Canada pushes for tourism growth amidst wildfire, low staffing, and diplomatic challenges
Canada has launched a major campaign to draw more international tourists, with Destination Canada’s new strategy, A World of Opportunity, aiming to grow tourism revenue to CA$160 billion by 2030. The campaign seeks to raise Canada’s rank to the world’s seventh most-visited country, from its current 13th position, by promoting Canada’s natural landscapes, indigenous culture, and historic sites.
Tour guide Jack Rivers, an Indigenous leader with Wiikwemkoong Tourism on Manitoulin Island, is among those encouraging tourists to visit Canada. “You can learn about nature, indigenous culture, and our history,” he says. However, tourism ventures like Wiikwemkoong face persistent staffing shortages, as many roles require non-standard hours and weekend commitments, making it difficult to retain staff.
The Canadian tourism industry remains short of thousands of workers, a trend that has affected the sector’s recovery post-COVID. In 2023, the country welcomed 18.3 million visitors—still 17% below pre-pandemic levels of 22 million.
Staffing isn’t the only challenge. More than 3,000 km away in Jasper, Alberta, a devastating wildfire in July 2024 destroyed a third of the town, including Maligne Lodge, a historic hotel owned by Karyn Decore. Despite insurance covering her losses, Ms. Decore acknowledges that fewer tourists will be able to visit until Jasper’s hotels are rebuilt. “We’re already sold out for next summer,” she notes, though the limited lodging will reduce capacity.
Another barrier to Canada’s tourism recovery is the decline in Chinese visitors. Relations have soured since 2018, when Canada detained a Huawei executive at the request of the U.S., prompting China to arrest two Canadians. While the dispute resolved in 2021, China has yet to restore Canada as an approved travel destination, impacting tourism numbers. Flights have also been affected by Russia’s invasion of Ukraine, which has disrupted North American and European airlines’ routes to China.
Canada’s Tourism Minister, Soraya Martinez Ferrada, is optimistic, focusing efforts on the U.S. and Europe while acknowledging climate change as an “existential threat.” She assures that although wildfires are a concern, there are many parts of Canada untouched by fires, waiting for tourists to discover. Addressing staffing, she adds, “We need to do a better job of promoting the sector and the career opportunities that we have.”
