About TMAC
TMAC Strategic Plan 2024
The 2022/2023 TMAC Board of Directors came together in January 2023 to embark on a Strategic Plan to update the vision and mission statement for TMAC and provide a roadmap for the future of the organization.
Considerable dialogue revolved around the changing landscape of travel media. The recurring message was, that even though the method in which travel stories are being delivered has shifted over the past 30 years, the essence of what travel media writers do, has not changed. Regardless of the delivery platform, travel writers inspire travel.
With this core foundation of what travel media delivers, the value of what TMAC brings to its membership is as important regardless of which format is used for the delivery of the message.
TMAC's Mission Statement
Rooted in Canada with an international reach, the Travel Media Association of Canada creates a positive space for travel media and travel industry professionals to cultivate relationships that result in relevant collaborative, comprehensive opportunities and successful outcomes to foster and inspire travel.
TMAC's Vision Statement
To be the trusted organization of choice for accredited travel media and tourism industry professionals in Canada.
Millions of people call themselves travel “experts,” but only a handful of travel media worldwide can truly be called trusted, accredited, sources. In Canada, most of them belong to the Travel Media Association of Canada (TMAC).
Founded in 1994, TMAC represents Canada’s most professional and productive experts in the field of travel. The Association currently has nearly 400 members — Canadian writers, photographers, videographers, bloggers and social media curators, as well as highly respected media relations representatives of the travel industry in Canada, and around the world.
When the tourism industry is seeking to engage travel media, they can trust and be assured that when they choose to work with a member of TMAC, they are working with an accredited professional in the field of Travel Media. Similarly, with confidence, our Travel Media members acknowledge their fellow tourism industry members as colleagues that understand and appreciate their value and the role storytelling plays within marketing and communications plans.
Our accredited membership is well represented across Canada and supported nationally as well as through four regional chapters: British Columbia, Alberta & NWT, Ontario and Atlantic. TMAC is currently working on furthering its regional chapter representation, specifically developing a Quebec chapter.
Each year, TMAC members gather for an ambitious and wide-ranging annual conference in a new, local host destination. Over 4 days, plus pre/post media tours, they exchange story ideas, explore new destinations and keep up to date on skills, trends and techniques. Most importantly, industry partners are able to showcase their destinations at the Media Marketplace, a scheduled one-on-one networking session that brings together industry and media members. With attendance limited to 200-250, this intimate annual conference nurtures networking for media professionals across the country.
Recognizing excellence in travel media, the annual TMAC Awards welcomes and celebrates the work of its members. Categories may evolve to reflect the changing landscape and channels of storytelling, but the coveted awards garner national attention for our members, and TMAC as a professional organization.
Throughout the year, there are a variety of 'Meet-Ups', virtual Professional Development Sessions, and each chapter holds a series of local events, activities, presentations and professional development sessions attended by both media and industry members.
As a not-for-profit organization, TMAC is guided by a volunteer board of directors and managed by its Chief Administration Officer. For more information on TMAC's structure and function, see the Board of Directors, Committees and Bylaw sections of our website.
Membership within TMAC is by application, vetted and approved by the membership review team to ensure TMAC welcomes and has within its network a collective of professionals who value and aspire to harness the power and impact of travel media.
