Tourism Narrative
Tourism is more than travel; it’s a cornerstone of Canada’s prosperity, communities, and global reputation.
That is why the Tourism Industry Association of Canada launched a new Narrative Project, a bold initiative designed to give our sector a stronger, more unified voice.
Grounded in extensive research and shaped by engagement with leaders in the tourism sector, the Narrative Project equips stakeholders with practical resources, tailored messaging, and a consistent story to use when engaging with governments, media, investors, and the public. It reinforces tourism as an essential force for economic growth, quality of life, and Canada’s leadership on the world stage.
By speaking with one clear voice, we strengthen our message to decision-makers, grow public support, and secure tourism’s place as a driver of prosperity, community vitality, and national pride.
265,000+
Businesses
$130 Billion
in Spending
2%
of Canada’s GDP
2 Million
Workers
Presentation
This presentation dives into the Tourism Narrative Project, outlining the core approach, key audiences, tailored messages, and the practical tools available to help the industry tell one clear, powerful story about Canadian tourism.
Social Media
These social media tiles serve as a quick guide to the Tourism Narrative Project, showcasing each key audience and what resonates with them to help you share the story of Canadian tourism with clarity and impact.
One Pager
The Tourism Narrative Project Q&A breaks down what the project is and how you can put it into action. It’s your guide to telling a stronger, united story about Canadian tourism.