IMPACT Speakers

Beth Potter

2024 Impact Speaker Beth Potter


CEO & President, Tourism Industry Association of Canada

Beth Potter, the President and CEO of the Tourism Industry Association of Canada (TIAC), brings over 35 years of diverse provincial and national association experience, with nearly 20 years specifically dedicated to the tourism sector. Since taking the helm at TIAC in March 2021, Beth has worked relentlessly to raise awareness about the critical role of tourism in Canada. She focuses on advancing advocacy goals to revitalize the sector post-COVID-19 and ensure sustained growth. Internationally, Beth is an active member of the World Travel and Tourism Council and the United Nations World Tourism Organization.

Recognized for her exceptional leadership, she was named one of the Top 50 Women in Travel by the Global Business Travel Association. Beth also received the 2022 “Unsung Hero” Award from the Canadian Live Music Industry for her role as Co-Chair of the Coalition of Hardest Hit Businesses. Actively participating in various committees and boards, including the Metro Toronto Convention Centre and Tourism HR Canada, Beth continues to shape the trajectory of the Canadian tourism industry.

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Destination Greater Victoria is honoured to be based on the traditional territory of the Lekwungen-speaking peoples of the Songhees Nation and the Esquimalt Nation, whose historical relationships with the land continue to this day.