Meet TIAC's President & CEO Beth Potter

Beth Potter, President & CEO, Tourism Industry Association of Canada (TIAC)

Beth Potter is an accomplished leader with over 35 years of diversified provincial and national association experience, with close to 20 years in the tourism sector.

From 2011 to 2021, Beth served as President & CEO of the Tourism Industry Association of Ontario (TIAO), representing over 200,000 tourism businesses. Beth led the advocacy efforts for the provincial tourism industry – establishing the industry as a recognized economic driver for the province, and fostering a collaborative relationship between business owners, tourism organizations and governments.  Under Beth’s leadership, TIAO received the Industry Leader COVID-19 Response and Recovery Award from Destination Northern Ontario.

Prior to TIAO, Beth was involved in the industry in her role as Executive Director of Camping In Ontario, from 2004 to 2011 – representing close to 500 privately owned and operated campgrounds in Ontario. Beth successfully advocated for the re establishment of the organization’s relationship with the Government of Ontario, and established partnerships with key industry stakeholders.

In March of 2021, Beth joined the Tourism Industry Association of Canada (TIAC) with a vision to heighten the awareness of the industry across Canada, and to strengthen the organization’s advocacy objectives and results as the sector works through and post the COVID-19 pandemic. TIAC is the national voice of Canada’s tourism industry, representing the tourism economy’s interests at the national level. An involved leader, Beth will focus on working in partnership with other organizations to advance the policy work that TIAC undertakes on behalf of the industry. 

At the international level, Beth is an active member of the World Travel and Tourism Council (WTTC) COVID-19 Taskforce and Government Affairs working group.

As a testament to her leadership in the industry, Beth was recently named one of the Top 50 Women in Travel by the Global Business Travel Association.

Beth has worked with a variety of boards, committees and volunteers across the tourism industry and from all walks of life.  She carries a firm belief that volunteers make the world go around, and has proudly served on many industry boards, including the Ontario Chamber of Commerce.  She currently holds a board seat for the Metro Toronto Convention Centre and for Tourism HR Canada.

Questions or Comments?

Feel free to reach out to Beth at