Headline: Canada Faces Uphill Battle to Achieve Ambitious Tourism Targets Post-Pandemic
Canada has set its sights on reclaiming a top spot among the world’s tourist destinations, with a goal to rank seventh by 2030, up from its current position of 13th. The federal government is also aiming to increase annual tourism revenues and boost the sector’s contribution to the country’s GDP significantly. However, experts caution that achieving these targets will be no easy feat.
Frederic Dimanche, director of the Ted Rogers School of Hospitality and Tourism Management, emphasized that the World Economic Forum’s Travel and Tourism Development Index considers various factors such as safety, infrastructure quality, and cultural resources in determining a country’s ranking. He highlighted the need for improvement within Canada itself and the influence of global developments on the tourism industry.
Destination Canada has unveiled a new strategy to drive tourism growth, focusing on key areas like target audience identification, branding, and sustainability. However, challenges such as strained international relations and climate change impacts loom large on the country’s tourism ambitions.
Despite significant domestic travel recovery post-pandemic, foreign visitor numbers remain below pre-pandemic levels, particularly from key markets like East Asia. The absence of Canada on China’s approved list has led to substantial losses for tour operators like Lady Dive Tours, reflecting the critical importance of international partnerships in the tourism sector.
While domestic demand plays a significant role in the tourism industry, attracting foreign travelers is essential for injecting new capital. Minister of Tourism Soraya Martinez Ferrada underlined the economic importance of tourism, emphasizing job creation and revenue generation across Canada.
Investments in transportation infrastructure are crucial to making Canada a more accessible destination, addressing challenges like high travel costs within the vast country. Additionally, leveraging Canada’s growing immigrant population and the rising demand for Indigenous tourism could offer new avenues for tourism growth.
However, climate change poses a pressing concern, impacting Canada’s reputation and raising evacuation challenges in the event of natural disasters like wildfires. Yet, adapting to climate change could also present opportunities, such as potentially extending the tourist season for unique attractions like the Lady Dive Amphibus in Ottawa.
As Canada navigates these complex dynamics in the tourism sector, the emphasis remains on collaboration, investment, and showcasing the country’s diverse offerings to the global audience. With careful planning and strategic initiatives, Canada aims to overcome obstacles and achieve its ambitious tourism goals in the post-pandemic era.
Canada has set its sights on reclaiming a top spot among the world’s tourist destinations, with a goal to rank seventh by 2030, up from its current position of 13th. The federal government is also aiming to increase annual tourism revenues and boost the sector’s contribution to the country’s GDP significantly. However, experts caution that achieving these targets will be no easy feat.
Frederic Dimanche, director of the Ted Rogers School of Hospitality and Tourism Management, emphasized that the World Economic Forum’s Travel and Tourism Development Index considers various factors such as safety, infrastructure quality, and cultural resources in determining a country’s ranking. He highlighted the need for improvement within Canada itself and the influence of global developments on the tourism industry.
Destination Canada has unveiled a new strategy to drive tourism growth, focusing on key areas like target audience identification, branding, and sustainability. However, challenges such as strained international relations and climate change impacts loom large on the country’s tourism ambitions.
Despite significant domestic travel recovery post-pandemic, foreign visitor numbers remain below pre-pandemic levels, particularly from key markets like East Asia. The absence of Canada on China’s approved list has led to substantial losses for tour operators like Lady Dive Tours, reflecting the critical importance of international partnerships in the tourism sector.
While domestic demand plays a significant role in the tourism industry, attracting foreign travelers is essential for injecting new capital. Minister of Tourism Soraya Martinez Ferrada underlined the economic importance of tourism, emphasizing job creation and revenue generation across Canada.
Investments in transportation infrastructure are crucial to making Canada a more accessible destination, addressing challenges like high travel costs within the vast country. Additionally, leveraging Canada’s growing immigrant population and the rising demand for Indigenous tourism could offer new avenues for tourism growth.
However, climate change poses a pressing concern, impacting Canada’s reputation and raising evacuation challenges in the event of natural disasters like wildfires. Yet, adapting to climate change could also present opportunities, such as potentially extending the tourist season for unique attractions like the Lady Dive Amphibus in Ottawa.
As Canada navigates these complex dynamics in the tourism sector, the emphasis remains on collaboration, investment, and showcasing the country’s diverse offerings to the global audience. With careful planning and strategic initiatives, Canada aims to overcome obstacles and achieve its ambitious tourism goals in the post-pandemic era.
