Tourism Counts! It’s what makes Canada Glow!

The Tourism Industry Association of Canada, Destination Canada, and representatives from Canada’s Provincial and Territorial Tourism Industry Associations held a press conference yesterday, to kick start industry momentum in advance of next week’s Tourism Week.  

 Tourism Week is lead by the Tourism Industry Association of Canada (TIAC) and is held on an annual basis to elevate Canada’s tourism industry. It also highlights the value of the tourism sector to Canada’s economy — an especially vital message in the era of COVID-19. A key part of the mission for this year’s Tourism Week will be to emphasize the role that tourism plays in Canada’s economic growth. 

In 2019, the tourism economy in Canada generated $105 billion in economic activity, accounting for 2% of the country’s GDP. The travel and tourism sector was also responsible for employing over 1.8 million workers. 

That was then. Now, industry, including accommodation, recreation and entertainment, food and beverage operators, retail, tour operators and travel service providers, attractions, transportation, meeting and conventions, cruise, Indigenous operators, emerging sectors, and more face relentless challenges – and have done so through 2020 and into 2021.  

As such, Tourism Week is inviting tourism stakeholders across the nation to rally around a call for Canadians to spend their leisure travel budgets on domestic holidays. 

To help energize those plans, TIAC has penned a pledge encouraging Canadian consumers to plan and take a vacation in Canada, when restrictions allow, and to spread the word about that experience to friends and neighbours. 

“This year, we aim to recognize the resilience of the industry through this unprecedented time,” says Beth Potter, President and CEO of TIAC. “We are calling on Canadians to take the 2021 Tourism Pledge to travel in Canada first, when restrictions are lifted. This is an invitation to come together as a country and support our local tourism destinations, businesses, and employees,” she said. 

It carries the tagline “It’s What Makes Canada Glow,” and that statement will be brought to life throughout the week, as tourism operators from coast-to-coast-coast are encouraged to light up their businesses with the “glowing green” that represents Tourism Week. Through Tourism Week, industry stakeholders are encouraged to share the message, embrace the campaign and use resources available at, as well as host media events and distribute press releases highlighting their region, destination and their industry members’ contribution to Canada’s Tourism ecosystem.

The City of Mississauga joins the Tourism Industry Association of Canada in recognizing the resilience and importance of the tourism industry through this unprecedented time and encouraging Mississauga residents to support local tourism businesses across the city and take the 2021 Tourism Pledge to Travel in Canada when restrictions are lifted.

“COVID-19 has had a devastating impact on our tourism industry. Pre-COVID, tourism was one of the fastest growing industries in the world and was a leading economic driver in Mississauga. Although we’re not through this pandemic yet, better days are in sight and we can’t wait to welcome visitors back to explore our city when it’s safe to do so,” said Mayor Bonnie Crombie. “Mississauga has much to offer, including rich diversity which helps create a cultural mosaic and vibrant neighbourhoods. When restrictions are lifted, we encourage residents to be tourists in their own city and rediscover the many great features Mississauga has to offer.”

The City will light the Civic Centre Clock Tower green on May 25 to mark Tourism Week.

For more information about Tourism Mississauga, visit

For more information about Tourism Week, visit

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