Parliament Hill in Ottawa, where Destinations International and TIAC announced their partnership during DI’s advocacy event, Oct. 20-22.
As trade disputes and political tensions strain relations between Canada and the United States, two travel industry organizations have joined forces to strengthen the voice of Canada’s destination organizations in national policy discussions.
Destinations International (DI), the Washington, D.C.–based global association for destination organizations, and the Tourism Industry Association of Canada (TIAC) announced a strategic partnership during DI’s Advocacy & Action: The Destination Impact Event, held in Ottawa October 20-22. The organizations plan to coordinate advocacy efforts and develop messaging that outline the role destination organizations play in generating economic, social, and community benefits for their communities.
The agreement will leverage DI’s global network, research expertise, and professional development resources. Combined with TIAC’s national advocacy expertise and relationships across the Canadian travel industry, the partnership aims to bring destination organizations’ priorities into sharper focus.
Nancy Small, CEO of Tourism Richmond and CDLC co-chair, said the partnership could help destinations secure a stronger place in national tourism discussions. The collaboration could also help build “a more resilient and competitive visitor economy across Canada,” Small added.
Canada has become a larger part of DI’s membership in recent years, following the dissolution of the Destination Marketing Association of Canada and the formation of DI’s Canadian Destinations Leadership Council in 2021. The association’s Canadian membership now includes more than 70 organizations.
“Canada is an important and growing part of the DI community, and this partnership reflects our shared commitment to supporting the people and organizations that drive its visitor economy,” said Don Welsh, president and CEO of Destinations International. Welsh said the collaboration will help strengthen industry coordination and demonstrate tourism’s role in communities across the country.
TIAC President and CEO Sébastien Benedict said a unified approach could help the industry advance policies that support tourism-related jobs, investment, and growth.
“When tourism leaders pull in the same direction, the whole sector moves faster,” Benedict said.
