Published on : Friday, February 26, 2021
Beth Potter has been appointed the new President and CEO of the Tourism Industry Association of Canada (TIAC), commencing from March 15, 2021. She is a recognised leader and comes with more than 30 years of experience in the not-for-profit and tourism industries and has worked with a variety of boards and committees, including her recent contributions to the World Travel & Tourism Council’s tourism recovery efforts. Most recently Potter served as the President and CEO of the Tourism Industry Association of Ontario.
Speaking on her latest role, Potter said that she is excited to be taking on the new challenge. She shared that the decisions government takes in the coming weeks and months will have a significant impact on the ability to bring back the jobs and economic growth that tourism contributed to the Canadian economy before the COVID-19 pandemic. She mentioned that though the times are challenging and difficult, the tourism industry is an innovative and resilient sector and shared that she will harness all of her thirty years of experience in advocacy, shaping government policies and experience in collaboration on the international stage to meet the challenges head on.
She also stated that in the past 11 months, TIAC has made significant progress in winning key economic support programmes for the tourism industry and said she is determined to build on the achievements and ensure that tourism receives the sector-specific support it requires to rebuild. David McKenna, Chairman of the Board, TIAC added that prior to COVID-19, Canada’s tourism sector was a CAD$105bn industry, accounting for 2% of the country’s GDP and supporting over 1.9m jobs. He said that COVID-19 is the worst crisis the sector has ever faced and Beth is joining TIAC at a critical time and will lead the visitor economy’s path to recovery. He mentioned that her experience will be vital to support the TIAC team and the industry through the pivotal time and shared that with effective advocacy, Canada’s tourism sector will be well positioned to welcome back visitors from the rest of the country and all over the world, when it is safe to do so.