Alternative Sales Strategy and TIAC partner to strengthen Canada’s Tourism Industry

This strategic collaboration strengthens Canada’s tourism export ecosystem by providing businesses and destinations with practical, industry driven training to help them successfully grow in the international travel trade markets.

As global travel continues to rebound and diversify, Canadian tourism business operators and destinations are facing increased competition for international visitors. Export READI™ training ensures businesses are not only visible in global markets, but fully prepared to succeed in them.

Delivered by Alternative Sales Strategy, the Travel Trade Export READI™ training prepares tourism organizations to work confidently and professionally with tour operators, wholesalers, receptive partners, and international travel agents.

• Real world application

• Long-term relationship development

• Market readiness and infrastructure

• Measuring return on investment

The training builds the internal capacity needed to sustain international partnerships and convert opportunity into revenue. Participants leave the program with the tools, systems, and confidence required to operate successfully within global travel trade channels.

By completing the Export READI™ training, participants will be able to:

• Assess their organization’s readiness for international travel trade markets

• Identify and prioritize high potential source markets

• Develop commissionable, market ready products and pricing

• Create professional travel trade focused sales and marketing tools

• Participate effectively in sales missions and trade shows

• Build and manage long-term operator relationships

• Track performance and optimize strategies

• Produce a customized Travel Trade Marketing & Sales Plan

These outcomes align directly with TIAC’s Export READI™ assessment standards, ensuring participants are well positioned to proceed with the next steps towards Export READI™ designation.

The Export READI™ training is offered in multiple formats to accommodate diverse business learning needs:

• In person or virtual cohort learning

• Hybrid programs

• Two-day in-person workshops

• Individual business webinars

The program was designed by Jennifer McGregor, President and Strategy Lead at Alternative Sales Strategy.

With more than three decades of experience in travel trade sales, marketing, and destination development, Jennifer has worked across international markets including the UK, Europe, Asia, Australia, and the Americas.

Jennifer is widely recognized for her leadership in organizing high-impact FAM tours, conferences, and international sales initiatives and events. She has served on multiple tourism boards and associations, including the Ontario Motor Coach Association, Student & Youth Travel Association, American Bus Association, and National Tour Association.

Alternative Sales Strategy is a tourism consulting firm specializing in travel trade readiness, group sales development, and niche market access strategies for destinations, attractions, accommodations, and tourism operators. With over 30 years of industry experience, the firm helps tourism businesses and organizations strengthen their sales foundations, increase international and domestic group business, and generate measurable return on investment.

Founded in 1930 to encourage the development of tourism in Canada, TIAC serves today as the national private-sector advocate for a $130 billion sector.  Based in Ottawa, TIAC acts on behalf of the Canadian tourism businesses and promotes positive measures that help the industry grow and prosper.

TIAC is responsible for tourism interests at the national level, and its advocacy work involves promoting and supporting policies, programs, and activities that will benefit the sector’s growth and development.

TIAC’s membership reflects partnerships among all sectors of the industry, and provincial, territorial and regional tourism associations, enabling the association to address the full range of issues facing Canadian tourism