The Tourism Industry Association of Canada (TIAC) has found its new leader in Beth Potter following an intensive search.
“I’m excited to be taking on this new challenge. This is a critical time for the tourism industry,” says Potter. “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.”
Potter will officially assume the role of association president and CEO on March 15.
The position has been vacant since Charlotte Bell passed away in December, after serving at the helm of TIAC for six years.
Potter has a long and distinguished career in Canada’s tourism sector, most recently serving as president and CEO of the Tourism Industry Association of Ontario (TIAO). She is a recognized leader with more than 30 years’ 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 and Tourism Council’s tourism recovery efforts.
“Beth brings tremendous knowledge and sector-specific advocacy experience on the national and international front,” says TIAC’s board chair, David McKenna. “Her experience will be vital to support the TIAC team and our industry through this pivotal time.”
TIAO vice-president of membership and business development, Carol Greenwood, will serve as interim president and CEO upon Potter’s departure. Greenwood will be assisted by Christopher Bloore, vice-president of policy and government affairs, until a permanent replacement can be found.