Tourism is unlike any other industry in Canada: it has far-reaching positive impacts on the people, places, and prosperity of our nation; it supports the wealth and wellbeing of communities in every corner of Canada; and it helps sustain and develop amenities that make life richer for everyone, hosts and visitors alike. Tourism businesses create local jobs and encourage residents and guests to buy local goods and services, leading to profits that stay close to home and strengthen communities. It enables Canadians to celebrate the diverse places, multicultural voices, linguistic heritage of our nation, and support the rich cultures of Indigenous peoples in Canada.
The document before you, A World of Opportunity, outlines how our sector will continue to be a force for good in the world, and how we will strive to generate positive net outcomes for the people and places of Canada. It takes into account the many lessons of the pandemic and hundreds of conversations with stakeholders—Canadians, host cities, small businesses, tourism leaders, and economic experts weighed in on their needs and aspirations, and gave us the cold, hard facts of their post-pandemic world.
A World of Opportunity is closely aligned with the Federal Tourism Growth Strategy: Canada 365. Welcoming the World. Every Day. as it seeks to contribute to the overarching goals and objectives set forth by the federal government for the growth and development of the tourism sector. It synthesizes that collaboration into nothing less than a new way of defining and measuring the growth of our sector, and the wealth and wellbeing of our host communities.
This strategy is a bold leap forward—it’s both vision and how-to. The strategy explains how we will chart a path for sustainable growth to achieve our sector’s full economic potential and generate as much as $160 billion in annual revenue by 2030. It details how, working together with all of you, we can advance the attractiveness of Canada’s brand as a travel destination, advise governments on policy reform, stimulate investment and innovation, and improve asset and workforce productivity—while also promoting sustainable economic, cultural, and environmental outcomes for the sector throughout the country.
The collaborative process that went into the strategy, the work of understanding what needs to be done, and the scale of the task before us
all has been as eye-opening as it is energizing. The strategy will provide both challenges and exciting opportunities for tourism businesses and communities across the country.
It is designed to make our sector more resilient and ready for change, and to make Canada an enduringly desirable destination for the world— and, most importantly, a sustainable, loveable, and prosperous home for our children and generations of Canadians to come.
Tourism is unlike any other industry in Canada: it has far-reaching positive impacts on the people, places, and prosperity of our nation; it supports the wealth and wellbeing of communities in every corner of Canada; and it helps sustain and develop amenities that make life richer for everyone, hosts and visitors alike. Tourism businesses create local jobs and encourage residents and guests to buy local goods and services, leading to profits that stay close to home and strengthen communities. It enables Canadians to celebrate the diverse places, multicultural voices, linguistic heritage of our nation, and support the rich cultures of Indigenous peoples in Canada.
The document before you, A World of Opportunity, outlines how our sector will continue to be a force for good in the world, and how we will strive to generate positive net outcomes for the people and places of Canada. It takes into account the many lessons of the pandemic and hundreds of conversations with stakeholders—Canadians, host cities, small businesses, tourism leaders, and economic experts weighed in on their needs and aspirations, and gave us the cold, hard facts of their post-pandemic world.
A World of Opportunity is closely aligned with the Federal Tourism Growth Strategy: Canada 365. Welcoming the World. Every Day. as it seeks to contribute to the overarching goals and objectives set forth by the federal government for the growth and development of the tourism sector. It synthesizes that collaboration into nothing less than a new way of defining and measuring the growth of our sector, and the wealth and wellbeing of our host communities.
This strategy is a bold leap forward—it’s both vision and how-to. The strategy explains how we will chart a path for sustainable growth to achieve our sector’s full economic potential and generate as much as $160 billion in annual revenue by 2030. It details how, working together with all of you, we can advance the attractiveness of Canada’s brand as a travel destination, advise governments on policy reform, stimulate investment and innovation, and improve asset and workforce productivity—while also promoting sustainable economic, cultural, and environmental outcomes for the sector throughout the country.
The collaborative process that went into the strategy, the work of understanding what needs to be done, and the scale of the task before us
all has been as eye-opening as it is energizing. The strategy will provide both challenges and exciting opportunities for tourism businesses and communities across the country.
It is designed to make our sector more resilient and ready for change, and to make Canada an enduringly desirable destination for the world— and, most importantly, a sustainable, loveable, and prosperous home for our children and generations of Canadians to come.
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