It won`t appear in the medal counts, but Canada`s tourism industry could be the big winner in the 2010 Winter Olympic Games and Paralympic Games, according to the Tourism Industry Association of Canada (TIAC) and the Canadian Sport Tourism Alliance (CSTA). The two organizations are leading an initiative to maximize the Games` positive impacts for Vancouver-Whistler and British Columbia, and to extend them to other parts of Canada. Today, they struck a steering committee that will develop a multi-year action plan, and oversee its implementation during the next five years.

The 2010 Winter Olympic Games and Paralympic Games have tremendous economic development potential from a tourism perspective, said Randy Williams, TIAC`s President and CEO. But the long-term benefits aren`t automatic-we have to make them happen and we have to start now. The key is to create partnerships and develop and market tourism products, services and experiences that will boost visitor numbers in the lead-up to and well beyond 2010, creating jobs and opportunities for Canadians.

We are learning from and building on the legacy-planning successes of Sydney and Calgary, said Rick Traer, CEO of the CSTA, pointing out that the respective hosts of the 2000 Summer Olympics and 1988 Winter Olympics were pioneers in leveraging the events` tourism potential. A key lesson is that we need to plan and manage the positive outcomes. We`re preparing to capitalize on the fact that awareness of Canada as a destination will be at an all-time high in February 2010, and to take advantage of the new and enhanced infrastructure being built for the Games, including better transportation access and improved sports facilities.

TIAC and the CSTA launched its Canada-wide initiative last July with the release of a discussion paper called 2010 Olympics - A Call to Action for the Canadian Tourism Industry (available at www.canadiansporttourism.com). They subsequently organized an interactive panel debate at Canada`s Tourism Leadership Summit, and met with Minister of State for Western Economic Diversification (WD) and Sport Stephen Owen to discuss linking the Games and economic development, and how WD and Sport can work with the tourism industry in the lead-up to 2010.

The formation of the steering committee, made up of senior tourism representatives, is a key step in moving the initiative forward. Members include Mr. Williams and Mr. Traer, and designates of Western Economic Diversification and the Ministry of State for Sport. The others, in alphabetical order, are:

• Jacques Burelle - Ottawa Tourism and Convention Authority
• Greg Edgelow, Olympian - Tourism Richmond
• Joe Fardell - Tourism Calgary
• Scott Farley - Hockey Canada
• Barrett Fisher - Tourism Whistler
• Philip Fleming (observer) - Industry Canada
• Janet Gates - Ontario Ministry of Finance
• Rod Harris - Tourism B.C.
• Paul Henderson - former member of International Olympic Committee
• Walt Judas - Tourism Vancouver
• Bill Knowlton - Jonview Canada
• Bruce McMillan - Tourism Toronto
• Michele McKenzie - Canadian Tourism Commission
• John Mills - Calgary Olympic Development Association
• Kim Porter - Aboriginal Tourism Canada
• Ken Read - Alpine Canada Alpin
• Wendy Swedlove - Canadian Tourism Human Resource Council

The steering committee, which will establish issue-specific sub-committees, will look at how marketing plans can be developed or adjusted to capitalize on the 2010 Winter Olympic and Paralympic Games, new products or services that can be developed, and training and education requirements, as well as identify potential partners and possible funding sources. It will start work immediately and its mandate runs to February 2010.

Thanks to the tourism industry`s leadership, the 2010 Winter Olympic Games and Paralympic Games in Vancouver-Whistler will leave a lasting legacy, noted Mr. Williams. When they are over, Canadians will be able to look forward to sustained, broad-based benefits, instead of looking back on missed opportunities.

The Tourism Industry Association of Canada is the national private-sector advocate for Canada`s $52 billion tourism industry, representing all sectors and regions. It performs a unique and pivotal role in ensuring the Canadian business and policy environment works for tourism, not against it, communicating the importance of tourism to Canadians, advocating policy and program measures, and lobbying government for action.

The Canadian Sport Tourism Alliance is dedicated to growing the sport tourism segment of Canada`s tourism industry. It seeks to increase Canadian capacity to host sport events by sharing best practices, providing economic-impact measurement tools and facilitating partnerships. The CSTA enhances the profile and image of sport tourism, and promotes Canada as a sport tourism destination.