This is Tourism Week in Canada and the country’s travel industry is calling on stakeholders to rally around domestic tourism and urge Canadians to spend their leisure travel budgets – this year more than ever – on domestic holidays “from coast to coast to coast.”

Led by the Tourism Industry Association of Canada (TIAC), with the participation of Destination Canada and provincial and territorial tourism industry associations, Tourism Week (May 23-30) is conducted on an annual basis for the purpose of elevating the domestic tourism industry and highlighting the value of the tourism sector to Canada’s economy – an especially vital message in the era of COVID-19, says TIAC.

“This year, we aim to recognize the resilience of the industry through this unprecedented time,” says TIAC president and CEO Beth Potter.

To help energize those plans, TIAC has penned a pledge encouraging Canadian consumers to plan and take a vacation in Canada, when restrictions allow, and to spread the word about that experience to friends and neighbours.

“We are calling on Canadians to take the 2021 Tourism Pledge to travel in Canada first, when restrictions are lifted. This is an invitation to come together as a country and support our local tourism destinations, businesses, and employees,” says Potter.

The campaign carries the tagline “It’s What Makes Canada Glow,” and that statement will be brought to life throughout the week as tourism operators across the country light up their businesses with the “glowing green” that represents Tourism Week.

Throughout the week, and beyond, industry stakeholders are being encouraged to share the message, embrace the campaign, and use resources available at TourismCounts.ca, as well as host media events and distribute press releases highlighting their region, destination, and their industry members’ contribution to Canada’s Tourism ecosystem.

Destination Canada has launched two initiatives for the week. Designed to “highlight the faces and places that make travel in our country so important and unique,” the “Heartbeat of Canada: Tourism Anthem” video spotlights the makers, performers, business owners, and staff who make up Canada’s tourism sector. Canadian drummer Sharon Rose Ransom is central to the video, delivering a powerful drum solo full of energy, symbolizing hope and a desire for rebirth. It can be seen HERE.

Additionally, Destination Canada is inviting Canadians to send a postcard to the family and friends they have missed during the pandemic. The initiative, which offers postcards online that can then be printed and mailed, was inspired by Destination Canada research that shows that 39% of Canadians expect their first trip will be to visit loved ones and friends. The series of postcards are inspired by destinations across the country and are available in English and French. They can be found HERE.

“Tourism week is a great opportunity to remind Canadians about the impact of our industry – supporting tourism means enhancing the quality of life for all Canadians,” says Destination Canada president and CEO Marsha Walden. “Despite the enormous challenges faced by the sector, we have a resilient industry that is ready to welcome Canadians back into our hotels, airplanes, tour buses, museums, restaurants, and beyond, once restrictions are lifted.”

In 2019, the tourism economy in Canada generated $105 billion in economic activity, accounting for 2% of the country’s GDP. The travel and tourism sector was also responsible for employing over 1.8 million workers.

However, in 2021, TIAC says the industry continues to face “relentless challenges” – and has done so through 2020 and into 2021.

Minister of Economic Development Mélanie Joly agrees that this year’s tourism week “caps a particularly difficult period” and praised “the remarkable efforts of businesses in the tourism sector that have shown resilience and determination in the face of economic uncertainty while taking meaningful steps to respond to a global health crisis.”

She added, “The end of the pandemic is close, and we all need to work together to get there… I encourage all Canadians to choose a Canadian destination for their travel plans when restrictions are lifted. You are key to supporting the recovery of the tourism sector, and there are so many beautiful places to discover right here at home.”