Dear Members,

The changing political landscape in the United States has brought new challenges to Canada's tourism sector, with the recent announcement of tariffs creating uncertainty for cross-border travel and trade. As we navigate this evolving landscape, TIAC is working every day to protect our industry, ensuring it remains strong, competitive, and resilient in the face of any disruption. Despite the temporary 30-day pause on the 25% tariff, we continue to actively advocate for our sector, pushing for solutions, and securing the support tourism businesses need to thrive. 

Earlier this month, TIAC was invited to participate in the Prime Minister's Canada-U.S. Summit alongside other national tourism organization leaders. The summit focused on strengthening Canada’s economy and our industry’s inclusion in these critical discussions underscores our sector’s vital importance to Canada’s economy and global presence. With Americans comprising 70% of our international visitors, these high-level discussions are critical to maintaining  and fostering the deep connections between our two nations. 

TIAC continues to engage at key government tables, including the Canada-US Forum. We'll be hosting bi-weekly calls with members to share updates and hear directly from you. Over the next few months, TIAC will be embarking on a series of Regional Roundtables across the country. These focused roundtable discussions will bring together our industry to share their experiences, identify the challenges they face and collaboratively develop solutions that create more opportunities for growth.  

I am excited to update you on our narrative project, which will help our industry better articulate tourism’s vital role in Canada – from economic contribution to skills development and enhancing our global reputation. We have engaged Resonance to assist with this important project, and we’ll be setting up focus groups to gather valuable industry input. Our team is targeting the end of March for a draft matric. So, watch your inbox for opportunities to contribute to this pivotal initiative! 

Rest assured that as your industry association, we remain committed to standing alongside you during this period of change. Our team is working tirelessly to represent your interests, develop solutions, and ensure our sector emerges even stronger through any challenges. 

Yours in tourism,

Beth Potter

President & CEO
Tourism Industry Association of Canada