Canada is making a concerted effort to attract more overseas tourists, aiming to rejuvenate its struggling tourism sector in the wake of the COVID-19 pandemic. With visitor numbers failing to reach the pre-pandemic peak of 22 million in 2019, the total last year was unfortunately recorded at only 18.3 million, a decline of 17%. This downturn has prompted the Canadian government, through the organization Destination Canada, to initiate a new strategy called “A World Of Opportunity,” with ambitious goals of generating CA$160 billion (approximately US$116 billion or £89 billion) in tourism revenue by 2030.
A significant aspect of this new strategy is not just to increase the numbers of tourists but also to elevate Canada’s global standing in tourism rankings from 13th to 7th most-visited country. Of many reasons presented, one notable appeal to potential tourists is Canada’s rich cultural heritage, diverse landscapes, and extensive opportunities for outdoor activities. Indigenous tour guide Jack Rivers, based in Wiikwemkoong Unceded Territory on Manitoulin Island in Ontario, advocates for the uniqueness of experiences available in the area, including insight into nature and indigenous culture.
However, the Canadian tourism sector faces formidable challenges. Staffing shortages are among the most pressing issues, exacerbated by a widespread struggle to attract and retain workers. Rivers, who leads organized walks, acknowledges that the tourism industry requires dedication and often unconventional hours, which can deter potential staff. Wikwemikong Tourism, which he is part of, reflects a broader industry trend showing significant workforce gaps; the sector is collectively short hundreds of thousands of workers.
Meanwhile, the sector is grappling with external pressures, notably wildfires affecting popular tourist spots like Jasper, Alberta. A devastating wildfire in July destroyed a considerable number of buildings, including the historic Maligne Lodge. Owner Karyn Decore reflects on the destructive impact, voicing concerns about losing bookings and the uncertainty of full recovery for the town. With Jasper being a premier Alpine getaway, this challenge raises questions about future accessibility for tourists.
In addition to natural disasters, geopolitical tensions also play a role in tourism dynamics. Relations between Canada and China have soured since a diplomatic conflict emerged in 2018, further aggravated by recent events like Russia’s invasion of Ukraine, which disrupts air travel routes and adds complexity to logistics for airlines. The resulting barriers contribute directly to a significant decline in the number of Chinese tourists visiting Canada, affecting potential revenue growth.
Soraya Martinez Ferrada, Canada’s Minister of Tourism, recognizes these issues while urging for a focus on primary markets in Europe and the United States. She expresses a balanced view toward the future, as she acknowledges the ongoing interest from Chinese visitors while highlighting the country’s vast landscapes that remain unaffected by climate change.
The minister asserts a commitment to tackling climate change as a priority. Although elements such as wildfires pose credible risks, she remains hopeful, emphasizing that not all parts of Canada are experiencing these environmental challenges. Additionally, she stresses the importance of raising awareness about career opportunities within the tourism industry to combat staffing shortages.
Given these elements, Canada’s multifaceted approach to tourism recovery incorporates addressing workforce issues, overcoming climatic challenges, and resolving international tensions. While aiming to increase visitor numbers, the government hopes to ensure that tourists not only visit but also extend their stays and contribute significantly to the economy, thereby fulfilling the vision encapsulated in “A World Of Opportunity.” Ultimately, these efforts aim to showcase Canada not only as a stunning travel destination but as a destination rich in experiences that resonate with cultural and natural significance.
