Tourism industry unveils plan to increase visitor numbers to pre-pandemic levels

The tourism industry in Canada is gearing up for a comeback after the challenges posed by the COVID-19 pandemic. A new road map was unveiled at the country’s largest annual tourism convention in Edmonton, aiming to attract more visitors and boost the sector’s recovery.

The plan, presented by Destination Canada and the federal government, focuses on extending the travel season, increasing the length of stays, and diversifying the range of attractions to appeal to both locals and foreigners. With climate change affecting traditional tourist seasons, the strategy aims to capitalize on opportunities during the spring and fall to attract visitors year-round.

Destination Canada CEO Marsha Walden emphasized the importance of expanding into the shoulder seasons to maximize the tourism potential. The goal is to encourage longer stays, which would translate into increased revenue for hospitality businesses across the country.

Federal Tourism Minister Soraya Martinez Ferrada highlighted the need for marketing campaigns to promote the vastness of Canada and encourage visitors to explore different destinations. The strategy also includes a focus on promoting Indigenous-owned projects and ecotourism spots to offer a diverse range of experiences.

Despite the rebound in tourism post-pandemic, the industry has yet to reach pre-COVID levels, and many small businesses are still struggling with debt. The goal is to boost Canada’s position in the World Economic Forum ranking on tourism development by 2030 and revitalize the sector for sustained growth.

With international visitor numbers still below pre-pandemic levels, the industry is looking towards a brighter future with the implementation of the new road map. The tourism sector remains a vital part of Canada’s economy, and efforts are underway to ensure its recovery and long-term success.