At our annual conference, Propelling Smarter, Bolder Tourism, we will explore how research is and can be effectively employed to advance Canada’s shared social, economic, environmental, and cultural goals. It is not ‘more’ tourism that Canada needs, it’s ‘better’, more energetic, astute, intelligent tourism. We seek style with substance, diversity with inclusion, and evolution with sustainability. Tourism researchers and their clients are embracing data and know-how to fearlessly chart new directions for established and emerging destinations, and supply impactful, brilliant experiences for our diverse markets. This year’s conference in Halifax, Nova Scotia will provide a platform for learning about new approaches, lessons learned and the challenges ahead, as we navigate post-truth, virtually-infused, climate change impacted, emerging environments.