Grassroots Advocacy Program

2011

July 2011

The Grassroots Advocacy Program

The HAC Grassroots Program assists Hoteliers to:

become politically active in each of Canadas 308 ridings

establish professional and personal relationships with elected officials

ensure issues make the National Agenda

become the constituent their MP knows, trusts and wants to hear from

You are the most effective lobbyist for the lodging industry. You are the expert on lodging issues and your Member of Parliament wants to hear from you.

The Grassroots Advocacy Program

TOURISM FACTS & FIGURES

2010 Tourism accounted for 1.6 million jobs, 9.2% of all jobs in Canada Tourism is tied in 3rd position of top job creators with manufacturing only exceeded by retail with 2 million jobs and healthcare and social assistance at 1.7 million Tourism is bigger than construction, finance and education Tourism is the fastest growing industry in the world

The Grassroots Advocacy Program PROCESS

Provincial Members Engaging our Provincial Association Members in an outreach campaign. Educating new Ministers and MPs as they learn new roles and responsibilities as Ministers, Parliamentary Secretaries and Committee Members. There is no Anti-Tourism lobby In each province HAC will identify:
MPs and their political affiliations Ministers Leaders of the Opposition Parties Parliamentary Secretaries Critics Committee & Caucus Chairs

The Grassroots Advocacy Program PROCESS

In each province HAC will identify:
MP and their political affiliations Ministers Leaders of the Opposition Parties Parliamentary Secretaries Critics Committee & Caucus Chairs

Corporate Members Through the HAC, Corporate Members will be engaged across Canada Corporate Members will work with their GMs in consultation with the Provincial Association.

The Grassroots Advocacy Program

www.hotelassocation.ca/grassroots:

Policy documents and Ask

How Ottawa Operates

Pre and post meeting advisories

Follow up requirements

Meeting status reports (updated bi-weekly)

The Grassroots Advocacy Program

Question: Can I really learn to do grassroots/advocacy? Answer: A resounding YES. Advocacy Definition: Telling your story to a decision maker with the express purpose of compelling that person to do (or not do) something. A verbal support or argument for a cause, policy that:

Takes time
Is personal in your own style and comfort level Grounded in the establishment and fostering of good relationships with those you have the ability to affect change Requires the foundation of trust

The Grassroots Advocacy Program

FOUR ELEMENTS OF AN EFFECTIVE ADVOCACY STRATEGY

1.
2.

Identify the issues effecting your property

Develop your key messages

3.
4.

Decide the means by which your key messages will be delivered

Presenting your one ASK

The Grassroots Advocacy Program

HOW OTTAWA OPERATES A primer on legislative fundamentals including: The structure of the Canadian Government How a Bill becomes law Roles and responsibilities of MPs
The Prime Minister Cabinet Ministers

Ministers & Committees

Ministers of State Parliamentary Secretary Standing Committees

The Grassroots Advocacy Program

THE POLICY DOCUMENT - RESTORING CANADA TO THE TOP TEN

Canadas Tourism Industry:

An engine of job creation

Can drive economic growth across Canada

The fastest growing sector in the global economy

The Grassroots Advocacy Program

THE POLICY DOCUMENT - RESTORING CANADA TO THE TOP TEN
Canadian Tourism: While the global pie is getting bigger, Canadas share is shrinking The Canada Brand is #1, however we are 15th in foreign arrivals. (source: FutureBrand Index) Strong Brand interest is not converting into arrivals In 2000 Canada was the 7th most popular destination in the world with a travel deficit of just over $1 billion. Today the travel deficit is $13 billion and we are in 15th place. Taxation and Visa policies are the biggest barriers to entry Between 2002-2009 almost all countries posted international tourist arrival gains except Canada Restoring Canada back in the top 10 would bring 5.7 million more visitors, $5.2 billion in revenue and 46,900 more jobs. It would generate $1.5 billion in new taxes.

The Grassroots Advocacy Program

THE POLICY DOCUMENT - RESTORING CANADA TO THE TOP TEN

Canada cannot realize its full potential under the current structure.
Canada requires:

1.

An improved Visa system and more competitive air access. This will also assist the availability of people to work in lodging industry under the federal Temporary Foreign Workers Program
Sustained funding for the Canadian Tourism Commission.

2.

The Grassroots Advocacy Program

THE POLICY DOCUMENT - THE ASK

1. Tourism is one of Canadas largest employers, however it has lost market share. By enhancing Canadas promotion abroad, supporting more competitive air access and by improving Visa processes we can win back market share in tourism and create thousands of jobs.

2. [Insert provincial/regional backyard Ask]

The Grassroots Advocacy Program

www.hotelassociation.ca/grassroots