New strategy will foster growth and competitiveness of an industry that represented 2% of annual GDP and employed two million people, pre-pandemic

Niagara, Ontario, July 4, 2023 – The Tourism Industry Association of Canada (TIAC) is pleased to see the Government of Canada taking decisive action to support the recovery and long-term growth of Canada’s tourism industry with the unveiling of the new Federal Tourism Growth Strategy.

The strategy, titled Canada 365: Welcoming the World. Every day., aims to build back this once $105 billion industry and solidify Canada's position as a top global destination. Informed by extensive consultations with various stakeholders, including tourism businesses, industry associations, Indigenous organizations, and destination marketing organizations, this new strategy addresses the challenges and opportunities facing the Canadian tourism sector.

“TIAC and our industry partners are incredibility grateful for the thought and consultation that went into this new strategy,” says TIAC’s President and CEO Beth Potter, “which, along with the financial support recently announced in the Federal Budget, will help bolster tourism activity in local communities; assist in attracting major international conventions, conferences, and events to Canada; and support the modernization and development of new, more competitive, tourism assets including the growth of Indigenous experiences, for both Canadian and world travellers to discover.”

However, challenges continue to plague tourism’s recovery, including a persistently severe shortage of labour, increasing operating costs, inflation, and climbing interest rates. These all add a significant burden for those who sacrificed and took on considerable debt loads to ensure that their small businesses survived the significant economic impacts they faced during COVID.

“Ongoing support from our federal government is critical for an industry that is a key driver of Canada’s economy. The tourism sector contributes to our vibrant communities and cultures and plays an essential role in promoting Canada as a world-class destination for both leisure and business,” says Potter. “We are committed to continuing to work, hand-in-hand, with the Minister of Tourism, other Cabinet Ministers, and federal officials on this strategic path toward full industry recovery, growth and sustainability.”

As Canada 365: Welcoming the World. Every day. is set in motion, TIAC applauds the federal government's commitment to ensuring that Canada's tourism sector emerges stronger, more competitive and sustainable, and ready to welcome visitors from around the globe in the years to come.

About TIAC/AITC

Founded in 1930 to encourage the development of tourism in Canada, the Tourism Industry Association of Canada serves today as the national private-sector advocate for the pre-pandemic $105 billion travel sector. Based in Ottawa, TIAC takes action on behalf of Canadian tourism businesses and promotes positive measures that help the industry grow and prosper. TIAC is responsible for representing tourism interests at the national level, and its advocacy work involves promoting and supporting policies, programs and activities that will benefit the sector's growth and development. TIAC's membership reflects partnerships among all sectors of the industry, and provincial, territorial and regional tourism associations, enabling the association to address the full range of issues facing Canadian tourism. For more information, visit: tiac-aitc.ca.

For more information or interview requests, please contact:

Krystal Carter
tartanbond on behalf of Tourism Industry Association of Canada

(647) 271-2274

Shaz Mamdani
tartanbond on behalf of Tourism Industry Association of Canada

(437) 972-1366