Tourism Industry Association of New Brunswick

What Tourism Industry Association of New Brunswick does

Tourism Industry Association of New Brunswick (TIANB) is a not-for-profit, member-driven industry association headquartered in Fredericton, New Brunswick, that serves as the unified bilingual (English/French) voice for the province's tourism operators, suppliers, students, and advocates. Founded prior to 2002 (with its scholarship program running continuously since that year) and led by CEO Ginette Doiron with a small staff of under ten, TIANB operates a six-tier membership program (Community Partner, Small/Medium/Large Tourism Operator, Industry Partner, and Student) delivered through the joinit.com portal and supported by 16+ Preferred Partners across insurance, payments, hospitality supplies, marketing, and travel. Its core products are a portfolio of 12+ training and certification programs, including the mandated NB Responsible Beverage Training, nationally distributed emerit certifications (via Tourism HR Canada), Skills Gain, Food Safety, WHMIS, Clean It Right, FOUNDATIONS for Restaurant Employees, NB Service Excellence, Digital & Marketing Workshops, and an AI Workforce Training Program delivered with Tourism AI Network's Peter Pilarski, alongside an annual Summit & Gala and a publications/advocacy platform.

TIANB's business model blends recurring membership dues, per-program training fees (ranging from free foundation webinars to $685+HST emerit manager certifications), event and sponsorship income from the Summit & Gala, and provincial government funding. The April 2026 announcement of $500,000 in annual provincial funding (shared between TIANB and a sister association) toward a five-year, $1 billion tourism revenue target represents a material anchor for the operating budget, supplemented by the $112,544 ACOA grant received March 2026. Technology infrastructure is a SaaS assembly rather than proprietary IP: Stripe and PayPal for payments, Mailchimp for newsletters, Eventbrite for ticketing, Google Analytics for traffic, joinit.com for membership management, and Bissafety/Bistrainer for online course hosting. AI capability is limited to third-party consumer model adoption (ChatGPT, Gemini, Claude, Microsoft Copilot) taught in the AI Workforce Training Program, with no proprietary model development.

Name

Tourism Industry Association of New Brunswick

Legal name

Tourism Industry Association of New Brunswick

Website

https://tianb.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

1–10 employees

Short description

Tourism Industry Association of New Brunswick (TIANB) is a not-for-profit, bilingual industry association in Fredericton that advocates for, trains, and certifies New Brunswick tourism operators through membership tiers, 12+ training programs, and annual events, anchored by provincial government funding and emerit certification distribution rights.

Ownership category

akta.pro rank

Product category

Tourism Industry Association Services

NAICS

Convention and Trade Show Organizers (56192), Tour Operators (561520), Arts, Entertainment, and Recreation (71)

SIC

Services-Membership Organizations (8600), Services-Amusement & Recreation Services (7900), Services-Advertising Agencies (7311)

akta.pro primary industry

Food, Beverage & Hospitality Trade Shows Organizers (THAHABAI)

akta.pro secondary industry

Adventure & Outdoor Local Operators (Trekking/Safari/Diving) (THAKAEAF)

Keywords

• Tourism industry association
• Industry advocacy services
• Professional certification training
• Tourism workforce training
• Industry networking events

Headquarters

HQ city

Fredericton

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Dues: Recurring membership revenue across six tiers: Community Partner, Small Tourism Operator, Medium Tourism Operator, Large Tourism Operators, Industry Partner, and Student. Subscription-style with renewals via the joinit.com portal.
2. Training Program Fees: Per-program fees for in-person and online training courses (AI Workforce, Skills Gain, Food Safety, Responsible Beverage, WHMIS, FOUNDATIONS, NB Service Excellence, Digital & Marketing Workshops, Emerit certifications). Member and non-member pricing tiers; subsidies reduce effective price for members.
3. Summit & Gala Event Revenue: Revenue from annual TIANB Summit & Gala (October 13-15, 2026 at Fredericton Convention Centre) including attendee fees, sponsorships, partnership packages, and award-nomination-related income.
4. Government Grants and Funding: Provincial government funding (New Brunswick Department of Tourism, Heritage, and Culture); the province announced $500,000 annually for two tourism associations and a tourism grant targeting $1 billion in tourism revenue over five years. Multiple government funding sources supporting programs such as AI Workforce Training.
5. Preferred Partner Program / Sponsorships: Partnership and sponsorship arrangements with 16+ Preferred Partners (Audacia, Cloudli, Cooke Insurance, Encore, Global Payments, Mayday, PAL Airlines, Peach Marketing, Radisson, Restaurants Canada, RoundTable, Schooley Mitchell, Springwall, Staples, True North Hospitality, Via Rail, Vivify) providing member discounts and likely reciprocal sponsorship/support revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels8 records

Core offering

Tourism Industry Association of New Brunswick is a not-for-profit, member-driven industry association that serves as the unified bilingual (English/French) voice for New Brunswick's tourism operators. It sells tiered memberships and a portfolio of certified training and professional development programs (Food Safety, Responsible Beverage Service, WHMIS, Skills Gain, NB Service Excellence, AI Workforce, Digital & Marketing Workshops, Emerit national certifications), hosts the annual Summit & Gala, and runs a Preferred Partner discount network — supported by advocacy at provincial, Atlantic, and national levels.

Product overview

Tourism Industry Association of New Brunswick (TIANB) operates as a not-for-profit member-driven platform-plus-modules association rather than a single unified product. The membership program (Community Partner, Small/Medium/Large Tourism Operator, Industry Partner, Student tiers) is the core entry point, unlocking access to a portfolio of 12+ training modules — including Digital & Marketing Workshops, the 2026 TIANB Provincial Tour, Food Safety Training & Certification (online and Fredericton in-person), NB Service Excellence Training, AI Workforce Training, Skills Gain, Emerit Courses and Training (distributor of Tourism HR Canada products), Clean It Right Training, Responsible Beverage Training & Certification, FOUNDATIONS for Restaurant Employees, and WHMIS & Safety Training — supported by an online courses store on Bissafety/Bistrainer. Member-exclusive benefits extend through the Preferred Partners Program (17+ partners offering discounts on insurance, payments, communications, hospitality supplies, etc.), the annual flagship TIANB Summit & Gala 2026, the Publications advocacy/research platform, the TIANB Tourism Scholarship Program 2026, and the Careers Portal job board. Bistrainer/joinit.com member-portal, Stripe and Eventbrite checkouts, Mailchimp newsletters, and Google Analytics underpin the digital service delivery.

Differentiator

Problem solved

Functional benefit

Products and services

• TIANB Membership Program Six-tier membership program (Community Partner, Small Tourism Operator, Medium Tourism Operator, Large Tourism Operators, Industry Partner, Student) for New Brunswick tourism operators and partners. Includes access to training, advocacy, networking, member directory visibility, Preferred Partner discounts, and member pricing on TIANB events.
• Digital & Marketing Workshops Two-day in-person workshop series delivered province-wide across 6 English and 5 French NB regions in partnership with NB Department of Tourism, Heritage, Culture. Covers local SEO, content marketing, AI tools, story-driven content, and building an actionable marketing plan.
• 2026 TIANB Provincial Tour Multi-region tourism ambassador tour visiting 13 NB tourism regions to deliver hospitality/customer service training, regional destination knowledge, and stakeholder engagement, including a Tourism Ambassador Toolkit. Bilingual sessions, free in some regions and $25 + HST in others, in partnership with Regional Service Commissions.
• Food Safety Training & Certification (Fredericton in-person) One-day in-person food safety course offered in Fredericton in collaboration with Neighbourly Coffee, teaching 11 lessons covering biological/chemical/physical hazards, HACCP, sanitation, and pest control. Issues a nationally recognized 5-year certification aligned with FRFSRC, Health Canada, and CFIA standards.
• Food Safety Training & Certification (Online) Online food safety certification course aligned with NB Department of Health standards for licensed food premises staff. Includes training, certification exam, and exam proctor. Member $41.50 + HST; non-member $62.05 + HST.
• NB Service Excellence Training Customer service workshop for NB businesses, touring June 11-25, 2026 across 7 regions. Six modules cover competitive edge, positivity, teamwork, service delivery, service recovery, and workplace risk management. Member $110 + HST; non-member $135 + HST.
• AI Workforce Training 4-month AI training program for NB tourism operators (Jan 26 – May 19, 2026), led by Peter Pilarski of Tourism AI Network. Includes free Foundation webinars on ChatGPT/Gemini/Claude/Copilot, Leader's Lab ($100), Hands-On Training ($20/session), and free 15-minute office hours. Subsidized by NB Department of Tourism, Heritage, and Culture.
• Skills Gain Online, self-directed modular program for the NB tourism and hospitality industry with five modules: Customer Service, Interpersonal Skills, Professionalism, Communication, and Thinking Skills. Completion earns TIANB's Provincial Certification. From $20 + HST per module for members.
• Emerit Courses and Training TIANB is the NB distributor of Emerit national training products developed by Tourism HR Canada. Offers National Occupational Standards, workbooks, online courses, and professional certifications for occupations including Bartender, Front Desk Agent, Tour Guide, Hotel General Manager, Event Manager, Food & Beverage Manager/Server, Heritage Interpreter, Line Cook, and more.
• Clean It Right Training Free certification program providing awareness and education around cleaning establishments, covering cleaning solutions, cleaning vs sanitizing vs disinfecting, and proper cleaning frequency. Businesses that train all cleaning staff receive a window decal.
• Responsible Beverage Training & Certification Mandatory online training for NB establishments serving alcohol. Six-module course (approximately 4 hours) on responsibilities, risks, alcohol effects, minors/ID, safety, and business strategies. Issues a 5-year NB Responsible Beverage certification upon passing with 80% or higher. Member $37 + HST; non-member $51.99 + HST.
• FOUNDATIONS for Restaurant Employees Series of short English/French videos for restaurant new-hire onboarding covering restaurant operations overview, the Host's role, and the Expeditor's role. A TIANB initiative in partnership with the NB Department of Post-Secondary Education, Training and Labour. Member $20.99 + HST; non-member $26.50 + HST.
• WHMIS & Safety Training Online Workplace Hazardous Material Information System training aligned with NB Regulation 2016-6 of the Occupational Health and Safety Act. Issues national certification, allowing learners to learn at their own pace at home or work. Member $20.99 + HST; non-member $27.50 + HST.
• TIANB Summit & Gala 2026 Premier three-day tourism industry event for NB held October 13-15, 2026 at the Fredericton Convention Centre, featuring keynotes, panel discussions, hands-on workshops on marketing, workforce, sustainability, and customer experience, plus the TIANB Gala and tourism award recognitions.

Quantifiable outcome

• Province-wide training delivery across 6 English regions and 5 French regions in New Brunswick
• +3 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

AI capability8 records

Feature4 records

Partnerships

26 partnerships are on record, tiered flagship, core and minor.

• New Brunswick Department of Tourism, Heritage, and CultureflagshipStrategic or Co-development PartnerProvincial government partner that funds TIANB ($500,000 annually per April 2026 announcement) and co-develops training programs such as the Digital & Marketing Workshops series and AI Workforce Training. The partnership targets $1 billion in tourism revenue over five years.
• Tourism HR CanadaflagshipStrategic or Co-development PartnerTIANB is the New Brunswick distributor of emerit national training products developed by Tourism HR Canada, delivering national certifications (Bartender, Front Desk Agent, Food & Beverage Manager, Hotel GM, Tour Guide, etc.) to NB operators.
• New Brunswick Department of Post-Secondary Education, Training and LabourcoreStrategic or Co-development PartnerGovernment partner supporting the FOUNDATIONS for Restaurant Employees training initiative, helping restaurant owners and managers train new employees more efficiently through short video modules.
• Tourism AI Network (Peter Pilarski)coreStrategic or Co-development PartnerTourism AI Network founder Peter Pilarski delivers TIANB's 4-month AI Workforce Training program covering ChatGPT, Gemini, Claude, and Microsoft Copilot through Foundation webinars, Leader's Lab, and Hands-On Training.
• Bay of Fundy Adventures (Jordan Jamison)minorImplementation/ SI/ Consulting PartnerOwner and Operations Manager of Bay of Fundy Adventures serves as the lead instructor for TIANB's Digital & Marketing Workshops, bringing experience in adventure tourism marketing and visitor experience development.
• Neighbourly CoffeeminorStrategic or Co-development PartnerCollaboration partner hosting TIANB's in-person Food Safety Training at their Fredericton North location (12 Neighbourly Way).
• Delta Hotels Beauséjour (Moncton)minorStrategic or Co-development PartnerHosts TIANB's in-person Food Safety Course in Moncton on February 24th and March 17th, 2026.
• Envision Saint JohnminorStrategic or Co-development PartnerHosts TIANB's in-person Food Safety Course in Saint John on March 12th, 2026, providing a venue and partnership support for the one-day program.
• Audacia CommunicationminorGTM or Marketing PartnerPreferred Partner offering 15% off strategic communication services to TIANB members; partners to strengthen NB's tourism industry through bold communications.
• Cooke InsuranceminorGTM or Marketing PartnerPreferred Partner providing insurance to NB tourism operators for over 40 years; offices in Fredericton, Saint John, Rexton and Moncton; covers outdoor activities, restaurants, hotels, event cancellations.
• EncoreminorGTM or Marketing PartnerPreferred Partner offering event production, design, and technology services throughout NB, Canada and worldwide to TIANB members.
• Mayday GroupminorGTM or Marketing PartnerPreferred Partner offering 10% discount to TIANB members on all promotional products (custom mugs, apparel, branded kits) via Swagshop.ca.
• PAL AirlinesminorGTM or Marketing PartnerPreferred Partner offering fully flexible corporate fares on all PAL Airlines routes and 10% off Air Borealis routes to TIANB members.
• Peach MarketingminorGTM or Marketing PartnerPreferred Partner offering 10% off all marketing services; largest bilingual agency in New Brunswick providing campaign strategy, advertising, content creation, video production, branding.
• Radisson Kingswood Hotel & SuitesminorGTM or Marketing PartnerPreferred Partner offering TIANB members exclusive preferred rates throughout 2026 with complimentary amenities for business travel, meetings, and events in Fredericton.
• Restaurants CanadacoreStrategic or Co-development PartnerPreferred Partner offering TIANB members a Restaurants Canada membership with benefits programs across foodservice operations (credit card processing, employee retention, etc.).
• RoundTable Creative (Acadia Broadcasting)minorGTM or Marketing PartnerPreferred Partner offering digital marketing, graphic design, web development, and creative services to TIANB members across Atlantic Canada.
• Schooley MitchellminorGTM or Marketing PartnerPreferred Partner providing cost reduction consulting on Merchant Card Services, Telecom, Utilities, Waste Removal, and Facility Supplies to TIANB members on a contingency basis.
• Springwall Sleep ProductsminorGTM or Marketing PartnerPreferred Partner offering TIANB preferred pricing, freight savings, and mattress options for hotels; 100% Canadian family-owned manufacturer headquartered in New Brunswick.
• StaplesminorGTM or Marketing PartnerPreferred Partner offering business-to-business member benefits and best-in-marketplace pricing through tailored solutions and quotations to all TIANB members.
• True North HospitalityminorGTM or Marketing PartnerPreferred Partner supplying Canadian hotels with bed & bath linens, amenities, guest room supplies, coffee, and cleaning products for over 33 years.
• Via RailminorGTM or Marketing PartnerPreferred Partner offering conference and convention discounts on best-available fares to TIANB members and event attendees.
• VivifyminorGTM or Marketing PartnerPreferred Partner offering 10% discount on marketing services (brand visibility, audience engagement, online presence, lead generation) exclusively for TIANB members.
• StripecoreTechnology or IntegrationPayment processor integrated into the TIANB site to securely collect training course fees, summit registrations, and event payments via buy.stripe.com links.
• MailchimpcoreTechnology or IntegrationEmail communication platform powering TIANB's newsletter signup and subscriber list (tianb.us15.list-manage.com), in compliance with CASL.
• Indigenous Tourism Association of New BrunswickminorStrategic or Co-development PartnerAllied provincial tourism association hosting a Communications Intern position posted on TIANB's careers page, indicating collaboration across New Brunswick's tourism ecosystem.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Destinations International: Global trade association for destination organizations (DMOs, CVBs). Comparable as a membership-based industry body providing training, advocacy, and events for destination-marketing organizations, but at a global scale and focused on DMO members specifically.
• Indigenous Tourism Association of Canada (ITAC): National Indigenous tourism industry body. Comparable as an advocacy and training organization but focused on the Indigenous tourism segment; TIANB engages with its NB affiliate and serves overlapping operators in the province.
• American Hotel & Lodging Association (AHLA): U.S. national hotel and lodging industry association. Comparable in mandate (advocacy, training, certification, member benefits for accommodation operators) but operates in a different geography and is lodging-specific rather than broad tourism.
• Destination Canada: National destination marketing organization. Comparable in mission to elevate Canadian tourism but operates as a federal Crown corporation with a marketing mandate rather than a member-driven association; provides industry research and statistics TIANB can leverage.

Direct peers

• Indigenous Tourism Association of New Brunswick: Allied provincial tourism association representing Indigenous tourism operators in NB. Comparable as a province-level membership organization that recently co-hosted a Communications Intern posting with TIANB; competes for similar advocacy and funding mandate.
• Restaurants Canada: National not-for-profit foodservice association that is a TIANB Preferred Partner. Comparable as a membership-based industry association providing advocacy, training (FOUNDATIONS, Food Safety), supplier discounts, and certification across the Canadian restaurant ecosystem.
• Tourism HR Canada: National tourism workforce-development organization and developer of emerit certifications, of which TIANB is the NB distributor. Highly comparable in mission (training, certification, workforce development for tourism) and serves as a direct content and program partner.
• Tourism Industry Association of Canada (TIAC): National umbrella tourism industry association that TIANB works alongside at the federal advocacy level. Directly comparable as a membership-based industry body representing tourism operators, with similar advocacy, training, and event programming at a national scale.

Regional players

• Tourism Nova Scotia: Provincial tourism industry association in neighboring Nova Scotia. Comparable as a province-wide membership and advocacy body delivering training, certification, and events for tourism operators, but serving a different provincial geography.
• Atlantic Canada Tourism Partnership: Regional tourism promotion body covering the four Atlantic provinces. Directly comparable in mission (regional tourism marketing and development) but operates at a multi-province scale while TIANB is single-province; TIANB engages at this level through its Atlantic advocacy footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/TIANB_AITNB
• Facebookfacebook.com/tianb.aitnb
• LinkedInlinkedin.com/company/tourism-industry-association-of-new-brunswick

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors1 record

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 Industry Association of New Brunswick