Headline: Canada’s Post-Pandemic Tourism Dreams Face Uphill Battle Against Geopolitical Challenges and Climate Change
Canada has its sights set on regaining its position among the top 10 tourist destinations in the world, but achieving this goal by 2030 won’t be a walk in the park. Despite falling to 13th place in 2021 on the World Economic Forum’s Travel and Tourism Development Index, with an 11th place in 2024, the Canadian government aims to climb to seventh place while increasing annual tourism revenues to $160 billion and boosting the sector’s contribution to the GDP by 40 percent.
However, experts warn of numerous hurdles on the path to success. Frederic Dimanche, the director of the Ted Rogers School of Hospitality and Tourism Management at Toronto Metropolitan University, pointed out that the index evaluates factors such as safety, security, transportation infrastructure, attractions, and natural and cultural resources. While Canada must enhance its offerings, its progress also hinges on the performance of other countries.
A new strategy released by Destination Canada emphasizes key actions such as targeting specific audiences, branding, attracting business events, increasing labor supply, and prioritizing environmental sustainability. One of the primary target markets is East Asia, including China. However, strained Canada-China relations, including China’s exclusion of Canada from its approved tours list, pose significant challenges.
While domestic travel in Canada has rebounded after the pandemic, inbound foreign travel remains lower than pre-pandemic levels, particularly from East Asia. This gap has led to significant impacts on businesses like Lady Dive Tours in Ottawa, echoing concerns raised by experts and economists.
As foreign visitors contribute new revenue, the Canadian government is urged to focus on growing the domestic market while continuing to target international travelers. Investments in transportation, efforts to capitalize on growing family and friend visits, interest in Indigenous-based tourism, and the escalating impacts of climate change are all central to Canada’s tourism strategy.
Despite obstacles like strained relations with India and reinstated visa requirements for Mexican visitors, Minister of Tourism Soraya Martinez Ferrada remains optimistic about the potential for growth in tourism sector. She stressed the importance of investing in transportation, showcasing the uniqueness of Canada, and tackling climate change challenges.
As Canada navigates these challenges and opportunities, the tourism sector remains a crucial economic driver, supporting millions of jobs across the country. While uncertainties lie ahead, there is a shared optimism that with the right investments, partnerships, and strategies, Canada can once again shine as a premier global
Canada has its sights set on regaining its position among the top 10 tourist destinations in the world, but achieving this goal by 2030 won’t be a walk in the park. Despite falling to 13th place in 2021 on the World Economic Forum’s Travel and Tourism Development Index, with an 11th place in 2024, the Canadian government aims to climb to seventh place while increasing annual tourism revenues to $160 billion and boosting the sector’s contribution to the GDP by 40 percent.
However, experts warn of numerous hurdles on the path to success. Frederic Dimanche, the director of the Ted Rogers School of Hospitality and Tourism Management at Toronto Metropolitan University, pointed out that the index evaluates factors such as safety, security, transportation infrastructure, attractions, and natural and cultural resources. While Canada must enhance its offerings, its progress also hinges on the performance of other countries.
A new strategy released by Destination Canada emphasizes key actions such as targeting specific audiences, branding, attracting business events, increasing labor supply, and prioritizing environmental sustainability. One of the primary target markets is East Asia, including China. However, strained Canada-China relations, including China’s exclusion of Canada from its approved tours list, pose significant challenges.
While domestic travel in Canada has rebounded after the pandemic, inbound foreign travel remains lower than pre-pandemic levels, particularly from East Asia. This gap has led to significant impacts on businesses like Lady Dive Tours in Ottawa, echoing concerns raised by experts and economists.
As foreign visitors contribute new revenue, the Canadian government is urged to focus on growing the domestic market while continuing to target international travelers. Investments in transportation, efforts to capitalize on growing family and friend visits, interest in Indigenous-based tourism, and the escalating impacts of climate change are all central to Canada’s tourism strategy.
Despite obstacles like strained relations with India and reinstated visa requirements for Mexican visitors, Minister of Tourism Soraya Martinez Ferrada remains optimistic about the potential for growth in tourism sector. She stressed the importance of investing in transportation, showcasing the uniqueness of Canada, and tackling climate change challenges.
As Canada navigates these challenges and opportunities, the tourism sector remains a crucial economic driver, supporting millions of jobs across the country. While uncertainties lie ahead, there is a shared optimism that with the right investments, partnerships, and strategies, Canada can once again shine as a premier global
