Why Canada wants more overseas tourists to visit
3 min read
Canada is embarking on a bold initiative to boost its international tourism sector, but the task ahead is fraught with obstacles, including staffing shortages, environmental challenges, and strained relations with China. The government’s push aims to enhance the country’s appeal as a travel destination, promoting its natural beauty, rich indigenous culture, and historical significance.
Tour guide Jack Rivers, who leads organized walks in the Wiikwemkoong Unceded Territory on Manitoulin Island, highlights the unique experiences Canada has to offer. “You can learn about nature, indigenous culture, and our history,” he explains. Rivers works with Wiikwemkoong Tourism, an organization dedicated to educating visitors about native history and the natural landscape. Despite his passion for the job, he acknowledges the difficulties of working in tourism, which often requires weekends and time away from family. This has contributed to staffing challenges that are not unique to his organization but reflect broader trends in the Canadian tourism industry, which is short hundreds of thousands of workers.
The government initiative, spearheaded by Destination Canada, comes at a critical time. Visitor numbers have yet to rebound to pre-pandemic levels, with 18.3 million tourists in 2022—17% lower than the 22 million recorded in 2019. The new strategy, titled “A World of Opportunity,” aims to increase tourism revenue to CAD 160 billion (USD 116 billion) by 2030, up from CAD 109 billion last year. Additionally, Canada hopes to rise from the current 13th to the 7th most-visited country in the world.
However, the recent wildfires in Alberta pose a significant threat to this goal. In July, a devastating wildfire destroyed a third of the popular tourist town of Jasper, including the historic Maligne Lodge. Owner Karyn Deco described the situation as “devastating” but remains optimistic about rebuilding. While Maligne Lodge is insured and aims to reopen before summer, the timeline for the town’s other hotels is uncertain. Deco points out that Jasper is an international destination with hotels typically booked solid from June through mid-October. Until all accommodations are restored, visitor capacity will be limited.
Another pressing issue is the decline in visitors from China, a key market for Canadian tourism. Tensions between Canada and China have simmered since 2018, following the arrest of Huawei’s CFO in Canada, which led to the detention of two Canadians in China. This diplomatic fallout has contributed to a reduction in Chinese tourists, as Canada has yet to be reinstated on China’s list of approved travel destinations post-COVID. James Griffiths, Asia correspondent for the Globe and Mail, notes that the ongoing freeze in relations continues to affect travel.
Additionally, the geopolitical landscape has changed due to Russia’s invasion of Ukraine, complicating air travel routes. Western airlines can no longer traverse Russian airspace, making flights to China longer and more costly, which further deters potential visitors.
Soraya Martinez Ferrada, Canada’s Minister of Tourism, is tasked with reversing these trends. She emphasizes the importance of attracting tourists who not only visit but also stay longer and spend more money. While acknowledging the drop in Chinese visitors, she highlights a focus on Canada’s larger markets in Europe and the U.S., expressing optimism that Canada remains an attractive destination for Chinese tourists as well.
Climate change also looms as an existential threat to Canadian tourism, but Martinez Ferrada points out that not all parts of the country are equally affected by environmental challenges. “We have to make sure travelers understand that there are so many other places to discover that aren’t impacted,” she states.
Addressing staffing shortages in the tourism sector is another priority. Martinez Ferrada admits the need for better promotion of career opportunities within the industry, emphasizing the importance of skills and training for prospective workers.
In summary, while Canada’s initiative to attract more international tourists holds promise, it is met with significant challenges. From staffing shortages to environmental threats and diplomatic tensions, the road ahead requires strategic planning and effective communication to ensure that Canada can showcase its diverse offerings and reclaim its position as a premier travel destination.
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