Dear Members,

Tariffs & Advocacy: Your Input Matters 

The rising concern around tariffs is something we are tackling head-on. We are in active discussions with government partners to push for fair trade policies that protect tourism businesses. To strengthen our advocacy, we will be sending out a member survey in the coming days to gather direct feedback on how these tariffs are affecting you. Your input will enhance our advocacy efforts—please take the time to share your experiences. 

Anticipating the Federal Election: A Time to Tell Our Story 

This past Sunday, Prime Minister Mark Carney called a federal election for April 28.  This is a crucial opportunity for our industry to ensure tourism remains a national priority.  

TIAC has launched a website at TourismCan.ca, which includes a campaign toolkit to help you engage with candidates and decision-makers in your communities. This is an important moment to tell our story—how tourism plays a vital role in building Canada’s economy, creating jobs, and enriching communities. We encourage you to use these resources to amplify our collective voice. 

Meeting with Members: B.C. Roundtable on March 28 

Connecting with our members is at the heart of what we do. On March 28, we are hosting the first of our regional industry roundtable in Richmond, British Columbia to bring together tourism leaders, discuss regional challenges, and explore opportunities for growth. Events like these allow us to listen to you, collaborate, and take action on the issues that matter most. 

Launching the READI™ Program: A National Tourism Designation 

We are proud to announce the launch of READI™—a national tourism designation program designed to enhance adaptability, foster growth, and elevate competitiveness within Canada’s tourism industry. 

The READI™ program equips tourism businesses with essential tools, resources, and training to navigate industry challenges and seize new opportunities. By providing practical support, it helps operators improve market visibility, build consumer trust, and gain a competitive edge. We encourage you to explore how READI™ can benefit your business and strengthen the industry. 

As always, TIAC is here to listen, advocate, and support. Thank you for your engagement, and we look forward to working together to build a stronger future for Canadian tourism. 

Yours in tourism, 

Beth Potter  

President & CEO  
Tourism Industry Association of Canada