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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 Recreation Experiences
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
9:30 AM
NETWORKING BREAK
10:00 AM
WHAT THE SMARTEST TOURISM LEADERS ARE DOING WITH AI RIGHT NOW
Christopher Penn
Co-Founder & Chief Data Scientist
Trust Insights
11:00 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
TWO-PART PRESENTATION:
LEARNINGS & NEXT STEPS FROM TIAA’S COMPENSATION CULTURE RESEARCH PROJECT
TOURISM AS SOVEREIGN INFRASTRUCTURE: ALBERTA’S NEXT ECONOMIC ADVANTAGE
Greg Klassen
Senior Director
SKIFT Advisory
1:15 PM
TRAVEL ALBERTA & TOURISM & SPORT PRESENTATION
FROM OPPORTUNITY TO REALITY: SHAPING ALBERTA’S TOURISM LANDSCAPE
This session will explore how Tourism Development Zones (TDZs) provide a strategic framework to support private-sector investment and align municipal planning for tourism growth. Participants will gain an overview of land-use planning, including how decisions are made and how industry can engage in the process. The discussion will also cover updates to All-Season Resorts (ASRs), highlighting changes affecting existing operations and future developments, as well as efforts to streamline regulatory approvals.
The session will conclude with an interactive Q&A.
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
​
WORKSHOP - WAYNE GRETZKY
ACTIVATING ALBERTA’S
MEETING & CONVENTION & SPORT TOURISM DEVELOPMENT POTENTIAL
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
Catalyzing Investment Ready, Commercially-Viable Ventures
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
The Aurora AI Advantage
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​
CaSh Wong
Chief Executive Officer
SHING Digital
WORKSHOP - WAYNE GRETZKY
REDEFINING PATHS TO GROWTH IN TOURISM CAREERS
Philip Mondor
President & CEO
Tourism HR Canada
Carrie Armstong
Director of Industry Development
Anasuya Chattopadhyay
Manager, Research & Performance
Travel Alberta
James Overall
Dean of Tourism & Hospitality
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
Alex Sarian
President & CEO
Werklund Centre & Best Selling Author, “The Audacity of Relevance”
1:30PM
BUILDING DESTINATIONS THAT MATTER
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.