Canadians hold the ability to influence change by directing their travel spending towards domestic destinations, as suggested by Marsha Walden.
Canada's tourism sector, a vital pillar of the economy, is projected to take several years to fully recover from the unprecedented losses sustained in 2020 [1]. One in every 10 Canadian jobs is tied to tourism, making it a significant contributor to the quality of life and well-being of all Canadians [3].
The visitor economy, which is the most threatened sector in the Canadian economy due to its service nature and reliance on foreign tourists, has been hit hard. Major cities such as Montreal, Toronto, and Vancouver have recorded the lowest hotel occupancies, with revenues falling an estimated 79% in the last year, resulting in a loss of $2.3 billion across the three cities [4].
The pandemic has also brought business events, entertainment, and festivals to a halt, resulting in massive losses to hotel revenues [5]. Women, immigrants, and youth have been hardest hit by the impact of Covid-19 on the visitor economy, with reduced operations, business closures, and job loss [6].
However, there is a glimmer of hope. Canadians are showing a high interest in international travel this year, if safe to do so. But, with international visitor spending forecast at $34 billion, slightly under 2019 figures, a focus on domestic travel can help maintain momentum while international tourism regains strength [1][3].
Marsha Walden, President and Chief Executive Officer of Destination Canada, encourages Canadians to explore their own country while helping the tourism industry. By choosing to travel within Canada and spending their travel dollars domestically, Canadians can accelerate tourism recovery and support local businesses [2].
Domestic tourism underpins 1.8 million jobs in the sector and can reach nearly $104 billion in visitor spending by 2025, more than double last year’s growth rate [3]. By keeping travel expenditures within Canada, Canadians help sustain local businesses, strengthen economic resilience in communities, and enhance the visitor experience domestically [2].
If Canadians shift two-thirds of their planned spend on international leisure travel towards domestic tourism, it will make up for the estimated $19 billion shortfall currently facing the visitor economy, help sustain 150,000 jobs, and accelerate recovery by one year [7].
Canadians have the power to change the current struggle faced by the visitor economy. By prioritizing vacations, excursions, and experiences within Canada, they can keep their travel dollars circulating in local economies, sustaining jobs, and helping the tourism sector reach and surpass its record growth.
From breathtaking experiences on the coasts to unique tourism experiences in diverse regions, Canada offers a wealth of opportunities for Canadians to explore their own country [8]. It's time to rediscover the beauty of Canada and support the tourism industry in the process.
[1] Destination Canada releases new research and analysis on the impact of Covid-19 on the Canadian tourism sector. (n.d.). Retrieved from https://www.destinationcanada.com/news/destination-canada-releases-new-research-and-analysis-on-the-impact-of-covid-19-on-the-canadian-tourism-sector
[2] Walden, M. (2021, March 11). Canadians can help tourism recovery by choosing to travel domestically. Retrieved from https://www.destinationcanada.com/news/canadians-can-help-tourism-recovery-by-choosing-to-travel-domestically
[3] Tourism Industry Association of Canada. (2020, November 17). The Economic Impact of Tourism in Canada. Retrieved from https://www.tiac-aitc.ca/~/media/Tourism%20Industry%20Association%20of%20Canada/Files/Economic-Impact-of-Tourism-in-Canada-2020.pdf
[4] Canadian Chamber of Commerce. (2020, December 1). The Impact of COVID-19 on the Canadian Economy: A Sectoral Analysis. Retrieved from https://www.chamber.ca/sites/default/files/2020-12/Impact-of-COVID-19-on-the-Canadian-Economy-A-Sectoral-Analysis-December-2020.pdf
[5] Walden, M. (2020, November 24). The Impact of COVID-19 on Canada's Visitor Economy. Retrieved from https://www.destinationcanada.com/news/the-impact-of-covid-19-on-canadas-visitor-economy
[6] Walden, M. (2020, October 27). Women, immigrants, and youth have been hardest hit by the impact of COVID-19 on the visitor economy. Retrieved from https://www.destinationcanada.com/news/women-immigrants-and-youth-have-been-hardest-hit-by-the-impact-of-covid-19-on-the-visitor-economy
[7] Walden, M. (2021, March 11). Canadians can help tourism recovery by choosing to travel domestically. Retrieved from https://www.destinationcanada.com/news/canadians-can-help-tourism-recovery-by-choosing-to-travel-domestically
[8] Canada.ca. (n.d.). Discover Canada. Retrieved from https://www.canada.ca/en/canadian-heritage/campaigns/discover-canada.html
- The pandemic's effects on international travel have led many to consider domestic vacations, potentially boosting Canada's eco-tourism sector.
- Hotels across the country are implementing sustainable practices and adopting the 'eco' label to attract budget-conscious tourists looking for a more authentic and environmentally friendly experience.
- With an increasing interest in cultural tourism, Canadians might choose to visit local museums and art galleries, supporting the preservation of historical sites and promoting cultural awareness.
- Businesses in the tourism industry are striving to adapt their offerings to cater to the changing lifestyle preferences of tourists, with a focus on unique, one-of-a-kind experiences.
- By prioritizing domestic travel this year, Canadians can contribute to the recovery of the visitor economy and the survival of small, local businesses in the accommodation industry.
- The tourism sector also contributes to the well-being of Canadian communities by promoting cultural exchange and fostering an understanding of diverse lifestyles.
- By financing their travels within Canada, tourists help maintain economic resilience in communities and ensure a steady source of income for hotel staff and service providers.
- Canadians can explore the country's rich natural landscapes, from the vibrant cities to the untouched wilderness, and discover countless opportunities for adventure, relaxation, and personal growth.
