WHO IS TIAC? - Cloudinary · WHO IS TIAC? • Established in 1931 ... Tourism Nanaimo Tourisme...

WHO IS TIAC?

• Established in 1931

• The only national organization representing the full cross-section of Canada's

$88.5 billion tourism industry

• Members include:

Transport Accommodations Destinations Attractions

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TIAC PRIORITIES

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• Effective advocacy

• Collaboration and industry alignment

• Election readiness

Tourism is a robust and resilient sector in every region of the country:

TOURISM IN CANADA

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The top 20 countries barely

comprise 50% of total visitation.

Between 2013/2010:

• Turkey 37%

• United States 16%

• Spain 15%

• United Kingdom 11%

• Canada 3%

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COUNTRY RANKINGS

CANADA’S LOST DECADE

12M

18M

16M

14M US Visitation

Declining (M)

-5,000

-20,000

-15,000

-10,000 Canada’s Travel

Deficit Rising ($M)

2001

Sept. 11

attacks

2007

Global Recession

WHTI - US Passport required

2002

SARS

2010

Canadian dollar

hits parity

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MARKETING

ACCESS

PRODUCT & PEOPLE

• Increased funding for CTC

• Connecting America

• Canadian Transportation Act Review

• Travel documentation

• Electronic Travel Authorization

• Temporary Foreign Workers

• Festival and events funding

WHAT ARE TIAC’s ADVOCACY PRIORITIES?

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EFFECTIVE ADVOCACY - BUDGET 2015

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MARKETING

Connecting America

• Will increase CTC funding

and drive aligned industry

partnership in renewed US

leisure marketing program

• Government positions travel

and tourism as a key growth

export industry


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ACCESS

Electronic Travel Authorization

• Visa waiver for low risk Mexican and

Brazilian visitors

• Implementation timelines to respect

industry business cycle

Canadian Transportation Act Review

• Panel focus on competitiveness of

Canadian aviation cost structure


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PRODUCT/PEOPLE

Infrastructure Investments

• Public transit

• Key historic, cultural and

tourism infrastructure

• Canada 150 celebrations

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MARKETING MATTERS

Industry priority (Town Halls & Nanos survey)

US outbound travel is up

Passports - 37%

Strengthening US economy (rising dollar)

eTA (US exempt)

Demand for Canada is strong

– PhoCusWright survey

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WHY THE US? WHY NOW?

ALL other markets do not add up to US numbers

#1 Inbound Market

11 479 500

638 700 323 900 158 500

473 500 283 700 170 200

183 700 249 900 442 800

#2

#3

#4

#5

#6

#7

#8

#9

#10

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BALANCING EMERGING AND TRADITIONAL MARKETS TOP 10 INBOUND MARKETS

Core tourism commodities/services:

• Lodging

• Food & Beverage

• Recreation & Entertainment

• Transportation (within Canada)

Other spending includes:

• Groceries and living expenses

• Retail purchases

US travellers spend more on “core” tourism commodities than any other travellers

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ALL “TOURISM” SPENDING IS NOT THE SAME

International Visitors to Canada that

visited the U.S. Prior to Arrival (2012)

USA: Partner or Competitor?

• Complete alignment on

target markets

• 21% of visitors to Canada

stopped in U.S. first

• Greater prevalence with

greater distance travelled

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THE TWO-NATION VACATION

ALIGNMENT AND COLLABORATION

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PROVINCIAL & TERRITORIAL

TOURISM INDUSTRY ASSOCATIONS

(PTTIA)

• Enhanced cooperation and

collaboration on advocacy, research

and communications engagement

• National committee structure to align

initiatives, enhance local effectiveness

and articulate local political relevance

and resonance

• Coordinated Tourism Week messaging

and events

MARKETING, ADVOCACY & SECTOR ORGANIZATIONS

(A-G)

Albert County Tourism Association British Columbia Hotel Association Destination OsoyoosAlberta Bed & Breakfast Association Burin Heritage Tourism Association Destination Southwest Nova Scotia

Alberta Country Vacations Association Camping in Ontario Destination St. John’s

Alberta Culinary Tourism Alliance Canada West Ski Areas Association Digby Area Tourism Association

Alberta Hotel & Lodging Association Canadian Airports Council Eastern Manitoba Tourism Association

Alberta Sport Connection Canadian Badlands Eastern Newfoundland Tourism Partnership

Alberta's Lakeland Tourism Canadian Camping and RV Council Economic Development LethbridgeAssociation des Hôteliers du Quebec Canadian Garden Tourism Council Edmonton TourismAssociation des hôtels du grand Montreal Canadian Inbound Tourism Association Asia Pacific Edson and District Chamber of CommerceAssociation of Canadian Travel Agencies (ACTA) Canadian Sport Tourism Alliance (CSTA) Explore Southwest Alberta

Association québécoise de l'industrie touristique Cariboo Chilcotin Coast Tourism Association Explorers' EdgeAthabasca County Cavendish Beach PEI Festivals and Events Ontario

Atlantic Canada Tourism Partnership Central Counties Tourism (RTO 6) Festivals and Major Events Canada

Atlantic Canada Trails Association Central Nova Tourist Association Forks North Portage PartnershipAttractions Ontario Chinook Country Tourist Association Fort McMurray Tourism

ATV Ontario Clarington Tourism Fredericton Tourism

Aventure Écotourisme Québec Cree Outfitting and Tourism Association Go Ski AlbertaBaccalieu Trail Tourism Association Crown of the Continent Golf PEI

Banff Lake Louise Tourism Deer Island Tourism Association Grand Manan Tourism

Battlefords Tourism & Convention Association Destination Bluenose Coast Grande Prairie Regional Tourism Association

BC Commercial Snowmobile Operators Association Destination British Columbia Greater Toronto Hotel Association

BC Fishing Resorts and Outfitters Association Destination Cape Breton Island Guelph Tourism Services

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(H-T) Hamilton Halton Brant Regional Tourism Association Mountain Bike Tourism Association Paddling Ontario – Canoe and Kayak Adventure Ontario

Harrington Harbour Tourism Association Muskoka Tourism Parksville Qualicum Beach Tourism

Heritage Run Tourism Association New Brunswick Bed and Breakfasts and Inns Association PEI Aboriginal Tourism Marketing Circle

Hike Ontario New Brunswick Outfitters Association PEI Gay Tourism Association

Hospitality Newfoundland and Labrador New Brunswick Tourism, Heritage and Culture Pilgrim Routes Travel Inc.

Hotel Association of Canada Newell Region Tourism Association Quebec City Motorized Recreational Sports Show

Hotel Association of Nova Scotia Newfoundland and Labrador Tourism Regional Tourism Organization 4

Hotel Association of P.E.I. Niagara Falls Tourism Regional Tourism Organization 7

Hotel Association of Vancouver Northern British Columbia Tourism Association Regional Tourism Organization 8

Hotel/Motel Association of Newfoundland & Labrador Northwest Territories Tourism Resorts of Ontario

Interkake Tourism Association Nova Scotia Bed & Breakfast Association Rocky Mountain House and Clearwater County

Iron Horse Trail Nova Scotia Tourism Agency Saskatchewan Hotel & Hospitality Association

Kalyna Country Nunavut Tourism Saskatchewan Southwest Tourism Association

Kootenay Rockies Tourism Association NWT Campgrounds: Spectacular Parks & Campgrounds Shuswap Tourism - Columbia Shuswap Regional DistrictLac La Biche Region Ontario Accommodation Association Société des Attractions Touristiques du Québec

Lacombe Regional Tourism Ontario Culinary Tourism Alliance Sooke Region Tourism Association

Lakeland Tourism Association Ontario Cycling Association Southwest Ontario Tourism Corporation

Lanaudiere-Mauricie, Le Quebec authentique Ontario Federation of Anglers and Hunters Spectacular Northwest Territories

Lesser Slave Lake Regional Tourism Ontario Federation of Snowmobile Clubs St. Jacobs Country

Lloydminster Tourism Ontario Museums Association Sudbury Association of Bed and Breakfasts

Mackenzie Frontier Tourist Association Ontario Restaurant, Hotel & Motel Association Sunshine Coast Canada, BC

Manitoba Hotel Association Ontario Tourism Marketing Partnership Tantramar Tourism Association

Manitoba Rural Tourism Association Ontario's Highlands The Cowboy Trail Tourism Association

Meetings & Conventions Prince Edward Island Ottawa Tourism The Great Waterway (RTO 9)

Mighty Peace Country Ottawa Valley Tourist Association Thompson Okanagan Tourism

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(T-Z) TIA PEI Tourism Saskatchewan Tourisme Laval

Tourism Association of Vancouver Island Tourism Saskatoon Tourisme Manicouagan

Tourism Atlantic Tourism Sun Peaks Tourisme Montréal

Tourism Burnaby Tourism Tofino Tourisme Outaouais

Tourism Calgary Tourism Toronto Tourisme Québec

Tourism Camrose Tourism Vancouver Tourisme Saguenay—Lac-Saint-Jean

Tourism Canmore Tourism Victoria Tourisme Mauricie

Tourism Industry Association of B.C. Tourism Westman Tourisme Montérégie

Tourism Industry Association of New Brunswick Tourism Whistler Tourisme Nunavik

Tourism Industry Association of Nova Scotia Tourism Winnipeg Travel Alberta

Tourism Industry Association of Ontario Tourisme Bas-Saint-Laurent Travel Drumheller

Tourism Industry Association of Vancouver Island Tourisme Centre-du-Québec Travel Manitoba

Tourism Industry Association of Yukon Tourisme Abitibi-Temiscamingue Travel Nordegg

Tourism Jasper Tourisme Autochtone Québec Twenty Valley Tourism Association

Tourism Kamloops Tourisme Baie-James Vancouver, Coast and Mountains Tourism Region

Tourism Kelowna Tourisme Cantons-de-l'Est Viking Trail Tourism Association

Tourism Kingston Tourisme Centre-du-Québec Visit Red Deer

Tourism Medicine Hat Tourisme Charlevoix Waskesiu Wilderness Region

Tourism Nanaimo Tourisme Chaudière-Appalaches Western Canada Mountain Bike Tourism Association

Tourism Northern Ontario Tourisme Duplessis Western NL Destination Management

Tourism Partnership of Niagara Tourisme Eastern Townships Wilderness Tourism Association

Tourism Prince Edward Island Tourisme Gaspésie Wilderness Tourism Association of Yukon

Tourism Prince George Tourisme Îles-de-la-Madeleine Yarmouth & Acadian Shores

Tourism Regina Tourisme Lanaudière Yukon First Nation Tourism Association

Tourism Richmond Tourisme Laurentides Yukon First Nations Tourism Adventures

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CANADIAN VINTNERS ASSOCIATION

• Co-presentation of a qualitative report on the

economic impact of wine tourism in Canada.

VISA CANADA

• Co-presentation of the 2015 Winter Travel

Snapshot reporting on spending behaviour

of visa cardholders visiting Canada by

location, activity and by nationality of visitor.


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Destination Canada

• Complementary national leadership to develop industry,

increase export capacity and ultimately create jobs

• Increase industry relevance through Tourism Town Halls,

industry research, Tourism Congress, RVC and GoMedia

• Growth in key markets indicative of effective CTC marketing

and policy efficiencies resulting from TIAC advocacy


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GOVERNMENT OF CANADA

Federal Tourism Strategy 2.0

• TIAC is engaged in shaping next phase of FTS to focus on capacity building, export development and global competitiveness

ELECTION READINESS

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• Federal Budget marks beginning of

election campaign

• TIAC/PTTIA/DMAC developing election tool

kit and mobilization strategy to raise

awareness of tourism’s importance,

challenges and opportunities as key priorities

within local campaigns

• Tourism Week June 1-5 will lay out industry

recommendations and concerns for the

general election

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CONTACT US

TOURISM INDUSTRY ASSOCIATION OF CANADA

www.tiac.travel

[email protected]

@TIAC_AITC

Tourism Industry Association of Canada

WHO IS TIAC? - Cloudinary · WHO IS TIAC? • Established in 1931 ... Tourism Nanaimo Tourisme...

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