Members Area English | Français
Join TIAC

Program

Join us for two days of thought-provoking keynotes, insights into industry trends, strategic sessions, tactical advice and plenty of networking opportunities for in-person participants.

Event Location:

The Westin Ottawa

11 Colonel By Dr, Ottawa, ON K1N 9H4

Tuesday, November 21, 2023
7:30 AM – 8:15 AM Registration and Networking Breakfast
(Confederation Foyer)
8:15 AM – 8:45 AM

Welcome Remarks
(Confederation Ballroom I-III)

Speakers:

Michael Crockatt, President & CEO, Ottawa Tourism

Michael Crockatt

Beth Potter, President & CEO, Tourism Industry Association of Canada

Beth Potter

Grandmother Irene Compton, Knowledge Keeper

Nina Kressler, President & CEO, Shaw Centre

8:45 AM – 9:15 AM

TIAC’s Leadership Report
(Confederation Ballroom I-III)

Beth Potter, President & CEO of TIAC, will present key highlights of TIAC’s work over the last year, including the major successes achieved in collaboration with our industry partners and coalitions. What is the plan to help ensure the tourism industry can achieve its full economic, social, and cultural potential in the future?

Speaker:

Beth Potter, President & CEO, Tourism Industry Association of Canada

Beth Potter

9:15 AM – 10:20 AM

Opening Keynote: A Time of Evolution, Change and Growth Jennifer Ménard-Shand
(Confederation Ballroom I-III)

Canada is Powered by Tourism, and the tourism industry is always up for the obstacles presented by change, evolution, and the opportunity for growth. As we kick off TIAC's Tourism Congress 2023, it is critical to bring an open mind, ready to absorb new ideas, and new trends. Join us as First Nations Ojibwe & French Canadian entrepreneur Jennifer Ménard-Shand shares her story, experiences and resources with us re; the Canadian labour market, attraction and retention best practices, and greater inclusion with a focus on moving reconciliation forward. Jennifer’s Keynote will leave you invigorated and ready to be innovative in your response to challenges and growth opportunities.

Speaker:

Jennifer Ménard-Shand, Founder & CEO, Staff Shop Inc.

Jennifer Ménard-Shand

Sponsored by:
Encore

10:20 AM – 10:40 AM Networking Break – TIAC’s Delegate Lounge and Marketplace
(Governor General Ballroom I-III)
10:40 AM – 10:55 AM

Fast Track: Flourishing Business Canvas
(Confederation Ballroom I-III)

Hear from Trevor Jonas Benson and Micha Fardy about the pursuit of flourishing in tourism and why you should make this an integral part of your purpose, vision, and why? Learn what it means to plan for flourishing before listening to a story from the future and what the Rural Upper Fundy Partnership is doing now to bring this to fruition.

Speakers:

Trevor Jonas Benson,
President & CEO, Bannikin

Trevor Jonas Benson

Micha Fardy, Executive Director, Friends of Fundy

 10:55 AM – 11:45 AM

Destination Rebound
(Confederation Ballroom I-III)

What do destinations impacted by natural disasters, and climate crises, need to do after emergency service, media attention, and public support subside. We’ll also look at what do they need from the us tourism industry to support their long-term rebound.

Speakers:

Jill Doucette, Founder, Synergy Enterprises

Jill Doucette

Donna Lee Demarcke, CEO, Northwest Territories Tourism

Donna Lee Demarcke

Amy Thacker, CEO, Cariboo Chilcotin Coast Tourism Association

Amy Thacker

Russell Walters, Regional Director, North America, Adventure Travel Trade Association

Sponsored by:
Destination Northern Ontario

11:45 AM – 12:05 PM

Networking Break – TIAC’s Delegate Lounge and Marketplace
(Governor General Ballroom I-III)

12:05 PM – 1:05 PM

Lunch: Air Canada presents Future Leaders’ Lunch
(Confederation Ballroom I-III)

Sponsored by:
Air Canada

1:05 PM – 1:20 PM Networking Break – TIAC’s Delegate Lounge and Marketplace
(Governor General Ballroom I-III)
1:20 PM – 1:35 PM

Fast Track: The Business of Business Events
(Confederation Ballroom I-III)

Speaker:

Laura Pallotta, 
VP, Sales & Distribution, Marriott International


1:35 PM – 2:30 PM

DMOs and the Role They Play in Building a Place to Visit, Live, Work, and Invest 
(Confederation Ballroom I-III)

As the Canadian tourism landscape evolves, so does the role and responsibilities of the DMOs. Join us for an engaging panel discussing key topics such as:

  • Destination development
  • Economic and community impact of DMOs
  • Visitor-based assessments – their value and guiding principles

Moderator:

Minto Schneider, Destination Specialist, Government Affairs, Tourism Industry Association of Canada

Minto Schneider


Speakers:

Jack Johnson, Chief Advocacy Officer, Destinations International

Jack Johnson

Nancy Small, CEO, Tourism Richmond

Nancy Small

Yves Lalumière, President & CEO, Tourisme Montréal

Yves Lalumière

Michael Crockatt, President & CEO, Ottawa Tourism

Michael Crockatt

Sponsored by:
Destination Markham

2:30 PM – 3:00 PM

Networking Break – TIAC’s Delegate Lounge and Marketplace
(Governor General Ballroom I-III)

3:00 PM – 3:20 PM Fast Track: The Economic Impact of Live Music in Canada
(Confederation Ballroom I-III)

A 20-minute session introducing the Economic Impact Assessment, its purpose, and expected outcomes, with time for a question-and-answer period. This session will educate tourism stakeholders on the benefits of live music activity to their bottom line and encourage them to follow progress of the study.

Speaker:

Erin Benjamin, President, Canadian Live Music Association

3:20 PM – 4:10 PM

Overcoming Labour Shortages: The Challenges and New Opportunities for Tourism
(Confederation Ballroom I-III)

The tourism labour market remains volatile. The recovery and growth of the sector is dependent on its ability to respond to rapid changes in a constantly evolving labour market.

The pandemic heightened and accelerated certain trends and provoked new ways of working, some out of necessity, others a reflection of changing values and priorities. Labour markets remain very tight and unemployment rates remain historically low. Amid a cost-of-living crisis, real wages are down while some non-monetary aspects of job quality have improved. Concerns about labour market security and the quality of the work environment are growing. Canada’s productivity ranks amongst the lowest in the G7 while the sector struggles to maintain competitive service standards.

Demographic factors, an increased focus on wellbeing, rapid digital transformation, a growing competition for global labour, changing skills needs, systemic barriers hindering employment, and greater attention on social protection and inclusion of under-represented and disenfranchised peoples, are examples of the challenges impacting tourism’s ability to compete for talent.

Tourism HR Canada will report on the latest labour market trends and speak to how governments, businesses, associations, and academia are responding to the new reality with a central focus on public policy and creating better workplaces.

Speaker:

Philip Mondor, 
President & CEO, Tourism HR Canada

4:10 PM – 4:30 PM

Closing Remarks
(Confederation Ballroom I-III)

Speaker:

Beth Potter, President & CEO, Tourism Industry Association of Canada

Beth Potter

4:30 PM – 6:30 PM

Members Only | TIAC President’s Reception
(Governor General Ballroom I-III)

Take time to reconnect with colleagues and enjoy the hospitality.

This event is for registered delegates only:

  • For members, this reception is included in the registration ticket.
  • For non-members, access to this reception is $415. Become a TIAC member and save! Join TIAC today!

Sponsored by:
Marriott



Wednesday, November 22, 2023
7:30 AM – 8:30 AM

Registration and Networking Breakfast
(Confederation Foyer)

8:30 AM – 8:45 AM

Opening Remarks
(Confederation Ballroom I-III)

Speaker: 

Beth Potter, President & CEO, Tourism Industry Association of Canada

Beth Potter

8:45 AM – 9:35 AM

Keynote Address: How AI is and will Impact the Tourism Industry
(Confederation Ballroom I-III)

Generative AI will have the biggest influence on visitor engagement and decision making since the rise of social media two decades ago (MySpace launched in 2003). This session will highlight emerging AI use cases and intended outcomes relating to both consumer search and industry strategy. It will navigate a broad spectrum of AI platforms beyond ChatGPT, including Microsoft Bing, Google Bard, Perplexity, Claude, Placer and various OTA, social media and image tools. We’ll explore how destinations from Jasper to Germany are designing new AI ecosystems to help optimize the visitor experience and drive revenue in the leisure, sports and business events markets. And we’ll look into the near future at the evolution from apps to agents.

Speaker:

Greg Oates, SVP, Innovation, MMGY NextFactor

Greg Oates

Sponsored by:
The Globe and Mail

9:35 AM – 9:55 AM

Fast Track: Indigenous Tourism - Reconciliation in Action
(Confederation Ballroom I-III)

New Opportunities to support Indigenous Reconciliation for the Tourism Industry

Speaker:

Keith Henry, President & CEO, Indigenous Tourism Association of Canada

9:55 AM – 10:40 AM

Equity, Diversity and Inclusion in Tourism
(Confederation Ballroom I-III)

Equity, Diversity and Inclusion is more than a hot topic. With labour challenges felt across the entire Canadian economy, creating spaces that are inclusive for all people is more than just a nice to have, it’s a need to have. This panel will explore what has been done, and what still needs to be done across the industry to make tourism welcoming for everyone, both from a staffing and a visitor perspective.

Speakers:

Miranda Ji, Executive VP of Sales, Destination Greater Victoria

Miranda Ji

Jasmine Qi, Director, Workforce Inclusion, Tourism HR Canada

Jiaxuan (Jasmine Qi)

Calvin McKee, Diversity, Equity & Inclusion Program Specialist, Colliers International

Loren Christie, Managing Director, Canadian Gay & Lesbian Chamber of Commerce

Sponsored by:
Pursuit

10:40 AM – 11:10 AM

Networking Break – TIAC’s Delegate Lounge and Marketplace
(Governor General Ballroom I-III)

11:10 AM – 12:00 PM

Navigating Transformation: Understanding the Evolving Landscape of the Canadian Travel Consumer
(Confederation Ballroom I-III)

This session aims to shed light on the dynamic shifts in the preferences, behaviours, and expectations of Canadian travellers. With increasing population growth, serious inflationary pressures, the rising cost of living, and the ever-present reality of climate change, Canadians are faced with serious societal issues likely to impact how, why and when they travel. While our industry has long been shaped by constant change, understanding the nuances of the Canadian travel consumer is even more paramount. This panel aims to equip industry professionals with actionable insights to adapt and thrive in this dynamic landscape, fostering a more resilient and responsive tourism sector in Canada.

Moderator:

Greg Klassen, Senior Director, Twenty31 A Skift Company

Greg Klassen


Speakers:

Joanne Wolnik, Executive Director, Southwest Ontario Tourism

Joanne Wolnik

Angela Cassie, Chief Operating Officer, Travel Manitoba

Angela Cassie

Brian Cant, VP, Business Impact & Engagement, 4VI

Brian Cant

12:00 PM – 12:25 PM

Networking Break – TIAC’s Delegate Lounge and Marketplace
(Governor General Ballroom I-III)

12:25 PM – 1:25 PM

Lunch - Sponsored by Parks Canada
(Confederation Ballroom I-III)

Speaker:

Ron Hallman,
President & CEO, Parks Canada

Ron Hallman

Sponsored by:
Parks Canada

1:25 PM – 1:50 PM

Fireside chat with The Honorable Minister Marc Miller, the Minister of Immigration, Refugees and Citizenship 
(Confederation Ballroom I-III)

Join us for an engaging fireside chat between Beth Potter, President & CEO, TIAC and Immigration Minister, the Honourable Marc Miller, where they dive into key issues facing the Canadian tourism sector. In this informal yet informative session, the industry's current landscape, policies, and programs will be the spotlight. Minister Miller, a key player in Canada's political landscape, brings a unique perspective to the world of tourism. With a background as a former lawyer and current MP in downtown Montreal, he possesses a deep understanding of the tourism sector and the challenges it faces.

In this Fireside Chat, we will explore various aspects of the industry, including:

  • Labor Challenges
  • Service Standards
  • Travel Visa Processing
  • ETA Program


Minister Miller will also share valuable insights into his vision for the future of Canadian tourism and how the government is supporting the industry's growth and resilience.

Speakers:

Beth Potter, President & CEO, Tourism Industry Association of Canada

Beth Potter

The Honourable Minister Marc Miller, Minister of Immigration, Refugees & Citizenship

1:50 PM – 2:15 PM

Networking Break – TIAC’s Delegate Lounge and Marketplace
(Governor General Ballroom I-III)

 2:15 PM – 2:30 PM

Fast Track: Embracing Limitations - Crafting Success
(Confederation Ballroom I - III)

The Journey of Zach Everett and Magnetic Hill Winery - Inspiring Stories of Personal and Business Growth by recognizing and overcoming core problems by working ON the business instead of IN the business.

Speaker:

Zach Everett, Co-Owner & Winemaker, Magnetic Hill Winery

2:30 PM – 3:30 PM

Tourism’s Big Opportunity
(Confederation Ballroom I - III)

Boosting the Economy, Cultivating Communities and Fostering Opportunities for All Tourism in Canada is a widely connected eco-system of industries and business, responsible for powering the economy and generating opportunity for Canadians from coast to coast to coast.

We are at an important crossroad, where the right leadership, policy change and industry partnerships could lead to a vital transformation that could unlock up to $20 billion in GDP growth.

This is a conversation about how we get there.

Speakers:

Marsha Walden, President & CEO, Destination Canada

Marsha Walden

Meaghan Ferrigno, Chief Data & Analytics Officer, Destination Canada

Meaghan Ferrigno

Michel Dubreuil, Sr. Manager, Industry Intelligence, Destination Canada

Sponsored by:
Destination Canada

3:30 PM – 4:00 PM

Networking Break – TIAC’s Delegate Lounge and Marketplace
(Governor General Ballroom I-III)

4:00 PM – 4:15 PM

Nurturing Communities, Savoring Cultures
(Confederation Ballroom I-III)

Guiding Canadian culinary and agritourism for a sustainable future.

Speaker:

Rebecca Mackenzie, President & CEO, Culinary Tourism Alliance

4:15 PM – 4:45 PM

Fireside Chat with The Honourable Minister Soraya Martinez Ferrada, the Minister of Tourism, and the Minister responsible for the Economic Development Agency of Canada for the Regions of Québec
(Confederation Ballroom I-III)

Join us for an engaging fireside chat as Minister Soroya Martinez Ferrada chats with Beth Potter, President & CEO of the Tourism Industry Association of Canada (TIAC). In this intimate and insightful conversation, we will delve into the motivations and aspirations of Minister Martinez Ferrada as she takes on the role of Canada's Tourism Minister. Discover the driving force behind her commitment to the industry and gain a deeper understanding of her vision for the future. This conversation will serve as an introduction the tourism sector to get to know Minister Martinez Ferrada on a personal level. Through candid discussions, they will explore the Minister's personal and professional journey, uncovering the events and inspirations that led her to accept the role as Canada's Tourism Minister. You'll have the opportunity to gain insights into her unique perspective and how she envisions her tenure unfolding. The Minister and Beth will also unpack some of the priorities and key areas of focus for Minister Martinez Ferrada in the coming year. The tourism industry plays a vital role in Canada's economy, and the Minister's vision and strategy will have a lasting impact on its growth and sustainability.

Speakers:

Beth Potter, President & CEO, Tourism Industry Association of Canada

Beth Potter

The Honourable Minister Soraya Martinez Ferrada, Minister of Tourism, and the Minister responsible for the Economic Development Agency of Canada for the Regions of Québec

4:45 PM – 5:00 PM

Closing Remarks
(Confederation Ballroom I-III)

Speaker:

Beth Potter, President & CEO, Tourism Industry Association of Canada

Beth Potter

5:00 PM – 6:00 PM Intermission
6:00 PM – 9:00 PM

Reception & Dinner | Canadian Tourism Awards
(Confederation Foyer & Confederation Ballroom I-III)

The Canadian Tourism Awards have become the standard of excellence for businesses and organizations in the travel industry, showcasing the nation's best tourism products, services, and experiences. The Canadian tourism awards recognize success, leadership, and innovation in Canada’s tourism industry, and to reward those people, places, organizations, and events that have gone above and beyond to offer travelers superior tourism experiences in Canada.

Please note: The Canadian Tourism Awards reception and Dinner requires a separate ticket ($200.00) and is not included as part of the conference registration pass. More details are available via the registration process.

Sponsored by:
Toronto Star

West Jet