s tourism leaders go head-to-head in a friendly game show-style session inspired by Family Feud. Using survey results collected from delegates in advance, two teams will battle it out to uncover the top answers to questions about the challenges, opportunities and quirks of Canada’s tourism industry. Don’t miss this one-of-a-kind session which will leave you energized and laughing.
**This is a ticketed event and is not included with all registration pass types.