Canadian Tourism Human Resource Council

A pan-Canadian not-for-profit organization, Tourism HR Canada – formerly the Canadian Tourism Human Resource Council – has served for over 30 years as a national workforce development council. It fosters a world-leading, dynamic, and resilient tourism workforce, driving human resource development activities crucial for a globally competitive and sustainable Canadian tourism industry. The organization's core mission centers on growing Canada's visitor economy with a skilled, diverse, inclusive, and resilient workforce. It collaborates extensively with businesses, educators, government agencies, industry associations, organized labor, policymakers, and equity-deserving groups to implement timely, measurable labor market solutions. Initiatives include providing labour market insights, developing National Occupational Standards, and offering training and certification programs such as Emerit certificates. Tourism HR Canada established the "Discover Tourism" brand to attract new talent and shift perceptions of tourism careers, alongside the SMART+ Accreditation Program, which aligns educational curricula with industry standards. The organization champions inclusive workplaces through its "Belong" project, strengthening the sector's capacity for inclusive, diverse, equitable, accessible, and leading (IDEAL) environments, including for individuals with disabilities. It also presents annual Employee and Employer of the Year Awards as part of the Canadian Tourism Awards and has made significant progress with the Sustainable Tourism 2030 Pledge, underscoring its dedication to a resilient and sustainable future for the tourism workforce.