Enquiring minds want to know: How many travel advisors are there in Canada? Historical estimates have typically ranged from thousands (too low, of course) to about 30,000. Some unscrupulous marketers have fantastically claimed up to 75,000. Then there was that thing known as the pandemic, which threw whatever we thought we knew out with the facemasks.
Now, according to a new report from ACTA, there’s at last a definitive (well, sort of) number: 21,400 agency employees. Plus, about 5,400 independents (ITAs).
At the same item ACTA’s latest State of the Industry Report says Canada’s retail travel industry saw an impressive 12% revenue growth to $2.8 billion in 2023 versus 2019 – surpassing pre-pandemic levels and “showcasing the sector’s vital role in Canada’s economic recovery.”
“These numbers tell a powerful story of adaptation and resilience in our industry,” says ACTA president Wendy Paradis. “The retail travel industry has not just survived; they’ve emerged stronger, more innovative, and better equipped to serve Canadian travellers.”
The report draws from Statistics Canada, other key government sources and ACTA research – revealing an evolving industry landscape. The data shows travel agencies and independent travel advisors are adapting to changing consumer needs while maintaining their essential role in the travel ecosystem.
ACTA says the comprehensive data serves as a powerful advocacy tool in its’s ongoing dialogue with government stakeholders and industry partners.
“Understanding our industry’s economic impact through verified metrics strengthens our position in policy discussions and supplier discussions,” says Avery Campbell, ACTA’s Director of Advocacy and Industry Relations who led the research and development of the report.
The employment narrative is particularly compelling, with 21,400 travel agency employees now serving Canadian travellers.
Official government sources further estimate there are at least 5,400 countable independent travel advisors (ITAs) in Canada, though the figure represents the absolute minimum, as many ITAs are not captured in government data due to inclusion criteria such as minimum earnings, dominant income source, etc.
Therefore, while the confirmed number by Statistics Canada is 5,400, ACTA believes the actual total is likely significantly higher due to the number of part time ITAs.
It’s a development that reflects an industry embracing new work models, including remote arrangements and independent travel advisors, adapting to modern workforce expectations, according to ACTA.
“These findings arm our members with valuable insights for strategic planning and demonstrate to stakeholders the vital role travel advisors play in Canada’s travel and tourism ecosystem,” adds Paradis.
Looking ahead, ACTA says the data points to a bright future for the Canadian retail travel sector, with strong revenue growth creating “a solid foundation for continued innovation and expansion in serving Canadian travellers.”
The report is available at www.acta.ca/state-of-industry.php
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