The 2024 edition of TIAC’s Tourism Congress kicked off on December 3 in Vancouver. Over three days, members, as well as those vital contributors to our industry, convened to participate in workshops, learn from information sessions, and share their experiences with their colleagues.

This year was a departure for TIAC’s annual gathering, as we left our nation’s capital for a sojourn along the west coast. Amid the frenzied mass of “Swifties” in town for pop star Taylor Swift’s Vancouver shows, we stirred up our own fervour among the hundreds who joined us for this worthwhile event.

On the first day, attendees chose one of five concurrent workshops to learn about topics ranging from advancing sustainability in the industry to travel trade to food tourism. These hands-on sessions expanded participants’ understanding of exciting new elements of tourism operations and strategy. The feedback from those in attendance was overwhelmingly positive.

This year’s conference programming had a strong focus on providing attendees with opportunities to reconnect with familiar faces, build new connections, and engage with industry innovators in the Congress Marketplace.  I was so pleased to hear participants in the Congress information sessions, discussions, panels, and forums share key takeaways and inspiring visions for industry growth and change on myriad topics, including artificial intelligence, brand leadership, and the importance of inclusive and accessible employment. We were also lucky to have Canadian Olympian Jon Montgomery serve as our keynote speaker. Jon’s charm and insight shined brightly as he addressed a packed house, sharing his stories and thoughts on what makes Canada a world-class destination. 

Of interest to readers of this blog was the important annual meeting hosted by TIAC regarding CDLC membership. We updated CDLC on pressing industry advocacy issues, reported on our 2024 activities on behalf of CDLC, and pronounce TIAC’s priorities for 2025. The meeting also featured an informative presentation from Destination Canada’s President & CEO, Marsha Walden, who provided insights into their upcoming Tourism Outlook report and the progress of DC's Strategy 2030.  

Before the launch of Congress, Destinations International also made available two of the four core courses—Strategic Issues in Destination Management and Destination Leadership—for those looking to earn their Certified Destination Management Executive credential. The program is designed for senior executives who want to forge knowledge with practice in order to thrive in an ever-changing industry.

Being as close as we were to the ocean, our Congress reception event took on an aquatic flavour as our delegates engaged in the immersive and memorable experiences offered by the Vancouver Aquarium. It was the perfect venue for socializing with those we regularly speak with but rarely meet in person. My fellow TIAC team members and I also used the evening as an opportunity to ring in the holidays with a visit from Scuba Santa—yes, Scuba Santa.

The event culminated in the Canadian Tourism Awards—a long-standing and heartfelt opportunity to honour the amazing companies, talented individuals and sector supporters for their outstanding contributions to tourism and travel in Canada.  The event is a highlight of mine. One can sometimes feel as though their hard work is overlooked. The CTAs turns the spotlight on those among us who work tirelessly to make Canada the tourist destination it is. It is a celebration of all who contribute to the industry from coast to coast to coast—no matter the sector or region.

The CTA ceremony also serves as a great motivator. It reminds us that while we have accomplished so much as an industry, there is still much to do if we want Canada’s tourism to reach and then surpass the numbers enjoyed before the pandemic. But if we band together and support each other, this industry can reach new heights. 

I can’t wait to reconvene with members of the CDLC and Destinations International in a year’s time at the 2025 edition of Tourism Congress in Gatineau, Quebec. I am eager to share the many successes that our advocacy and collaborations will hold in the coming year.