Travel Alberta

TIAC pitches growth agenda to Canadas tourism ministers

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 on September 12. 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.

"Canada is consistently regarded as one of most-desired travel destinations with world class tourism product. Yet, over the last decade, international visitation to Canada has contracted by over 3 million people annually while our competitors have experienced double digit, year-over-year growth. This under-performance is attributable, in part, to a number of fixable public policy challenges," said Goldstein.

"If Canada were to just keep pace with the global average growth of 4% it would increase annual international inbound visitation by over 650,000, driving investment in real estate and attractions and generating significant economic benefits and jobs across in every region of the country," concluded Goldstein.

TIAC's plan to achieve 4% annual growth proposes a number of practical public policy solutions, namely:
• a competitively-resourced, strategically-aligned national marketing initiative that balances new and traditional markets including the US
• a review of Canada's aviation cost and access barriers
• a modernized traveller documentation process

Click here to see the presentation.

About the Tourism Industry Association of Canada - TIAC is the only national organization representing the full cross-section of Canada's $84.8 billion tourism industry. TIAC's members include air and passenger rail services, airport authorities, local and provincial destination authorities, hotels, attractions and tour operators.

Tourism Industry Association of Canada