Destinations International and the Tourism Industry of Canada announced a strategic partnership aimed at strengthening collaboration and advocacy for Canada's destination organizations.
The initiative, announced during Destinations International's Advocacy & Action event held in Ottawa last week, is expected to strengthen industry advocacy by supporting a coordinated approach to communicating the economic, social and community benefits of the visitor economy to policymakers and other stakeholders.
The Canadian Destinations Leadership Council, composed of representatives from Destinations International’s 70 Canadian DMO members, identified and prioritized urgent advocacy issues.
The initiative aims to elevate the collective voice of DMOs during TIAC's annual Hill Days [an advocacy event where tourism leaders meet with Canadian politicians and policymakers] and other advocacy initiatives throughout the year. DI and TIAC will also release a series of messaging resources that outline the important role CVBs play in driving economic and social impact in communities across Canada.
“Canada's destination organizations play a vital role in driving economic opportunity, supporting local businesses and enhancing quality of life in our communities,” said Nancy Small, CEO of Tourism Richmond and CDLC co-chair. “This partnership and its resulting collaboration will continue to highlight destination organizations' perspectives and priorities in national tourism discussions. By bringing together the collective expertise and influence of DI and TIAC, we can strengthen our advocacy efforts and help build a more resilient and competitive visitor economy across Canada.”
“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. “By combining TIAC's strong national advocacy voice with DI's global research, resources and professional development expertise, we can better support Canadian destination organizations, strengthen industry collaboration and demonstrate the essential role tourism plays in communities across the country.”
"When tourism leaders pull in the same direction, the whole sector moves faster," said Sébastien Benedict, president and CEO of the TIAC. “This partnership is about unity of purpose: tourism creates jobs, draws investment and connects Canada to the world, and its potential is far from reached. By advocating together for the measures that unlock growth, we can help our industry deliver lasting value for the country and Canadians."