Trudeau Government Unveils New Canada Tourism Growth Plan

Canada has a new tourism strategy aimed at cementing the country as a top global destination.

The new strategy, announced today in Niagara Falls, “will unleash the full potential of Canadian tourism and cement Canada as a top global destination” through the following five priorities:

• Investing in Canada’s tourism assets
• Embracing recreation and the great outdoors
• Partnering to grow Indigenous tourism
• Attracting more international events
• Improving coordination through a federal ministerial council

Attracting more international events would presumably help Canada’s biggest cities. Given the interest in indigenous tourism around the world, that also seems like a good strategy (as well as one to help our indigenous peoples).

How much more will be invested in Canadian tourism, however, is not clear.

The strategy, formally called “Canada 365: Welcoming the world. Every day”, was produced after months of consultations with, among others, tourism businesses, industry associations, other orders of government, Indigenous partners and destination marketing organizations. Their valuable insight into the challenges and opportunities of the Canadian tourism sector have shaped the strategy and helped set the stage for the long-term growth of Canada’s visitor economy.

Officials said they want to boost Canada’s tourism numbers by 40% by the year 2030, which would mean something like 85,000 new jobs. They also want to increase Canada’s ranking in the World Economic Forum Global Travel and Tourism Development Index from 13 in 2021 to 7 by 2030. Canada was ranked 10th in 2019.

“Now is the time to come together and combine forces—across all orders of government and throughout the industry—to power the economic engine that is tourism,” said Randy Boissonnault, Minister of Tourism and Associate Minister of Finance in the Justin Trudeau government in Ottawa. “With the new Federal Tourism Growth Strategy, we will build on our strengths and propel the sector to new heights. Canada has what the world wants, and we look forward to welcoming visitors, 365 days a year.”

TOURISM INDUSTRY WELCOMES CHANGES

“We are Niagara—tourism is in our blood. We understand the importance of this industry to the people of Niagara and to the employees, business owners and organizations that thrive because of our region’s natural gifts and its existence as a major North American destination for travellers from around the world,” said Vance Badawey, Parliamentary Secretary to the Minister of Indigenous Services and Member of Parliament for Niagara Centre. “This new Federal Tourism Growth Strategy will help drive the success of our tourism sector and ensure it continues to contribute to the economic prosperity of Niagara for decades to come.”

Canada Day celebrations on Parliament Hill in Ottawa. JIM BYERS PHOTO The Tourism Industry Association of Canada said it welcomes the new Federal Tourism Growth Strategy “and applauds the government’s recognition that tourism is a key driver of Canada’s economy, creating close to two million jobs in large and small communities and being highly inclusive. “We embrace the opportunity to continue working, hand-in-hand, with the Minister of Tourism, other Cabinet ministers and federal officials on the strategic path toward full industry recovery, growth and sustainability,” said Beth Potter, President and CEO, Tourism Industry Association of Canada. “Indigenous tourism has enormous potential and is reconciliation in action. Today ITAC is delighted to see Indigenous tourism be a key pillar of the Federal Tourism Growth Strategy, and we support the growth of Indigenous tourism through coordinated investments from the Government of Canada that will help make Canada the global leader in Indigenous tourism by 2030, ” added Keith Henry, President and CEO, Indigenous Tourism Association of Canada.

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