Travel and Tourism Research Association Annual Conference | TTRA Canada Chapter Conference

Travel and Tourism Research Association Conference 2019  (Canada Chapter)

Wednesday, September 18 to Friday, September 20
Delta Hotels by Marriott Saskatoon Downtown
Saskatoon, Saskatchewan

Tourism operators, stakeholders and city and destination marketing organizations are invited to attend the Travel and Tourism Research Association (TTRA) Conference in Saskatoon, Saskatchewan.

The conference theme, Moving Forward, empowers tourism researchers as forward thinkers. Join us to rediscover Canada’s tourism industry through a lens that acknowledges the past while providing guidance for the future; a future that inspires authentic cultural experiences for travelers and interactive opportunities for practitioners.

Moving Forward calls for impactful travel experiences across niche tourism markets. Attendees will learn about bringing destinations to life and creating unforgettable experiences for tourists. Content will focus on finding ways to break down barriers in Canadian tourism and empower industry stakeholders to work together to deliver innovative research methodologies. The conference will highlight new ways of thinking about tourism that capitalize on emerging technologies, methodologies, and societal changes.

For more conference information, click here.

Click here for the preliminary conference agenda and schedule.


To register, visit the conference event page. To take advantage of cost savings, register before August 31

Session Highlights

- Developing Indigenous Tourism Experiences in Saskatchewan
- Statistics Canada Workshop
- Wine Tourism
- Agritourism and Visitor Loyalty
- Modern Brand Communication and Place Marketing
- Saskatchewan's Tourism Sentiment Index
- Case studies, including Re-imagining Banff, Kamloops Wine Trail, The Role of Sustainable Local Food Among Tourism Stakeholders, and more
- Customer Engagement in the Hospitality Industry
- Modernizing Visitor Research

Keynote Speakers

Honourable Jeanie Dendys, Minister of Tourism and Culture at Government of Yukon

The Honourable Jeanie Dendys, Minister of Tourism and Culture for Government of Yukon will share Yukon's new strategy, Sustainable Tourism. Our Path. Our Future. The strategy is guided by the core values expressed by Yukoners and lays out a ten-year vision for tourism to be a vibrant, sustainable component of Yukon's economy and society for the benefit of future generations. It also includes goals that balance economic, environmental and social priorities, and is supported by strategic actions to bring the vision to life. The strategy is the culmination of a fourteen-month process to develop a long-term vision for sustainably growing tourism in the Yukon. Guided by a steering committee of industry experts, the strategy was developed based on best practices around the globe and comprehensive engagement with tourism industry stakeholders, Yukon First Nations, municipalities, the arts and culture community, and the public.

Minister Dendys is the MLA for the Mountainview riding since December 2016. She currently serves as the Minister of Tourism and Culture, Minister Responsible for Women’s Directorate and Minister Responsible for Yukon Workers Compensation Health and Safety Board. Minister Dendys was born and raised in Yukon and is of Tahltan and Norwegian ancestry. A Yukon innovator and community leader, she previously worked as Director of Justice for Kwanlin Dün First Nation in the Mountainview riding for seven years prior to her role in Cabinet. She has a long history of participation on public advisory and working groups, bringing a woman’s perspective and commitment to improving quality of life for children, youth and families. She is also committed to learning and passing on traditional and cultural values.

Stephen Pearce, Vice President, Strategy, International Markets at Tourism Vancouver

Stephen Pearce is a strategic marketer with over thirty years’ experience in destination marketing and development. He is responsible for developing, implementing and optimizing strategies for all international markets. Curiosity, risk, creativity and innovation define his approach to growing business. Stephen has worked with public and private companies across Canada, and has been with Tourism Vancouver since 2001 where he is currently the Vice President, Strategy, International Markets. Responsibilities include consumer marketing, travel trade, media and research/business analytics. On an ongoing basis he secures insights with his in-market team to develop an annual global marketing and sales plan, market tactical plans and on-going market reports. Stephen is very active at the national level; having served as the Chair of the Canadian Tourism Commission’s Research Advisory Committee for seven years, and as the Chair of the US Market Advisory Committee. Stephen is also the past Chair of the BC chapter of the Canada China Business Council and an Executive Board member of the Pacific Area Travel Association (PATA). An expert in film tourism, Pearce will be delivering a keynote address on this topic.

Session Presenters

  • Statistics Canada
  • Tourism Saskatchewan
  • Ipsos
  • Glyph Creative Strategy
  • Government of Yukon
  • STR Global