President's Message: Building Influence.

This month marks my first year as President of ACTA. 

It has been a year of change, challenge and opportunity for Canada's retail travel industry. More than anything, it has reinforced something I believe more strongly today than when I began: the strongest advocacy happens before decisions are made. 

Influence is not built overnight. It is built through trusted relationships, credible information, thoughtful dialogue and a consistent presence where decisions are made. That philosophy is guiding ACTA as we strengthen our voice on behalf of Canada's travel agencies and travel advisors. 

Over the past year, I have had the privilege of meeting with members, supplier partners, government officials and industry leaders across Canada and internationally. Whether at conferences, advocacy meetings or industry events, I have been reminded why I accepted the privilege of leading ACTA. 

I have seen members reconnect, supplier partners strengthen partnerships, volunteers generously contribute their time, and our dedicated ACTA team work tirelessly behind the scenes. Those moments have reinforced what makes our industry special. We represent businesses of different sizes and business models, but when we come together with a common purpose, our collective voice becomes stronger. 

One of the defining moments of my first year as President came this spring, when Air Canada announced its decision to reduce travel agency commissions. 

ACTA responded immediately. We engaged directly with senior Air Canada executives, met with elected officials and government representatives, sought legal guidance to ensure our advocacy remained responsible and consistent with competition law, kept members informed throughout the process, and ensured the concerns of Canada's retail travel industry were heard through both national and trade media. 

While Air Canada has maintained its decision, ACTA has remained equally clear in ours. 

Travel agencies and travel advisors are indispensable partners in Canada's travel ecosystem. They generate sales, provide trusted professional advice, support travellers before, during and after their journeys, manage increasingly complex itineraries, and help customers navigate disruptions when plans change. Their contribution creates measurable value for travellers, suppliers and Canada's visitor economy and deserves to be recognized through fair, transparent and sustainable commercial relationships. 

Strong relationships do not always guarantee agreement. They do, however, ensure our industry's perspective is heard and respected. ACTA will continue engaging constructively with Air Canada and all industry partners as we advocate for Canada's travel agencies and travel advisors. 

Our influence cannot begin when a decision is announced. It must already exist. 

Recent industry developments have reinforced an important reality: ACTA's greatest opportunity is not simply responding to decisions after they are made, but helping shape the environment in which those decisions are made. Our influence cannot begin when a decision is announced. It must already exist. 

That is why ACTA continues to strengthen relationships with governments, regulators, airlines, tourism organizations and international partners. Through initiatives such as ACTA's first Parliamentary Hill Day, expanded government relations, increased media engagement, credible research, and active participation through WTAAA and IATA, we are investing in long-term influence that will benefit our members well beyond any single issue. 

Looking ahead, ACTA will continue to focus on what matters most to our members. Next week, we will launch our 2026 Member Advocacy Survey to help shape ACTA's advocacy priorities as we finalize our Strategic Plan for 2027–2029. I encourage every member to participate. Your input will help ensure ACTA continues to advocate on the issues that matter most to your business. 

Our priorities remain clear. We will continue strengthening relationships with governments and industry partners, advocating for commercial fairness and policies that support Canada's retail travel industry, expanding education and member engagement, promoting the value of booking with a travel professional, and ensuring Canada's travel agencies and travel advisors have a strong, respected and influential voice wherever decisions affecting our industry are being made. 

My first year has confirmed what I believed when I accepted this role: ACTA is strongest when its members are engaged, when its voice is respected, and when its advocacy is proactive rather than reactive. 

Together, we are building a stronger voice, a stronger association and a stronger future for Canada's retail travel industry. 

Thank you for your continued confidence in ACTA. I look forward to working alongside you in the year ahead. 

Warm regards,

Suzanne Acton-Gervais
President, ACTA