Destination Canada's "Tourism's Wealth & Wellbeing Index" introduces a new comprehensive framework to measure tourism's impact in Canadian communities. It moves beyond traditional economic metrics to include social, cultural, and environmental factors, using six sub-indices: Economy, Employment, Enablement, Environment, Engagement, and Experience. The index aims to foster sustainable growth, inclusivity, and community enrichment, providing insights for a regenerative tourism future across Canada.

Canada's Q4 2024 tourism revenue hit $27.3B, 124% of pre-pandemic levels, with both domestic and international spend surpassing 2019. International visitation recovered to 90% of 2019 levels (19.9M visitors), though the pace slowed in H2. Canada is a top recommended destination globally. Tourism employment and active businesses are near or above pre-pandemic levels, with hotel occupancy at 61%.

Canada's Q3 2024 tourism revenue hit $40.5B (108% of 2019), largely due to domestic spending (112%). International revenue (96%) and visitation (88% YTD) lagged, with recovery slowing. Despite this, Canada remains a top destination. Tourism unemployment is 5.1%, but 83,600 jobs are unfilled. Active businesses are at 100.1% of pre-pandemic levels, and international air connectivity has surpassed 2019 levels.

The US is Canada's largest tourism market, with spending exceeding 2019 levels in 2023 and visitor volumes expected to fully recover by 2025. Projections show spending reaching 139% of 2019 levels by 2025, and 16 million US visitors by 2026, generating $16.7 billion. Canada targets three key US segments: Refined Globetrotters, Outdoor Explorers, and Culture Seekers, aligning with its diverse product offerings.

China's tourism recovery to Canada is progressing, with spending showing the largest YoY growth in 2024 and expected to reach 2019 levels by 2026. China is projected to become a top international market, with full visitor volume recovery by 2027. In 2026, Canada anticipates 653,400 Chinese visitors and $2.6 billion in spending. Key segments include "Refined Globetrotters" (seeking luxury and unique experiences) and "Outdoor Explorers" (seeking adventure and nature).

South Korea is vital for Canada's tourism recovery. Spending is projected to reach 2019 levels by 2026 ($478M from 205K visitors), with visitation recovering by 2030. Key segments include "Refined Globetrotters" (seeking luxury, high spend) and "Outdoor Explorers" (adventure-focused). Popular regions are BC, ON, QC. Travel agents are frequently used for booking and research.

The UK is a key market for Destination Canada. UK traveler spending surpassed 2019 levels in 2023, with full recovery expected by 2026 and spending reaching 121% of 2019 levels by 2025. The strong British Pound aids this. By 2026, Canada anticipates 875,400 UK visitors spending $1.9B. "Refined Globetrotters" and "Outdoor Explorers" are key segments, presenting significant economic opportunities for the tourism industry.

Germany is a top market for Canadian tourism, with spending projected to recover to 2019 levels by 2025 and visitation by 2028. By 2026, Canada anticipates 362,700 German visitors spending $892M. Key segments include "Refined Globetrotters" (seeking luxury, culture) and "Outdoor Explorers" (seeking nature, adventure). The strong Euro enhances Canada's value. The industry aims to reinforce Canada's welcoming image amid potential disruptions.

… Destination Canada Tourism Outlook 2025-2030 - Continuation … title before sending to Verb and Translation Legend: Total Tourism Domestic International 2018 2019 2020 2021 2022 2023 … to Canada on Candian airlines. The Destination Canada tourism outlook visitation data shows the number of …

The 2024 Global Traveller Research Program reveals 17.3M Canadians have immediate potential for out-of-province travel. Both out-of-province and in-province travellers prefer summer/fall, seeking nature, local food, and unique experiences. BC, Quebec, Montreal, and Banff & Lake Louise are top destinations. Cost is the main barrier. Interest in Indigenous experiences is driven by accessibility, authenticity, safety, and comfort. 69% are concerned about extreme weather impacting travel plans, and 55% expect it to impact their decisions.