FOR IMMEDIATE RELEASE

Ottawa, Ontario, June 30, 2024 - The Tourism Industry Association of Canada (TIAC) and the Culinary Tourism Alliance (CTA) are thrilled to announce a new strategic partnership designed to bolster the culinary and agritourism sectors across Canada. This collaboration will introduce an innovative training program aimed at empowering businesses to innovate, grow, and significantly contribute to the Canadian tourism landscape.

As part of this partnership, the CTA's Culinary & Agritourism course will serve as a cornerstone for capacity-building, providing essential knowledge and skills to businesses within the industry. This course, crafted to include both synchronous and asynchronous content, comprises five comprehensive learning modules, quizzes, one-on-one coaching sessions, and collaborative group sessions. This approach ensures participants not only gain valuable insights but also practical strategies they can implement to bolster their operations.

"Our collaboration with the Culinary Tourism Alliance marks a significant step forward in enhancing culinary and agritourism experiences in Canada,” said Beth Potter, President & CEO of TIAC. “By integrating the CTA's expert-led course into our READI Stamp Accreditation process, we are providing businesses with the tools and recognition they need to thrive and attract more tourists."

Rebecca Mackenzie, President & CEO of CTA, echoed this sentiment: "Partnering with TIAC allows us to extend our reach and impact within the culinary and agritourism sector. Together, we aim to cultivate a robust, sustainable, and innovative culinary and agritourism ecosystem in Canada that will support us reaching our vision to see Canada recognized as a delicious destination."

About the Culinary & Agritourism Course

The course will be delivered through a combination of self-paced online learning modules and virtual group and one-on-one coaching sessions. It is designed to accommodate businesses of various sizes and scopes. It includes:

• Five asynchronous online learning modules, each approximately one hour long, concluding with quizzes.
• Two personalized one-on-one coaching sessions with CTA experts.
• Synchronous group sessions for introductions and wrap-ups to reinforce learning objectives and outcomes.
• A customized PDF workbook for participants to complete throughout the program.

The Culinary & Agritourism course is recognized as one of the prerequisites for attaining the TIAC Culinary & Agritourism READI Stamp, underscoring its importance and value in the industry.

Invest in Success

The Culinary & Agritourism course is offered at a competitive rate and TIAC Full Members enjoy a 5% savings.

Destinations interested in enhancing their culinary and agritourism capabilities are encouraged to enrol in the Culinary & Agritourism course. To book your place, please contact:

Ian Worte

Destination Development Manager, Culinary Tourism Alliance

Email: ian@culinarytourismalliance.com 

For more information about the training programs, visit the CTA's website.

About TIAC

The Tourism Industry Association of Canada is the national private-sector advocate for Canada's tourism industry. TIAC works to ensure Canadian tourism interests are represented at the national level through government advocacy, industry collaboration, and initiatives that drive sustainable tourism development.

About CTA

The Culinary Tourism Alliance is a not-for-profit organization that supports the growth of the culinary and agritourism sectors through education, research, marketing, and destination development. The CTA works to bring people together from across the culinary tourism industry to support the creation of shared food and drink experiences that celebrate the history, heritage, and culture of a destination.

For Media Inquiries, please contact: 
communications@tiac-aitc.ca