The Tourism Industry Association of Canada (TIAC) is excited to announce we have officially launched our pan-Canadian workshop series to support, rebuild and grow Canada’s winter and shoulder season tourism and culinary sectors!
Originally designed to help bolster Canada’s tourism expansion in high-potential growth areas, the COVID-19 global health pandemic has drastically changed the tourism landscape in Canada. This has left tourism operators across the country worried about what this means for their future. In response, TIAC has pivoted the design of the workshops to reflect the new tourism reality for most operators. These workshops will now assist small and medium tourism operators and other tourism organizations across the country in developing strategies to maintain their businesses, and develop winter and shoulder season and culinary experiences to attract visitors back once Canada is ready to welcome them again.
Workshops will focus on:
- Support for rural and secondary market tourism: Currently, only three provinces and their largest cities are the primary destination for the vast majority of visitors coming to Canada.
- Support for winter or shoulder season development: Despite Canada being known for its winters, only 1% of activities are winter-based, which creates challenges for tourism operators trying to optimize the use of talent and capital investments.
- Support for culinary tourism development: Approximately one fifth of spending by international travelers in Canada is on food and beverage. By increasing visitor demand for local food and drink, food tourism contributes to the long-term sustainability of local agriculture, food systems, communities and culture.
- Developing the opportunity to attract domestic travelers to destinations outside of the major urban centres and to expand marketing to international travelers as soon as it is safe to do so.
To learn more about what our workshops have to offer you and your business, visit us at www.elevatingcanadianexperiences.ca