Media Room
All media requests can be directed to:
Mary Wimmer
Director, Communications & Media Relations
Tourism Industry Association of Canada
t: 613-238-7887 ext. 8765
e: mwimmer@tiac-aitc.ca
Economic Recovery of Canada’s Travel Sector Depends on Public-Private Partnership and Key Policy Changes, says Tourism Industry Association of Canada
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FOR IMMEDIATE RELEASE
Economic Recovery of Canada’s Travel Sector Depends on Public-Private Partnership and Key Policy Changes, says Tourism Industry Association of Canada
Nov. 22, 2022, Ottawa ON – New research released today from Destination Canada may indicate the full recovery of Canada’s travel economy by as early as 2024, led by the continued strength of the domestic market and the quickly rebounding US market.
The Tourism Industry Association of Canada (TIAC) says its own ambitious goals of a full recovery will take considerable work to achieve. Speaking today at the organization’s annual Tourism Congress, a two-day event taking place this year at The Westin Ottawa, TIAC’s Vice President, Policy and Government Affairs Marc Seguin emphasized to an audience of over 400 delegates that the sector was still a very long way from a full recovery.
In its recent submission to the Minister of Tourism and Associate Minister of Finance, Randy Boissonnault, TIAC set sector goals to be achieved by 2030; which include total tourism spending in Canada at $134 billion, a total tourism labour workforce of 2.5 million workers, and 30 million total annual international overnight visitors, among other key goals.
“We know that there are four key areas where a host of policy actions are needed,” he said, during his Leadership Report that kicked off the Congress’ first day. “TIAC and the member-businesses and organizations we represent are confident our proposed goals are achievable by 2030 if adequate financial resources are earmarked in support of the new (federal tourism growth) strategy… but to get us there, a number of other things need to happen.”
Specifically, Seguin emphasized that the government of Canada should focus redevelopment of the strategy to include policy changes in four key areas:
i) Attracting and retaining a sustainable tourism workforce,
ii) Improving access for visitors to and within Canada,
iii) Developing and promoting tourism assets, and
iv) Building a regenerative and inclusive tourism industry.
These “pillars of action” undergird the Association’s submission to the government to guide its redeveloped strategy; and in drafting it, Seguin said TIAC consulted extensively with its members, other industry leaders and organizations across Canada. “Our submission is a well-thought-out plan for how best to help us get to our sector goals by 2030,” he added.
Among other bold ideas proposed to recover the sector, Seguin recommended the creation of a Tourism Policy Council of Ministers, led by the Minister of Tourism himself. “The strategy’s success rests in all tourism partners rowing in the same direction and never losing sight of our destination,” said Seguin. “But all of the 24 federal departments and agencies now playing a role in tourism must place (these) tourism goals as a top priority. We all need to embrace and reimagine Canada's tourism industry.”
Congress continues tomorrow (Nov. 23, 2022) with educational sessions from industry leaders, as well as a “fireside chat” between Seguin and Minister Boissonnault.
Those unable to attend can access recordings here for a fee as of Dec. 1, 2022.
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Media Contact:
Mary Wimmer
Director, Communications & Media Relations
Tourism Industry Association of Canada
t: 613-238-7887 ext. 8765
e: mwimmer@tiac-aitc.ca
ABOUT TIAC
Founded in 1930 to encourage the development of tourism in Canada, the Tourism Industry Association of Canada (TIAC) is the national voice and champion of the industry. TIAC 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 about TIAC, visit: tiac-aitc.ca. To learn more about TIAC’s Tourism Congress, click here
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Recent News > Finalists Announced in the Tourism Industry Association’s Canadian Tourism Awards
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Nov. 1, 2022, Ottawa ON – The Tourism Industry Association of Canada (TIAC) is announcing the finalists of its annual Canadian Tourism Awards – the standard of excellence for businesses and organizations in tourism that recognizes success, leadership, and innovation in the industry.
“We are thrilled to be announcing the finalists of these Awards, which mean more to us this year than ever as the industry first hit and hardest hit by the pandemic,” says Beth Potter, President and CEO of TIAC.
“Each of these finalists have proven to have gone above and beyond in offering travellers superior experiences in Canada, and have done so under incredibly trying circumstances; amid a global recession, rampant inflation, supply chain issues, and so on,” she says. “These esteemed finalists embody the true spirit of our Awards – the values of courage, hard work, and dedication.”
Now in its 22nd year, the Canadian Tourism Awards features nine categories of distinction; in addition to the prestigious Lifetime Achievement Award. It was open to all businesses operating in any of the full suite of sectors that comprise the tourism industry; accommodations, transportation, recreation, travel services, and food and beverage.
The final winners will be announced at a gala ceremony on Nov. 23 that takes place this month during TIAC’s annual Tourism Congress, which will be held at The Westin Ottawa (Nov. 22-23, 2022).
A full list of categories and finalists now follows.
Floor13 Business Event Award:
- Amii AI Week – Edmonton, AB
- YASTA (Yarmouth and Acadian Shores Tourism Association) TMAC 2022 Conference and AGM – Yarmouth, NS
- Prospectors and Developers Association of Canada2022 Convention – Toronto, ON
Air Canada Business of the Year Award:
- The Calgary Stampede – Calgary, AB
- Great Wolf Lodge – Niagara Falls, ON
- Harbour Air Group – Vancouver, BC
ITAC Indigenous Tourism Award:
- Heritage Path Tour – Elsipogtog First Nation, NB
- Corporation Nibiischii – Mistissini, QC
- Wanuskewin Heritage Park – Saskatoon, SK
VIA Rail Canada Innovator of the Year Award:
- The Institute for Canadian Citizenship – Toronto, ON
- AREA 506 Waterfront Container Village – Saint John, NB
- Malahat SkyWalk – Malahat, BC
Small or Medium-Sized Business of the Year Award:
- ERTCU Travel Group – Penticton, BC
- Euston Park – Moncton, NB
- Be Rad Adventure Co. – Saint John, NB
Air Transat Sustainable Tourism Award:
- FOUR Nature Resort – Chelmsford, NB
- Au Diable Vert – Sutton, QC
- Eagle Wing Tours – Victoria, BC
Tourism HR Canada Employee of the Year Award:
- Kaleigh Potts, Adventure Canada – Mississauga, ON
- Spurgeon Robbins, Summerside Visitor Information Centre – Summerside, PEI
- Susan Tomihiro, Fresh Tracks Canada – Vancouver, BC
Tourism HR Canada Employer of the Year Award:
- Kingsbrae Garden – Saint Andrews, NB
- Great Wolf Lodge – Niagara Falls, ON
- Tourism Kingston – Kingston, ON
TMAC Travel Media Award:
- Matthew and Karla Bailey, Must Do Canada – Okotoks, AB
- Leah Adams-Chute, Dune Creative – Sechelt, BC
- Heather Greenwood Davis, Freelance Journalist – Markham, ON
The recipient of the Lifetime Achievement Award will be announced separately in advance of Tourism Congress and the Canadian Tourism Awards gala reception.
For more information about the Canadian Tourism Awards, visit here; and for the Tourism Congress, visit here.
Registration to Tourism Congress is now open to accredited media. To inquire, please send an email to Mary Wimmer, Director of Communications & Media Relations, at: mwimmer@tiac-aitc.ca.
Recent News > Tourism Industry Association of Canada Announces Recipient of Lifetime Achievement Award, Bill Knowlton
Tourism Industry Association of Canada Announces Recipient of Lifetime Achievement Award, Bill Knowlton
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Nov. 3, 2022, Ottawa ON – The Tourism Industry Association of Canada (TIAC) is announcing today the recipient of its prestigious Lifetime Achievement Award for 2022, Bill Knowlton. A seasoned professional and accomplished leader with more than five decades in the industry, Bill’s storied career has taken him from tour directing for Tauck Tours in the 1970’s to becoming a partner at Jonview Canada, where he was instrumental in growing the company to become one of the country’s leading inbound receptive tour operators.
“This award, recognizes an individual who has made a significant contribution of energy, service and talent towards the growth of the Canadian tourism industry,” says Beth Potter, President & CEO of TIAC. “I can think of no one who has better exemplified the values of dedication, integrity and leadership - as well as passion for our beloved industry - over the years, than my colleague and friend, Bill.”
Bill served as Jonview’s EVP from 2017 to 2022, after leading sales, marketing and product development for almost three decades as VP Marketing and Sales. He pioneered the expansion of the company’s product base, introducing a new product approach to cater to the emerging market for independent travellers. Bill firmly believed that creating trusting relationships with clients and suppliers alike was critical to long term success. As such, he regularly travelled within Canada as well as attending international trade shows and spent weeks each year visiting clients in person in their offices.
“I am privileged to be in the company of the extremely significant individuals who have previously been honoured with the Lifetime Achievement Award,” says Bill. “Our Canadian tourism industry is vast, touching every part of the country, and supported by hundreds of thousands of dedicated individuals who are welcoming, sincere, exciting, and creative. These individuals embody the spirit of Canada - I am just one of them and it has been a thrill to be part of this vibrant industry driven by so many passionate Canadians.”
His other career highlights include a decade at TPT Canada (Transpacific Tours), as Director of Marketing and Sales where he was well known for his instinct in developing innovative product and finding the right distribution channels to drive sales.
Bill has also been a major contributor to tourism boards such as Destination Canada and Destination Ontario, and an active member of various committees and volunteer organizations that have led towards the improvement of the industry as a whole; including serving on TIAC’s Board of Directors from 2003 to 2009, in addition to multiple terms in the late 1980’s into the 1990’s, as well.
TIAC will be honouring Bill with the Lifetime Achievement Award at a gala ceremony on Nov. 23 during its Tourism Congress 2022, as well as unveiling the winners of its greatly anticipated Canadian Tourism Awards. Registration to Tourism Congress is now open to accredited media; to inquire, please send an email to Mary Wimmer, Director of Communications & Media Relations, at: mwimmer@tiac-aitc.ca.