Tourism Growth Strategy Roundtable
On May 25, 2022, MMBC Chair Laura Pallotta participated in a roundtable hosted by Minister of Tourism Randy Boissonnault. The discussion focused on tourism attraction investment and was attended by industry leaders from across Canada.
The federal government is consulting with the industry as it develops its new Tourism Growth Strategy. During the wide-ranging discussion, participants brainstormed how to overcome existing barriers to investment as well as suggesting incentives that would attract critically needed private investment.
Pallotta conveyed why business events need to be a central pillar of the federal strategy, how current issues—such as airport bottlenecks—are impacting the industry, and how new investment in tourism attractions helps persuade international decision makers to bring their conferences, trade shows, AGMs and other business events to Canadian destinations.
Minister Boissonnault responded positively to key points that Pallotta made during the discussion:
- Business events take place year-round and are less affected by the peak-season constraints experienced by leisure tourism.
- Business event spending can help accelerate economic recovery in downtowns across Canada.
- Destination marketing organizations are underfunded, especially those capable of attracting significant conventions business.
- More marketing dollars need to be allocated to marketing Canada internationally as an ideal host for business events.
Federal Tourism Growth Strategy: Have Your Say
The federal government wants to hear from tourism stakeholders across Canada as it charts the path forward for the sector. The deadline for submitting feedback is 11:59 pm (ET) on July 20, 2022. Learn more