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Understanding the Evolving Landscape of the Canadian Travel Consumer – Travel Press

November 27, 2023

During the Tourism Industry Association of Canada’s (TIAC) 2023 Tourism Congress in Ottawa, an expert panel offered insights on understanding the travel consumer and revealed one essential fact — tourism is not just about destinations and experiences anymore.

Operators – and Canadian travellers – are facing the new realities of inflation, climate change, Indigenous reconciliation, workforce changes, housing constraints and more.

As moderator, Greg Klassen, Senior Director, Twenty31 A Skift Company, pointed out, 20 years ago, TIAC conferences never included issues like human rights or climate change, but now they are part of every discussion.

According to the panel, today’s tourism experiences should reflect and align with travellers’ values, providing an authentic and fulfilling experience, that is respectful of the people and location.

The way to get there, the panel agreed, was through increased collaboration and engagement with the local community. There is no single answer.

Brian Cant, VP, Business Impact & Engagement, 4VI, operating out of Vancouver Island, spoke about the challenges that his local communities are facing when managing the impact hundreds of thousands of seasonal tourists visiting towns like Tofino, and finding the right ways to deal with these challenges.

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