Beth Potter
President & CEO of the Tourism Industry Association of Canada
Beth Potter is a recognized leader with over 35 years of experience in provincial and
national associations, including nearly 20 years in the tourism sector. As President & CEO
of the Tourism Industry Association of Ontario (TIAO) from 2011 to 2021, she led efforts to
establish tourism as a key economic driver, earning TIAO the Industry Leader COVID-19
Response and Recovery Award.
Previously, as Executive Director of Camping In Ontario, Beth strengthened government relations and built vital industry partnerships.
Since March 2021, Beth has served as President & CEO of the Tourism Industry Association of Canada (TIAC), where she has been instrumental in leading the sector’s recovery from the COVID-19 pandemic. Her leadership has heightened industry awareness, strengthened advocacy efforts, and advanced partnerships to drive policy work that supports Canada’s tourism economy.
Beth’s leadership extends internationally. She is an active member of the World Travel and Tourism Council’s COVID-19 Taskforce and Government Affairs working group. The Global Business Travel Association recently named her one of the Top 50 Women in Travel, and New York Moves Magazine honored her as a Moves Power Woman in 2024.
Committed to advancing the tourism sector, Beth serves on the boards of the Metro Toronto Convention Centre and Tourism HR Canada. Her vision focuses on positioning Canada as a global leader in tourism innovation, resilience, and inclusivity, ensuring the sector continues to unite communities and drive economic prosperity.