TIAC is excited to welcome the WTTC’s President & CEO, Ms. Gloria Guevara Manzo to talk to Congress delegates about how our industry drives economic growth. We’ll also have a call to action for governments around the world. This is because, as much as we can only influence tourism policy in Canada, paying attention to global tourism trends can help keep our market competitive.

For TIAC to achieve its mission for Canadian tourism businesses by encouraging a thriving inbound tourism market, we often look to other places in the world to see how we measure up, and what trends to expect. For example, we know that destination marketing is a key imperative to attracting international visitors to Canada. However, to advocate for enhanced funding, we looked to Australia to see how a similarly sized country and market measures up to us.

Further, we use competitiveness measures released bi-annually in the World Economic Forum’s Travel and Tourism Competitiveness Report to show government how Canada compares to 141 other countries in key areas like cost competitiveness, visa openness, and government support of tourism.

Be sure to attend this important keynote address to see some more of the trends TIAC will be watching in the ever changing global tourism landscape.