Canadian tourism ministers join forces to propel tourism forward

Canadian tourism ministers join forces to propel tourism forward

From: Innovation, Science and Economic Development Canada

News release

October 17, 2024 - Banff, Alberta

Tourism is a key industry and economic driver in every province and territory, supporting over 2 million jobs, or about 10 percent of all employment in Canada in 2023. In several jurisdictions, tourism is the top or one of the top service exports. Today, the federal, provincial and territorial ministers responsible for tourism participated in the 2024 Canadian Council of Tourism Ministers (CCTM) meeting in Banff National Park. The meeting was held in Alberta with the Honourable Soraya Martinez Ferrada, Minister of Tourism and Minister responsible for the Economic Development Agency of Canada for the Regions of Quebec, as well as the Honourable Joseph Schow, Alberta Minister of Tourism and Sport, co-chairing and recognizing the traditional Treaty 7 territory.

In 2023, tourism industries represented nearly 6 percent of Canada's total economy and almost 8 percent of the Canadian service economy. Tourism revenues reached $113.4 billion in 2023 and the positive experiences international tourists have in Canada enhance the country's brand abroad. Tourism has strong growth potential in every province and territory, and ministers recognized that strategic and collaborative actions will propel the sector forward.

Throughout the meeting, ministers heard from tourism stakeholders on the areas of destination development, investment attraction, workforce development and retention, air access, parks and recreation, and emergency management. Ministers acknowledged the importance of having consistent dialogue with experts in these fields to capitalize on trends, glean critical operational insights, and work collaboratively with industry partners to find solutions for the most pressing challenges facing the sector. Ministers sought an international perspective by inviting a speaker from the Government of Australia to discuss experiences and best practices in attracting workers to careers in tourism. Ministers also heard from Alberta officials about their successes in supporting the recovery and relaunch of the tourism sector, while bringing attention to ambitious strategic plans for the future, which aim to more than double the size of the province's visitor economy within the next decade. Alberta demonstrated leadership within Canada's overall tourism economy, ushering in a return to pre-pandemic levels of visitor spending two years ahead of schedule.

Ministers also acknowledged the economic impact of this summer's wildfires across Canada, particularly in the Municipality of Jasper and Jasper National Park, as well as the critical importance of effective emergency management and disaster preparedness. Ministers also noted that emergency management is paramount for all jurisdictions as, like other countries, Canada faces the potential of a range of emergency events year-round. Maintaining Canada's brand and reputation are important components of the collaborative work of jurisdictions to respond to events as they arise.

Ministers were pleased with the work accomplished by the CCTM Working Groups throughout 2024 to address the topics of destination access and economic growth, as well as the important connections forged with external organizations. Ministers took the opportunity to discuss areas that impact the growth of tourism in Canada, such as limited transportation connectivity in some regions, barriers to raising private capital for investments, fees and regulations impacting the competitiveness of domestic air travel, and associated challenges including the seasonal nature of tourism. Recognizing the critical importance of the link between tourism and transportation, there was a desire to invite the Federal Minister of Transport to next year's CCTM meeting.

In 2025, the CCTM will seek to refresh the mandates of the Working Groups to ensure their work addresses emerging priorities while effectively leveraging inter-governmental collaboration. To that end, jurisdictions will be focusing on the responsiveness and preparedness of the sector to emergency events, and ensuring capacity for strong economic growth of the industry. Efforts will be made to look at new mandate areas from different angles, while also engaging broadly across the sector to ensure CCTM priorities align with industry.

Canada's provinces and territories continue to showcase their diverse tourism offerings globally, ranging from parks and attractions in the great outdoors, to major festivals and events, and Indigenous tourism. Successes are evident with Canada's overall position on the World Economic Forum's Travel & Tourism Development Index improving to 11th place in the 2024 ranking, up from 13th place in 2021. Going forward, ministers are keen to work collaboratively to tackle persistent issues and showcase Canada's leadership in tourism on the world stage.

Quotes

Quick facts

Contacts