TIAC responds to launch of the Federal Tourism Growth Strategy

The strategy, titled Canada 365: Welcoming the World. Every day. reportedly aims to build back this once $105 billion industry and solidify Canada's position as a top global destination. Informed by extensive consultations with various stakeholders, including tourism businesses, industry associations, Indigenous organizations, and destination marketing organizations, this new strategy addresses the challenges and opportunities facing the Canadian tourism sector.

The strategy was released after almost 12 months of consultations - roundtables and online submissions garnered input from some 400 tourism stakeholders, and follows the 2019 plan called Creating Middle Class Jobs: A Federal Tourism Growth Strategy, which identified that the Canadian tourism sector was not reaching its potential. The newly announced strategy uses 2019 as a foundation and incorporates lessons from the past three years of the pandemic.

The strategy outlines five Guiding Principles;

1. Equity, Diversity and Inclusion
2. Reconciliation in action
3. Sustainable and regenerative approaches
4. Focus on rural Canada
5. Canada has what the world wants & was built on five strategic priorities;
   1. Invest in tourism assets
   2. Embrace recreation and the great outdoors
   3. Partner to grow Indigenous tourism
   4. Attract more international events
   5. Improve coordination with a Federal Ministerial Council

TIAO is encouraged to see that the main themes throughout this document are in line with our priorities. We recognize all of our members that contributed by providing feedback and input in the consultation period. We also welcome the federal Ministerial Tourism Growth Council to be established, and congratulate TIAC for advocating for this table to be put in place for the last twelve months. It will help put the Federal Tourism Growth Strategy into practice and ensure a whole-of-government approach to tourism growth and the visitor economy.

The strategy outlines some key goals and targets through to 2030 to increase tourism’s economic output and improve Canada’s competitive standing internationally. These include;

1. Increase the tourism sector’s contribution to Canada’s GDP by 40% in 2030 to $61B
2. Impact of increase in tourism sector’s contribution to Canada’s GDP means an estimated additional 85,000 direct jobs
3. Restore Canada’s ranking in WEF Global Travel and Tourism Development Index from 13 in 2021 to 7 by 2030

“TIAC and our industry partners are incredibly grateful for the thought and consultation that went into this new strategy,” says TIAC’s president and CEO Beth Potter, “which, along with the financial support recently announced in the Federal Budget, will help bolster tourism activity in local communities; assist in attracting major international conventions, conferences, and events to Canada; and support the modernization and development of new, more competitive, tourism assets including the growth of Indigenous experiences, for both Canadian and world travellers to discover.”

Challenges continue to plague tourism’s recovery, including a persistently severe shortage of labour, increasing operating costs, inflation, and climbing interest rates. These all add a significant burden for those who sacrificed and took on considerable debt loads to ensure that their small businesses survived the significant economic impacts they faced during Covid-19.

“Ongoing support from our federal government is critical for an industry that is a key driver of Canada’s economy. The tourism sector contributes to our vibrant communities and cultures and plays an essential role in promoting Canada as a world-class destination for both leisure and business,” says Potter. “We are committed to continuing to work, hand-in-hand, with the Minister of Tourism, other Cabinet Ministers, and federal officials on this strategic path toward full industry recovery, growth and sustainability.”