May 2019 saw TIAC’s advocacy efforts amplified by a tourism trifecta that included RVC, Tourism Week and an industry supportive Federal announcement, all happening in closely aligned dates.
Just before RVC, The Honourable Mélanie Joly, Minister of Tourism, Official Languages and La Francophonie, released Canada’s Federal Tourism Growth Strategy.
During RVC, TIAC’s Public Affairs affairs team was hard at work connecting with members and industry stakeholders to discuss the importance of tourism, and the opportunities and challenges faced by our industry. Despite the House being in session back in Ottawa, TIAC was pleased to be able to welcome Gudie Hutchings (MP for Long Range Mountains and Chair of the All-Party Tourism Caucus), and Blake Richards (MP for Banff-Airdrie and Conservative Tourism Critic) who had an opportunity to meet with Tourism stakeholders on the show floor and participate in RVC activities. We also welcomed several provincial deputy ministers and the then, Ontario Minister for Tourism, Culture and Sport the Honourable Michael Tibollo for tours of their provincial areas. Welcoming these government officials to RVC ensures that our government stakeholders continue to see the value and business impact of tourism and events like RVC on the Canadian Tourism sector.
TIAC’s Public Affairs and Membership representatives also met one-on-one with Members and RVC delegates to discuss business and top-of-mind issues, collecting meaningful feedback on member priorities and challenges, as well as countless testimonials on the positive impact RVC brings to their businesses.
Building on the exposure from RVC, TIAC’s Tourism Week call-to-action engaged members and stakeholders on a cross-country campaign that celebrated tourism's role as an economic driver and job creator for the Canadian economy.
It outlined a plan that builds upon growth strategies and investments announced in the latest Federal budget and bolsters a whole-of-government approach to tourism policy by establishing regional tourism investment groups bringing key federal partners, provincial, territorial and private sector participants working together to build a stronger tourism industry.
The campaign echoed from Ottawa to the RVC show floor and on to every province and territory, getting noticed all the way to Parliament Hill as TIAC received a special message
from the Honourable Mélanie Joly, which was shared with members during RVC.
“For the tourism and travel industry, the Federal Tourism Strategy announcement couldn’t have come at a better time than leading into Canada’s Tourism Week. What better way to ring in a celebration of Canada’s tourism industry than by acknowledging the monumental contributions we have made and will continue to make through the building and strengthening of Canada’s international brand.”
- Charlotte Bell, TIAC President and CEO
“TIAC president and CEO, Charlotte Bell, says our “whole-of-government” approach shows that TIAC’s views are being heard loud and clear. I am proud to work with Charlotte and tourism’s many hard-working women and men as we implement this strategy. The future for our sector is bright!”
– The Honourable Mélanie Joly, Minister of Tourism, Official Languages and La Francophonie