Tourism is more than travel—it is a tool for unity across Canada. TourismCan celebrates the industry that unites the country through building economies, communities, careers, innovation, and policy. Tourism is the thread that ties Canada together.
Whet Your Appetite: Unlock Your Destination’s Taste of Place to Grow Culinary Tourism Location: Beethoven
Facilitator Ian Worte, Destination Development Manager, Culinary Tourism Alliance
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
Travel Trade 101: The Different Segments of Travel Trade and Why It Is Important to Your Business (English) Location: Suzor-Côté
Facilitators Jennifer McGregor, President Strategy, Alternative Sales Strategy Marilyn Désy, General Manager, Québec, Receptive Agencies and Tour Operators Association (ARF-Québec)
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
Facilitator
Jeff Jackson, PhD, Risk Management Consultant, Professor, Jeff Jackson Professional Services
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
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.
12:00 p.m. – 1:30 p.m.
Networking Lunch Location: Beethoven
1:30 p.m. – 4:30 p.m.
TourismCan: Building a Stronger Canada Through Sustainable Tourism (Bilingual) Location: Delfosse
Facilitators Angela Nagy, President and CEO, Green Step William Hogg, Business Development Executive, GreenStep
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
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) Location: Suzor-Côté
Facilitators Jennifer McGregor, President Strategy, Alternative Sales Strategy Marilyn Désy, General Manager, Québec, Receptive Agencies and Tour Operators Association (ARF-Québec)
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
6:00 p.m. – 8:00 p.m.
'Tourism Builds Canada' Reception Kick off the conference in style at TIAC’s 'Tourism Builds Canada' Reception at the National Gallery of Canada. Delegates attending the 2025 Tourism Congress and Hill Days are invited to network with industry peers and engage directly with Members of Parliament and other elected officials in a relaxed evening setting. Tickets will also be available for purchase for non-delegates and non-members who wish to attend.
Congress Day 1: Keynotes & Concurrent Sessions Wednesday, November 19, 2025
7:30 a.m. – 4:30 p.m.
Registration Location: Foyer Salle de Bal
7:30 a.m. – 8:30 a.m.
Coffee & Connect Location: Foyer Salle de Bal
Join us for a continental breakfast and the opportunity to connect with fellow attendees before the day begins.
8:00 a.m. – 4:00 p.m.
Marketplace Location: Foyer Salle de Bal
Join us in the Marketplace for an opportunity to connect and collaborate with key stakeholders.
8:30 a.m. – 9:00 a.m.
Welcome Remarks and Cultural Welcome Location: Mozart
9:00 a.m. – 10:00 a.m.
Opening Keynote Tourism With Purpose: Building Canada’s Legacy Together Location: Mozart
Speaker Mark Brand
Description Tourism is more than an industry. It’s the thread that weaves our communities together, celebrates our diversity, and shares Canada’s story with the world. In this powerful keynote, Mark Brand social-impact entrepreneur and chef invites attendees to reflect on the legacy they’re creating—not only through their services, but through the way tourism connects people across regions, cultures, and borders.
Drawing from his work revitalizing communities through food advocacy—from Vancouver’s Downtown Eastside, where he’s served millions of meals with dignity, to the east coast in Halifax and Dartmouth—Brand challenges us to see our roles as more than economic drivers. Tourism is nation-building. With pride as your fuel, you’ll explore how your work shapes Canada’s economic, cultural, and social future. This is a call to lead with connection, purpose, and the unwavering belief that there is no “us and them”—only us!
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. Read More
10:00 a.m. – 10:30 a.m.
Building the Voice of the Industry Location: Mozart
Description Begin Congress with a big-picture look at where Canadian tourism stands today, and where it’s headed. TIAC’s President & CEO shares honest insights on where we stand, where we’re headed, and how TIAC is reshaping the way it works with partners nationwide.
10:30 a.m. – 11:00 a.m.
Networking Break Location: Foyer Salle de Bal
Concurrent Sessions 11:00 a.m. – 12:00 p.m.
Tourism Promotion as a Driver of Canada’s Export Growth: Insights for DMOs and Policymakers Location: Grand Salon
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.
Beyond Travel & Tourism: How Tourism Connects and Contributes to Community Well-Being Location: Beethoven
Moderator Caroline Morrow, Bannikin
Panellists Amy Thacker, CEO, Cariboo Chilcotin Coast Tourism Corryn Clemence, CEO, Tourism Industry Association of PEI Zac Gribble, Executive Director, Destination Stratford
Description In this session we will explore the role that #TourismCan play in responding to systemic challenges and opportunities in our communities. We will hear from three destination managers on tourism projects championed by their organizations, and how these link to topics including workforce, housing, transportation, and resident sentiment. We will discuss the role and responsibility of destination management and marketing organizations in contributing to community wellbeing through tourism initiatives, along with tips for creating opportunities for boldness and innovation.
How to Produce Effective Storytelling in an Age of Attention Overload Location: Chopin
Speakers Andrew McDonald, Co-Executive Director, Wanuskewin Heritage Park Sean Stanleigh, Head of Globe Content Studio, The Globe and Mail
Description We’ll use the journey of Wanuskewin Heritage Park to the international stage as a launching point to frame broader storytelling techniques. How did the park play to its strengths? How did it define and overcome its weaknesses? How did it share its experiences with the world?
Travellers (literally) have a world of options, as the internet's creators compete for their attention. Highly effective storytelling isn’t a nice-to-have anymore, it’s a requirement for attracting visitors.
Tourism marketers face a host of challenges in 2025. A trade war has complicated Canada’s relationship with the United States. Consumers are tightening their financial belts. Climate events can impact destination experiences.
The good news is that Canadians prioritize travel. They’ll find ways to get to the places they want to go. In this Q&A, we’ll outline how to come up with unique content angles and deliver creative results.
12:00 p.m. – 1:30 p.m.
Air Canada Future Leaders Luncheon Location: Mozart
Description From Coast to Coast: Young Leaders Taking Canada to New Heights, presented by Air Canada Tourism is more than travel; it’s a powerful connector of people, places, and possibilities. In this panel presented by Air Canada, five young leaders from across Canada share how they are elevating the tourism industry in their regions and beyond. From Prince Edward Island to Nova Scotia, Quebec, Ontario, and British Columbia, these changemakers embody the spirit of Tourism Builds Canada, showcasing how youth are shaping the Canadian tourism sector. Join us for a conversation that spans coast to coast, highlighting the voices, visions, and values of the next generation of tourism leaders.
Concurrent Sessions 1:30 p.m. – 2:25 p.m.
Seeing the Whole Visitor: Using Data and AI to Rethink the Visitor Journey Location: Chopin
Speakers Emilie Comeau-Sinclair, Vice-President, Account Management, Tourism, Environics Analytics Group Ltd. Peter de Rama, Senior Executive Director, Technology and Digital Transformation, Destination Canada
Description In an era of rapid digital evolution, understanding the full visitor journey has never been more critical. This session explores how data and artificial intelligence are revolutionizing the way tourism organizations discover, connect with, and serve their audiences. From identifying highly-engaged guests to understanding their shifting behaviour, we’ll uncover how smart insights and adaptive technologies are helping destinations stay visible, relevant, and competitive. Join us to explore how the tourism sector can harness data and AI to build deeper connections, drive strategic growth, and shape the future of visitor engagement.
Planning for Growth: Investing in Visitor Experiences Location: Grand Salon
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
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.
Concurrent Sessions 2:30 p.m. – 3:25 p.m.
Fostering Destination Stewardship Through Strategic Partnerships: Ottawa’s Food Recovery Program Location: Beethoven
Speakers Mary Sayewich, Director, Strategy & Project Management, Ottawa Tourism Jean-Francois Archambault, 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
Speakers Wayne Smith, PhD, Director and Professor, Coalition of Canadian Tourism Universities France Dionne, Directrice Exécutive, Institut de tourisme et d’hôtellerie du Québec (ITHQ) Dr. Maria Matthews, MBA, PhD, Chair and Associate Professor, Business Administration and Tourism & Hospitality Management, Saint Vincent University Dr. Caroline Dépatie, Dean, Faculty of Global and Community Studies, Capilano University
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
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.
3:30 p.m. – 4:00 p.m.
Networking Break Location: Foyer Salle de Bal
4:00 p.m. – 5:00 p.m.
Driving Sector Growth for a Stronger Visitor Economy Location: Mozart
Description Canada’s visitor economy is powered by a diverse network of sectors. Each sector faces its own challenges, but all share a common goal: fueling economic growth, creating jobs, and strengthening communities across the country.
This high-impact panel will showcase how national sector leaders are tackling critical issues head-on, and how they’re innovating to keep Canada competitive on the global stage. Together, they’ll explore what’s working, what more is needed, and where cross-sector collaboration can unlock even greater value for Canada’s economy and visitors alike.
Congress Day 2: Plenaries & Panels Thursday, November 20, 2025
7:30 a.m. – 7:30 p.m.
Registration Location: Foyer Salle de Bal
8:00 a.m. – 2:30 p.m.
Marketplace Location: Foyer Salle de Bal
Join us in the Marketplace for an opportunity to connect and collaborate with key stakeholders.
8:00 a.m. – 9:15 a.m.
President's Breakfast - TIAC Members Only Location: Beethoven/Chopin
The TIAC Members Breakfast serves up sizzling connections with a side of industry buzz. Mingle, munch, and make moves—all before your second coffee kicks in!
8:00 a.m. – 9:15 a.m.
Coffee & Connect Location: Foyer Salle de Bal
Join us for a continental breakfast and the opportunity to connect with fellow attendees before the day begins.
9:30 a.m. – 10:30 a.m.
Destination Canada Session
Details to come.
10:30 a.m. – 11:00 a.m.
Networking Break Location: Foyer Salle de Bal
11:00 a.m. – 12:00 p.m.
From Meetings to Millions: The Economic Impact of Business Events Location: Mozart
Moderator Claire Smith, VP Sales & Marketing, Vancouver Convention Centre
Panellists
Laura Pallotta, VP Sales & Distribution, Marriott International Andrew Weir, President & CEO, Destination Toronto Paul Nursey, Destination Greater Victoria Juliano Lissoni, Managing Director, MCI Canada
Description 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.
12:00 p.m. – 1:30 p.m.
Luncheon sponsored by WestJet Location: Mozart
1:30 p.m. – 2:15 p.m.
Tourism Leaders. Who's Next? Location: Mozart
Moderator Philip Mondor, President & CEO, Tourism HR Canada
Panellists David Goldstein, CEO and Deputy Minister, Travel Alberta Susie Grynol, Regional VP, Eastern Canada, Marriott Xiaolin Gong, Sales Coordinator, Tourism Ottawa
Description Tourism is one of Canada’s most important assets. Impacting the lives of Canadians daily and as one of the world’s most celebrated destinations, the future is ripe with challenges, uncertainties and huge opportunities. How do we help governments recognize tourism not just as an industry, but as a powerhouse of economic growth, cultural exchange, and community resilience? As Canadians weigh their career choices, how do we answer the question: Why tourism?
Drawing on their own experiences and passion for the industry, and with a nod to the mavericks and dreamers who came before, the goal of this session is to provoke discussion and debate with the audience – and the industry as a whole - to answer the questions: How can we support the next generation of tourism leaders as they take us forward? What can we do better, and how?
2:15 p.m. – 2:30 p.m.
Networking Break Location: Foyer Salle de Bal
2:30 p.m. – 3:30 p.m.
National Tourism Thinktank: Charting Canada’s Collective Future Location: Mozart
Moderator Sébastien Benedict, TIAC President and CEO
Description Bringing together the Chair of the Provincial and Territorial Industry Associations (PTTIAs), and the heads of Canada’s core national tourism institutions, this high-level panel will examine the challenges faced by labour shortages, shifting global competitiveness, advocacy priorities, the importance of working in genuine partnerships with Indigenous tourism operators, and the need for sustainable practices.
This National Thinktank brings together the top leaders in Canadian tourism to address some of the big questions facing our industry. Through candid dialogue, they will explore how we can chart a collaborative path forward. Delegates will walk away with a clearer sense of where the industry is headed and how their organization can connect to the broader national agenda.
3:30 p.m. – 4:30 p.m.
Canada’s Tourism Feud: An Industry Game Show Location: Mozart
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 Clarke, 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.
5:30 p.m. – 6:00 p.m.
Canadian Tourism Awards Finalists Private Reception* Location: Beethoven/Chopin
This event is by invitation only.
6:00 p.m. – 7:00 p.m.
Canadian Tourism Awards Reception** Location: Beethoven/Chopin
Join us for the CTA’s Pre-Reception. Tickets must be purchased in advance.
7:00 p.m. – 10:00 p.m.
Canadian Tourism Awards** Location: Mozart
Join us for the "Oscars" of the Tourism Industry! The Canadian Tourism Awards recognizes and celebrates the nation’s most outstanding achievements in the tourism industry. These prestigious awards honour the individuals, businesses, and organizations that exemplify excellence, innovation, and dedication to elevating Canadian tourism.
Tickets must be purchased in advance.
*This event is by invitation only. **This is a ticketed event and is not included with all registration pass types.
Location: Chopin
