Design/methodology/approach
The foundation for this paper was laid during a well attended Worldwide Hospitality and Tourism Themes (WHATT) roundtable discussion between industry leaders and hospitality educators in May 2012.
Findings
The paper provides valuable information on the concept of sustainable development and outlines key sustainability issues and trends in the Canadian tourism and hospitality industry. The umbrella organization for the hotel industry in Canada, the Hotel Association of Canada (HAC), collaborates with key stakeholders to find innovative and sustainable solutions to challenges the industry is facing. Top future trends are captured in the conclusion.
Practical implications
As the team of authors includes the president of the Hotel Association of Canada and a partner/Canada's national leader of the sustainability practice in the world's largest consulting firm, this paper will be of immense value to students, educators, researchers and industry leaders. Supports two innovative economic options to boost Canada's tourism marketing –