Featured Publications from TIAC and our Partners

All publications are copyright Tourism Industry Association of Canada unless otherwise stated. If you would like permission to use or publish any of our publications, please contact Marcela Diaz, Director of Public Affairs and Communication at 613-238-6378 or .

2018 PREFERRED PURCHASES | An Analysis of UnionPay Cardholder Spending in Canada

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TIAC is a proud partner of UnionPay International as we continue to collaborate on initiatives supporting the Chinese inbound visitor market, including the first report on Purchase Preference Analysis of UnionPay Cardholders in Canada.

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INDIGENOUS TOURISM | Travel Economy Series

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TIAC is excited to present our new ‘Travel Economy Series’, highlighting information about some of Canada’s top target markets and industry sub-sectors. Our ninth in the series – INDIGENOUS TOURISM. Stay tuned for new market reports to be released quarterly with interesting facts on our top international markets, the travellers who come here, and insights into their visits to Canada.

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WOMEN & TOURISM | Travel Economy Series

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TIAC is excited to present our new ‘Travel Economy Series’, highlighting information about some of Canada’s top target markets and industry sub-sectors. Our eighth in the series – WOMEN & TOURISM Stay tuned for new market reports to be released quarterly with interesting facts on our top international markets, the travellers who come here, and insights into their visits to Canada.

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National Roundtable on Travel & Tourism | Labour Policy Recommendations

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The National Roundtable on Travel and Tourism (NRTT) is a partnership of Canadian national travel and tourism organizations engaged with government to promote a new approach to tourism-related policy aimed at building a stronger, more competitive and world class travel and tourism industry in Canada.

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TOURISM JOBS MATTER | Travel Economy Series

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TIAC is excited to present our new ‘Travel Economy Series’, highlighting information about some of Canada’s top target markets and industry sub-sectors. Our seventh in the series – TOURISM JOBS MATTER. Stay tuned for new market reports to be released quarterly with interesting facts on our top international markets, the travellers who come here, and insights into their visits to Canada.

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INDIA | Travel Economy Series

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TIAC is excited to present our new ‘Travel Economy Series’, highlighting information about some of Canada’s top target markets and industry sub-sectors. Our sixth in the series – INDIA. Stay tuned for new market reports to be released quarterly with interesting facts on our top international markets, the travellers who come here, and insights into their visits to Canada.

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Written Submission for the Pre-Budget Consultations in Advance of the 2020 Budget

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The Tourism Industry Association of Canada (TIAC) is pleased to submit its list of recommendations as part of the pre-budget consultations for the 2020 federal budget.

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LGBTQ2 TRAVEL IN CANADA | Travel Economy Series

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TIAC is excited to present our new ‘Travel Economy Series’, highlighting information about some of Canada’s top target markets and industry sub-sectors. Our fifth in the series – LGBTQ2 Travel in Canada. Stay tuned for new market reports to be released quarterly with interesting facts on our top international markets, the travellers who come here, and insights into their visits to Canada.

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INTERNATIONAL TRAVELERS VS. DOMESTIC TRAVELERS | Travel Economy Series

TIAC is excited to present our new ‘Travel Economy Series’, highlighting information about some of Canada’s top target markets and industry sub-sectors. Our fourth in the series – TRAVEL SEGMENTS. Stay tuned for new market reports to be released quarterly with interesting facts on our top international markets, the travellers who come here, and insights into their visits to Canada.

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MEETINGS + CONVENTIONS + INCENTIVE TRAVEL | Travel Economy Series

TIAC is excited to present our new ‘Travel Economy Series’, highlighting information about some of Canada’s top target markets and industry sub-sectors. Our third in the series – MEETINGS. Stay tuned for new market reports to be released quarterly with interesting facts on our top international markets, the travellers who come here, and insights into their visits to Canada.

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2018 Travel & Tourism Fast Facts

Travel & tourism is a dynamic, sustainable and vastly diverse industry, comprised of innovative businesses in every region of the country. It employs millions of Canadians, half of whom are under 35. The Tourism Industry Association of Canada is the only business association in Canada representing the full breadth of the travel & tourism industry, including the four main pillars of transportation, accommodations, destinations and attractions.

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AMERICA | Travel Economy Series

TIAC is excited to present our new ‘Travel Economy Series’, highlighting information about some of Canada’s top target markets and industry sub-sectors. Our second in the series – AMERICA. Stay tuned for new market reports to be released quarterly with interesting facts on our top international markets, the travellers who come here, and insights into their visits to Canada.

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MEXICO | Travel Economy Series

TIAC is excited to present our new ‘Travel Economy Series’, highlighting information about some of Canada’s top target markets and industry sub-sectors. Our first in the series features one of Canada’s fastest growing markets – MEXICO. Stay tuned for new market reports to be released quarterly with interesting facts on our top international markets, the travellers who come here, and insights into their visits to Canada.

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Tourism – Canada's Economic Pillar
	TIAC – Leading the Canadian tourism industry to be the most competitive in the world Download
Travel Industry Priorities 2019-2020 - Pre-Budget Submission
	Travel Industry Priorities 2019-2020 - Pre-Budget Submission The Tourism Industry Association of Canada (TIAC) is pleased to submit its list of recommendations as part of the pre-budget consultations for the 2019 federal budget. Download
TIAC and Visa 2017 Summer Travel Snapshot
	TIAC and Visa 2017 Summer Travel Snapshot The Tourism Industry Association of Canada (TIAC), is pleased to partner with Visa Canada on our fifth annual Travel Snapshot report, providing industry, partners and stakeholders insights into the spending patterns of Visa cardholders coming to Canada as international visitors as well as Canadians spending overseas. Download
Travel Industry Priorities 2018-2019 - Pre-Budget Submission
	Travel Industry Priorities 2018-2019 - Pre-Budget Submission The Tourism Industry Association of Canada (TIAC) is the only national organization representing the full cross section of the tourism industry in Canada. Our membership is derived of businesses representing transportation, accommodations, destinations and attractions from coast to coast to coast. Download
Update – Changes to the FCTIP Program in 2017 Federal Budget
	Update – Changes to the FCTIP Program in 2017 Federal Budget TIAC has been working diligently since the budget announcement to better understand the full impact of proposed changes to the Foreign Convention and Tour Incentive Program (FCTIP), which gives tax rebates to non-resident travellers for certain activities. After consultation TIAC received a response from the government, clarifying the scope of the changes. Download
Budget 2017: Survey of Impacts on the Tourism economy
	Budget 2017: Survey of Impacts on the Tourism economy The $37.5 million allocated to permanent funding to Destination Canada (DC) raises DC’s base funding amount to $95.5 million per year starting in 2018. This gives Canada the opportunity to be a world leader in innovative tourism marketing, inviting the world to Canada. Download
Visa Summer Travel Snapshot 2016
	Visa Summer Travel Snapshot 2016 According to 2016 VisaVue Travel Data*, Canadian inbound tourism during the summer season (May to September) produced sales of $3.9 billion1 (increase of 9.2%). Canadians travelling to destinations outside Canada spent $4.9 billion (decrease of 7%). Download
TIAC's 2016 Annual Report on Canadian Tourism
	TIAC's 2016 Annual Report on Canadian Tourism The Tourism Industry Association of Canada (TIAC) and HLT Advisory (HLT) are pleased to present our fifth annual report on Canadian Tourism. Since we began production of the report in 2012, Canadian tourism has undergone significant change, as have the political, economic and regulatory parameters within which Canadian (and international) tourism operate. Download
Pre-Budget Submission: Travel Industry Priorities 2017-2018
	Pre-Budget Submission: Trave lIndustry Priorities 2017-2018 The travel industry is experiencing a period of strong performance; however, Canada has not yet reached its growth potential, nor is the current growth level sustainable without government action to address the fundamental issues impacting Canada’s competitiveness... Download
Travel and Tourism Fast Facts
	Travel and Tourism Fast Facts Travel and tourism is a dynamic, sustainable and vastly diverse industry, comprised of innovati ve businesses in every region of the country. It employs millions of Canadians, half of whom are under 35... Download
Tourism and Young Canadians
	Tourism and Young Canadians Tourism is an important employer for Canada’s youth. These jobs not only give young people front line experience in the business world, they oft en lead to life long, fulfi lling careers. (In collaboration with Tourism HR Canada) Download
Gateway to Growth: 2016 Visitor Visa Progress Report
	Gateway to Growth: 2016 Visitor Visa Progress Report This report examines recent progress made in the Canadian visitor visa system and ongoing challenges that visa documentation requirements create for the tourism industry. The fourth edition of this annual progress report finds that important progress has been made in modernizing the visa system but there are still areas in need of improvement. Download
TIAC: Connecting Industry to a World of Opportunity
	TIAC: Connecting Industry to a World of Opportunity Increasing Canada’s global competitiveness and driving visitor growth is the main focus of the Tourism Industry Association of Canada’s advocacy agenda. Whatever the public policy, or regulatory issue, TIAC takes action on behalf of Canadian tourism businesses and promotes positive measures that help its members grow and prosper. Download
Federal Tourism Action Plan
	Federal Tourism Action Plan Canada's travel and tourism industry is a strong and consistent engine of economic growth and job creation, but has yet to reach its full potential. At a time when other Canadian sectors are negatively impacted by global commodity prices, travel and tourism is positioned for immediate growth... Download
Banff & Lake Louise Labour Shortage Study (2015)
	Banff and Lake Lousie Labour Shortage Study (2015) Despite the fact that Banff and Lake Louise have a combined population of 10,500, the region welcomes more than 3.6 million visitors annually. That means there are 340 visitors arriving in Banff National Park is up 10.4% from 2014. It should therefore be no surprise that labour shortages pose the greatest barrier for tourism in this area. Download
Gateway to Growth \| Annual Report on Canadian Tourism: Building Momentum from a Strong 2015
	Gateway to Growth \| 2015 Annual Report on Canadian Tourism The Tourism Industry Association of Canada (TIAC) and HLT Advisory (HLT) are pleased to present the 2015 Annual Report on Canadian Tourism. This fourth annual collaboration examines the current state of Canada’s tourism industry and provides a detailed, industry-focused look at issues impacting Canadian competitiveness. Download
Visa Summer Travel Snapshot (Summer 2015)
	Visa Summer Travel Snapshot 2015 TIAC and Visa Canada are pleased to present the third in a series of semi-annual reports on Visa customers’ travel spending in Canada and Canadian spending abroad. Visa Canada’s global network provides a uniquely detailed insight into spending habits and patterns which will allow businesses to tailor competitive strategies that work within their seasonal cycles. Download
Visa Winter Travel Snapshot (Winter 2015)
	Visa Winter Travel Snapshot 2015 TIAC and Visa Canada are pleased to present the second in a series of semi-annual reports on Visa customers’ travel spending in Canada and Canadian spending abroad. Visa Canada’s global network provides a uniquely detailed insight into spending habits and patterns which will allow businesses to tailor competitive strategies that work within their seasonal cycles. Download

Canadian Wineries Drive Tourism Growth (Summer 2015)

Canadian Wineries Drive Tourism Growth

TIAC and the CVA are pleased to present this report on the importance and potential of the Canadian wine tourism industry. Tourism is an $88B industry that directly employs over 600 000 Canadians in every region of the country; wine tourism is a successful and growing contributor to this sector. Every year over 3M people spend about half a billion dollars while visiting Canadian wineries, contributing $1.2B in tourism-related economic activity.

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Canadian Tourism: Focus on the US Market (Winter 2015)

Canadian Tourism: Focus on the US Market

TIAC has created a one-pager to be shared with industry and elected officials to demonstrate the importance of getting back in the US leisure market and of the Connecting America marketing proposal.

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2014 Summer Travel Snapshot (Fall 2014)

2014 Summer Travel Snapshot

TIAC and Visa Canada are pleased to present this detailed report on Canadian outbound and inbound Visa cardholder spending during the summer of 2014. Visa Canada’s extensive data collection has allowed us to quickly drill down into unprecedented detail on the spending habits of both international and domestic visitors.

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Gateway to Growth | 2014 Travel & Tourism Labour Force Report (Fall 2014)

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Gateway to Growth | 2014 Travel & Tourism Labour Force Report

Tourism is an $84 billion sector that is of economic
importance to every region of the country. Employing one in ten Canadians-one third of whom are under age 25-the strength and viability of the sector is fundamental to the health and growth of the Canadian economy. This paper examines the human resource factors impacting Canada’s tourism sector and provides recommendations to address the growing skills and labour shortages.

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Gateway to Growth | 2014 Visitor Visa Progress Report (Fall 2014)

Gateway to Growth | 2014 Visitor Visa Progress Report

In this third annual report TIAC examines Canada’s visitor visa system and how traveller documentation requirements impact not only the travel industry but trade across all sectors. The report finds that important progress has been made in modernizing the visa system, and offers further recommendations to improve upon.

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Gateway to Growth | Annual Report on Canadian Tourism: Focus on the US Market (Fall 2014)

Gateway to Growth | Annual Report on Canadian Tourism: Focus on the US Market

In this third annual report on Canadian tourism and travel, we focus on some of the opportunities and challenges facing the industry. It’s true that tourism is a remarkably resilient trade sector, a prolific job creator and a symbol of economic strength. Taken as a whole, Canada’s tourism industry has performed reasonably well, but significant opportunities remain and concerns proliferate.

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Gateway to Growth | Creating Investment Opportunity in the Canadian Hotel Industry (Summer 2014)

Gateway to Growth | Creating Investment Opportunity in the Canadian Hotel Industry

A review of Canada’s hotel industry, Gateway to Growth: Creating Investment Opportunity in the Canadian Hotel Industry, examines the current investment climate, identifies the challenges undermining profitability and provides practical recommendations to address the public policy issues which impede growth and deter investment.

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Gateway to Growth | Connecting America (Fall/Winter 2013)

Gateway to Growth | Connecting America

Connecting America is an industry sponsored proposal for a new three-year coordinated, targeted and measurable tourism marketing co-investment initiative. This unprecedented CTC- lead campaign will re-energize the US consumer, utilizing existing air and ground access.

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Passport to Growth | How International Arrivals Stimulate Canadian Exports (Fall/Winter 2013)

Passport to Growth | How International Arrivals Stimulate Canadian Exports

New research by Deloitte has found strong links between an increase in tourism — whether it’s for business or pleasure — and growth in Canadian exports. In other words, strengthening tourism can have a positive impact on Canadian companies and the economy overall.

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Gateway to Growth | Nanos Tourism Industry Survey (Fall/Winter 2013)

Gateway to Growth | Nanos Tourism Industry Survey

As part of a joint research project, TIAC and CTC engaged Nanos Research to survey industry stakeholders.
The fieldwork was conducted online between April 29th and May 21st, 2013 via online questionnaires1. We
reached out to over 6 000 businesses and got 690 complete responses.

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Gateway to Growth | Canadian Tourism Industry Annual Report (Fall/Winter 2013)

Gateway to Growth | Canadian Tourism Industry Annual Report

This year’s version of the Annual Report on the Tourism Industry will feature a new focus on tourism’s role in Canada’s overall economy. TIAC has worked in partnership with the CTC, Visa Canada and HLT Consulting to create this at-a-glance collection of industry statistics. As in previous years, this document can act as a reference piece for industry, key decision makers, business media and politicians.

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Navigate | New Directions in Tourism, Hospitality and Leisure (Fall/Winter 2013)

Navigate | New Directions in Tourism, Hospitality and Leisure

This is the seventh edition of our semiannual publication: Navigate. Each issue provides a pulse on the Canadian travel, hospitality and leisure industry and highlights future trends. Each issue also explores a ‘hot’ topic that is having significant influence on the industry.

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Gateway to Growth | Tourism Competitive Benchmarking Study (Fall/Winter 2013)

Gateway to Growth | Tourism Competitive Benchmarking Study
In recent years, the CTC commissioned The Conference Board of Canada to undertake a Tourism Competitive Benchmarking Study. This year CTC and TIAC partnered on an updated version for 2013. The study compared the performance of 11 sectors and 48 industries, including the travel and tourism sector and tourism industries, to each other and to the overall economy.

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Gateway to Growth | Aiming High: Air Access to Canada (Fall/Winter 2013)

Gateway to Growth | Aiming High: Air Access to Canada is the second in a series of research reports to increase awareness of the complexity of the global travel and tourism sector and to identify practical measures that will increase competitiveness and produce real and sustainable economic development, jobs and prosperity for Canadians.

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Gateway to Growth | Progress Report On Canadian Visitor Visa Process (Fall/Winter 2013)

Gateway to Growth | Progress Report On Canadian Visitor Visa Process is the first in a series of research reports to increase awareness of the complexity of the global travel and tourism sector and to identify practical measures that will increase competitiveness and produce real and sustainable economic development, jobs and prosperity for Canadians.
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Gateway to Growth: Driving Global Opportunity (Fall 2013)

David Goldstein, President and CEO of the Tourism Industry Association of Canada (TIAC), presented to the annual meeting of federal, provincial and territorial ministers of tourism held in Whitehorse. TIAC's message focuses on how governments and the travel and tourism sector can work in partnership to improve Canada's competitiveness and achieve TIAC's goal of matching the 4% annual growth experienced by tourism globally.
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Restoring Canadian Tourism: A Discussion Paper (Summer 2013)

The Canadian Chamber of Commerce has published a discussion paper that examines the importance of the tourism industry to the Canadian economy and the need for Canada to do better.
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The Canadian Tourism Industry: A Special Report (Fall-Winter, 2012-13)

This report is a collaboration between TIAC, HLT and our colleagues at Visa Canada, and came about as we all sought to find a cohesive and clear set of metrics that help to illuminate the current state of Canada’s tourism sector. But
evaluating where the tourism sectors stands requires more than a cataloguing of data points. We wanted to contextualize the numbers, and find the narrative thread that runs through all of figures.
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Navigate: New Directions in Tourism, Hospitality and Leisure (Winter 2012-13)

In this edition of Navigate, we take a close look at event tourism with a feature on the 2012 Summer Olympics and the Stratford Shakespeare Festival. Our findings show that 35% of travellers who have visited or plan to visit an Olympic host city were positively influenced by the Games. The ability of travel, hospitality and leisure companies to take full advantage of international sporting events and their legacy is determined by intense preparation and a strategic view of targeting new customers.
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Navigate: New Directions in Tourism, Hospitality and Leisure (Summer 2012)

Effective marketing can have a profound impact on a destination’s profile as proven by Newfoundland and Labrador. The province’s recent campaign has captured national and international attention while achieving numerous awards and driving measurable tourism results. We examine this campaign in more detail. We also have examined Germany as our hot destination. It is a well-developed tourism market that continues to improve its country’s infrastructure to welcome and accommodate visitors.
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Gateway to Growth: Modernizing Canada's Visitor Visa Process

Border and visitor visa issues can play a critical role in restoring Canada's competitiveness on the global tourism stage. In this paper, the NRTT We are asks the Government to consider a targeted asymmetrical approach that will create the strongest impact in the four key tourism source markets where travellers are required to obtain a visa prior to visiting Canada: Brazil, China, India and Mexico.
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Featured Publications from TIAC and our Partners

2018 PREFERRED PURCHASES | An Analysis of UnionPay Cardholder Spending in Canada

INDIGENOUS TOURISM | Travel Economy Series

WOMEN & TOURISM | Travel Economy Series

National Roundtable on Travel & Tourism | Labour Policy Recommendations

TOURISM JOBS MATTER | Travel Economy Series

INDIA | Travel Economy Series

Written Submission for the Pre-Budget Consultations in Advance of the 2020 Budget

LGBTQ2 TRAVEL IN CANADA | Travel Economy Series

INTERNATIONAL TRAVELERS VS. DOMESTIC TRAVELERS | Travel Economy Series

MEETINGS + CONVENTIONS + INCENTIVE TRAVEL | Travel Economy Series

2018 Travel & Tourism Fast Facts

AMERICA | Travel Economy Series

MEXICO | Travel Economy Series

Tourism – Canada's Economic Pillar

Travel Industry Priorities 2019-2020 - Pre-Budget Submission

TIAC and Visa 2017 Summer Travel Snapshot

Travel Industry Priorities 2018-2019 - Pre-Budget Submission

Update – Changes to the FCTIP Program in 2017 Federal Budget

Budget 2017: Survey of Impacts on the Tourism economy

Visa Summer Travel Snapshot 2016

TIAC's 2016 Annual Report on Canadian Tourism

Pre-Budget Submission: Travel Industry Priorities 2017-2018

Travel and Tourism Fast Facts

Tourism and Young Canadians

Gateway to Growth: 2016 Visitor Visa Progress Report

TIAC: Connecting Industry to a World of Opportunity

Federal Tourism Action Plan

Banff & Lake Louise Labour Shortage Study (2015)

Gateway to Growth | Annual Report on Canadian Tourism: Building Momentum from a Strong 2015

Visa Summer Travel Snapshot (Summer 2015)

Visa Winter Travel Snapshot (Winter 2015)

Canadian Wineries Drive Tourism Growth (Summer 2015)

Canadian Tourism: Focus on the US Market (Winter 2015)

2014 Summer Travel Snapshot (Fall 2014)

Gateway to Growth | 2014 Travel & Tourism Labour Force Report (Fall 2014)

Gateway to Growth | 2014 Visitor Visa Progress Report (Fall 2014)

Gateway to Growth | Annual Report on Canadian Tourism: Focus on the US Market (Fall 2014)

Gateway to Growth | Creating Investment Opportunity in the Canadian Hotel Industry (Summer 2014)

Gateway to Growth | Connecting America (Fall/Winter 2013)

Passport to Growth | How International Arrivals Stimulate Canadian Exports (Fall/Winter 2013)

Gateway to Growth | Nanos Tourism Industry Survey (Fall/Winter 2013)

Gateway to Growth | Canadian Tourism Industry Annual Report (Fall/Winter 2013)

Navigate | New Directions in Tourism, Hospitality and Leisure (Fall/Winter 2013)

Gateway to Growth | Tourism Competitive Benchmarking Study (Fall/Winter 2013)

Gateway to Growth | Aiming High: Air Access to Canada (Fall/Winter 2013)

Gateway to Growth | Progress Report On Canadian Visitor Visa Process (Fall/Winter 2013)

Gateway to Growth: Driving Global Opportunity (Fall 2013)

Restoring Canadian Tourism: A Discussion Paper (Summer 2013)

The Canadian Tourism Industry: A Special Report (Fall-Winter, 2012-13)

Navigate: New Directions in Tourism, Hospitality and Leisure (Winter 2012-13)

Navigate: New Directions in Tourism, Hospitality and Leisure (Summer 2012)

Gateway to Growth: Modernizing Canada's Visitor Visa Process

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