Tourism Industry Association of Canada launches “Elevating Canadian Experiences” winter and culinary national program
OTTAWA (March 5, 2020)– With support from the Government of Canada’s Canadian Experience Fund (CEF), the Tourism Industry Association of Canada (TIAC) has launched a new national program: Elevating Canadian Experiences: A How-to workshop series to grow tourism through culinary and shoulder seasons development.
“We are excited to be launching a new program that will help businesses including those operating in rural and secondary markets to build awareness and expand their capacity in both the shoulder/winter seasons and culinary experience to help take them to the next level,” said TIAC President and CEO, Charlotte Bell. “Through support from the Government of Canada’s Canadian Experiences Fund, we have partnered with Provincial and Territorial Tourism organizations to help build capacity in strategic regions.”
Generally, in the visitor economy the “shoulder season” is the period between peak seasons. Canada receives 3.5 times more visitors in the summer (July to September) than it does in the winter (January to March). In 2018, tourism garnered $102 billion for the Canadian economy. “With tourism being a significant economic driving force in Canada – accounting for 2.1% of Canada’s GDP and supporting 1.8 million jobs for Canadians – it is crucial that we work to expand our shoulder season tourism potential,” said Bell. “Only 1 percent of visitor activities are winter-based, and we are working hard to expand this capacity to help grow our tourism industry and as a result, the Canadian economy.”
Canada is also known for its high culinary caliber. In fact, Statistics Canada estimates that the food and beverage sector garners billions of dollars in spending from international visitors. “Canada’s food and beverage sector is a huge contributor to the Canadian economy, and tourism is a key part of that,” added Bell. “When 20% of visitor spending is going towards the culinary experience, there is huge potential for employers, employees, and the economy to help ensure that this sector has the tools it needs to grow and expand.”
The Elevating Canadian Experiences program will be made possible through partnerships between TIAC and Provincial and Territorial Tourism Industry Associations (PTTIA), as well as other partners in provinces and territories. These partnerships will help identify regional markets and operators in each province and territory where capacity building is identified as a priority.
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Founded in 1930 to encourage the development of tourism in Canada, The Tourism Industry Association of Canada serves today as the national private-sector advocate for this $102 billion sector. Based in Ottawa, TIAC takes action on behalf of Canadian tourism businesses and promotes positive measures that help the industry grow and prosper.
Director, Public Affairs and Communications
Tourism Industry Association of Canada