The Tourism Industry Association of Canada (TIAC) has announced the appointment of Beth Potter as its new president and CEO. She starts in the role March 15, 2021.
Most recently Potter served as the president and CEO of the Tourism Industry Association of Ontario. She is a recognised leader 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.
“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. Covid-19 is the worst crisis the sector has ever faced. Beth joins TIAC at a critical time and will lead the visitor economy’s path to recovery,” said TIAC’s Board chair, David McKenna. He added: “Her experience will be vital to support the TIAC team and our industry through this pivotal time. 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.”
Potter said: “I’m excited to be taking on this new challenge. The decisions the government takes in the coming weeks and months will have a significant impact on our ability to bring back the jobs and economic growth that tourism contributed to the Canadian economy before the Covid-19 pandemic.
“These are undoubtedly challenging and difficult times, but the tourism industry is an innovative and resilient sector. I will harness all of my thirty years of experience in advocacy, shaping government policies and experience in collaboration on the international stage to meet these challenges head on.
“In the past 11 months, TIAC has made significant progress in winning key economic support programmes for the tourism industry. I am determined to build on these achievements and ensure that tourism receives the sector-specific support it requires to rebuild.”