Behind every great destination is a tourism board working tirelessly to support the travel trade and drive demand — not just for travellers, but for the travel advisors who inspire those journeys in the first place. From marketing campaigns and training programs to in-market support and trade partnerships, tourist boards play a critical role in shaping how destinations are sold, experienced, and remembered.
That’s why the Favourite Tourist Board categories in the Agents’ Choice Awards Readership Survey are so important.
Spanning seven global regions — Asia, Pacific/Oceania, Caribbean/Mexico, North America, Europe, Middle East/Africa, and Central & South America — the Favourite Tourist Board categories give travel advisors the chance to recognize the organizations that consistently go above and beyond to support the trade.
Travel agents are on the front lines of destination selling. They know which tourist boards make their jobs easier, which provide meaningful tools and insights, and which truly understand the needs of the Canadian travel trade. More importantly, they hear directly from clients — which destinations delivered, which experiences stood out, and which left travellers wanting more.
Voting in these categories is about more than popularity. It’s about recognizing the partners who are actively contributing to your success and to the overall strength of the travel industry.
Vote now: https://baxtermedia.surveysparrow.com/s/agents-choice-awards-2026/tt-QGVVb
When considering your vote, there are several key qualities that set leading tourist boards apart.
Trade support and accessibility are essential. The best tourist boards are easy to work with — responsive, proactive, and committed to building strong relationships with agents. Whether through dedicated sales teams, webinars, or one-on-one support, they make themselves available when it matters most.
Training and educational resources can have a significant impact. Comprehensive training programs, certification platforms, and up-to-date destination information help agents sell with confidence and credibility.
Marketing and promotional initiatives also play a major role. Effective campaigns, co-op opportunities, and consumer-facing promotions that drive awareness and demand ultimately benefit the entire trade.
In-market presence and engagement are equally important. Tourist boards that show up — through events, roadshows, trade shows, and partnerships — demonstrate a genuine commitment to the Canadian market.
Innovation and adaptability set great organizations apart. Whether it’s embracing new technology, creating immersive digital content, or responding quickly to changing travel trends, leading tourist boards stay ahead of the curve.
Support for sustainable and responsible tourism is increasingly top of mind. Agents and clients alike value destinations that prioritize environmental stewardship, community engagement, and long-term impact.
Ultimately, these categories are an opportunity to recognize the destinations that are not only inspiring travellers, but actively empowering the travel advisors who bring those journeys to life.
Your voice matters — and your vote helps shape the future of destination partnerships across the industry.
Take a moment to recognize the tourist boards that have supported you, inspired your clients, and made a real difference in your business.
Vote in the Agents’ Choice Awards Readership Survey: https://baxtermedia.surveysparrow.com/s/agents-choice-awards-2026/tt-QGVVb
The results will be revealed at the Agents’ Choice Awards Presentation & Gala on June 18 at The Carlu in Toronto.
Be part of the conversation at TravelPress Live!, from June 16–17 at Evergreen Brick Works in Toronto — two days of insights, connections, and opportunities to engage with key partners from around the world. Learn more at travelpresslive.com.
And if you’re looking to position your brand at the centre of it all, sponsorship opportunities are available across both events. Connect with the Baxter Media team at [email protected] to get involved.
