If you’ve attended a TIAC Congress in the past, there is no doubt you would find Destination Canada’s marketing presentation’s to be interesting, awe inspiring, and informative. This year, Destination Canada will show off how they make their marketing decisions, and what motivates travellers to take the leap and come to Canada.

Access to data is increasingly the top request from industry and stakeholders to TIAC. Knowing who is coming to our country, our provinces, and our cities helps us see where we are making progress as an industry. It also helps TIAC showcase to the government the impact of tourism to Canada’s economy. Did you know that travel and tourism is one of the only industries that has an economic presence in every riding in Canada?

This kind of information – shown through our jobs and businesses per riding handouts – is invaluable to show the impact of tourism to communities across Canada. With innovative partnerships with credit card and telecom companies, and the leaps in data technology online, TIAC is hoping to offer more insights in the months and years to come.

Another way TIAC uses data to inform industry and enhance our advocacy efforts is through compiling available global research and presenting it in an easily consumable way. Our latest research projects – the Travel Economy Series – looks at some of the most commonly referenced market and visitor segments, and their impact on tourism in Canada. Check them out, and stay tuned for more reports from TIAC!