Maureen Gordon, the owner of ecotourism outfit Maple Leaf Adventures, has faced challenges before, but the fallout from COVID-19 has proven to be much more prolonged than previous hardships. Gordon and her husband started their business just before the 9/11 terrorist attacks in 2001, which devastated international travel at the time.
Despite a strong rebound in 2022 as Canadians sought domestic travel options, 2023 saw a “hiccup” due to rising interest rates. Gordon described the pandemic as a tumultuous and scary time for their business, with government shutdowns preventing them from operating and leaving them with high levels of debt.
The tourism industry as a whole has been slow to recover from the pandemic, with operators still struggling to reach pre-COVID levels. Debt remains a significant burden for many small businesses in the sector, with international visitor numbers still below pre-pandemic levels.
Beth Potter, head of the Tourism Industry Association of Canada, has called on the government to provide support specific to the tourism industry, such as low-interest loans and a temporary foreign worker stream. While the government has made pledges to support tourism, operators in the industry remain cautious about the future.
Despite the challenges, Gordon remains optimistic about the future, acknowledging the unpredictability of the market but emphasizing the passion and determination of those in the industry. The struggle faced by the tourism sector highlights the importance of supporting an industry that brings significant benefits to Canada and promotes the country’s brand on the world stage.