HAC’s Strategic Plan – Leading Forward: 2030

Our industry is moving faster than ever.

Markets are fluctuating. Talent pressures are intensifying. Global competition is redefining the playing field. But this pace also brings advantage—fresh openings, bold innovations, and momentum for those prepared to adapt.

In times like these, purposeful direction matters. HAC is pleased to share HAC’s new Strategic Plan, Leading Forward: 2030, which defines how the association will focus its efforts and how we will continue to respond to a changing environment.

The plan sharpens our role as the national voice for Canada’s hotel industry and focuses our work on where we can have the greatest impact.

Leading Forward: 2030 is built around our pillars of member value:

Advocacy that Delivers
Strengthening HAC’s role as a trusted, evidence-based voice — positioning hotels at the centre of policy discussions shaping tourism, economic growth, and investment.

Influence through Partnerships
Expanding the industry’s influence by working more closely with partners across Canada’s business and tourism ecosystem to drive collective action on shared priorities.

Future-focused Leadership
Equipping members to lead through change, seize new opportunities, and contribute meaningfully to Canada’s economy and global destination reputation.

This work is supported by a strong foundation of effective governance and financial resilience, ensuring HAC remains focused, credible, and well-positioned to deliver on behalf of the industry.

This new Strategic Plan reflects both the realities hotels face today and the ambition required to shape what comes next — for the association, for our members, and for the role our industry plays in Canada.

Leading Forward: 2030