TORONTO — Beth Potter will be leaving the Tourism Industry Association of Ontario (TIAO) after 11 years as its president and CEO to take on the role of the Tourism Industry Association of Canada’s (TIAC) new president and CEO.

Potter’s last day with TIAO will be March 12 and she will begin her career at TIAC on March 15. Carol Greenwood, vice-president, Membership & Business Development, will become interim TIAO president and CEO on March 15.

Potter is a recognized leader with more than 30 years of experience in the not-for-profit and tourism industries and has worked with a variety of boards and committees, including her recent contributions to the World Travel & Tourism Council’s tourism-recovery efforts.

“Prior to COVID-19, Canada’s tourism sector was a $105-billion industry, accounting for two per cent of the country’s GDP and supporting over 1.9-million jobs,” says David McKenna, board chair of TIAC. “COVID-19 is the worst crisis the sector has ever faced. Beth joins TIAC at a critical time and will lead the visitor-economy’s path to recovery.”

“I’m excited to be taking on this new challenge as the president and CEO of the Tourism Industry Association of Canada,” says Potter. “This is a critical time for the tourism industry. The decisions the government takes in the coming weeks and months will have a significant impact on our ability to bring back the jobs and economic growth that tourism contributed to the Canadian economy before the COVID-19 pandemic.

“These are undoubtedly challenging and difficult times, but the tourism industry is an innovative and resilient sector. I will harness all of my 30 years of experience in advocacy, shaping government policies and experience in collaboration on the international stage to meet these challenges head on. In the past 11 months, TIAC has made significant progress in winning key economic-support programs for the tourism industry. I am determined to build on these achievements and ensure that tourism receives the sector-specific support it requires to re-build.”

“Beth Potter has been an instrumental part of TIAO’s growth and success during her tenure as president and CEO. Beth has been an inspirational leader who, for over a decade, has ensured tourism has had a seat at the decision-making table in Ontario,” says Minto Schneider, chair of TIAO’s board of directors. “There is no greater seal of approval of Beth’s work at TIAO than being chosen from a stellar field of applicants to become a national voice for the tourism industry. Whilst we are sad to see her leave TIAO, as a member of the tourism family, I am thrilled to know that she will be bringing her experience, knowledge and considerable expertise to tourism’s national advocacy efforts.”


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