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EVENT RESOURCES AND DOWNLOADS
2026 TOURISM ADVOCACY SUMMIT AGENDA
SUNDAY, FEBRUARY 8
7:30 PM
RECEPTION
WELCOME & NETWORKING
Join us for our Alberta Inspired Whisky Trail Experience​
3rd Floor Foyer - JW Mariott Edmonton ICE District
MONDAY, FEBRUARY 9
7:00 AM
BUFFET BREAKFAST
8:00 AM
WELCOME & INDIGENOUS BLESSING
8:15 AM
TOURISM ADVOCACY LEADERSHIP REPORT
Darren Reeder
President & CEO
Tourism Industry Association of Alberta
8:30 AM
INSIGHTS PANEL | TOURISM ON THE WORD STAGE
Leveraging Canada’s Culturally Rich Urban, Rural, and Outdoor Experiences
As global competition intensifies, tourism success is increasingly determined by coordination, access, and execution—not assets alone. This opening plenary brings together national, provincial, Indigenous, and federal leaders to examine where Canada and Alberta are winning, where constraints remain, and what must change to remain globally competitive. The discussion focuses on air access, protected places, Indigenous-led experiences, governance alignment, and the practical decisions that will shape Canada’s tourism performance over the next decade. Attendees should expect a candid assessment of Canada’s competitive position and clear signals on where advocacy and investment matter most
Danielle Vlemmiks (Moderator)
Principal
Illumine Advisory
Sebastian Benedict
CEO
Tourism Industry Association of Canada
David Goldstein
CEO, Travel Alberta
Deputy Minister, Tourism & Sport
Christine Loth-Bown
VP, External Relations & Visitor Experience
Parks Canada
Maureen Riley
Vice President, Industry Engagement, Destination Canada
Keith Henry
President & CEO
Indigenous Tourism Association of Canada
9:40 AM
NETWORKING BREAK
10:15 AM
WHAT THE SMARTEST TOURISM LEADERS ARE DOING WITH AI RIGHT NOW
Keynote – Christopher Penn
AI is no longer experimental in tourism—it is already reshaping how leading organizations make decisions, allocate budgets, and compete for demand. This keynote cuts through generative AI hype to show how tourism leaders are applying AI today to pricing, marketing performance, demand analysis, and operational efficiency. Drawing on real-world use cases, the session focuses on what is working now, what is not, and where organizations risk falling behind. Attendees will leave with a clearer understanding of where AI delivers real value—and where caution is warranted.
Christopher Penn
Co-Founder & Chief Data Scientist
Trust Insights
11:15 AM
Alberta Economic Outlook
Mark Parsons
Vice President & Chief Economist
ATB Financial
12:00 PM
PLATED LUNCH
Artisan Bread and Butter, Roasted Red Pepper & Tomato Bisque (VG)
Citrus & Thyme Roasted Chicken Supreme, (GF)
Classic Apple Pie (VG)
Please let your server know of any dietary concerns
12:15 PM
Tourism as Sovereign Infrastructure: Alberta’s Next Economic Advantage
Lunch Presentation
Tourism is increasingly functioning as strategic economic infrastructure—supporting trade diversification, regional development, and national competitiveness. This session reframes tourism through an infrastructure lens, examining how access, investment readiness, workforce systems, and destination development enable long-term economic resilience. The discussion connects tourism to broader economic and trade priorities and explores what Alberta must do to strengthen its position as a globally competitive destination economy. Attendees will gain clarity on why tourism infrastructure decisions matter well beyond visitor numbers.
Greg Klassen
Senior Director
SKIFT Advisory
1:15 PM
TRAVEL ALBERTA & GOVERNMENT OF ALBERTA
​
Tourism growth ultimately depends on land-use decisions, policy frameworks, and the ability to move projects from concept to approval. This session walks through the practical mechanics behind Tourism Development Zones, land-use planning, and all-season resort policy, with a focus on how projects actually get built. Speakers will outline where rules are changing, where flexibility exists, and how communities and investors can better navigate the system. This is a working session for anyone involved in tourism development, approvals, or investment.
Miranda Rosin
Director, Tourism Policy & Strategy
Ministry of Tourism & Sport
Rob Simieritsch
Executive Director, All Season Resorts Branch
Ministry of Tourism & Sport
Kevin Weidlich
Vice President, Commercial & Destination Development
Travel Alberta
2:30 PM
NETWORKING BREAK
3:00 PM
BREAKOUT SESSION 1
WORKSHOP - JARI KURRI
ITA & TRAVEL ALBERTA ENGAGING WITH
INDIGENOUS TOURISM COMMUNITIES
Successful Indigenous tourism development depends on trust, long-term relationships, and alignment with community priorities. This workshop focuses on how destinations, governments, and operators can engage Indigenous communities respectfully and effectively. Speakers will discuss partnership models, benefit-sharing, readiness, and common missteps that undermine good intentions. The session is designed for participants seeking practical guidance on building Indigenous-led tourism initiatives that are commercially viable and community-driven.
WORKSHOP - WAYNE GRETZKY
ACTIVATING ALBERTA’S MEETING & CONVENTION & SPORT TOURISM DEVELOPMENT POTENTIAL
Meetings, conventions, and sport tourism deliver high-yield visitation—but only where destinations are structurally prepared to win and retain business. This workshop examines how Alberta can sharpen bid strategies, align venues and partners, and convert interest into confirmed bookings. Speakers will focus on coordination, sales readiness, and the operational decisions that separate competitive destinations from aspirational ones. Attendees will gain insight into how Alberta can strengthen its position in highly competitive event markets.
Terry Goertzen
VP, Economic Development
Travel Alberta
Alisha Reynolds (Moderator)
CEO
Tourism Calgary​
Carson Ackroyd
SVP, Sales
Tourism Calgary​
Chelsey Quirk
CEO
Indigenous Tourism Alberta
Arlindo Gomes
VP, Business Development & Venues Management
Explore Edmonton
Russell Reimer
President
Small Victories
Alyson Robb
VP, Strategy & External Relations
Calgary TELUS Convention Centre
4:00 PM
INNOVATORS PANEL: A COMMUNITY DRIVEN APPROACH TO BUILDING THE LOCAL TOURISM ECONOMY
Innovators Panel – Catalyzing Investment-Ready, Commercially Viable Ventures
Turning community vision into investable tourism projects requires alignment across land use, infrastructure, financing, and public support. This panel brings practitioners to the stage to discuss how communities are translating ideas into finance-ready proposals that attract private capital. Panelists will share real examples of what has worked, where friction remains, and how communities can better position themselves for investment. The focus is on execution—not theory.
Vanessa Riviere (Moderator)
Director, Tourism Investment & Commercial Partnerships
Travel Alberta
Stavros Karlos
Director, Research,
Policy & Government Affairs
TIAA
Doug Leighton
Principal
EDG Planning & Design
Sean McRitchie
Director, Economic Development & Tourism
Strathcona County
Blaine Mirasty
Destination Development Manager Wood Buffalo
Travel Alberta
Jesse Smith
CEO
Tourism Red Deer
5:15 PM
SIPS OF ALBERTA COCKTAIL & ZERO-PROOF HOUR
6:00 PM
DINE AROUND & TOURISM PARTNER DINNERS
8:30 PM
TOURISM AFTER HOURS - RECEPTION
CAMPIO BREWING COMPANY
TUESDAY, FEBRUARY 10
7:30AM
BUFFET BREAKFAST
8:10AM
ALBERTA'S EXPANSIONARY PATH TO $25B IN TOURISM SPENDING
Hon. Andrew Boitchenko
Minister of Tourism & Sport
8:30AM
THE FUTURE OF TOURISM IS IN YOUR HANDS
Destination Canada, Travel Alberta & Explore Edmonton - The Aurora AI Advantage
Aurora AI is transforming how tourism organizations understand demand, test ideas, and reduce risk. This session demonstrates how Destination Canada’s AI platform is being applied in real-world settings to improve market intelligence, campaign performance, and product positioning. Speakers will explore how tools like the Traveller Twin help organizations simulate audience behaviour before spending a dollar. Attendees will leave with a practical understanding of how AI-driven intelligence can support better decisions across tourism businesses and destinations.
Maureen Riley
Vice President, Industry Engagement, Destination Canada
Michele Fowler
Interim Marketing Accounts Director, Consumer & Business Development
Explore Edmonton
Nykala Shone​
Interim Senior Director, Global Marketing
Explore Edmonton
9:30 AM
BREAKOUT SESSION 2
WORKSHOP - JARI KURRI
THE NEW NON-NEGOTIABLE: CYBER RISK READINESS FOR TOURISM BUSINESS​
Cyber threats are one of the fastest-growing risks facing tourism operators, with direct implications for revenue, brand trust, and operational continuity. This session focuses on the practical steps businesses can take to reduce exposure, strengthen systems, and recover quickly from cyber incidents. The discussion emphasizes preparedness over panic, offering clear guidance tailored to tourism operations. Attendees should expect actionable insights they can apply immediately.
WORKSHOP - WAYNE GRETZKY
REDEFINING PATHS TO GROWTH IN TOURISM CAREERS
​Tourism’s workforce challenge is not a lack of opportunity, but a failure of visibility and classification. This panel examines how outdated assumptions about tourism careers limit recruitment, retention, and policy support—despite the sector offering hundreds of skilled, well-compensated pathways. Drawing on new workforce data and education insights, speakers will explore how better classification, storytelling, and alignment can reshape perceptions of tourism as a long-term career. The session focuses on practical steps to strengthen workforce pipelines in a tight labour market.
CaSh Wong
Chief Executive Officer
SHING Digital
Philip Mondor
President & CEO
Tourism HR Canada
Carrie Armstong
Director of Industry Development
Anasuya Chattopadhyay
Manager, Research & Performance
Travel Alberta
James Overall
Dean of the School of Hospitality and Tourism at SAIT & Dean of the School of Business
SAIT
10:30 AM
NETWORKING BREAK
11:00AM
CONNECTING TRAVELLERS: KEY TO FUTURE PROOFING THE CANADIAN ECONOMY
​Tara Jago
Senior Manager, External Affairs
WestJet (MODERATOR)
Christina Iversen
Head of External Affairs
WestJet
Jeff Morrison
CEO
National Airlines Council of Canada
Shane Getson, MLA
Parliamentary Secretary of Economic Corridors
Adrian Warchola
Director, Air Service Development
Edmonton International Airport
12:30PM
LUNCHEON KEYNOTE: BUILDING DESTINATIONS THAT MATTER
In a world of infinite choice, destinations compete on meaning, belonging, and public value—not attractions alone. Drawing on his leadership of major cultural infrastructure projects and his work on relevance and identity, Alex Sarian reframes tourism through the lens of culture as core infrastructure. This keynote challenges leaders to think differently about how arts, culture, and place shape long-term demand and community trust. The session sets the stage for deeper conversations about destination development beyond promotion.
Alex Sarian
President & CEO
Werklund Centre & Best Selling Author, “The Audacity of Relevance”
1:30PM
BUILDING DESTINATIONS THAT MATTER:Arts, Culture, and the Visitor Economy
Arts, culture, and creative industries are increasingly central to how destinations attract investment, talent, and visitors. This panel brings together leaders from film, festivals, and performing arts to explore how cultural infrastructure shapes place identity and economic performance. The discussion focuses on how cultural assets move from programming to strategy—and how destinations can better integrate culture into long-term development decisions. Attendees will gain insight into how creative ecosystems drive sustained visitor demand.
Alex Sarian (Moderator)
President & CEO
Werklund Centre & Best Selling Author, “The Audacity of Relevance”
Annemarie Leenhouts-Petrov
President & CEO
Winspear Centre for Music I
Edmonton Symphony Orchestra
Luke Azevedo
Chief Executive Officer
Edmonton Screen
Megan Dart
Executive Director
Edmonton Fringe Theatre
2:45PM
SUMMIT WRAP-UP & KEY TAKEAWAYS
3:00PM
SAFE TRAVELS
THANK YOU TO OUR SPONSORS
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ACKNOWLEDGEMENTS
JW Marriott TIAA extends its sincere thanks to the JW Marriott for its exceptional hospitality and partnership in hosting us
ENCORE CANADA
A heartfelt thank-you to ENCORE Canada for their outstanding partnership and production leadership. Their creativity, professionalism, and unwavering support of Alberta’s tourism industry exemplifies the spirit of collaboration and our shared passion for the future of this industry.
SOCIAL MEDIA​
We encourage you to share your photos, videos, and reactions of this years 2026 Tourism Advocacy Summit.
WHERE TO FIND US
Follow the Tourism Industry Association of Alberta (TIAA) to stay up-to-date on industry news and advocacy activities from across the province’s tourism industry.