Canada Launches Initiative to Attract More Overseas Tourists Amid Challenges

Canada has initiated a new campaign aimed at increasing the number of overseas tourists visiting the country, but the effort faces several significant challenges, including staffing shortages, wildfires, and strained relations with China.

Reasons to Visit

Jack Rivers, a tour guide and indigenous representative, highlights three compelling reasons for tourists to choose Canada: its rich nature, indigenous culture, and historical significance. Rivers leads walking tours in the Wiikwemkoong Unceded Territory on Manitoulin Island, Ontario, an area known for its pristine landscapes and deep cultural heritage. He describes his job as “great,” though he acknowledges that it comes with challenges, such as irregular hours that demand weekend work and time away from family. This situation reflects a broader issue within Canada’s tourism sector, which continues to struggle with a workforce shortage estimated in the hundreds of thousands.

Government Strategy

The Canadian government’s push, spearheaded by Destination Canada, comes in response to stagnant visitor numbers that have not returned to pre-COVID levels. In 2019, Canada welcomed 22 million tourists, but last year’s total was only 18.3 million, marking a 17% decrease. The new strategy, titled A World of Opportunity, aims to boost tourism revenue from CAD 109 billion in 2022 to CAD 160 billion by 2030. Additionally, Canada seeks to improve its global ranking as a travel destination from 13th to 7th place.

Regional Challenges

In Jasper, Alberta, a popular tourist town situated in the Rocky Mountains, wildfires have caused substantial damage, destroying a third of the town’s buildings. One affected establishment, the Maligne Lodge, has been a staple since the 1960s. Owner Karyn Decore expressed the fire’s devastating impact but remains hopeful about rebuilding for the next summer season. She noted that Jasper is a top international destination, consistently fully booked from June to mid-October. However, ongoing hotel closures due to fire damage may limit visitor capacity.

Diplomatic Tensions

Another significant hurdle for Canadian tourism is the decline in Chinese visitors, largely attributed to strained diplomatic relations following a 2018 incident involving the arrest of Huawei‘s chief financial officer in Canada. In response, China detained two Canadians on espionage charges. As a result, many analysts believe that China has not reinstated Canada on its list of approved travel destinations for Chinese citizens since the COVID-19 pandemic.

James Griffiths, an Asia correspondent for the Globe & Mail, noted that the diplomatic freeze between China and Canada remains unresolved. Additionally, the geopolitical implications of Russia’s invasion of Ukraine have disrupted air travel routes to China, complicating connections for North American and European airlines.

Government Initiatives

Soraya Martinez Ferrada, Canada’s Minister of Tourism, is spearheading efforts to attract more tourists. She emphasizes the goal of encouraging visitors to stay longer and spend more during their trips. While acknowledging the decline in Chinese tourism, she notes that Canada remains an appealing destination for many, particularly from Europe and the U.S.

Martinez Ferrada also highlights climate change as an “existential threat” to Canadian tourism but reassures potential visitors that not all regions are equally affected. “We need to ensure travelers understand that while climate change poses threats, there are still many places to discover that are not impacted,” she stated.

To address staffing shortages affecting businesses like Wiikwemkoong Tourism, Martinez Ferrada admitted the need for better promotion of career opportunities within the tourism sector, along with the necessary skills and training.