Canadian Inbound Tourism Association (Asia Pacific)

What Canadian Inbound Tourism Association (Asia Pacific) does

The Canadian Inbound Tourism Association (Asia Pacific) — operating as CITAP+ — is a federally incorporated Canadian non-profit trade association founded in 1997 and incorporated in 2014. It serves approximately 100 member organizations spanning Canadian Regional Tourism Organizations (RTOs), Canadian and US tourism suppliers, and Destination Marketing Organizations (DMOs), with a mandate to grow inbound tourism to Canada from Asia-Pacific source markets. The association is headquartered in Richmond, British Columbia and operates with a small team of 1-10 employees.

CITAP+ generates revenue through membership dues and event-related income, including its annual summit, FAM (familiarization) tours, and cooperative marketing programs. Its core technology stack centers on Glue Up, a third-party membership management platform launched in 2025 and paired with a refreshed association website in March 2026 to handle member onboarding, event registration, and communications. The association maintains formal partnerships with Destination Canada and the Tourism Industry Association of Canada (TIAC), and has expanded its partner ecosystem with in-kind sponsorships such as LAT Multilingual (March 2025) and joint programming with allied associations such as OMCA.

Strategically, the organization is in a renewal phase: Andy Shimizu was appointed Executive Director in July 2025, the FAM tour program was relaunched in 2025, an Operations & Communications Generalist was added, and the association has invested in modernizing its digital infrastructure. These moves point to programmatic maturation rather than aggressive scaling, with the association's competitive position rooted in its long-running institutional relationships across the Canadian and US inbound tourism ecosystem.

Name

Canadian Inbound Tourism Association (Asia Pacific)

Legal name

Canadian Inbound Tourism Association Plus

Website

https://citap.ca

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

1–10 employees

Short description

The Canadian Inbound Tourism Association (Asia Pacific), or CITAP+, is a federally incorporated Canadian non-profit trade association serving roughly 100 RTOs, Canadian and US tourism suppliers, and DMOs, growing inbound tourism to Canada from Asia-Pacific source markets through membership services, events, and partnerships.

Ownership category

akta.pro rank

Product category

Tourism Trade Association

NAICS

Convention and Trade Show Organizers (561920), Travel Agencies (561510)

SIC

Services-Membership Organizations (8600)

akta.pro primary industry

Partner Network & Supplier Onboarding/Connectivity Platforms (Mapping, Certification, QA) (THALAJAO)

Keywords

• Inbound tourism association
• Trade membership network
• Receptive tour operators
• Destination marketing organizations
• Canada asia tourism

Headquarters

HQ city

Richmond

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Fees: CITAP+ is a non-profit organization that relies on membership dues as its primary revenue source. The association offers various membership types including Receptive Tour Operators, Canadian/US Suppliers, and Destination Marketing Organizations.
2. Event Revenue: Revenue generated from event participation fees including the annual Hidi Nishi Summer Event, Winter Function, FAM tours, and educational seminars. Early bird pricing incentives are offered for event registration.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

CITAP+ is a not-for-profit trade association that represents and connects Canada's inbound tourism industry, primarily receptive tour operators (RTOs), Canadian and U.S. tourism suppliers, and destination marketing organizations (DMOs). It generates value for members through paid annual memberships, networking events, education sessions, FAM tours, market intelligence reports, and an e-newsletter. Operationally it provides a Glue Up-powered member platform for directory listings, event registration, and member communications.

Product overview

CITAP+ (Canadian Inbound Tourism Association Plus) is a membership-based nonprofit trade association serving the Canadian inbound tourism industry. The organization operates a unified membership platform with a member directory connecting Receptive Tour Operators, Canadian/US Suppliers (hotels, attractions, transportation), and Destination/Provincial Marketing Organizations. Core offerings include signature networking events (Hidi Nishi Summer Event, Winter Function, and OMCA x CITAP+ Golf Tournament), educational FAM (Familiarization) Tours for product knowledge, RTO Market Reports covering Asia-Pacific and global markets, bilingual newsletter communications, and advocacy for the Receptive Tour Operator trade model. The association recently launched a refreshed website integrated with Glue Up for streamlined membership management.

Differentiator

Problem solved

Functional benefit

Products and services

• CITAP+ Annual Membership Tiered annual membership granting receptive tour operators, Canadian and U.S. suppliers, and destination marketing organizations access to the CITAP+ network, member directory, events, FAM tours, and market intelligence.
• Citap+ Member Directory Searchable online directory of CITAP+ member organizations, hosted on the Glue Up platform, enabling tour operators, suppliers, and DMOs to discover and contact each other for partner development.
• Hidi Nishi Summer Event Flagship annual summer networking and industry function hosted with NTS International Group, bringing CITAP+ members, Canadian suppliers, and Asia-Pacific tour operators together for relationship building.
• CITAP+ Winter Function Recurring annual winter industry function, complementing the Hidi Nishi Summer Event, focused on networking and association updates for CITAP+ members.
• OMCA x CITAP+ Golf Tournament and Education Session Annual golf tournament and education session co-hosted with OMCA, combining member recreation with industry training content for the CITAP+ community.
• CITAP+ FAM Tours Familiarization (FAM) tours organized in Canadian destinations for receptive tour operators and overseas buyers to inspect and experience Canadian tourism products for inclusion in itineraries.
• RTO Market Reports Periodic market intelligence reports summarizing Canada inbound tourism trends and data points relevant to receptive tour operators, suppliers, and DMOs.
• CITAP+ E-Newsletter Regular member-distributed e-newsletter featuring CITAP+ news, partner updates, member spotlights, and inbound tourism industry intelligence.

Quantifiable outcome

• FAM tours conducted in Saskatoon, Vancouver/Whistler/North Vancouver, and Southern Vancouver Island
• +1 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• LAT MultilingualcoreGTM or Marketing PartnerLAT Multilingual provides in-kind sponsorship of CITAP+ content, enabling full bilingual (English/French) content delivery on the association's website and communications. This partnership ensures accessibility for French-speaking members and promotes inclusive industry participation.
• Destination CanadacoreStrategic or Co-development PartnerDestination Canada collaborates with CITAP+ on market development projects, including a China Market project led by NTS International Group. They participate in CITAP+ educational seminars and Winter Functions, providing market intelligence and promotional support for Canadian inbound tourism.
• TIAC (Tourism Industry Association of Canada)coreStrategic or Co-development PartnerTIAC works with CITAP+ on advocacy efforts, including joint letters to federal ministers on issues affecting inbound tourism. TIAC representatives attend CITAP+ Winter Functions and educational sessions.
• Glue UpcoreTechnology or IntegrationGlue Up provides the membership management platform for CITAP+, enabling online membership renewals, contact updates, event registration, and member networking features. The association launched this new platform in 2025.
• Tourism Squamish / Vancouver Coast Mountains TourismminorGTM or Marketing PartnerTourism Squamish partnered with CITAP+ to organize FAM (familiarization) trips, including sailing in Howe Sound fjord, brewery tastings, and local sightseeing for member tour operators.
• NTS International Group (Shan Tseng)coreStrategic or Co-development PartnerNTS International Group, led by Shan Tseng, facilitated CITAP+'s China Market project in partnership with Destination Canada. Shan Tseng also provides educational webinars on Chinese market opportunities and serves on the CITAP+ board.
• OMCA (Ontario Motor Coach Association)minorGTM or Marketing PartnerCITAP+ partnered with OMCA for a joint golf tournament and education session on August 18, 2026, featuring FAM activities visiting Niagara Falls and Kingston.
• VIA Rail Canada Inc.minorGTM or Marketing PartnerVIA Rail provided venue support by offering Vancouver station for CITAP+ Winter Function events over two years, demonstrating commitment to the association's mission.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tourism Industry Association of Canada (TIAC): National trade association representing the broader Canadian tourism industry. TIAC is a strategic partner of CITAP+ and a peer association advocating for tourism policy, with overlapping membership across suppliers and RTOs.
• Skål International: Global professional tourism association organized into local clubs. Comparable in its membership-driven networking model that connects tourism professionals across sectors, with a companion events programming model.
• American Society of Travel Advisors (ASTA): US-based association for travel advisors and agencies. Comparable in its national advocacy, education, and member services model, though focused on retail travel agents rather than inbound receptive tour operators.
• United States Tour Operators Association (USTOA): US-based trade association for tour operators with a similar member-accreditation and advocacy model. Comparable to CITAP+ in mission, governance structure, and supplier-RTO community function, though US-domestic in focus.
• National Tour Association (NTA): US-based trade association serving tour operators, suppliers, and DMOs. Directly comparable to CITAP+ in its tri-segment membership (operators, suppliers, DMOs), advocacy role, and event-driven engagement model.
• Pacific Asia Travel Association (PATA): Asia-Pacific focused tourism association connecting public and private sector members. Comparable to CITAP+ in its regional inbound tourism mandate and membership-driven advocacy model, though at a broader Asia-Pacific scale.

Broad incumbents

• Destination Canada: Canada's national tourism agency promoting the country internationally. Co-develops market intelligence and educational content with CITAP+ and operates broader destination marketing that overlaps with CITAP+'s DMO members.
• World Travel & Tourism Council (WTTC): Global tourism industry body with CEO-level membership across governments and private companies. Comparable as an industry advocacy association, though it operates at a much larger, global scale than CITAP+.

Emerging players

• Adventure Travel Trade Association (ATTA): Niche trade association for adventure tour operators and suppliers. Comparable in its membership-driven tour operator/supplier community model and event-based engagement, though specialized in adventure travel.

Regional players

• Association of Canadian Travel Agencies (ACTA): Canadian trade association representing retail travel agencies. Comparable as a Canadian travel industry association with overlapping advocacy and education functions, but focused on retail travel agents rather than inbound RTOs.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/citap

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Canadian Inbound Tourism Association (Asia Pacific)