2018 CITAP AGM in Halifax

May 13, 2018 at Hampton Inn by Hilton-Halifax Downtown

August 30, 2017
Semnar, Lunch, Golf & Dinner
in City of St. Catharines

December 4, 2017 at The Westin Bayshore Vancouver

Excellent tour guides are the key to providing once-in-a-lifetime experience. After Canada was granted the Approved Destination Status from China in 2010, Chinese visitations to Canada have been increasing every year. As a result, our industry faces a shortage of professional Chinese speaking tour guides who can provide excellent service to the Chinese visitors. To provide a solution, Canadian Inbound Tourism Association - Asia Pacific (CITAP) launched its first Chinese Speaking Tour Guide Training Workshop early this year.

Back to 2017 CITAP  AGM

2017 CITAP AGM – Guest Speaker 

Caroline Yang
CHRP, Cross-Cultural Communication Author

Charlotte Bell of TIAC - CITAP Winter Function 2016

Born and raised in China, Caroline studied in Canada as an exchange student and later immigrated to Canada in 2000. She is a human resources professional and has worked with multinational organizations in Canada and China, supporting multicultural teams of highly skilled technical professionals. Caroline presented at many conferences and events to promote cross-cultural communication. She was interviewed by CBC to share her advice on cross-cultural communication.

Caroline has multiple publications on cross-cultural leadership and teamwork. She co-authored the book Danger and Opportunity: Bridging Cultural Diversity to Competitive Advantage. Caroline graduated from York University with a Master of Human Resources Management.

Cross-Cultural Communication with Tourists to Canada

Cross-cultural communication with tourists requires cultural awareness and sensitivities. People growing up in different cultures communicate in different ways. What is meant to be respectful and helpful may be misunderstood or mis-communicated as not respectful or helpful. Using insightful diagrams and powerful real life examples, this interactive workshop will discuss verbal and non-verbal communication differences between Canada and many other cultures. Participants will learn tips and pointers to navigate through possible pitfalls in cross-cultural communication. We will also discuss specific communication strategies that tourism service providers can implement when receiving guests from other cultures.

Learning Objectives – this workshop will help participants

  • Understand the impact of culture on how people think communicate and behave
  • Use knowledge in cultural differences to put yourself in the shoes of others
  • Discuss how to communicate more effectively with visitors from diverse cultures
  • Create a forum to discuss cultural differences in a constructive way

Main Topics

Differentiating Generalizations and Stereotypes

  • Cultural differences cannot be discussed without generalizing, which is different from stereotyping.
  • Generalization helps us use our knowledge of cultural differences to put ourselves in the shoes of people from different cultures so that we can work together more effectively.

Cross-Cultural Communication

  • Verbal: English as second language; chit-chat and introduction; direct and indirect communication
  • Non verbal: The use of silence; expressing emotions; gestures
  • Three touch-point communication strategy: pre-arrival; on site; when spotting undesirable behaviours

Who should adapt to whom?

  • Immigrants to Canada are making a lot of effort to adapt to living and working in Canada while being helped by Canadian employers, co-workers and neighbours.
  • Canadian businesses need to determine how much we want to adapt to service multicultural customers.


2017 CITAP AGM – Keynote Speaker 

Sébastien Sasseville
Inspirational Endurance Athlete

Keith Henry of ATAC - CITAP Winter Function 2016

Sébastien Sasseville inspires organizations to create empowered cultures of excellence. An endurance athlete, Sasseville’s extraordinary accomplishments—which include summiting Mount Everest, completing the mythical Sahara race, and running across Canada—are made all the more impressive by the fact that he lives with Type 1 Diabetes. Turning his incredible experiences into concrete lessons applicable to the business world, Sasseville’s marries business with inspiration to speak on change management, peak performance and leadership.

From Mount Everest to the Sahara, Sébastien Sasseville had to transform to survive and conquer. Within companies and organizations, those who resist change don’t last. Supported by superb imagery, Sebastien helps his audience to understand that change is a culture, not an action.

Change management is a daily practice. Corporate agility is the goal. When we are agile, we utilize change, rather than being reactive and dictated by change. Successful businesses and individuals create change, they don’t react to it. They set the tone and force their competition to adapt.

Infusing his presentations with the energy, humor, and emotions he deployed while undertaking all his challenges, Sasseville, who is fully bilingual, shows how far we can go when we do a little bit every day, and that nothing should stand in the way on the path toward success. To date, he has spoken to over 200 audiences across North America, for clients including CIBC, Johnson & Johnson, Telus, L’Oreal, Merck, Hewitt and the Office of the Auditor General of Canada .

In 2008, Sasseville reached the summit of Mount Everest. In the following years, he went on to complete six Ironman races and the Sahara 250 kilometre self-supported ultra-marathon. In 2014, he took on the biggest challenge of his life: a solo, 7200 km run across Canada, the equivalent of 170 marathons in nine months.

Frequently recognized as an inspiration, the French-Canadian athlete was at the forefront on the Johnson & Johnson 2008 Beijing Olympics Inspiration TV commercial, and in 2012 he became the face of the Human Face of Big Data campaign, deployed globally by EMC Corporation, a Fortune 200 company. In 2014, he entered in a partnership with Biotherm Homme as part of their Living Exceptionally campaign.

Sasseville holds a bachelor’s degree in communications.




Back to CITAP 2016 Winter Function

CITAP 2016 Winter Function – Speakers and Panelist 

Charlotte Bell
President  & CEO of Tourism Industry Association of Canada  

Charlotte Bell of TIAC - CITAP Winter Function 2016

Charlotte was appointed President and CEO of the Tourism Industry Association of Canada (TIAC) in April 2015 where she is responsible for the overall leadership of the organization representing tourism interests at the national level. Canada’s tourism success stems from its unique and plentiful attributes as a destination, the professionalism and dedication of operators and the tourism workforce, as well as a cohesive national association of tourism businesses that gets results on behalf of its members.

Having spent more than 25 years in the broadcasting sector in Canada, Charlotte has an extensive background in advocacy, strategic planning and public affairs.


Keith Henry, B. ED
President and CEO of Aboriginal Tourism Association of Canada

Keith Henry of ATAC - CITAP Winter Function 2016Mr. Keith Henry is a Métis person that was born in Thompson, Manitoba and raised in Prince Albert, Saskatchewan. Mr. Henry achieved a B.Ed. from the University of Saskatchewan in 1995.

Mr. Henry began his career in 1995 with teaching positions and has become well known for his strategic administrative and negotiations skills.  Since 1998 Mr. Henry has led numerous provincial, federal and industry negotiations on a variety of issues.  He has been directly responsible for financial administration of a number of Aboriginal non-profits and has a proven track record of success. 
Mr. Henry has become an international Aboriginal cultural tourism leader receiving Aboriginal/Indigenous recognition as the former CEO for Aboriginal Tourism Association of British Columbia (AtBC).  In April 2014 the inaugural World Indigenous Tourism Alliance award recognized the work of AtBC and Mr. Henry’s leadership.  Mr. Henry has been spearheading the growth of authentic Aboriginal tourism in Canada as he worked to redevelop the national Aboriginal Tourism Association of Canada as elected chair when this organization incorporated in April 2015.  In October 2015 Mr. Henry took the full time role as the Aboriginal Tourism Association of Canada’s CEO. 

In Canada Mr. Henry continues to be recognized across the country as one of the leaders in Aboriginal tourism and has led many new initiatives including the national strategy entitled “The Path Forward 2016-2021”, contributions to the development of national standards on market readiness and authenticity, cruise industry opportunities and the national Aboriginal tourism research project on the economic value of Aboriginal cultural tourism.   Mr. Henry was instrumental in the development of the national Aboriginal tourism strategy The Path Forward 2016-2021 which will focus on increasing Aboriginal market readiness, increasing jobs, and increasing revenues.   Over the course of the last number of years Mr. Henry has been invited to numerous international locations to support Aboriginal tourism strategies.

Mr. Henry volunteers time in the Aboriginal community and maintains several board positions including the former President of the Industry Council for Aboriginal Business, former chair of the Aboriginal Tourism Association of Canada, current Chair for the Native Education College, member of the Minister’s Council on Tourism, former member of the Vancouver Board of Trade’s Aboriginal Opportunities Committee, member of the World Indigenous Tourism Alliance, member of the International Marketing Committee Destination Canada member, and current President of the BC Métis Federation.

Social Media workshop: Jennifer Kolbuc & Isabelle Jacques, Destination Canada

Jennifer Kolbuc of DC - CITAP Winter Function 2016Jennifer Kolbuc is Destination Canada's Social Media Specialist. She has worked in BC’s tourism industry in social media for the past 5 years.  From non-profits to large corporations, Jennifer has seen the impact and value social media brings to organizations of all sizes. As a social media specialist at Destination Canada, Jennifer works to inspire international travellers to choose Canada for their next holiday destination.  




Isabelle Jacques of DC - CITAP Winter Function 2016Isabelle Jacques
is Destination Canada's Social Media Cultivator. As a social media specialist at Destination Canada, Isabelle is responsible for bringing to life the Canada story on Instagram, Facebook and Twitter, in order to inspire travellers to choose Canada for their next holiday. Her background extends to media relations for government bodies and marketing in the sports industry.





July 18, 2017
Tsawwassen Springs in Tsawwassen, BC