Calling the post-pandemic surge in travel a once-in-a-generation opportunity for Canada’s visitor economy to push past reviving all the way to thriving and successfully competing on the global stage, Ottawa has unveiled a new tourism plan it says will help cement Canada as a top global destination while propelling the tourism industry to, “reach new heights for generations to come.”
Dubbed “Canada 365: Welcoming the world. Every day.” The new Federal Tourism Growth Strategy is based on five priorities:
1. Investing in Canada’s tourism assets
2. Embracing recreation and the great outdoors
3. Partnering to grow Indigenous tourism
4. Attracting more international events
5. Improving coordination through a federal ministerial council
Announced in Niagara, Ont., yesterday by Tourism Minister Randy Boissonnault, and a host of national tourism executives, the strategy was informed by months of consultations with, among others, tourism businesses, industry associations, other orders of government, Indigenous partners, and destination marketing organizations.
“Now is the time to come together and combine forces – across all orders of government and throughout the industry – to power the economic engine that is tourism,” said Boissonnault, noting that the sector powers the Canadian economy, creating good jobs in every region of the country, from rural and remote communities to the largest cities.
Further, tourism is also highly inclusive and, compared to other sectors, employs a higher proportion of women, youth, and newcomers.
“Today’s announcement caps more than a year of dialogue with key stakeholders on all facets of the tourism sector across this great country. TIAC welcomes the new Federal Tourism Growth Strategy and applauds the government’s recognition that tourism is a key driver of Canada’s economy, creating close to two million jobs in large and small communities and being highly inclusive,” said Tourism Industry Association of Canada President and CEO Beth Potter. “We embrace the opportunity to continue working… on the strategic path toward full industry recovery, growth and sustainability.”
“Investing in Canada’s assets and attracting more international events will support the hospitality industry, which will in turn sustain a thriving visitor economy,” added Susie Grynol, President and CEO, Hotel Association of Canada.
Destination Canada President and CEO Marsha Walden hailed the new growth strategy as helping “lay the foundations for our sector’s future growth, investment, and competitiveness” while helping tourism business become “more competitive, successful, and resilient.”
In 2022, 218,041 businesses in the tourism sector supported approximately 623,375 direct jobs and 1.9 million total jobs and contributed nearly $38 billion to Canada’s GDP.