TMP Calgary Wraps Up as Largest-Ever Industry Conference in Calgary

Travel Market Place Calgary, the third edition of TMR’s Travel Market Place (TMP) series, wrapped up last week at the city’s Westin Calgary Airport. The show marked not only the first TMP in the city, but also the largest-ever travel trade conference in Calgary.

After a busy Day 1, here’s what else was on tap for attendees:

The F***-It List

To help kick off the second day of the conference, Tannis Dyrland, the owner of the Tisson Travel Group, spoke to attendees about experience and marketing, and how advisors need to break out of their box when it comes to the former.

“Marketing in the industry is key, and I’m not talking about Facebook or spending your lift on Instagram,” she said. “You don’t have to have commercials or pay for ads. There are very simple things you can do.”

Dyrland told the story of how one marketing campaign that she launched four years ago changed her whole business, something she said “put me into a mastering mindset.”

“During the pandemic, for all of us that were in it and survived it, it was the most soul-sucking time in our industry. All we were told every day was what we couldn’t do. We had no control,” she said.

To wrestle that control back, Dyrland created a self-started campaign built around the tagline “the F***-It List.”

“I thought that when you think of ‘bucket list,’ I always felt it implied that you were dying. Bucket lists were plans to get through before you expire. As much as we all felt that we were dying inside during the pandemic, I wanted to be living.”

She trademarked the campaign and worked with suppliers to create a 12-destination list that she could market to her clients and prospects on social media. It gave those people something to look forward to. And when they were ready and able, to travel, she was the first person they called.

“I sold 10 to 12 of these trips in that first year. It was a great term; it was loud and grabbed people. The only thing it cost me was the trademark.”

More than anything, the campaign made her stand out. It made her the expert, which became the reason her clients chose her.

“When your client comes to you and you’re talking about your experiences or knowledge, you become that expert that they are craving and wanting,” she said.

Cruise industry outlook: something for everyone

TMR’s editor-in-chief Dan McCarthy took the stage for the afternoon. After a brief chat with Geraldine Ree about the industry and TMR’s increasing presence in Canada, McCarthy switched roles, interviewing representatives from five cruise lines to discuss industry trends.

The session’s theme was something for everyone. Cathy Denroche, director of sales, Western Canada and Pacific Northwest, Oceania Cruises, argued that guests’ needs and desires can change trip to trip, and advisors should focus less on what “segment” they belong to and more on asking “what are you in the mood for.”

Katie Kania, national director of sales and marketing, Norwegian Cruise Line, similarly told the audience that cruising is for “every generation.” Multi-gen trips are increasing in popularity, and the average age of cruise passengers is dropping.

Justin French, regional vice president, Northern/Western US and Canada, Carnival Cruise Line, echoed this sentiment, explaining how families can enjoy “different vacations at the same time” on a Carnival cruise, thanks to the diverse range of activities available. He too stressed the importance of putting “the right person on the right product,” especially for first-time cruise guests.

2025 Calgary return

This year’s conference might have been the first Travel Market Place in Calgary, but it won’t be the last. As part of the conference, the TMR team confirmed that it would return to Calgary for another edition of Travel Market Place in 2025, with dates already in place—Sept. 16 and 17, 2025.