Explore Greater.

Victoria is a true one-of-a-kind land on the Pacific coast. Sign up to have travel guides, upcoming events, travel tips, and more delivered to your inbox.

Home > IMPACT Speakers - Beth Potter


President & CEO, Tourism Industry Association of Canada


Beth is an accomplished leader with more than 35 years of diversified provincial, national association experience, and close to 20 years in the tourism sector. Since joining TIAC as its President and CEO in March of 2021, Beth has been implementing her vision to heighten awareness of the critical importance of tourism across Canada and to build on the organization’s advocacy objectives to recover the sector from the devastating impact of the COVID-19 pandemic and to position it for continued growth into the future.

Internationally, she is an active member of both the World Travel and Tourism Council’s COVID-19 Taskforce and Government Affairs Working Group and the United Nations World Tourism Organization. As a testament to her leadership in the industry, Beth was recently named one of the Top 50 Women in Travel by the Global Business Travel Association and received the Canadian Live Music Industry’s 2022 "Unsung Hero" Award for her work as Co-Chair of the Coalition of Hardest Hit Businesses. Beth continuously works with a variety of committees and volunteers from across the tourism industry; including serving on the boards of the Metro Toronto Convention Centre, Future Borders Coalition, and Tourism HR Canada.