Title: Canada Faces Uphill Battle to Achieve Ambitious Tourism Targets Post-Pandemic
From the bustling streets of major cities to the serene beauty of its natural landscapes, Canada has long been a sought-after destination for tourists around the world. However, as the country sets its sights on reclaiming a top spot in the global tourism rankings, experts warn that the road ahead will be fraught with challenges.
After slipping to 13th place in the World Economic Forum’s Travel and Tourism Development Index in 2021, Canada is determined to claw its way back into the top 10 by 2030, with a bold goal of reaching seventh place. This ambitious target is part of an overall strategy to increase annual tourism revenues and boost the sector’s contribution to the country’s GDP significantly.
But achieving these objectives won’t be simple. Frederic Dimanche, director of the Ted Rogers School of Hospitality and Tourism Management, emphasizes that the criteria for ranking countries in the index go beyond just visitor numbers, encompassing factors such as safety, infrastructure quality, and cultural attractions. Canada must not only improve its own offerings but also navigate the challenges posed by geopolitical tensions and climate change.
Destination Canada, the agency leading the charge to meet Canada’s tourism goals, recently unveiled a comprehensive strategy focusing on key areas like target audience identification, branding, and sustainability. Efforts to attract visitors from East Asia, particularly China, have been hampered by strained diplomatic relations and logistical hurdles, underscoring the complexities facing the industry.
While domestic travel within Canada has rebounded post-pandemic, the return of foreign visitors has lagged, particularly from East Asia. The economic repercussions are felt by businesses like Lady Dive Tours in Ottawa, which has suffered from a decline in Asian tourist groups due to Canada’s exclusion from China’s approved travel list.
As the government grapples with challenges ranging from transportation costs to climate change impacts, Minister of Tourism Soraya Martinez Ferrada emphasizes the sector’s vital role in Canada’s economy and job creation. Investments in infrastructure and efforts to diversify target markets are seen as key priorities in driving future growth.
Despite the obstacles ahead, optimism remains high within the tourism industry. With a focus on building international relationships, investing in tourism, and showcasing Canada’s unique offerings, stakeholders believe that the country’s tourism sector can overcome these challenges and emerge stronger than ever.
Karina Roman, Senior Reporter at the Parliamentary Bureau for CBC, can be contacted via email at karina.roman@cbc.ca
From the bustling streets of major cities to the serene beauty of its natural landscapes, Canada has long been a sought-after destination for tourists around the world. However, as the country sets its sights on reclaiming a top spot in the global tourism rankings, experts warn that the road ahead will be fraught with challenges.
After slipping to 13th place in the World Economic Forum’s Travel and Tourism Development Index in 2021, Canada is determined to claw its way back into the top 10 by 2030, with a bold goal of reaching seventh place. This ambitious target is part of an overall strategy to increase annual tourism revenues and boost the sector’s contribution to the country’s GDP significantly.
But achieving these objectives won’t be simple. Frederic Dimanche, director of the Ted Rogers School of Hospitality and Tourism Management, emphasizes that the criteria for ranking countries in the index go beyond just visitor numbers, encompassing factors such as safety, infrastructure quality, and cultural attractions. Canada must not only improve its own offerings but also navigate the challenges posed by geopolitical tensions and climate change.
Destination Canada, the agency leading the charge to meet Canada’s tourism goals, recently unveiled a comprehensive strategy focusing on key areas like target audience identification, branding, and sustainability. Efforts to attract visitors from East Asia, particularly China, have been hampered by strained diplomatic relations and logistical hurdles, underscoring the complexities facing the industry.
While domestic travel within Canada has rebounded post-pandemic, the return of foreign visitors has lagged, particularly from East Asia. The economic repercussions are felt by businesses like Lady Dive Tours in Ottawa, which has suffered from a decline in Asian tourist groups due to Canada’s exclusion from China’s approved travel list.
As the government grapples with challenges ranging from transportation costs to climate change impacts, Minister of Tourism Soraya Martinez Ferrada emphasizes the sector’s vital role in Canada’s economy and job creation. Investments in infrastructure and efforts to diversify target markets are seen as key priorities in driving future growth.
Despite the obstacles ahead, optimism remains high within the tourism industry. With a focus on building international relationships, investing in tourism, and showcasing Canada’s unique offerings, stakeholders believe that the country’s tourism sector can overcome these challenges and emerge stronger than ever.
Karina Roman, Senior Reporter at the Parliamentary Bureau for CBC, can be contacted via email at karina.roman@cbc.ca
