President and CEO Report

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President and CEO Report
Randy Williams President and CEO Presentation
to the Annual General Meeting of the Tourism
Industry Association of Canada November 2, 2009
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TIAC Achievements 2002-2009

• From staff of four to a strong team of 16 people.
  
• Strong revenues and secure financial reserves.
• Rebranded with respected, recognizable trademark.
• Founded Hall of Fame and National Awards for
  Tourism Excellence
• Rebranded TIACs conference Canadas Tourism
  Leadership Summit
• Tourism Week National, united and cohesive.

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TIAC Achievements 2002-2009

• Boards governance and election policies.
• Grown membership from 200 to more than 400 full
  members and 6000 affiliates.
• Building strong links with
• Travel and Tourism Research Association,
• Destination Management Association of Canada,
• Canadian Sport Tourism Alliance,
• Provincial and Territorial Tourism Industry
  Associations,
• Biosphere Reserves Association of Canada,
• Duty Free Association of Canada and
• National Airlines Council of Canada.

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Effective Lobbying Efforts

• TIAC has compellingly lobbied for
• Western Hemisphere Travel Initiative,
• Marine Liability Act
• Open Skies agreement with the European Union
• Visitor Rebate Program
• CTC marketing investment
• Parks Canada funding
• airport rent reduction and ATSC reductions
• Smart Border Agreement
• Investments in land border infrastructure
• China ADS Tour Operator Guidelines

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TIACs Enhanced Value

• TIACs value and capacity to serve the industry
  has been enhanced
• Financial security and resources solidified
• Credibility with governments at all three levels.

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Global State of the Industry

• Global financial crisis in Fall 2008 created
  significant challenges for the global travel and
  tourism industry this year.
• UNWTO initially predicted 0 to - 2 growth this
  year.
• Those numbers revised downwards in June, now
  predicting worldwide declines of -6 to -8.
• Canada projected to be -3.5

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Tourism and the Economic Downturn

• Fall in the economy would exacerbate the
  competitiveness issues.
• Tourism is a part of the solution A way to
  stimulate the economy.

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Budget 2009Important Gains for Tourism

• Jan. 27 Federal Budget included more than 800
  million in tourism-related funding, including
• 40 million over two years to the CTC
• 100 million for marquee festivals
• 150 million for Canadas national parks system
• 407 million for improvements to passenger rail
  service
• Funding of projects which will assist in the
  development of vital tourism infrastructure
• These investments will help address many of
  tourism issues, but there is still more to do!

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Making Tourism Growth Happen What Comes Next

• To achieve growth in these trying times, we need
  to address following issues
• Airlift and Aviation Costs
• Approved Destination Status
• Borders, WHTI and new traveler identification
• GST/HST Rebate for Visitors
• Sustainable Tourism

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Canadian Sustainable Tourism Advisory Council
(CSTAC)

• Through the CSTAC, the industry is working on a
  national certification program for sustainable
  businesses.
• This system will allow us to market to the
  growing numbers of discerning, ethically-minded
  green travelers who want to lessen their
  footprint.

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Governments are vital shareholders in tourism

• Government oversees regulation in key areas for
  tourism Borders, transportation infrastructure,
  visa process, etc.
• Federal and provincial governments own and
  operate important tourism products.
• National and Provincial Parks, museums,
  historical areas, and marquee events are
  essential elements of Canadas tourism success.
• By the same token, public sector cannot be
  successful without private industry confidence
  and investment in a vibrant tourism economy.
• Public and Private sectors need to collaborate
  and nurture this symbiotic relationship if we are
  to thrive.

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Roundtable with PM Top Level Commitment to
Growth Strategy

• PM Harper The next step is to improve the
  coordination of our efforts and better sell
  Canada as a tourist destination for both domestic
  and international visitors.

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Federal Growth Strategy

• An integrated and rational approach to promoting
  growth in the sector through vital investments
• This initiative is a top priority for the
  Minister of State for Small Business and Tourism,
  Diane Ablonczy
• June 4 meeting with Prime Minister Stephen Harper
  Commitment to the growth strategy.

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Collaboration is the key

• Public and Private stakeholders need to work
  together.
• Both sectors need to respect the value of their
  partnership.

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Tip of the Cap
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Bulldog Awards

• The Bulldog Awards recognize people not in the
  advocacy business who exhibit the tenacity of
  their canine namesake in their advocacy efforts,
  and loyalty to our industrys cause. They are
  truly TIACs best friends.

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2009 Bulldog Award Recipients

• George Petsikas, Director, Government and
  Industry Affairs, Air Transat
• For his exceptional work with the NACC on
  aviation issues.
• Gary Clarke, Frontenac Arch Biosphere Reserve
• For his contributions to CSTAC and his continued
  work on sustainable tourism

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Thank You!