May 4 2020 update from TIAC

TIAC continues to advocate for the tourism sector daily. We are committed to providing our members with the most up-to-date information to help businesses navigate this difficult time.

Dear Tourism Stakeholders,

The TIAC Team continues to monitor and provide daily updates on the ongoing COVID-19 crisis, including the steps government is taking to address the situation. We are working hard to make sure the industry’s voice is heard by government, and that you have the information you need to keep your business going in these uncertain times.

Please find the latest updates on official announcements and a recap of TIAC’s advocacy work on behalf of Canada’s Tourism Sector:

May 4, 2020 

TIAC’s Advocacy Update

·     TIAC’s President & CEO had phone calls with officials from the Minister of Finance’s office, as well as staff from the Minister of Small Business Export Promotion, and International Trade.

·     The CEO emphasized the importance of support for the tourism sector now and into recovery as the first hit, the hardest impacted and the industry that will experience the longest recovery;

·     In particular, she emphasized the importance of addressing liquidity measures to ensure tourism businesses are eligible and extending the wage subsidy well into recovery;

·     Gaps with existing measures were clearly identified, including small and seasonal businesses not qualifying for programs such as CEBA and the wage subsidy as well as the importance of supporting Destination Marketing Organizations as well as Meetings and Conventions;

·     The CEO also informed officials that TIAC had established an industry leaders COVID recovery committee working on a recovery package proposal for the entire industry.

·     Today, the Prime Minister of Canada, Justin Trudeau, announced that sectoral specific support will be announced in the coming days.

·     VIDEO – (24:16-26:13)

·     TIAC will update industry when details of support become available

·     For operators looking for information on how to prepare to safely reopen their operations in the coming weeks, the Canadian Centre for Occupational Health and Safety has a series of bilingual guidelines available to businesses regarding COVID-19


·     As of April 30, 2020, David Robinson has been named interim CEO of Destination Canada for a term of six months, or until such time as a new President is appointed

·     TIAC congratulates David Robinson on his appointment and looks forward to continuing working with him and the entire Destination Canada team.

In case you missed it … 

·     TIAC launched a survey assessing the impacts of COVID-19 on Destination Marketing Organizations (DMOs) and gauging how existing tools are being accessed and what more is needed to address the needs of Canada’s DMO operators.

·     We invite all DMOs to fill out this survey to assist in our advocacy efforts representing you.

·     The latest State of the Industry weekly report from our partners at Twenty31 is now available on the TIAC website

·     These reports are made possible through Canadian Experience Fund funding.

Government Announcements

·     Today, the Prime Minister acknowledged that the tourism sector has been particularly hard hit by COVID-19 and sector support will follow in the coming days;

·     The government has invested $240.5 million CAD to develop, expand and launch virtual care and mental health tools to support Canadians.

·     This investment will be used to create digital platforms and applications, improve access to virtual mental health supports and expand capacity to deliver health care virtually.

·     Over the weekend, Canada joined other global leaders to launch the Coronavirus Global Response. This is an online pledging event that aims to raise more than $8 billion USD to help researchers and innovators develop solutions to test, treat and protect people, and prevent further spread of COVID-19.

·     The Prime Minister highlighted the government has announced investments of over $850 million CAD to support this fundraising target, including supporting accelerated vaccine investment, mobilizing research companies and creating strategies to tackle misinformation.

Looking Ahead – COVID-19 Recovery

Several provinces have begun announcing plans for reopening economies. Timelines and actions vary, but can provide businesses and workers with information on what to expect in the upcoming weeks and months. TIAC will continue to add links to provincial recovery plans as they become available:


TIAC Members: Making a difference

Thank you to the many TIAC Members who are helping during this difficult time.  From those offering support like temporary housing for essential service providers, to others who brought home stranded Canadians from around the world. You are making a difference.

Today, we want to recognize Lord Nelson Hotel & Suites and Hotel Halifax/The Barrington Hotel for donating sheets in order to produce masks for Northwood. Each queen size sheet can make 50 – 60 liners for masks, helping many who are assisting on the frontlines of the COVID-19 crisis.

Thank you to Hélène Moberg of Encore Canada for bringing this good news story to our attention.

Do you have a story to share about how tourism businesses are supporting communities during these challenging times? We want to hear from you whether you’re a TIAC member or not. We need to celebrate our industry and recognize your generosity during these trying times. Please share your stories with us at

Tools & Resources to Help Businesses Navigate
Many Canadian business owners and entrepreneurs are anxious about how to get the help they need in the face of COVID-19. Here are a few good places to start:


We’re Here to Help
TIAC has compiled a list of relevant and official information sources, mental health resources, as well as government updates and useful links which can be found here:


Email Updates Archived
New information is being shared at a rapid pace and we know it can be overwhelming. If you think you may have missed something, head over here to see all our communications that we’ve released so far:


TIAC will continue to represent your interests with government officials and decision-makers throughout this crisis. Please stay safe and let us know what more we can do to help.


Charlotte Bell

President & CEO

Tourism Industry Association of Canada

t: 613-238-6378