Destination Canada and the Tourism Industry Association of Canada are excited to introduce our new Spotlight Sessions. These 10-minute presentations, taking place at the Canada Hub on the marketplace floor, will help Sellers make the most of their time between appointments.
These sessions will add value to Sellers and will help you optimize your Rendez-vous Canada experience and your work beyond the show floor. See below for full session details.
The presentations will be repeated throughout the day to fit your schedules. No registration required; just drop in and join us.
As generative AI transforms how travellers search for and discover destinations, ensuring your content is both discoverable and accurately represented in AI-generated results has never been more critical. The good news is you don’t have to navigate this shift alone. Destination Canada’s Generative Engine Optimization Playbook is a practical, step-by-step guide designed specifically to help tourism businesses optimize their content for visibility across AI-powered search platforms. In this session, you’ll gain practical tips and actionable strategies to keep your content visible, accurate, and competitive in an increasingly AI-driven search landscape.
Presenters
Scott Bielby, Executive Director, AI & Digital Products
Adam Brownfield, Senior Manager, Global Owned Media
Schedule
| Wednesday, May 27 | Thursday, May 28 | Friday, May 29 |
|---|---|---|
| 10:05 AM–10:15 AM (Appt 6) 1:30 PM–1:40 PM (Appt 15) | 9:48 AM–9:58 AM (Appt 37) 1:30 PM–1:40 PM (Appt 47) | 10:01 AM–10:11 AM (Appt 70) |
Discover how to elevate your tourism business through the READI™ Program. This short session highlights how your organization can achieve a READI™ designation and be featured in the National Directory, while providing a quick overview of key streams including Export, Sustainable & Regenerative, Culinary & Agritourism, and Tourism Investor READI™ all designed to strengthen your competitiveness, visibility, and growth potential.
Presenter
Josh Gottlieb, READI™ Program Manager, TIAC
Schedule
| Wednesday, May 27 | Thursday, May 28 | Friday, May 29 |
|---|---|---|
| 10:31 AM–10:41 AM (Appt 8) 1:56 PM–2:06 PM (Appt 17) | 10:27 AM–10:37 AM (Appt 40) 1:56 PM–2:06 PM (Appt 49) | 10:27 AM–10:37 AM (Appt 72) |
Traveller Twin transforms Destination Canada’s Traveller Segmentation Program into an interactive, AI-powered interface that brings your best guests to life. It allows you to ask questions in plain language, get clear answers, and gain a deeper understanding of audience motivations, behaviours, and preferences—enabling smarter, more targeted business decisions. In this session you’ll learn how to prompt effectively to gain powerful business insights that will help you better understand and reach your target guests.
Presenter
Joe Amati, Senior Executive Director, Global Market and Brand Intelligence
Schedule
| Wednesday, May 27 | Thursday, May 28 | Friday, May 29 |
|---|---|---|
| 10:57 AM–11:07 AM (Appt 10) 2:22 PM–2:32 PM (Appt 19) | 10:53 AM–11:03 AM (Appt 42) 2:22 PM–2:32 PM (Appt 51) | 10:53 AM–11:03 AM (Appt 74) |
This presentation introduces the new Tourism Emergency Preparedness Hub—TIAC’s new online resource for tourism operators seeking proven strategies and real-world insights. Explore tailored resources, best practices, case studies, and in-depth reports, all backed by a powerful searchable database designed to support tourism businesses before, during, and after an emergency event. This Hub puts the knowledge you need at your fingertips.
Presenters
Nik Mills, Senior Director, Strategic Growth & National Partnerships, TIAC
Anne-Marie Fortier, Project Manager, TIAC
Schedule
| Wednesday, May 27 | Thursday, May 28 | Friday, May 29 |
|---|---|---|
| 11:23 AM–11:33 AM (Appt 12) | 11:19 AM–11:29 AM (Appt 44) | 11:19 AM–11:29 AM (Appt 76) |
Join TIAC’s for a quick, candid look at current advocacy priorities and what they mean for your business. Hear what we’re working on, what we’re hearing from industry, and how your voice is represented at the national level.
Presenters
Sébastien Benedict, President & CEO, TIAC
Amy Butcher, Vice-President, Public Affairs, TIAC
Schedule
| Wednesday, May 27 | Thursday, May 28 | Friday, May 29 |
|---|---|---|
| 2:48 PM–2:58 PM (Appt 21) | 2:48 PM–2:58 PM (Appt 53) | N/A |