Designed for tourism industry stakeholders and Canadians who want to understand the future trajectory of growth for Canada’s tourism industry, it’s an online visualization of the projected growth of tourism spending and visitation.

Created in collaboration with Tourism Economics, Destination Canada’s Tourism Outlook model forecasts future tourism visitation and spending driven by domestic and international travel. 

The following data provides a breakdown of past travel behaviour of Canadian travellers, future travel intentions, and likely type of future trips within Canada or internationally.

… 61.1% 16.5% 0.3% 5.4% 4.9% 4.0% 3.3% 3.2% 3.9% Overnight visits 116,578,853 115,811,406 57,764,885 72,523,244 … 117,760,558 119,281,590 121,390,271 124,004,248 Overnight visits, annual growth -0.7% -50.1% 25.5% 42.9% 9.5% 1.9% 0.3% …

… 74.3% 19.7% 4.2% 2.1% 3.4% 2.6% 2.1% 2.2% 2.4% Overnight visits 116,578,853 115,811,406 57,764,885 72,523,244 … 123,334,035 124,328,629 125,212,328 126,645,616 Overnight visits, annual growth -0.7% -50.1% 25.5% 42.9% 11.3% 1.8% …

… 68.1% 17.4% 4.1% 4.7% 3.6% 2.9% 2.4% 2.2% 2.0% Overnight visits 116,578,853 115,811,406 57,764,885 72,523,244 … 124,995,163 126,572,086 128,785,583 131,552,251 Overnight visits, annual growth -0.7% -50.1% 25.5% 42.9% 11.3% 2.5% …

Canada's tourism sector is recovering strongly, with spending surpassing pre-COVID levels in 2023. However, capacity constraints (accommodation, workforce, air access) limit its full potential. A "transformational path" is proposed to unlock an additional $20 billion annually by 2030, reaching $160 billion, through strategic shifts in demand and addressing supply issues. This transformation aims for significant economic benefits and sustainable growth.

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.

Mexico is a crucial market for Canada, showing rapid post-pandemic recovery (113% of 2019 visits in 2023). However, a 2024 visa requirement caused a 28% decline in visits. Spending is projected to remain strong (111% of 2019 levels by 2025), but visits won't fully recover until 2028. Key target segments are "Refined Globetrotters" and "Outdoor Explorers." Canada needs to reinforce its "open and friendly" image to maintain resilience.

Canadian travel and tourism generated $124.4B in revenue in 2023, exceeding pre-pandemic levels. This activity created a total economic impact of $252.2B, supported 1.1M jobs, and contributed $50.9B in tax revenues. Destination Canada's marketing efforts generated $1.6B in incremental visitor spending, yielding $23.85 in total economic impact for every $1.00 invested. International tourism is a vital service export for Canada.