The World Economic Forum (WEF) has placed Canada in 11th place among those countries that are enabling travel and tourism development in 2024, according to WEF’s Travel and Tourism Development Index 2024.
The index grades 119 countries on factors and policies of the states that are linked with tourism and travel – factors that directly contribute to the economic progress of a country. Travel and tourism was one of the hardest-hit industries during the COVID-19 pandemic that hit the world markets in 2020. Even after more than four years, global tourism has not been able to recover fully from the devastating impact of the closure of air travel routes, bankruptcies of airlines, and hotel chains, etc.
Recovery From The COVID-19 Pandemic
Destination Canada – a federal Crown corporation owned by the Government of Canada – believes that Canada has made substantial progress over the last years – the recovery of the tourism industry in 2023 was much faster than it was forecasted earlier, which is a significant positive development for Canada, according to the Destination Canada annual report for 2023. Just like other countries, Canada was also badly affected by the COVID-19 pandemic and the subsequent lockdowns, restrictions on international travel, and closure of other tourism services from 2020, 2021, and 2022.
Destination Canada believes that Canada has an opportunity to bring in major changes in how the country deals with its tourism sector. Canada can recapture its position as a major destination for global tourism and earn much more revenue for Canadians.
By March 2020, most governments in the world started sealing intentional borders to avoid the spread of the COVID-19 virus. On March 18, 2020, Canada closed its borders for most foreign visitors. Next year, in 2021, Canada started welcoming international visitors again, but only those who were fully vaccinated. However, from October 1, 2022, Canada removed all restrictions related to the COVID-19 pandemic. So in one way or another, Canadian borders were restricted for foreign travellers for over two-and-a-half years during 2020 to 2022. Nonetheless, by December 2023, the number of international tourists started returning to pre-pandemic levels.
International Tourists Are Coming To British Columbia In Big Numbers
The number of international tourists has rebounded strongly after many devastating years of COVID-19 pandemic. In British Columbia, the number of non-US international tourists crossed the pre-pandemic levels in the summer of 2024. In the first four months of 2024, the number of international visitors was higher than in the comparable period of the last year.
However, at the same time, Canada is facing some major problems like wildfires and its global media coverage that is discouraging tourists to travel to Canada. Similarly, milder winters are creating problems for the popular ski resorts in the country. But at the same time, rising temperatures and longer summer months have opened up opportunities for Canada to accommodate more tourists during the shoulder seasons.
Destination Canada: 2030 Strategy and Targets
Destination Canada – a federal Crown corporation owned by the Government of Canada – has made a plan to increase the current annual revenue of the country from $140 billion to $160 billion by 2030. This means that the government will try to increase the profitability of tourism businesses, incentivise businesses to go and take steps through which people can increase their incomes.
The tourism industry has recovered very well, and the country is now on the other side of the COVID-19 pandemic. Destination Canada is now targeting to attract tourists in peak seasons, aiming to strengthen leisure guests, attracting more companies to have international business events, and focusing on major air routes, etc.
Canada is trying to promote its tourism industry by investing more in marketing and incentivizing the private sector. Destination Canada is trying to market Canada in top markets like the US, the UK, South Korea, Mexico, Japan, France, Australia, Germany, etc. to get the highest returns on investment, according to Destination Canada.
Conclusion
The tourism industry of Canada has rebounded very strongly in 2023 and 2024, and the continuous allocation of more funds to market Canada in top markets will definitely help attract more visitors to Canada. Looking at the government of Canada’s strategy for 2030, one can expect that Canada can further consolidate its global ranking of top tourist destinations.
Join Edison College’s diploma in Hospitality & Tourism Management
With the inherent potential of tourism, the Canadian tourism industry will further grow in the near future, and you can also become part of it by joining Edison College’s one-year Diploma in Hospitality & Tourism Management. Edison College is also offering a two-year diploma in Hospitality & Tourism Management with Co-op, which has a one-year industry placement arrangement so that students can get relevant work experience before joining the workforce. If you have further questions, you can contact us today to learn more about any of these programs.
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