Find Tourism and Travel partners in Canada

Overview

The contribution of travel and tourism to the Canadian economy is modest, at 4.4% of GDP in 2011. However, this represents CAD$75.7bn annually and the industry supports 926,500 jobs, including those indirectly supported, according to the World Travel and Tourism Council’s (WTTC) estimate in 2011. Many of these jobs are located in the north, Aboriginal communities and in rural areas. The figures placed Canada 164th out of 181 countries in terms of the relative contribution of the industry to the nation’s economy (WTTC 2011). Total tourism spending rose 4% on a year-on-year basis in 2010, accounting for an increase of just over $13 billion. In 2011 the country saw 16,097,000 tourist arrivals. By far the biggest source of tourist arrivals is the United States, followed by the United Kingdom, France and Germany respectively. Visitor exports generated CAD$15.7bn, constituting 2.9% of total exports. Indeed tourism is Canada’s second largest service export behind commercial services.

The great majority (98%) of the tourist industry is made up of small and medium sized businesses. These businesses commonly work with destination marketing organisations, present at municipal, provincial and national levels. The levels of government, directly or through various agencies, run many of Canada’s tourist attractions, including parks, museums, sports stadiums and convention centres. At the federal level the industry is overseen by the centralised Tourism Secretariat, part of the federal ministry Industry Canada, which aims to support a cooperative relationship between the private sector and the provincial governments of Canada, the provinces and territories with respect to tourism. The Canadian Tourism Commission is the national tourism marketer, working on promoting the country in global markets and consumer markets where there is highest potential for return on investment.

Investment

The Canadian Tourism Commission aims to promote the diversity of landscapes and experiences in Canada with the brand ‘Canada. Keep Exploring.’ It has recognised that Aboriginal tourism is a key focus with great potential for growth in international markets. A large proportion of the Canadian tourist market is focused on the varied and spectacular landscape of the country. Outdoor activities have traditionally been, and continue to be, a strong attraction, including hiking, climbing, skiing and wildlife viewing, amongst many others. Another growing sector is that of the health and well-being industry, with the space and isolated spots of Canada offering much potential for the development of spas and resorts.

Cultural themes in the major cities of Toronto, Montreal, Vancouver, Ottawa and Quebec are also major draws for visitors. Festivals, museums and performing and visual arts continue to bring in large numbers.

Investment in the travel and tourism industry in 2011 was CAD$9.3bn, constituting 2.4% of total investment. This was expected to rise by 5% in 2012, and then to continue to grow by 4.1% over the next ten years, reaching CAD$14.6bn by 2022.