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Tourism as a Line of Economic Defence

Andrew SiegwartBlogs

Tourism as a Line of Economic Defence

The latest developments in Canada U.S. trade negotiations are another reminder that economic uncertainty may be with us for some time.

For Canada's tourism industry, this moment reinforces something we have been saying consistently: tourism is an important line of economic defence for Ontario and Canada.

Tourism is an export industry. International visitors bring new money into our economy by purchasing Canadian experiences, accommodations, transportation, food, culture and attractions. Sales performance in 2026 so far shows a growing opportunity that we need to invest in further.

But tourism offers something else that is particularly important right now. It creates economic activity in communities across Ontario. It supports small and medium-sized businesses. It can create new opportunities for workers and communities facing economic disruption. And the experiences we sell to the world are produced and consumed right here at home.

That is why this is the time to build on our momentum and accelerate investment in tourism growth as part of Ontario and Canada’s response to trade uncertainty and the need to diversify our economy.

Last week at the 2026 Association of Municipalities of Ontario (AMO) Conference, TIAO, alongside a delegation of tourism industry leaders, met with 15 Ontario government ministries as well as opposition parties to advance practical ideas for strengthening our visitor economy and Ontario's broader economic resilience.

Our message was consistent:

  • Expand international marketing and diversify visitor markets,
  • Unlock private investment in new tourism products and experiences,
  • Rebuild tourism workforce capacity,
  • Strengthen transportation connections,
  • Modernize destination funding frameworks;
  • and continue working together, industry and government, to create growth across Ontario.

These priorities are already captured in Forward Motion, our industry's roadmap for growing Ontario's visitor economy. While the context around us may be difficult to predict, the strategy has become even more relevant.

At a moment when Ontario and Canada are looking for ways to diversify our economy, protect workers and communities, attract investment and create new sources of growth, tourism must be part of the answer.

TIAO will continue working on all fronts with government, industry and partners across Ontario to collaborate, support and build. Forward Motion isn't simply a strategy for growing tourism. It is a roadmap for how tourism can contribute to a stronger, more resilient Ontario economy.

Thank you to our members and partners for helping us every step of the way - taking the occasional quick survey, participating in our advocacy days, sharing your concerns with us directly, helps us more than you know!

Andrew Siegwart,
President & CEO
TIAO