Tourism Away from the Mainstream: The Travel and Tourism Research Association Canada Conference1

Abstract

The Canadian Chapter of the Travel and Tourism Research Association held its 2009 conference in Ontario, under the theme of “Tourism Away from the Mainstream”. As a counter to the long established tradition of mass tourism, the conference sessions explored new traveler demands for authenticity and unique experiences, emerging destinations, and niche product offers. Researchers and marketers must address critical issues such as sustainability, and develop new and differentiated approaches in order to advance in the rapidly changing world of travel and tourism. The conference highlights are shared in hopes of supporting this direction.