OTTAWA — The Association of Canadian Travel Agencies and Travel Advisors (ACTA) is bringing its advocacy efforts directly to federal decision-makers with the launch of its first Parliamentary Hill Day.
Taking place March 24, the initiative will see members of ACTA’s Board of Directors, its Travel Agency Leaders Advisory Committee (TALA) and regional advisory committees meet with Senators, Members of Parliament and federal officials on Parliament Hill.
The meetings aim to highlight how federal policy can better support travel agencies and travel advisors as the sector navigates shifting consumer demand, border challenges and global market changes.
ACTA is using the opportunity to reinforce a central message: travel is trade. The association notes that travel agencies, travel advisors and the broader travel distribution sector are deeply embedded in communities across Canada, with a presence in nearly every federal riding.
“Parliamentary Hill Day brings frontline business experience directly into federal discussions at a time when our sector is navigating significant change,” said Suzanne Acton-Gervais. “Federal decisions increasingly shape how our sector competes, grows and serves travellers across Canada.”
At the core of ACTA’s discussions are five key recommendations aligned with strengthening Canada’s economy:
- Federal leadership to establish mutual recognition of licenses across provinces and territories, and harmonized consumer protection and travel-insurance rules so that businesses can serve clients nationwide without duplicative compliance.
- Temporary support for travel advisors affected by U.S. market shift, including: co-funding diversification marketing, expanding training and credential supports (including youth employment/wage subsidies) tailored to travel advisors.
- Create a digital market-access grant program to connect small and Indigenous tourism suppliers to global booking platforms and distribution systems. This improves export readiness and year-round demand.
- Build a made-in-Canada Trusted Traveller option (alongside NEXUS) to speed domestic screening and re-entry for pre-approved Canadians, maintaining service continuity during operational or geopolitical disruptions.
- Avoid new cascading costs that would strain airline economics, disrupt distribution partnerships, and raise prices for travellers.
“ACTA’s advocacy work spans industry partners as well as provincial and federal priorities because travel businesses operate across multiple regulatory environments,” said Monica Johnstone, Board Chair of ACTA. “Many are small and medium-sized businesses, often women-led, and bringing these conversations to Parliament Hill ensures federal decision-makers hear directly about the realities facing those businesses across Canada.”
Participants in Hill Day are also bringing regional perspectives to the discussions, highlighting how national issues are experienced differently across the country.
“This is an important opportunity to bring the perspective of Quebec travel agencies and travel advisors directly to Ottawa,” said Serge Malaison, Managing Director of Voyages Centaure. “Our members are managing many of the same national pressures while working within a distinct provincial regulatory environment.”
Brian Robertson, President of Direct Travel, added: “Canada’s travel agencies contribute directly to business connectivity, trade and economic growth. Federal policy should recognize the strategic contribution our sector makes to competitiveness and market access.”
And Michael Johnson, President of Ensemble, said Parliamentary Hill Day is an important opportunity to demonstrate how the sector contributes to growth across the travel economy and what businesses need to succeed. “With federal support, we can help ensure travel sector workers, local economies, and the families and businesses we serve continue to thrive.”
Lead image caption: Parliament Hill, Ottawa
