OECD Tourism Trends and Policies 2024

Canada

Tourism in the economy and outlook 

Tourism is an important part of the Canadian economy, creating jobs and socio-economic growth throughout the country. In 2023, tourism directly contributed CAD 42.7 billion or 1.6% of Canada’s total GVA, up from a low of 1.0% in 2020. Tourism GVA has recovered to 98% of pre-pandemic levels of CAD 43.5 billion in 2019 in nominal terms. In 2023, 676 700 jobs were directly supported by tourism, or 3.4% of total employment in Canada. This represents a 35% increase on 2020 (500 300 jobs) and 96% of pre-pandemic levels (704 100 jobs). The visitor economy is one of Canada's top service exports, accounting for 13.3% of total service exports in 2023, up from a low of 3.2% in 2021.

In 2023, Canada recorded over 18.3 million international tourist arrivals, or 83% of 2019 levels. In 2023, spending by international tourists reached CAN 24.1 billion, compared to CAN 6.1 billion in 2020. Total tourism expenditure hit CAD 113.4 billion in 2023, exceeding pre-pandemic levels by 8% in nominal terms. Canada’s top three international source markets in 2023 were the United States (70%), the United Kingdom (4%) and France (3%).

Domestic tourism remains an important backbone of tourism in Canada, accounting for 76% of total tourism expenditure. In 2023, the country recorded over 97 million domestic tourist arrivals, 3.6% higher than 2019 levels.

Destination Canada’s 2023 Fall Tourism Outlook projects that if Canada’s tourism sector continues on the current forecasted trajectory, internal tourism expenditure could surpass CAD 140 billion by 2030.

Tourism governance 

In Canada, all levels of government play a role in supporting the tourism sector. The Ministry of Innovation, Science and Economic Development is responsible for tourism policy development at the federal level and collaborates across government on tourism related policies. 

Destination Canada is the national destination marketing organisation to promote Canada abroad. As a Crown corporation, it reports to Parliament through the Minister responsible for tourism.

Provincial and territorial governments are responsible for domestic and some international tourism promotion, destination and product development, regulation of accommodation services, and hospitality and tourism education. At the municipal level, tourism activities include marketing, the attraction of meetings and conventions, and the promotion of local festivals and events.  

Canada ensures horizontal and vertical co-ordination among the levels of government through the Canadian Council of Tourism Ministers, which annually gathers federal, provincial, and territorial tourism ministers to discuss trends and issues facing Canada’s tourism sector and identify collaboration opportunities. The Council has established working groups focused on access to destinations and economic growth. 

Though it is difficult to estimate the annual budget for tourism in Canada, under the 2023 Federal Tourism Growth Strategy, notable funding allocations include: CAD 108 million for the Tourism Growth Program, CAD 55 million for the Trans Canada Trail, CAD 20 million for the Indigenous Tourism Fund, and CAD 48.7 million for Destination Canada’s efforts to attract business events. In addition, Destination Canada’s annual appropriation is CAD 96.5 million.

Canada: Organisational chart of tourism bodies

Source: OECD, adapted from Ministry of Innovation, Science and Economic Development, 2024.

Tourism policies and programmes

In 2023, Canada launched a new Federal Tourism Growth Strategy – Canada 365: Welcoming the World, Every Day. It sets out a vision for Canada’s tourism sector to increase growth, investment, and stability and help drive Canada’s visitor economy to the next level of international success.

The Strategy has set targets to improve Canada’s tourism standing internationally. These include increasing tourism’s contribution to Canadian GDP by 40% to CAD 61 billion by 2030 and increasing tourism related jobs by 85 000 direct jobs to a total of 790 000 tourism jobs in Canada by 2030.

The Strategy is built on five strategic priorities: 

• Invest in tourism assets: Enhance and upgrade tourism assets, in addition to providing support to digitise services and make physical attractions more sustainable and resilient to climate change, offering support to de-risk larger projects, facilitating access to capital, including direct support to businesses and infrastructure investments.

• Embrace recreation and the great outdoors: Facilitate Canadian and international guests' access to natural spaces, helping disperse visitation both seasonally and geographically, to increase tourism sustainability.

• Partner to grow Indigenous tourism: Develop and promote attractions managed by indigenous communities, which offer visitors one-of-a-kind experiences to engage in the sharing of traditional knowledge, histories, stories, and cultural practices. This allows indigenous communities to assert inherent rights while diversifying their economies for present and future generations.

• Attract more international events: Secure more international events as a four-season driver of travel, bringing more visitors to Canada and extending the tourism season to ensure long-term sustainable growth.

• Improve co-ordination through a Ministerial Tourism Council: Engage Federal Ministers whose mandates and departments include essential policy and programme instruments that impact tourism (e.g. employment and skills, regional and national economic development, parks, transportation, immigration, border services, housing), to implement the Federal Tourism Growth Strategy and ensure a whole-of-government approach to the visitor economy.

The Strategy will be measured against its ability to enhance tourism diversity, support Indigenous tourism, advance Canada’s Gender-based analysis, address tourism’s environmental impact and support sustainable development goals. The Strategy also seeks to improve Canada’s WEF Global Travel and Tourism Development Index ranking from 13^th in 2021 to 7^th by 2030. To achieve these objectives, several programmes have been launched. These include: 

• The Tourism Growth Programme (CAD 108 million over three years), which assists communities, SMEs and non-profit organisations in enhancing local tourism products and experiences. Canada’s seven regional development agencies will deliver this programme, through the mandate to promote regional economic development across Canada. The programme, which will run from 2023 to 2026, will help leverage tourism opportunities in communities, including those that are rural and remote, based on regional contexts.

• An expansion of recreation resources and outdoor activities in the Trans Canada Trail (CAD 55 million). This includes funds to maintain, enhance and expand the 28 000 km of trails, connecting rural communities, improving trail infrastructure and enhancing user accessibility. The programme was launched in 2022 and runs over five years.

• The creation of a network of national urban parks in Canada's large urban centres, managed by Parks Canada, via partnerships built on a shared vision to conserve nature, connect people with nature, and advance reconciliation with Indigenous Peoples.

• The Indigenous Tourism Fund (CAD 20 million), launched in 2023 to accelerate the growth of Indigenous tourism in Canada (see box below).

• A CAD 48.7 million investment to support Destination Canada’s efforts to attract major international conventions, conferences, and events to Canada.

Actions to strengthen Indigenous tourism partnerships in Canada

Strengthening Indigenous Tourism is a key priority under the new Federal Tourism Growth Strategy. As such, CAD 20 million is being invested in the creation of the Indigenous Tourism Fund to support the Indigenous tourism industry’s recovery from the pandemic and to help it position itself for long-term, sustainable growth. Additionally, a portion of the CAD 108 million Tourism Growth Program, announced in the 2023 budget, will further federal government investments in Indigenous tourism experiences through dedicated funding. Before the pandemic, Indigenous tourism was the fastest growing segment in the Canadian tourism market, with significant gains in job creation and contributions to Canada's GDP. However, the Indigenous tourism industry was particularly hard hit by the impact of the COVID-19 pandemic and has been slower to recover than other parts of the tourism sector. The new investments will help meet the growing demand for these unique experiences, so that Indigenous tourism in Canada can continue to sustainably grow and thrive. 

Statistical Profile

Canada: Domestic, inbound and outbound tourism

	2018	2019	2020	2021	2022
TOURISM FLOWS, THOUSAND
Domestic tourism
Total domestic trips	278 060 |	275 418	..	202 993	258 831
Overnight visitors (tourists)	95 445 |	93 665	..	69 461	90 833
Same-day visitors (excursionists)	182 615 |	181 753	..	133 532	167 998
Nights in all types of accommodation	268 258 |	262 947	..	237 497	282 597
Hotels and similar establishments	..	..	..	..	..
Other collective establishments	..	..	..	..	..
Private accommodation	..	..	..	..	..
Inbound tourism
Total international arrivals	31 274	32 430	5 068	4 282	17 924
Overnight visitors (tourists)	21 134	22 145	2 960	3 062	12 824
Same-day visitors (excursionists)	10 140	10 284	2 108	1 220	5 100
Top markets
United States	14 440	15 005	1 929	2 093	9 093
United Kingdom	792	863	96	112	588
China (People’s Republic of), mainland	737	708	94	40	64
France	604	663	96	121	463
Germany	406	415	40	54	249
Nights in all types of accommodation	..	..	..	..	..
Hotels and similar establishments	..	..	..	..	..
Other collective establishments	..	..	..	..	..
Private accommodation	..	..	..	..	..
Outbound tourism
Total international departures	56 340	56 157	14 605	7 906	31 936
Overnight visitors (tourists)	33 440	33 064	8 971	4 954	21 400
Same-day visitors (excursionists)	22 900	23 094	5 634	2 951	10 536
Top destinations
..	..	..	..	..	..
..	..	..	..	..	..
..	..	..	..	..	..
..	..	..	..	..	..
..	..	..	..	..	..
TOURISM RECEIPTS AND EXPENDITURE, MILLION CAD
Inbound tourism
Total international receipts	39 959	44 323	18 894	17 847	..
International travel receipts	35 391	39 547	18 217	18 123	..
International passenger transport receipts	4 568	4 816	780	694	..
Outbound tourism
Total international expenditure	54 830	57 383	18 739	12 824	..
International travel expenditure	44 740	46 901	16 203	9 895	..
International passenger transport expenditure	10 090	10 482	2 536	1 593	..

.. Not available; | Break in series

Source: OECD Tourism Statistics (Database).

Statlink

Canada: Enterprises and employment in tourism

	Number of establishments	Number of persons employed1
	2022	2018	2019	2020	2021	2022
Total	..	689 900	704 100	500 300	510 500	623 400
Tourism industries	216 602	565 800	578 400	405 000	408 300	505 800
Accommodation services for visitors	22 144	141 100	146 900	95 600	99 100	125 600
Hotels and similar establishments	..	..	..	..	..	..
Food and beverage serving industry	87 526	215 000	219 500	149 500	161 600	198 400
Passenger transport	46 868	91 200	93 100	76 300	63 300	73 500
Air passenger transport	..	..	..	..	..	..
Railways passenger transport	..	..	..	..	..	..
Road passenger transport	..	..	..	..	..	..
Water passenger transport	..	..	..	..	..	..
Passenger transport supporting services	..	..	..	..	..	..
Transport equipment rental	..	..	..	..	..	..
Travel agencies and other reservation services industry	6 804	38 800	39 200	29 200	24 400	30 200
Cultural industry	..	..	..	..	..	..
Sports and recreation industry	53 260	79 700	79 700	54 400	59 800	78 100
Retail trade of country-specific tourism characteristic goods	..	..	..	..	..	..
Other country-specific tourism industries	..	..	..	..	..	..
Other industries	..	124 200	125 700	95 300	102 200	117 600

.. Not available

1. Data refer to number of jobs.

Source: OECD Tourism Statistics (Database).

Statlink

Canada: Internal tourism consumption

Million CAD

	2022
	Domestic tourism expenditure	Inbound tourism expenditure	Internal tourism consumption
Total	..	..	..
Consumption products	74 165	19 805	93 970
Tourism characteristic products	45 952	15 082	61 034
Accommodation services for visitors	11 514	5 956	17 470
Food and beverage serving services	11 461	2 738	14 199
Passenger transport services	16 016	4 492	20 508
Air passenger transport services	..	..	..
Railways passenger transport services	..	..	..
Road passenger transport services	..	..	..
Water passenger transport services	..	..	..
Passenger transport supporting services	..	..	..
Transport equipment rental services	..	..	..
Travel agencies and other reservation services industry	1 453	452	1 905
Cultural services	5 508	1 444	6 952
Sports and recreation services	..	..	..
Country-specific tourism characteristic goods	..	..	..
Country-specific tourism characteristic services	..	..	..
Other consumption products	28 213	4 723	32 936
Tourism connected products	..	..	..
Non-tourism related consumption products	..	..	..
Non-consumption products	..	..	..

.. Not available

Source: OECD Tourism Statistics (Database).

Statlink