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This paper aims to address the key sustainability issues in Canada's tourism and hospitality industry.

The foundation for this paper was laid during a well attended Worldwide Hospitality and Tourism Themes (WHATT) roundtable discussion between industry leaders and hospitality educators in May 2012.

The paper provides valuable information on the concept of sustainable development and outlines key sustainability issues and trends in the Canadian tourism and hospitality industry. The umbrella organization for the hotel industry in Canada, the Hotel Association of Canada (HAC), collaborates with key stakeholders to find innovative and sustainable solutions to challenges the industry is facing. Top future trends are captured in the conclusion.

As the team of authors includes the president of the Hotel Association of Canada and a partner/Canada's national leader of the sustainability practice in the world's largest consulting firm, this paper will be of immense value to students, educators, researchers and industry leaders. Supports two innovative economic options to boost Canada's tourism marketing – reinvesting a portion of international visitor's GST and charging an international visitor arrival levy.

The paper draws on sustainability theories and best practices in Canada to explain the role of innovation in facing challenges in the tourism and hospitality industry in Canada. As the team of authors represents both the industry and academia, this paper will be of immense value to students, educators, and researchers, as well as practitioners.