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Quebec City in the winter
Benchmarking Progress for the Tourism Industry

Increasing Wealth & Wellbeing for Canadians

Tourism infuses a distinct vibrancy into communities and supports the wealth and wellbeing of communities across Canada. At Destination Canada, we firmly believe the tourism sector plays a significant role in Canada's economy, Canadian communities, and the individual lives it touches. 

Lakes in Alberta, Canada

Tourism is one of Canada’s largest economic drivers

With millions of visitors each year, tourism significantly contributes to Canada's economic prosperity, driving growth and revenue across various sectors and contributing significantly to Canada’s GDP.

People riding horses in PEI

Tourism employs people from diverse backgrounds and geographies

The tourism industry creates employment opportunities for individuals across various cultural backgrounds and geographic locations, promoting inclusivity and diversity in the workforce. This diversity is a strength of the industry, providing opportunities for people of all backgrounds.

A man looking out at the lake in Alberta

Tourism is a catalyst for infrastructure development

Investments in tourism not only boost visitor experiences, but also stimulate infrastructure development, leading to improved facilities, transportation, and overall destination development that residents and visitors alike can enjoy.

Measuring Canada's Tourism Industry Performance

A new way of measuring performance

The Wealth & Wellbeing Index provides a strategic benchmarking tool for the tourism industry to track progress in economic, social, and environmental sustainability and resilience at all levels – from national to provincial and territorial, and (in future iterations) down the community level.

To learn more, please download our index overview

A table of all indices and sub-indices part of the Wealth & Wellbeing Index
Wealth & Wellbeing Index

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Kayakers in Nova Scotia

How are the indexes calculated

The Wealth and Wellbeing Index is calculated as an arithmetic mean of the six subindices, each composed of different categories. Indicators under each category are equally weighted and calculated as an arithmetic mean of these indicators. The Index utilizes clipping normalization with a 25% buffer above or below the minimum and maximum value of the data range to scale the variables between 0 and 100. Such a method helps control extreme values in a dataset, ensuring they don't significantly impact the overall analysis and visualization. Annually, the index score will be compared to the available data range and will progress year by year.

Lake nestled within mountains on a clear, sunny day with clouds

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