OTTAWA, ON – Today the Minister of Tourism, Official Languages and La Francophonie, the Honourable Mélanie Joly, announced the greatly anticipated Federal Tourism Growth Strategy. The newly-unveiled plan 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.
“TIAC has worked tirelessly for many years calling on a whole of government approach to ensure tourism can reach its full growth potential” stated TIAC President & CEO Charlotte Bell. “Today’s strategy announcement demonstrates that our message has been received by the government loud and clear”.
“As the tourism sector continues to grow, currently contributing $102 billion to the economy, making up 2% of Canada's GDP and creating 1.8 million jobs in every area of the country, this globally competitive industry requires policies and measures that foster growth,” added Bell. Ambitious targets and strategies have been set to bolster growth through international arrivals, dispersion, job creation, GDP and revenues, and are consistent with TIAC’s own strategic advocacy pillars to address cost competitiveness, marketing, access, people and products.
The addition of Tourism as Canada’s 7th Economic Table announced in the most recent federal budget and the creation of regional tourism investment groups in every region of Canada co-lead by Regional Development Agencies and Destination Canada, bringing together federal, provincial and other partners will help create the strategic impetus and collaboration needed to take tourism growth to a new level.
“The new strategy’s emphasis on international visitation as key to growth also builds upon TIAC’s own mission: to be the voice of Canada’s tourism industry and improve its global competitiveness as an international destination through leadership and advocacy. We have earned a reputation for being Canada’s leading national voice for tourism and the Minister’s recognition of TIAC as a key partner in developing the new tourism strategy reinforces our advocacy leadership on behalf of the industry,” added TIAC Chair David McKenna.
The new strategy further identifies priority growth areas such as winter/rural, culinary, indigenous and inclusive tourism as key drivers to help expand Canada’s tourism offering and extend its seasonality.
“TIAC wishes to thank Minister Joly for her support and partnership in developing a new tourism strategy for Canada. We look forward to continuing our work together to grow tourism and enhance Canada’s competitive place on the global stage,” said Bell.
The full details of the new strategy can be found here.
For more information contact:
Director, Public Affairs and Communications
Tourism Industry Association of Canada