VANCOUVER, BC – Destination Canada released its latest Tourism Outlook: Unlocking Opportunities for the Sector, showing total tourism revenue is set to exceed 2019 levels, generating $109.5 billion by the end of 2023. This represents the recovery of the tourism sector from the COVID-19 pandemic, one year earlier than projected. Despite tourism coming to a standstill in 2020, the industry, post recovery, is expected to grow faster than the general economy at 5.8%, reflecting its resilience and importance to the economic vitality of the country.
While this is positive news, it is important to recognize that recovery both geographically and across sub sectors has been uneven. The challenge ahead is creating profitable growth for tourism businesses given their current debt loads and inflationary pressures.
The report outlines that there is an opportunity for the tourism sector’s growth trajectory to reach $160 billion in revenue by 2030, but capacity constraints are limiting the sector from achieving its full potential. A transformational path must be embraced. Without change, tourism will move forward along its long-term trajectory where constraints will limit its potential to $140 billion, which when adjusted for inflation, shows no real growth.
“At this critical juncture, we face a clear choice,” said Meaghan Ferrigno, Destination Canada’s Chief Data and Analytics Officer. “The difference between $160 and $140 billion is about more than revenue. It’s about unleashing capacity when and where we have it, it’s about creating stable employment and enhancing societal wellbeing. And importantly, it’s about smart growth that drives real prosperity for tourism businesses across every corner of this country.”
Destination Canada proposes a transformative approach to unlock the additional $20 billion in revenue annually by 2030. The report outlines seven key levers that will bolster Canada’s competitiveness and address constraints. These include workforce development, unleashing capacity outside of peak season, attracting higher yield guests, increasing air access, and bolstering new investment and reinvestment to the sector.
“This is a truly pivotal moment for our industry. The opportunity between our transformational growth agenda and the current continuous path is one that we cannot afford to lose. We need to choose collective action to overcome the constraints that hold us back from unlocking the true potential of the tourism sector,” said, Destination Canada’s President and CEO, Marsha Walden. “If we work together, we can achieve what’s possible and recapture our position as a top destination for global tourism and create wealth and wellbeing for all of Canada”.
Key Report Highlights:
Fall Tourism Outlook_Public Report_12.12.23
The article Canadian tourism beats pre-pandemic levels earlier than expected first appeared in TravelDailyNews International.