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Welcome to the Tourism Industry Association of Canada (TIAC) Webinar Series, where innovation meets education in the dynamic world of tourism! As a leading advocate for the Canadian tourism sector, TIAC is committed to empowering its members and the industry at large with the knowledge and insights needed to thrive in an ever-evolving landscape.

Our webinar series stands at the forefront of this commitment, offering a gateway to a wealth of expertise, trends, and best practices. Tailored for both our valued members and the broader industry, these webinars serve as a cornerstone for professional development, fostering collaboration and promoting the sustainable growth of Canada's tourism ecosystem.

Join us as we embark on a journey of discovery, exploring the latest industry trends, regulatory updates, and innovative strategies that will shape the future of Canadian tourism. Whether you're a seasoned professional or a budding entrepreneur, our webinars provide a platform for networking, learning, and staying ahead of the curve.

At TIAC, we believe that knowledge is the key to success, and our webinars are designed to unlock the full potential of our vibrant tourism community. Join us in shaping the future of Canadian tourism through education, collaboration, and a shared passion for showcasing the beauty and diversity of our incredible nation. Welcome to a world of endless possibilities with TIAC webinars – your gateway to excellence in the tourism industry.



TIAC's Canadian Travel Insights Dashboard: Understanding Canadian Traveller Perceptions & Behaviours

June 19, 2024, 2:00 - 3:00 PM

The Tourism Industry of Canada (TIAC) Canadian Traveller Perception and Behaviour Dashboard, built in collaboration with Destination Canada and powered by Skift, is a new initiative providing regular and timely insights on Canadian travel consumer perceptions, attitudes, behaviours, and motivators. The Dashboard is publicly available, providing access to all Canadian tourism industry stakeholders to domestic traveller insights related to:

  • Traveller behaviour: the past travel behaviour of Canadian travellers, future travel intentions, and likely type of future trips within Canada or internationally.
  • Traveller planning: both the important sources/media inspiring Canadian travellers, as well as those sources/media used for trip planning purposes. Additionally, data on key issues related to the Canadian economy and impact on travel planning.
  • Traveller barriers: the barriers preventing Canadian travellers from taking a vacation/holiday to their preferred destination in Canada.
  • Traveller motivators: the priorities most important for Canadians when planning a vacation/holiday, as well as activities in demand to do while on vacation/holiday in Canada.
  • Seasonality: the preferred season (month) to travel domestically within Canada and the reasons.

Join TIAC and our guest from Skift, Oliver Martin and Maria Serova to discuss the report and demonstrate how to maximize the use of the dashboard.


Meet the Presenters


Oliver Martin

A destination development strategist with 18+ years of experience working with leadership teams, Oliver is an expert in the design of quantitative research to identify innovation in destination strategy. Over his career, Oliver has worked with over 70 DMOs to develop sustainable growth plans and measure impact. His clients include, Travel Alberta, Destination Nunavut and Dubai Tourism. Oliver was formerly a partner with global sustainability consultancy GlobeScan where he co-led the sustainability strategy practice. He has also served as the Director of the Pacific Asia Travel Association's Strategic Intelligence Centre and started his career at Destination Canada in corporate planning and strategy. 


Maria Serova

Maria has over 6 years of experience in management consulting and joined the Skift Advisory Insights team in 2024, focusing on market research and brand analysis, with an emphasis on sustainability and diverse consumer markets. Previously, she worked at Capgemini Invent, specializing in digital and agile transformation, project management, market research, and customer experience. At Skift Advisory, Maria collaborates with clients like Tourism Fiji, Destination Canada and Kingdom of Saudi Arabia to assess brand perception and brand health, competitive performance and customer segmentation. She holds a Master’s in Management from ESSEC Business School and is fluent in English, Russian, Italian, and French.


Navigating Mental Health Crises in Tourism: Insights and Strategies for a Resilient Workforce with Tourism HR Canada

June 26, 2024, 2:00 - 3:00 PM

Mental health crises in the tourism workforce seem to be becoming both more widespread and more acute. Generalized anxieties around economic, sociopolitical, and environmental pressures are interacting with new challenges in the post-pandemic tourism workplace, producing a new HR landscape in which few operators feel prepared to navigate safely or confidently. This webinar will present current research from Tourism HR Canada around mental well-being in tourism, with an emphasis on workplace culture and its impact on retention. Some high-level research findings from this project will be shared, along with practical tips and tools for creating psychologically safe workplaces for the entire staff, from front-line employees to senior management. 


Meet the Presenter


Evan Hazenberg

Evan Hazenberg is the Director for Labour Market Intelligence at Tourism HR Canada, where he is closely involved in a number of topical research projects. Before joining Tourism HR Canada in 2022, he was a lecturer for five years at the University of Sussex in England.



Recordings of Past Industry Webinars

May 22, 2024

TIAC's Ask an Expert - Wanderlust Unveiled: Upcoming Travel Trends & Insights from The Globe and Mail

As the summer vacation season rapidly approaches, The Globe and Mail's leading experts in Research & Media Insights, Andrew Consky and Jason Ainsworth, will reveal Globe readers' desires and plans for the upcoming season and beyond. They will provide an exclusive peek into the minds of the Globe Insiders panel, unveiling the most coveted destinations, preferred vacation styles, and sources of inspiration.

Jessica Robinson, Content Manager at Globe Content Studio, will present the insights her team has gleaned from the last six months of travel storytelling, designed to empower others to learn from the successes (and challenges) of past sponsor content campaigns. She’ll pair these insights with a selection of content showcasing the best practices in action, culminating with a featured case study to inspire attendees.

March 5, 2024

Everything the government has for your business, all in one place

Learn how to navigate the hundreds of government programs and services to help support Canadian businesses, you may be able to work with an Innovation Advisor in your area to get advice and help finding right-for-them government programs and services, and Innovation Canada has a suite of programs and services to support businesses innovate and grow   

Representatives from Innovation Canada prepared live presentations of the Business Benefits Finder, an interactive tool designed to help businesses find the right government support for their business by answering a few key questions, a live demonstration of BizPaL, an interactive tool designed to help businesses find the business permits and licenses they need to operate in municipalities across Canada.

December 14, 2023

Unveiling Travel Insight Opportunities: A focus on National and Ontario Prospectives

An exploration of TIAC's Canadian Travel Insights Dashboard and TIAO's Ontario Traveller Perception and Behaviour Monitor. Discover how these programs work and learn about valuable opportunities.