Message from the President & CEO > Message from the President & CEO – June 14, 2022

Message from the President & CEO – June 14, 2022

posted on June 13, 2022

For more than 10 years, Tourism Week has encouraged the public and private sector to come together and celebrate the industry, from coast to coast to coast. This year’s event (May 29-June 4, 2022) marked the beginning of the recovery of the industry with the reopening of tourism globally, after two long years of COVID-19 border restrictions. We are all reminded of the importance of our industry to Canada’s economy, and to the social and cultural fabric of communities across the nation.

While the campaign has always been an invitation to champion and promote our breathtaking destinations, bold businesses, and passionate workforce; our theme was ‘Travel Now: For Work, Life and Play!’ It was chosen because we specifically wanted to highlight to the world that Canada is ready to re-welcome visitors – no matter their reason for travelling.

As part of the campaign, we encouraged businesses to light up in green and share our social media content – which you did, with great enthusiasm! From iconic Peggy’s Cove out east to the northern lights in the night skies above BC, your pictures flooded our feeds – and it was our pleasure to amplify them. We received hundreds of comments, thousands of shares, and tens of thousands of impressions throughout the week… it was a wonderful reminder of just how vital, resilient, and engaging our industry truly is…

Thank you to everyone for participating in this year’s campaign. And a very special thank-you to Prime Minister Justin Trudeau, Minister of Tourism Randy Boissonnault, Parliamentary Secretary Rachel Bendayan, Parliamentary Tourism Caucus Co-Chairs and Vice-Chairs, and all the other Senators and Members of Parliament who contributed their time to participate in this year’s Tourism Week (check out their videos here). As our industry collectively stands at the beginning of a tourism recovery this summer, our challenges remain numerous and the road ahead uncertain – but, as always, we are stronger when we face them together.


Beth Potter
President & CEO
Tourism Industry Association of Canada