Canada: Powered By Tourism

Canada’s tourism industry is the centre of attention this week as Tourism Week 2023 was kicked off yesterday (April 24) in Ottawa by the Honourable Randy Boissonnault, Minister of Tourism and Associate Minister of Finance and Beth Potter, President and CEO of the Tourism Industry Association of Canada (TIAC).

For over 10 years, Tourism Week has been presented by TIAC and has created opportunities for all tourism partners to come together to champion and promote Canada’s destinations, tourism businesses and employees from coast-to-coast-to-coast.

The Honourable Randy Boissonnault Minister of Tourism and Associate Minister of Finance, observed that: “From our three wildly beautiful coasts to the remarkable interior, Canada has memorable experiences to offer travellers, no matter the season or the region. Our government is committed to seeing the tourism industry continue to grow and thrive, not just in a year from now, but for decades to come.”

Minister Boissonnault continued: “That’s why we invested $158 million in Budget 2023 for Canadians and Indigenous partners to advance this goal. On the occasion of Tourism Week 2023, let’s come together to celebrate all that Canadian tourism is, and all that it can be.”

In 2023, Tourism Week’s campaign them is “Canada: Powered by Tourism” and it’s inspired by the desire of Canada’s tourism industry to reclaim being the $105 billion economic powerhouse it was in 2019.

Prime Minister Justin Trudeau also shared his thoughts on Canada’s tourism industry in his #TourismWeekCanada2023 video:

TIAC’s president and CEO, Beth Potter pointed out that: “Pre-pandemic, Canada’s tourism industry was a vital part of the economy and our national GDP.”

She continued: “Across Canada we have one-of-a-kind tourism experiences and while we still have a ways to go, it’s vital that the tourism industry be recognized as a key economic and sociocultural driver for Canada’s overall growth.”

And TIAC’s CEO urged Canada’s tourism industry to work together in her #TourismWeekCanada2023 video

Across Canada destinations, landmarks, attractions, venues and hotels will be lighting up in green as part of TIAC’s #GreenMeansGo social campaign during Tourism Week to raise awareness of the industry’s economic, social and cultural importance from coast-to-coast-to-coast.

Social media will also be abuzz with the hashtag #TourismWeekCanada2023 as businesses highlight the cultural and economic importance of their work in their community.

Patrick Weiler, Co-Chair of the Parliamentary Tourism Caucus and Member of Parliament for West Vancouver-Sunshine Coast-Sea to Sky Country, observed that: “From majestic landscapes, stunning wild places, rich and diverse culture, and sophisticated cities, Canada has so much to offer. The millions of Canadians that work in tourism are pleased to welcome visitors from around the world, while driving our economy, supporting and showcasing communities across the country from coast to coast to coast.”

Weiler continued: “Canada is committed to helping this sector reach its full potential by attracting more people to choose careers in tourism, supporting small to large events that draw people to our country, and investing in the people and infrastructure that will set tourism up for success now and into the future.”

The tourism industry in Canada has reason to be hopeful as a less expensive Canadian dollar (compared to the US), strong US interest and Canadians continuing to prioritize domestic travel could provide recovery to 2019 levels by 2024 – a year earlier than previously forecasted.

Senator Karen Sorensen pointed out that: “It’s no exaggeration to say that Canada is powered by tourism. From coast to coast to coast, tourism sustains our communities and allows our Canadian culture to flourish. However, if we want tourism to thrive we need to address labour shortages and investing in our tourism assets, so Canada can continue to offer the cutting-edge, one-of-a-kind experiences we’ve become known for worldwide.”

The Canadian tourism sector is experiencing a strong but extended recovery following the sharp declines experienced during the COVID-19 pandemic.