Tourism HR Canada

What Tourism HR Canada does

Tourism HR Canada (legally the Canadian Tourism Human Resource Council) is a pan-Canadian not-for-profit workforce development council founded in 1993 and headquartered in Ottawa. Operating as Canada's national HR organization for the tourism sector, it serves employers, educators, career navigators, government agencies, and equity-deserving groups, addressing labor shortages, skills mismatches, and workforce planning challenges across a sector that employs approximately 2 million Canadians across 265,000 businesses and generates roughly $130 billion CAD in annual economic activity. The organization is led by President and CEO Philip Mondor and a small team of 11-50 employees.

Its product portfolio comprises seven core programs: Belong (inclusive employment for persons with disabilities), Canadian Academy of Travel and Tourism (CATT, secondary school curriculum), Discover Tourism (career exploration), Emerit Skills Training and Certification (industry credentials developed over nearly 30 years), Propel (student work placement wage subsidies), SMART+ (national accreditation for tourism education), and the Workforce Management Engine (a competency platform with 400+ industry-built competencies). Research and intelligence tools include the Tourism Employment Tracker (customized Labour Force Survey data), the Tourism Sector Compensation Study (1,400+ surveyed businesses), the Compensation Interactive Dashboard (hosted on Displayr), and an Immigration Hub. Emerit Consulting extends the brand into adjacent industries including international trade, electrical trades, and career development.

The business model is primarily government-funded. The Government of Canada is the principal funder, providing up to $94.5 million CAD over five years under the Program of Sectoral Workforce Solutions (announced March 2026). Supplementary revenue mechanisms include annual council memberships, Emerit certification fees, SMART+ accreditation fees, Emerit Consulting engagements, and pass-through wage subsidies via Propel. Distribution is hybrid: direct digital self-serve access through tourismhr.ca and emerit.skillbuilder.co, combined with a network of provincial and territorial partner organizations (go2HR, CQRHT, HNL, YTEC, TIA Yukon, NSTHRC) and national industry associations (TIAC, TIAO, Restaurant Canada, Hotel Association of Canada, Destination Canada) that deliver training programs and workforce solutions across Canada.

Name

Tourism HR Canada

Legal name

Canadian Tourism Human Resource Council

Website

https://tourismhr.ca

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

Tourism HR Canada is a pan-Canadian not-for-profit workforce development council serving Canada's tourism sector. It delivers training, certification, labor market intelligence, and inclusion programs to employers, educators, and job seekers across all provinces and territories.

Ownership category

akta.pro rank

Headquarters

HQ city

Ottawa

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Others

Revenue model

1. Government Funding and Grants: Tourism HR Canada is a not-for-profit organization primarily funded by the Government of Canada. In March 2026, they received federal investment of up to $94.5 million over five years through the Program of Sectoral Workforce Solutions (PSSM) to support workforce development and labour market knowledge in the tourism sector.
2. Membership Fees: Tourism HR Canada brings people and organizations together through membership programs. Annual council memberships are valid for 365 days from payment date. CTHRC council memberships can be cancelled at any time but dues are non-refundable once processed.
3. Programs and Services: Revenue generated through programs and services including Belong (free inclusive employment training), Propel wage subsidies (for employers hiring students), SMART+ Accreditation, and Emerit certification resources. Belong is described as free training, tools, and support.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels7 records

Core offering

Tourism HR Canada is a pan-Canadian non-profit workforce development council that operates a portfolio of programs, certifications, and labour market intelligence tools for Canada's tourism sector. Its core offerings include the Emerit skills training and certification brand, the Propel student work-placement wage-subsidy program, the SMART+ educational accreditation program, the Belong inclusive employment program, the Workforce Management Engine competency platform, and research outputs such as the Tourism Employment Tracker and Tourism Sector Compensation Study. The organization also delivers customized Emerit Consulting services to industry, educational institutions, and government clients.

Product overview

Tourism HR Canada operates a multi-product portfolio organized around workforce development for Canada's tourism sector. The core offerings include seven main programs: Belong (inclusive employment for persons with disabilities), Canadian Academy of Travel and Tourism (CATT, high school resources), Discover Tourism (career exploration), Emerit Skills Training and Certification (industry credentials), Propel (student work placements with wage subsidies), SMART+ (program accreditation), and the Workforce Management Engine (competency and job profile platform). These are supplemented by research and intelligence tools including the Tourism Employment Tracker, Tourism Sector Compensation Study, Labour Force Survey reports, and an Immigration Hub. The Tourism Workplace Accessibility Clinic and Tourism HR Insider newsletter provide ongoing support and communication. Emerit Consulting offers customized advisory services. Together, these products form a comprehensive ecosystem addressing skills development, labour market intelligence, workforce planning, and career pathways across Canada's tourism industry.

Differentiator

Problem solved

Functional benefit

Brands

• Belong: Inclusive employment and workplaces program offering free training, tools, and support to hire, retain, and promote individuals with disabilities.
• Discover Tourism
• Emerit
• Propel
• SMART+
• Workforce Management Engine
• Canadian Academy of Travel and Tourism (CATT)
• Emerit Consulting

Products and services

• Belong Inclusive employment and workplaces program providing free training, tools, and support to help tourism employers hire, retain, and promote individuals with disabilities. Includes the Tourism Workplace Accessibility Clinic as a free weekly drop-in advisory service.
• Canadian Academy of Travel and Tourism (CATT) Free high school teaching resources that help teachers and students explore tourism through a flexible suite of educational materials integrated into any secondary school curriculum.
• Discover Tourism Career exploration website offering information about rewarding careers and flexible job opportunities in the tourism sector for job seekers and career changers.
• Emerit Skills Training and Certification Professional skills training and certification brand that has set tourism industry standards for nearly 30 years, providing flexible development resources designed by industry, for industry.
• Propel Student Work Placement Program Wage-subsidy program providing post-secondary students work-integrated learning opportunities to develop work-ready skills, with employers receiving a financial subsidy for each student hired through the program.
• SMART+ Accreditation Program National accreditation program for tourism-related educational programs, enabling institutions to demonstrate excellence, align with industry standards, and gain recognized credentials.
• Workforce Management Engine Interactive platform providing over 400 competencies, tools to build tailored job profiles, and training alignment resources to guide tourism workforce talent development.
• Tourism Employment Tracker Interactive monthly employment tracker providing customized Labour Force Survey data on tourism sector employment, hours worked, and economic indicators across tourism industries.
• Tourism Sector Compensation Study Periodic compensation study surveying over 1,400 tourism businesses, providing wage rates by region and industry, perks and benefits data, and union coverage information for 15 key tourism occupations.
• Immigration Hub Resource portal providing accurate, up-to-date information on immigration policies, procedures, and resources relevant to tourism employers and workers.
• Tourism Workplace Accessibility Clinic Free weekly virtual drop-in clinic offering instant workplace accessibility and inclusion advice from HR experts, funded by the Government of Canada's Opportunities Fund for Persons with Disabilities.
• Emerit Consulting Customized consulting services facilitating training development and delivery, certification program administration, HR strategies and workforce planning, research, and instructional design for all industry sectors.
• Tourism Labour Force Survey Monthly and annual insights into key labour market indicators and working-age population data across all Canadian provinces, based on Statistics Canada Labour Force Survey.
• Tourism HR Insider Newsletter Monthly newsletter providing timely labour market intelligence, program updates, industry news and events, and HR-themed articles impacting tourism's current and future success.

Quantifiable outcome

• The 2023 Canadian Tourism Sector Compensation Study surveyed over 1,400 tourism businesses across Canada, providing comprehensive wage and benefits data for 15 key tourism occupations
• +2 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature4 records

Partnerships

13 partnerships are on record, tiered core, regional and minor.

• Conseil québécois des ressources humaines en tourisme (CQRHT)coreStrategic or Co-development Partner · 22 January 2026Strategic partnership formalized January 22, 2026 through a Memorandum of Understanding (MOU) to strengthen collaboration in labour market intelligence (LMI) for the tourism sector. The partnership enables better coordination of tourism labour market research and analysis, reduces duplication of studies, and promotes more coherent data interpretation at Quebec and Canadian scales. Collaboration includes joint research initiatives, strategic information dissemination, and harmonization of LMI methodologies and analysis frameworks.
• Tourism Industry Association of Canada (TIAC)coreStrategic or Co-development PartnerNational tourism industry association partner working with Tourism HR Canada on workforce issues affecting the sector. Represents the broader tourism industry in policy discussions and sectoral initiatives.
• Tourism Industry Association of Ontario (TIAO)regionalStrategic or Co-development PartnerProvincial tourism industry association partner representing tourism operators in Ontario. Collaborates on workforce development initiatives and policy consultation.
• Tourism Industry Association of Yukon (TIA Yukon)regionalStrategic or Co-development PartnerProvincial tourism industry association partner representing Yukon tourism operators. Participates in workforce research and regional tourism labour market initiatives.
• Hospitality Newfoundland & Labrador (HNL)regionalStrategic or Co-development PartnerProvincial hospitality association partner. Also a client of Emerit Consulting for workforce solutions. Collaborates on research and industry consultation activities.
• go2HRregionalChannel Partner/ Reseller/ DistributorBC's tourism and hospitality human resources and health & safety association. Serves as the provincial partner delivering tourism HR programs and services in British Columbia.
• Yukon Tourism Education Council (YTEC)regionalStrategic or Co-development PartnerYukon tourism education organization providing training and workforce development support in collaboration with Tourism HR Canada.
• Destination CanadacoreStrategic or Co-development PartnerNational tourism marketing organization. Collaborates with Tourism HR Canada on economic insights, planning, and research related to Canada's tourism sector competitiveness.
• Restaurants CanadacoreStrategic or Co-development PartnerNational restaurant industry association representing the food service sector within tourism. Provides economic insights and research data on restaurant sector workforce issues.
• Hotel Association of CanadacoreStrategic or Co-development PartnerNational hotel industry association collaborating on tourism workforce research and data visualization for the accommodation sector.
• Canadian Career Development Foundation (CCDF)minorStrategic or Co-development PartnerClient of Emerit Consulting services for career development and workforce solutions consulting.
• Indigenous Tourism AlbertaminorStrategic or Co-development PartnerClient of Emerit Consulting for Indigenous tourism workforce development and capacity building.
• Nova Scotia Tourism Human Resource Council (NSTHRC)regionalStrategic or Co-development PartnerProvincial tourism HR partner organization in Nova Scotia, part of the network of provincial/territorial partners delivering tourism workforce programs.

Scale indicators8 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• American Hotel & Lodging Educational Institute (AHLEI): US-based hospitality training and certification body, comparable to Emerit for industry-developed credentials and curriculum, serving employers and educators in the North American hotel and lodging workforce. Closest international functional peer for the certification and training pillar.
• go2HR: BC's tourism and hospitality human resources and health & safety association, operating as the provincial counterpart to Tourism HR Canada with employer-facing HR tools, training, and workforce services in British Columbia. Directly comparable as a sector-specific tourism HR council, just at sub-national scope.
• Conseil québécois des ressources humaines en tourisme (CQRHT): Quebec's tourism HR council, a recent MOU partner of Tourism HR Canada focused on labour market intelligence and tourism workforce development in Quebec. Functionally a direct provincial peer with overlapping mandates and audiences.

Broad incumbents

• Society for Human Resource Management (SHRM): Global HR professional association offering credentials (SHRM-CP), competency frameworks, and workforce research; comparable as an authority setting HR standards and providing training/certification, but operating across all sectors rather than tourism-specific.
• World Travel & Tourism Council (WTTC): Global tourism industry council representing the private sector and producing widely cited economic impact research; comparable in its role as a tourism-focused convening body with workforce and policy thought leadership, though broader in scope and operating globally rather than within one country.
• National Restaurant Association (US): Large US industry association for the restaurant sector with workforce development, training, and research functions analogous to those of Tourism HR Canada. Comparable as a broader incumbent in food-and-beverage workforce standards and employer resources.

Others

• Destination Canada: Canada's national tourism marketing agency and partner of Tourism HR Canada, producing economic insights and competitive research for the tourism sector. Comparable in its national tourism remit and data/research outputs but oriented to destination marketing rather than workforce.
• Tourism Industry Association of Canada (TIAC): National tourism industry association and strategic partner of Tourism HR Canada, representing operators on policy and sector issues. Adjacent rather than directly competitive — TIAC is industry advocacy, while Tourism HR Canada focuses on workforce development.

Emerging players

• Future Skills Centre (FSC) / The Conference Board of Canada: Canadian workforce and skills research organizations producing labour market intelligence and workforce research, comparable in their analytical and convening roles but with a cross-sector scope rather than tourism-specific mandate.

Regional players

• UK Tourism Alliance / People 1st International: UK-based tourism workforce bodies including People 1st, which delivers tourism and hospitality skills standards, training, and accreditation. Functionally analogous to Tourism HR Canada's Emerit and SMART+ programs but operating in the UK rather than Canada.

Market position

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/tourismhrcanada
• YouTubeyoutube.com/user/TourismHRCouncil
• Facebookfacebook.com/TourismHRCanada
• LinkedInlinkedin.com/company/tourism-hr-canada
• Instagraminstagram.com/tourismhrcanada

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Tourism HR Canada