ACTA Summit: “The future of travel is human,” says President Suzanne Acton-Gervais

The Association of Canadian Travel Agencies and Travel Advisors (ACTA) kicked off its Eastern Canada Travel Industry Summit on Wednesday (Sept. 9), bringing more than 700 travel advisors and suppliers together at the Pearson Convention Centre in Brampton, ON.

ACTA’s annual Summit features a full day of professional development, destination insights, networking and industry recognition for Canadian travel professionals.

Opening the event, ACTA President Suzanne Acton-Gervais addressed a packed ballroom with an update on industry trends, advocacy priorities, artificial intelligence (AI) and the evolving value of the travel advisor.

“Today we come together at a defining moment for our industry, one marked by geopolitical uncertainty, volatile fuel prices, and extraordinary technological change,” Acton-Gervais said. “The role of travel agencies and travel advisors has never been more important.”

The past year, she noted, has tested travel businesses with rising costs, economic uncertainty, geopolitical disruption, changing regulations, fraud, AI and shifting compensation models.

Of particular concern is the impact that changing supplier compensation can have on travel agencies and advisors.

“Compensation is reduced, the work does not disappear. The calls, schedule changes, disruptions, documentation, and duty of care do not disappear. The cost is simply pushed, often on travel agencies, advisors, and ultimately consumers,” she said.

“ACTA has been clear: the value created by the retail travel channel must be recognized fairly.”

Acton-Gervais urged the industry not to mistake resilience for simply accepting difficult circumstances.

“Resilience does not mean accepting whatever is handed to us. Resilience is not silence. It is the ability to absorb the shock, speak up, and come back stronger and better prepared.”

Canadians still want to travel

Despite economic pressures and escalating Canada-U.S. trade tensions, Acton-Gervais said Canadians have not lost their appetite for travel.

“They may change the timing. They may adjust the budget. They may choose a different destination, but they have not lost the desire to explore, reconnect, and experience something beyond the everyday,” she said.

While the United States remains an important destination and industry partner, Canadians are considering an increasingly diverse range of experiences across Canada, the Caribbean, Europe, Asia, Central and South America and beyond, she said.

Globally, the long-term picture remains promising.

Acton-Gervais pointed to IATA forecasts that airlines will carry approximately 5.1 billion passengers worldwide in 2026, while global air passenger numbers are projected to reach 12.4 billion by 2050.

Travel and tourism, meanwhile, is forecast to contribute approximately $12 trillion to the global economy this year and support 376 million jobs, according to the World Travel and Tourism Council (WTTC).

“For our industry, those numbers mean more people to inspire, more journeys to design, and more opportunities to market and sell travel,” said Acton-Gervais.

Travel itself is also becoming more meaningful, she argued, as consumers increasingly define luxury through experiences rather than possessions.

Different generations, same need for expertise

Generational shifts are creating new opportunities for advisors, Acton-Gervais said.

Gen Z travellers are digitally fluent and motivated by authentic, personalized experiences, while travellers over 50 are living longer and redefining traditional expectations around work, health, spending and retirement.

“What changes from one generation to another is how travel is discovered, planned, and experience. What does not change is the need for expertise, personalization, and confidence. That is where the travel advisor becomes more valuable, not less,” said Acton-Gervais.

Cost pressures, however, remain top of mind.

Acton-Gervais cited 2026 research on Canada’s travel agency landscape that identified the rising cost of travel as advisors’ leading concern for the next 12 months, at 70 per cent, followed by the Canadian dollar at 54 per cent and high airfares and fees at 51 per cent.

AI versus “authentic human intelligence”

Artificial intelligence (arguably the topic of the day) also took centre stage.

Acton-Gervais encouraged advisors to learn, test and responsibly use AI, noting that it can improve efficiency, marketing and productivity.

But technology has limits.

“Speed is not the same as judgment. Information is not the same as wisdom. And an itinerary is not the same as a well-designed journey,” she said.

“A search engine can offer a thousand answers. A great travel advisor knows which questions ask first.”

She described that distinction as “authentic human intelligence” – the ability to listen, interpret, reassure, solve problems and advocate for clients.

“Your value is not that you can access information no one else can. Your value is that you can turn information into the right decisions for a real person,” she said.

Summit host Ryan McElroy, president of Travel Agency Tribes, also started the morning with a similar message about the rise of AI and what it means for travel advisors.

He argued that as information becomes increasingly abundant and AI-generated content harder to distinguish, trust and human experience will become more valuable.

He presented the idea of an “evidence economy,” where expertise isn’t simply claimed, but demonstrated through what people have done, learned and contributed.

ACTA sharpens advocacy priorities

Turning to ACTA’s advocacy work, Acton-Gervais said the association has strengthened engagement with governments, regulators, airlines, suppliers, destinations and international organizations over the past year.

That included ACTA’s first parliamentary advocacy event in Ottawa in March, where agency leaders, advisors and industry partners met with MPs, senators and senior officials.

“We cannot wait for a crisis to build influence. The strongest advocacy happens before decisions are made,” she said.

ACTA’s 2026 advocacy survey found supplier commercial policies – including distribution, commissions and compensation – were the leading priority, identified by 65 per cent of respondents.

Passenger rights and travel disruption followed at 43 per cent, while fraud prevention and cybersecurity ranked at 31 per cent.

Members also want ACTA to focus engagement on airlines, the federal government, tour operators and vacation package companies, with priorities including fair and transparent compensation, timely payments, commission protection, clear commercial policies and stronger servicing tools.

The association will continue advocating on commercial practices, regulation, workforce development, responsible digital adoption, cybersecurity and travel fraud, Acton-Gervais said.

But she emphasized that ACTA’s influence also depends on participation from its members.

“Individually, we have experience. Together, we have influence.”

As ACTA marks its 50th anniversary, Acton-Gervais closed with an optimistic message about the profession’s future – and a prediction that tech won’t replace the human element that sits at the heart of travel.

“Technology will continue to change our journeys, our research, design, and work. But the future of travel is human.”

“We are not going anywhere, and anyone betting that travel's future will be solely digital is betting against the very reason people travel in the first place – to connect, to belong, and to experience the world together.”

Industry in action

The morning continued with Intrepid Travel CEO James Thornton, who delivered a keynote on how AI, innovation, diversity and inclusion are reshaping travel.

A supplier-led panel then examined emerging destinations and travel trends for 2026 and beyond, highlighting gems, new products, air access and experiences that advisors can introduce to clients.

Another panel, led by advisors, called “Connecting your Clients with Extraordinary Experiences,” will focus on identifying travellers seeking more meaningful and transformative trips, while offering strategies for storytelling, client engagement and selling experiences that go beyond traditional vacations.

Stay tuned for PAX’s coverage from those sessions.

Attendees, this afternoon, will have time to connect with suppliers at ACTA’s annual trade show (its largest one yet!)

The day's program will also include an AI-focused workshop led by McElroy on Answer Engine Optimization (AEO), exploring how travel advisors can improve their visibility as travellers increasingly use AI-powered tools to research and plan trips.

Later, Gloria Di Francesco, CEO and founder of GDF Talent Inc, will share how travel professionals can strengthen their influence, adaptability and leadership skills to drive business growth.

The association's annual awards will then follow, with the Summit wrapping up with a cocktail reception.

ACTA’s Travel Industry Summit will continue on to Dorval, QC on Sept. 15 and then Richmond, BC, on Sept. 29.

Stay tuned as PAX brings you more on-the-ground coverage from the Eastern Canada event.

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