Canada’s tourism potential continues to be a hot story in the media this week, as journalists across the country pick up on the key themes of Tourism Week in Canada and the Tourism Town Hall Series.

TIAC collaborated with its partners in the Tourism Town Hall Series to generate interest among local media and greet journalists at each stop in the series.  These efforts generated at least five key stories on provincial-level television news and talk radio, along with several major regional newspapers.  These were also carried on the outlets’ respective websites.

In addition, a number of community outlets chimed in on local Tourism Week initiatives, namely in Nanaimo, BC; North Bay, Ontario; Sherbrooke, Québec; St. John’s, Newfoundland; Kingston, Ontario and Victoria, BC.

Please find below a digest of the most relevant stories:

Global TV News - Tourism Sask. looking to get message beyond Canadian borders – Sara Richter

In 2011 alone, almost 12,000,000 visits were made to and within Saskatchewan. The Tourism Industry Association of Canada (TIAC), however, says those numbers could be even higher. It is just a matter of getting them to come, but it is hard to do. A recent report from a senate committee showed layers of extra taxes, fees and levies are hurting Canada’s competitiveness when it comes to flying into the country.

Regina Leader-Post – Marketing, access problematic – Bruce Johnstone

Canada's brand as an international tourist destination is one of the best in the world, but the country's tourism industry is being held back by federal budget cuts and expensive air service, says the head of the Tourism Industry Association of Canada (TIAC).

Regina Leader-Post - There is more to Saskatchewan than potash and agriculture - Terrence McEachern

Pat Fiacco has a message for new visitors to the province: There is more to Saskatchewan than potash and agriculture.  In the last couple of months, Fiacco has been involved in many of these activities while visiting several tourism spots in the province. He said the tourism industry is strong and the experience has opened his eyes to what Saskatchewan has to offer.

Société Radio-Canada Régina, le 11 juin – Émission « Jour de plaine » avec Doris Labrie

L'Association de l'industrie touristique du Canada se réunit à Regina pour faire l'état de l'industrie touristique du Canada. On reçoit le président-directeur-général AITC en studio, M. David Goldstein, pour nous offrir le bilan de la journée.

Winnipeg Free Press, June 11, page B6 - Tours to see Arctic icons up as overall tourism trade rebounds – Murray McNeill

Goldstein said with the U.S. economy finally showing signs of strengthening, one of TIAC's priorities is to convince the federal and provincial governments to boost funding next year for U.S.-specific marketing initiatives.  He said TIAC officials would like to see government and private-sector tourism organizations spend $500 million over the next five years on marketing Canada in the United States.