The Tourism Industry Association of Canada (TIAC) released its submission to the federal government for a new Federal Tourism Growth Strategy. Working in collaboration with a number of national tourism organizations and with input from our members across the country, TIAC identified four key pillars to best underpin a new federal Tourism Growth Strategy and ensure the industry achieves its key goals by 2030. The pillars are as follows: i) Attract and Retain a Sustainable Tourism Workforce, ii) Improve Access for visitors to and within Canada, iii) Develop and Promote Tourism Assets, and iv) Build a Regenerative and Inclusive Tourism Industry. These pillars are outlined in detail in TIAC’s full submission.

“On behalf of the industry from coast to coast to coast, TIAC wishes to express its deepest appreciation to Minister Boissonnault for his leadership in launching this important strategy development process,” said Beth Potter, President and CEO of TIAC. “At its core, this initiative is intended to result in a comprehensive action plan to help the Canadian tourism industry rebuild from the unprecedented impact of the COVID-19 pandemic, and to best position it for continued growth and success thereafter. We look forward to working with the Government of Canada to see this through to success.”

Tourism is the ultimate way to demonstrate to the world Canada’s ideals as a nation – resilience, tolerance, and inclusivity. TIAC is confident that investing in tourism will lead to economic growth, job creation, environmental protection, supporting culture, fostering Indigenous heritage, as well as promoting peace, prosperity, and a respect for rights. Tourism is a crucial vehicle for fostering social cohesion and it plays an important role as head ambassador on the global stage in sharing Canada’s values and principles.

“TIAC and the businesses and organizations it represents are confident our proposed goals are achievable by 2030 if adequate financial resources are earmarked in support of the new strategy,” continued Potter, “But, just as importantly, we believe achieving those goals will only be possible if a concerted effort is made by all of government and industry working together.”

TIAC emphasizes throughout its submission that tourism is a broad ecosystem – a complex value chain that will only ever be as strong as its weakest link.  A new strategy and the policy measures it ultimately entails must be comprehensive and must seek to bolster as much as possible each of those important links.

“We are optimistic in the tourism industry’s potential to not only recover to pre-pandemic levels in the next few years but to return to the annual growth performance it was achieving up to 2020. This will only be possible if private- and public-sector partners continue to work together, and the right tools and measures are put in place to overcome existing issues and barriers,” finished Potter. “The recovery of Canada’s visitor economy is key to Canada’s overall economic growth. It is vital that this once $105 billion industry in Canada be recognized and celebrated for the important economic driver it is.”