On June 17, TIAC President and CEO Charlotte Bell attended a meeting of the Canadian Council of Tourism Ministers (CCTM) in Halifax, Nova Scotia.

The gathering is an opportunity for federal, provincial and territorial ministers to come together and discuss common goals for unlocking tourism’s potential in Canada.

The Honourable Geoff MacLellan, Nova Scotia Minister responsible for Tourism Nova Scotia, hosted this year’s meeting and The Honourable Mélanie Joly, Minister of Tourism, Official Languages and La Francophonie, was represented by Guylaine Roy, Deputy Minister of Tourism, Official Languages and La Francophonie, however Minister Joly joined the meeting via skype for a special address.

As Canada’s leading voice for the entire tourism sector, TIAC was invited to share industry priorities with the CCTM. Our annual invitation to attend as a presenter shows the impact we’re making at the federal level to ensure that tourism is kept front-of-mind for political stakeholders across the country.

TIAC’s insightful presentation focused on the economic importance of the sector, the importance of addressing growth barriers, and the value of a “whole of government” approach to tourism moving forward.

The meeting took place at an important time as governments across the country are launching their own tourism strategies. Ministers and senior officials discussed shared goals for the tourism sector, including spreading the benefits of tourism to communities across the country, increasing visitation outside  the peak tourism season, and developing compelling new experiences and products.

While there’s much to celebrate, and with industry research pointing to the incredible potential for Canadian tourism, we continue to focus on the opportunities and challenges for the sector that lay ahead.

TIAC will continue advocating for our strategic priorities and working with political and business stakeholders to develop tourism’s full potential from coast to coast to coast!