Tourism Resilience Amid Challenges: A Message from TIAC President & CEO Beth Potter

In her April 16 message to members, TIAC President and CEO Beth Potter reflects on the resilience of Canada’s tourism sector amid current economic challenges, including newly implemented tariffs:

“Dear Members,

As we move through 2025, I’m struck by the remarkable spirit I’ve witnessed across our tourism community. The road ahead for our tourism sector presents both hurdles and significant opportunities. Our industry continues to demonstrate extraordinary resilience in the face of change.

“The recently implemented tariffs have created real obstacles for Canada’s economy, including our tourism sector. While we’re actively working to understand and address these impacts, I believe it’s important to focus on what makes our industry uniquely resilient: the collective spirit and pride of everyone who calls Canada home.

“What we’re witnessing across the country is remarkable: a renewed sense of pride and connection to this land we share. This collective energy presents an opportunity for domestic tourism as more people look to explore and celebrate the diverse beauty and culture of Canada. At the same time, our international reputation as a destination of unparalleled natural beauty and authentic experiences remains our greatest asset in attracting visitors from around the world.

“This is exactly what makes Canadian tourism special; we are simultaneously “elbows up and arms wide open.” We stand strong and competitive in promoting our incredible destinations, while maintaining our reputation as one of the world’s most welcoming countries. This balance of confidence and hospitality is our competitive advantage.

“As the current election unfolds, we’re emphasizing the critical role tourism plays in Canada’s economic and cultural fabric. Our electronic letter–writing campaign is your opportunity to make tourism’s voice heard loudly and clearly by all parties.

“Whatever the outcome of the election, and as we navigate the current tariff challenges, I remain confident in our industry’s ability not just to weather change, but to thrive amid it. We’ve demonstrated remarkable adaptability, and the renewed sense of national pride we’re experiencing will only strengthen our position.

“I encourage you to visit tourismcan.ca to participate in our election outreach campaign and help shape the future of Canadian tourism policy.

Together, we’ll help tourism continue to power Canada’s economy while showcasing the very best of who we are as a nation.”

Yours in tourism,

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