Canada Tourism Industry Experiences Surge as Ministers Discuss Strategic Actions for Growth

Canada tourism industry remains a vital economic pillar, supporting over 2 million jobs, or roughly 10% of the country’s employment in 2023. In several regions, tourism stands as a top service export, highlighting its importance to the national economy. This week, federal, provincial, and territorial ministers responsible for tourism convened at the 2024 Canadian Council of Tourism Ministers (CCTM) meeting in Banff National Park, Alberta. The event, co-chaired by the Honourable Soraya Martinez Ferrada, Minister of Tourism and Minister responsible for the Economic Development Agency of Canada for the Regions of Quebec, and the Honourable Joseph Schow, Alberta Minister of Tourism and Sport, took place on the traditional Treaty 7 territory.

In 2023, tourism accounted for nearly 6% of Canada’s total economy and 8% of the country’s service sector, generating a remarkable $113.4 billion in revenue. The positive experiences of international visitors enhance Canada’s global brand, positioning the country as a prime destination for travelers. Ministers underscored that the tourism sector holds immense growth potential across all provinces and territories, and that strategic, collaborative actions will help the industry thrive.

During the meeting, ministers engaged with tourism stakeholders to explore key issues such as destination development, investment attraction, workforce development, air access, parks and recreation, and emergency management. The importance of maintaining an ongoing dialogue with industry experts was emphasized, as this collaboration is crucial for understanding trends, identifying solutions to challenges, and driving innovation within the sector. An international speaker from Australia provided insights on attracting workers to tourism careers, while Alberta officials shared their successes in rebuilding and expanding the province’s tourism economy. Alberta’s visitor economy is on track to more than double in size over the next decade, and the province has already returned to pre-pandemic visitor spending levels ahead of schedule.

Ministers also discussed the economic impact of this summer’s wildfires across Canada, particularly in Jasper National Park and the Municipality of Jasper. The significance of robust emergency management strategies and disaster preparedness was a key focus, as Canada faces the possibility of year-round emergencies. Protecting Canada’s global tourism reputation during such events is a shared responsibility across all jurisdictions.

The ministers commended the work accomplished by the CCTM Working Groups in 2024, particularly in addressing destination access and economic growth. Discussions covered critical challenges like limited transportation connectivity in some regions, barriers to securing private capital for tourism investments, and regulations impacting the competitiveness of domestic air travel. Recognizing the strong link between tourism and transportation, the ministers proposed inviting the Federal Minister of Transport to next year’s CCTM meeting to address these issues.

Looking forward to 2025, the CCTM plans to refresh its Working Group mandates to address emerging priorities, including emergency preparedness and fostering long-term economic growth in the tourism sector. Efforts will be made to engage broadly with industry stakeholders to ensure the CCTM’s goals remain aligned with the needs of the tourism industry.

Canada’s provinces and territories continue to promote their diverse tourism offerings on the global stage, from stunning natural landscapes and outdoor attractions to major festivals and Indigenous tourism experiences. Canada’s tourism success is further evidenced by its rise to 11th place in the 2024 World Economic Forum’s Travel & Tourism Development Index, up from 13th place in 2021. Moving forward, ministers are committed to working collaboratively to tackle persistent challenges and highlight Canada’s leadership in the global tourism industry.