Skip to Main Content

February 27 & 28, 2023

2023 Alberta Tourism Advocacy Summit


 Monday February 27th, 2023 @ 10:00am MST

 Tuesday, February 28th 2023 @ 3:15pm MST


Join us at this year’s Tourism Advocacy Summit on February 27-28, 2023 being held at the JW Marriott in the heart of Edmonton's Ice District.

This year TIAA is excited to present an inspirational keynote address by world-renowned destination advisor and tourism thought leader, Doug Lansky. Join us and learn about how after battling the global COVID-19 pandemic, the tourism industry can bounce back even stronger.

Why Attend the Alberta Tourism Advocacy Summit?

The Advocacy Summit is your chance to network and share strategic insights with government decision-makers and C-Suite tourism industry leaders. With a provincial election on the horizon, the timing of this year’s Tourism Advocacy Summit could not be better as we aim to ensure that Alberta’s tourism industry is well-positioned for recovery and sustainable growth. Join us and have your say about challenges and opportunities for Alberta’s visitor economy with elected officials and government.

Register before January 31 to take advantage of this one-stop-shop opportunity to influence the future investment in Alberta’s visitor economy and to network with other thought leaders in the industry from across the province at a very economical cost.

Purchase Now!

Event Schedule

                                                              PDF Schedule


10:00 am Blessing, Land Recognition

• Hazel McKennitt – Knowledge Keeper, Originally from Treaty #1, Sandy Bay, First Nation

Welcome & Opening Remarks

Darren Reeder – President & CEO, Tourism Industry Association of Alberta (TIAA)

Miranda Rosin - Parliamentary Secretary for Tourism

Traci Bednard – CEO, Explore Edmonton

10:45 am State of the Tourism Industry Panel

Marsha Walden – President and CEO, Destination Canada

• Marc Séguin – Vice President, Policy and Government Affairs, Tourism Industry Association of Canada

David Goldstein – CEO, Travel Alberta

Traci Bednard – CEO, Explore Edmonton – Moderator

12:00 pm Lunch

12:40 pm Federal Perspectives on the Future of Tourism

Hon. Randy Boissonnault – Minister of Tourism and Associate Minister of Finance, Government of Canada

Hon. Karen Sorensen – Senator and Co-Chair, Parliamentary Tourism Caucus

Andrew Gibbons, Vice President, Government Relations & Regulatory Affairs, WestJet

1:30 pm Alberta Pre-Election Political Insights Panel

Janet Brown – Janet Brown Opinion Research

Graham Thomson – Freelance Political Writer

Ryan Jespersen, Real Talk, Host

2:45 pm Break

3:00 pm Deputy Ministers Panel: Advancing a Whole of Government Approach for Tourism

• Shannon Marchand – Deputy Minister, Forestry, Parks & Tourism

• Shawn McLeod, Deputy Minister, Jobs, Economy & Northern Development

  • Katarzyna (Kasha) PIquette, Deputy Minister, Environment and Protected Areas 

• Darren Reeder – President & CEO, TIAA – Moderator

4:30 pm Coffee & Networking Break

5:00 pm Reception with NDP Caucus


5:40 pm Fireside Chat with Rachel Notley, Leader, NDP

Rachel Notley – Leader, New Democrat Party (invited)

Daryl McIntyre – 630 CHED Radio Host

7:00 pm Dine Around


9:00 pm Hospitality Suite

Hosted by Campio Brewing


7:30 am Breakfast


8:00 am Fireside Chat with Alberta Premier Danielle Smith & Forestry,  Parks & Tourism Minister, Todd Loewen

Hon. Danielle Smith – Premier of Alberta (invited)

Hon. Todd Loewen – Minister of Forestry, Parks & Tourism

Daryl McIntyre – 630 CHED Radio Host

* Members of the UCP caucus that either hold direct or indirect responsibilities related to

tourism and hospitality industry matters will also be invited to participate in this session.

9:15 am Tourism Advocacy Positioning in the Upcoming Provincial Election

Michelle Gurney, Principal, SHIFT Communications - Moderator

Cindy Ady, President & CEO, Tourism Calgary

Michael Solberg, Partner, New West Public Affairs

Duane Bratt, Professor & Political Commentator, Mount Royal University

10:30 am Break


10:45 am Breaking the Tourism Labour Supply Conundrum: A Strategic Path Forward for Alberta

Phil Mondor, President & CEO, Tourism HR Canada - Moderator

Tracey Kalimeris, Vice President, Talent & Culture, Accor

Kendra Kincade, Founder/Chair, Elevate Aviation

Janet Lane, Director, Human Capital Centre, Canada West Foundation

12:00 noon Luncheon Keynote Presentation: Rebuilding Stronger, Smarter After Coronavirus

Doug Lansky, World-Renowned Destination Advisor & Tourism Expert  

1:30 pm Break

1:45 pm Sustainable Tourism on Crown Lands, Parks, Protected & Sacred Places

Greg Klassen, Principal, Twenty31 - Moderator

Keith Henry, President, Indigenous Tourism Association of Canada

Jon Mamela, SVP, Chief Commercial Officer, Travel Alberta

Dave Butler, Director, Sustainability, Canadian Mountain Holidays

3:15 pm Summit Closing Comments


Disclaimer: While TIAA is taking all reasonable efforts to ensure the attendance of those identified on this 2-day agenda, there is likely to be some changes in speakers due to scheduling circumstances that rest beyond our control.

The Tourism Advocacy Summit would not be possible without the support of our sponsors:

Presenting Partner: WestJet 

Supporting Partners: Explore Edmonton - Expedia Group

Industry Champions: Tourism Jasper - Tourism Lethbridge - Banff Lake Louise Tourism - Tourism Canmore Kananaskis - Alberta Hotel and Lodging Association 

Tourism Boosters: JW Marriott Edmonton ICE District - Encore - Campio Brewing



Ticket Type Cost Purchase By
TIAA Member * $549.00 + GST February 15th, 2023
Non-Member $729.00 + GST February 15th, 2023

Purchase Now!

All tickets include:

  • Access to all Summit events 
  • 1 breakfast (February 28th)
  • 2 lunches (February 27th & 28th)
  • 3 refreshment breaks
  • Reception

Tickets can only be purchased through the TIAA website. Click here to secure yours now!

* Please note that in order to purchase a ticket at the membership rate, you must be a current and active TIAA member in good standing. “In good standing” refers only to members who have been accepted for membership in the Association by the Directors, paid their membership fees, and whose membership is not suspended *

Become a Member

Dine Around

Dine Around Delegates will have a chance to sample some of downtown Edmonton’s culinary offerings curated by Explore Edmonton. You will join a designated host, who will be confirmed at our summit, who will then escort you to a nearby eatery. The rest is up to your table of up to six people: network, good conversation and awesome grub. Sign up at our registration table on the morning of February 27th. Please note that this is at your own expense and that TIAA assumes no responsibility for any harm or injury that may arise. Keep your eye on the website for partner restaurant announcements! We look forward to dining around Edmonton together. 

Participating Restaurants:





Dalla Tavola Zenari

The Canadian Icehouse

Northern Chicken 104th Street

Craft Beer Market

Accommodation and Travel


Host Hotel:

We are thrilled to be back at the JW Marriott Edmonton Ice District for our 2023 Summit. The hotel is located at 10344 102nd Street Edmonton, Alberta T5J 0K9 . A preferred room rate is available to registered Summit participants from February 26th. There are limited rooms available at the preferred rate. Please also note that there is an Oilers home game on the 27th which could impact rates and availability of rooms going forward. Please click the link below to secure your room today!

Book your group rate for Tourism Advocacy Summit 2023


Parking is available at the JW Marriott and in the Ice District for a fee. As it is February in Alberta, please remember to give yourself ample time when driving to and from the event as there may be winter driving conditions.

Summit Policies and Procedures

Refund Policy

If you are unable to attend the Alberta Tourism Advocacy Summit and your cancelation request is received on or before January 15th, 2023, your registration payment will be fully refunded.  For cancelations received after January 15th, 2023, your registration payment shall be forfeited.  

In the event that TIAA needs to postpone the Alberta Tourism Advocacy Summit, your registration will be applied to the postponed event.  If you are unable to attend the postponed event, you may request a cancelation within 72 hours of the postponement announcement.  For cancelation requests received after 72 hours of the postponement announcement, your registration payment shall be forfeited.

In the unlikely event that TIAA cancels the Alberta Tourism Advocacy Summit, your registration will be fully refunded.

Cancelation requests should be submitted in writing to info@tiaalberta.caRegistration substitutions are not permitted.  No refunds will be issued for no-shows. 


Participant Code of Conduct


The Tourism Advocacy Summit is dedicated to providing a harassment-free conference experience for everyone, regardless of gender, gender identity and expression, age, sexual orientation, political affiliations, disability, physical appearance, body size, race, ethnicity, or religion. We do not tolerate harassment of participants, contractors, staff, volunteers, or any attendees in any form, including but not limited to sexual harassment. Any disruption of presentations during sessions, in the exhibit hall, or at other events organized by TIAA throughout the meeting is unacceptable and will be deemed in violation of the Code of Conduct. All participants must comply with the instructions of the moderator and any TIAA or vendor event staff or volunteers. Participants violating these rules may be sanctioned or expelled from the event without a refund at the discretion of the conference organizers. All registrants agree to abide by the Code of Conduct as a condition of entry. Should you have any questions regarding the Code of Conduct, please email .


Schedule disclaimer


Disclaimer: “Invited” presenters are those TIAA has been in conversation with but whom cannot yet confirm their attendance. While all others who appear on the agenda are confirmed to present as part of the 2-day Tourism Advocacy Summit, there is always the possibility that there will be some changes in speakers due to last minute scheduling circumstances that rest beyond our control.

TIAA is Grateful for our Generous Sponsors!