Welcome, Victoria Clarke! 

At the May 29 Annual General Meeting, we welcomed Victoria Clarke of Tourism Mississauga to our Board of Directors. Victoria Clarke brings a wealth of hands-on Destination Marketing experience to Mississauga’s newly formed DMO. She has displayed 15 years of philanthropic industry leadership and community broadcasting. Clarke has made a real difference serving as a long-time community volunteer leader, raising funds and awareness for a wide variety of causes. 

I anticipate Victoria will prove an invaluable addition to the Board, providing insights from the destination perspective that will help us as we grow the tourism industry in Canada. 

Vacating the Board is Traci Bednard, President & CEO of Explore Edmonton, whose efforts during the pandemic cannot be overstated. I’d like to thank Traci for her contributions to the Board and for ensuring its ongoing success. 

It should be noted that, immediately following the AGM, the Board of Directors re-elected Nina Kressler, President & CEO of the Shaw Centre, as Chair. I look forward to continuing to collaborate with Nina in this industry we both care so deeply about.  

A Groundbreaking Data Platform Is Unveiled 

May saw the launch of an innovative data and analytics platform set to revolutionize the Canadian tourism industry and boost economic growth. The Canadian Tourism Data Collective is a first-of-its-kind, secure, centralized platform designed to harness the power of data to increase Canada’s competitiveness. 

The new strategy, launched in late May, sets bold and ambitious targets for Canada’s tourism sector and aims to reclaim and improve Canada’s global tourism competitiveness ranking and generate up to as much as $160 billion in revenue annually. 

The platform has already been recognized for its impact and innovative potential. I can’t wait to see how such a tool helps revolutionize the tourism sector and reaffirm Canada as a top global destination.  

Yours in Tourism  

Sincerely,   

Beth Potter
President & CEO
Tourism Industry Association of Canada