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Elevating Canadian Experiences – Winter/Shoulder & Culinary National Program

The Tourism Industry Association of Canada (TIAC), in partnership with Peterborough & the Kawarthas Economic Development, is excited to announce they have officially launched their pan-Canadian workshop series to support, rebuild and grow Canada’s winter and shoulder season tourism and culinary sectors!

Registration is now open:

With support from the Government of Canada’s Canadian Experience Fund (CEF), TIAC has launched a new program: Elevating Canadian Experiences: A How-to workshop series to grow tourism through culinary and shoulder seasons development. The program will launch a series of workshops across Canada to provide capacity building and support for tourism businesses in the shoulder/winter seasons and culinary sector.

The Peterborough & the Kawarthas Elevating Canadian Experience Workshops will be on Monday, November 23rd and Tuesday, November 24th.

Originally designed to help bolster Canada’s tourism expansion in high-potential growth areas, the COVID-19 global health pandemic has drastically changed the tourism landscape in Canada. This has left tourism operators across the country worried about what this means for their future. In response, TIAC has pivoted the design of the workshops to reflect the new tourism reality for most operators. These workshops will now assist small and medium tourism operators and other tourism organizations across the country in developing strategies to maintain their businesses, and develop winter and shoulder season and culinary experiences to attract visitors back once Canada is ready to welcome them again.

Workshops will focus on:

  • Support for rural and secondary market tourism: Currently, only three provinces and their largest cities are the primary destination for the vast majority of visitors coming to Canada.
  • Support for winter or shoulder season development: Despite Canada being known for its winters, only 1% of activities are winter-based, which creates challenges for tourism operators trying to optimize the use of talent and capital investments.
  • Support for culinary tourism development: Approximately one fifth of spending by international travelers in Canada is on food and beverage. By increasing visitor demand for local food and drink, food tourism contributes to the long-term sustainability of local agriculture, food systems, communities and culture.
  • Developing the opportunity to attract domestic travelers to destinations outside of the major urban centres and to expand marketing to international travelers as soon as it is safe to do so.

To learn more about what the workshops have to offer you and your business, visit us at