Ready for What’s Next: Sebastian Benedict on the Future of Canada’s Tourism Industry

Canada’s tourism industry is emerging from recovery into a high-stakes transition, and TIAC President & CEO Sebastian Benedict argues that the sector is both underestimated and ready. In conversation with Andrew Siegwart, he traces his path from political staffer and lobbyist to national tourism advocate, explaining how listening to operators across Canada has shaped his agenda. Despite headlines about record visitor spending, he notes that many SMEs still struggle with labour shortages, access to capital, and air access, while federal policy shifts on immigration and international students are compounding workforce challenges. Benedict stresses that tourism is a service export and economic solution, not just “vacation,” and that fragmented advocacy weakens the sector’s influence in Ottawa. He calls for unity, stronger investment in marketing and destination development, better emergency preparedness, and more federal champions for tourism, emphasizing that the industry is resilient, mobilized, and poised to play a bigger role in Canada’s economic future.

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