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.

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 recorded 979K overnight arrivals in February 2024, a 19% increase from 2023. The US contributed 659K (+15%), primarily via land. Significant growth was seen from China (+157%), Japan (+44%), South Korea (+35%), and Mexico (+32%). Air travel was the main mode for non-US visitors, while land travel dominated for US arrivals.

Canada recorded 771K overnight arrivals in January 2024, up 9% from 2023. The US was the main source (506K, +6%). Mexico saw a 25% increase, and China a substantial 73% rise. Air travel grew significantly for both US (+13%) and other international visitors (+16%), while US land arrivals increased by 1%.

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.