Minister Bernier Launches Federal Tourism Strategy
21 Dec 2011
The Federal Tourism Strategy is now a reality. Promised by Prime Minister Stephen Harper in June of 2009 and on page 17 of the Conservative Party's platform document in the most recent election, the Strategy was launched today in three announcements across the country. (A central announcement in Gatineau, Quebec, as well as one on the Bay of Fundy in New Brunswick and a third at the Capilano Bridge in Vancouver.)
"This whole-of-government approach to tourism will provide a new direction for the federal government to work with the industry to help spur tourism growth and create jobs," says David Goldstein, President and CEO of TIAC. "The Strategy demonstrates that the tourism sector is a priority economic sector for this government."
Having reviewed the document, TIAC firmly believes that the Federal Tourism Strategy is a strong commitment on the part of the government to the growth of our industry. We also appreciate the mention of TIAC's role in the development of the FTS by Minister of State for Small Business and Tourism Maxime Bernier in his introductory letter in the official document.
"I'd like to thank the Tourism Industry Association of Canada in particular for its important contributions," said Minister Bernier. "The Strategy will build on this open and cooperative partnership with the tourism industry."
We look forward to continuing to work with Minister Bernier, and all of the officials at the departments and agencies in order to make the FTS a success for our members. The announcement of this Strategy is one of a number of positive initiatives announced in recent months, and demonstrates that we are building momentum for tourism in Ottawa. It also aligns with TIAC's stated priorities for tourism growth of Marketing, Access and Product (M.A.P.).
The Strategy was launched today by the Minister Bernier, following the promise of Prime Minister Harper in 2009 to create meaningful mechanisms for the 15 federal departments and agencies that impact on tourism to collaborate more effectively amongst themselves, and with the members of tourism industry.
In addition to the Prime Minister and the Minister Bernier, TIAC greatly appreciates the work of the former Ministers of State for Tourism, the Hon. Diane Ablonczy and the Hon. Rob Moore, in consulting with the tourism sector through the development of the Strategy. Their contributions and their openness to working with the industry have helped to create a lasting legacy for tourism in Canada.
Among the 30 initiatives included in the Federal Tourism Strategy are:
• The creation of an Inter-departmental Policy Group for Tourism: The creation of this senior-executive level inter-departmental working group will be instrumental in overseeing and guiding the long-term, pan-departmental development of long-term tourism policy.
• Formalized tourism industry engagement: Frequent engagement between government departments and tourism industry leaders from across all aspects of the sector.
• Tourism Business website: Providing a central portal with information on government tourism initiatives for small and medium sized tourism businesses.
• Tourism Research: Coordination between departments, led by Industry Canada and the Canadian Tourism Commission,
• Tourism Annual Report: An annual overview of the industry, and of the results from initiatives taken by government each year to help promote growth in the tourism sector.
• Facilitating Ease of Access: A number of vital initiatives, including:
o Consultation with the tourism industry on future air services agreements through the Blue Sky Policy;
o Improved border experiences for international guests,
o Enhanced visa services through Citizenship and Immigration Canada;
o Examining changes to the Foreign Convention and Tour Incentive Program to make it more effective.
• Increasing Awareness of Canada: Through tourism missions, new initiatives from the CTC such as the Signature Experiences Collection, and unique partnerships between the CTC and other government agencies, such as Agri-Food Canada and Aboriginal and Northern Development Canada.
• Encouraging Development and Investment in Tourism Assets and Products: Includes a third-party analysis of the role of signature attractions in stimulating economic growth in the sector; Work with the Department of Canadian Heritage to maximize the reach of projects which draw visitors, such as major commemorations and sporting events.
• Fostering an Adequate Supply of Human Resources: Recognition of the Canadian Tourism Human Resources Council's emerit certification program, and encouraging federal organizations to implement this program for tourism-related jobs.
For more information on the Federal Tourism Strategy, please visit http://www.tourism.gc.ca.
For more information from TIAC on the Federal Tourism Strategy, please contact:
Kevin Desjardins
TIAC Vice-President, Strategy and Public Affairs
613-240-7225
kdesjardins@tiac.travel
Twitter: @TIAC_Kevin
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