Tourism: It’s What Makes Canada Glow

TIAC, Destination Canada Ask Canadians To Pick Canada When For Their First Vacation

The Tourism Industry Association of Canada (TIAC) and Destination Canada are asking Canadians to vacation in our home and native land.

Senior officials from both tourism bodies joined representatives from provincial and territorial tourism boards Friday – the eve of May 23-30 Tourism Week – to ask people to spend their tourist dollars in this country when they’re again ready to travel, saying that will help give this country’s tourist trade a badly needed shot in the arm.

“This pandemic has hit us hard,” TIAC president Beth Potter said during a virtual update.

In normal times, tourism employs over 2 million Canadians.

Both tourism promotion bodies say if Canadians spent two-thirds of their allotted travel budgets on travel within this country over the course of a year it would be a major boost for Canadian tourism.

“We are asking Canadians to choose to travel in Canada first,” Potter said.

Both TIAC and Destination Canada are asking Canadians to take the “tourism pledge” that would commit them to make a Canadian vacation their first vacation after deciding to travel again.

Those wanting to take the pledge can do so at, which Potter described as an “invitation to come together.” is the social media gateway for Tourism Week in Canada and carries the tagline, “It’s What Makes Canada Glow.”

That statement will be brought to life throughout the week as tourism operators from coast-to-coast-coast are encouraged to light up their businesses with the “glowing green” that represents Tourism Week.

Through Tourism Week, industry stakeholders are encouraged to share the message, embrace the campaign and use resources available at, as well as host media events and distribute press releases to highlight their region, destination and their industry members’ contribution to Canada’s Tourism ecosystem.

Potter said surveys suggest 80% of Canadians plan  to travel when travel restrictions are lifted.

Walden said individuals can “be a leading light” by vacationing in Canada, sharing their travel experiences with others and inspiring them to take Canadian vacations, informing others “how ready our industry is” to host people.

To mark Tourism Week, Destination Canada has launched two initiatives to inspire Canadians to travel domestically as restrictions allow.

The domestic campaign efforts highlight the faces and places that make travel in this country so important and unique.

Tourism: The Heartbeat of Canada

The new video spotlights the makers, performers, business owners, and staff who make up Canada’s tourism sector.

The people featured are tourism workers. Drummer Sharon Rose Ransom is central to the video, and delivers a “powerful drum solo that’s full of energy, symbolizing hope and a desire for rebirth.

The prominence of drums in the video reflects Canada’s spirit and “heartbeat”, as an instrument of celebration and motivation – representing an industry that, despite facing hardship, remains positive.”

Postcard Campaign Inspires Domestic Travel

Destination Canada is inviting Canadians to send a postcard to the family and friends they have missed during the pandemic.

The initiative was inspired by Destination Canada’s research, which shows that 39% of Canadians expect their first trip will be to visit loved ones and friends.

The series of postcards are inspired by destinations from coast to coast to coast and can be sent in French and English.

Canadians can access the postcards online, then have them printed and mailed anywhere in Canada.

This effort is meant to inspire Canadians to explore and enjoy travel in their country when restrictions lift.



Posted in Canada, COVID-19, News, Tourism Organizations, Trends & Research