Canada’s Tourism Vision: Focused on Growth

Given the size of this market, and the opportunity it represents, we are committed to doubling visits from China by 2021.

The Government is currently working with Destination Canada to augment its marketing programs. In addition, an expansion of the air transport agreement with China is under review. Moreover, seven new Visa Application Centres will be opened in China in order to make it easier to apply for a visa, and easier to come to Canada.

As announced by the Prime Minister Justin Trudeau, and Chinese Premier Li Keqiang, in 2018 we will celebrate the Canada-China Year of Tourism. This celebration is a great opportunity to showcase Canada’s tourism industry.

Action item 13: Growing LGBTQ2 tourism

Canada has an incredible reputation as one of the most LGBTQ2-friendly countries in the world. Cities such as Toronto, Montreal and Vancouver are internationally recognized LGBTQ2 destinations.

Through our Vision, we will enhance Canada’s reputation by working in partnership with industry to further promote LGBTQ2 tourism experiences.

The government has also supported Travel Gay Canada’s participation in major international tourism trade shows, to help showcase Canada to the world as a premier LGBTQ2 destination. This support will also help to provide training for tourism operators looking to expand into this market.

Action item 14: Distinguishing Canada as a premier tourism destination through Canada’s national parks

Canada is home to one of the most impressive networks of national heritage places in the world. Canada’s national parks, national historic sites and national marine conservation areas are world class tourism destinations.

Visitors enjoy a variety of tourism activities that support local economies in hundreds of communities across the country. Parks Canada is continuously innovating to improve the quality of its places and experiences. Over 22 million people visit Parks Canada’s sites each year.

This year, as part of Canada 150 celebrations, the government is offering free admission to all national parks and historic sites and marine conservation areas. This gift to Canadians and citizens from around the world will introduce more people than ever before to these iconic places.

Action item 15: Growing culinary tourism

Culinary tourism is the pursuit of unique and memorable eating and drinking experiences. Meals have become as essential to a tourist’s experience as climate, geography and accommodations.

This exciting new trend includes tourism experiences like food trails, agro-tourism (i.e., visiting agricultural regions), vineyard or brewery tours, and taste-of-place experiences, where tourists visit a venue such as a restaurant, market or food festival.

Canada has a rich variety of culinary offerings, and there is tremendous potential to grow this niche in the tourism industry.

The government will work with the tourism and food industries to develop a national culinary tourism strategy.

Action item 16: Celebrating Canada’s Francophone heritage

Our official languages are at the heart of who we are as Canadians. To celebrate Canada 150, the Government of Canada is providing funding to support the development of a Canadian Francophone tourism and heritage route that will consist of more than 150 places and events selected for their heritage and cultural value. The corridor will unify Canadian Francophone communities and build solid bridges between the Francophone and Acadian communities across Canada. By highlighting Canada’s Francophone heritage, we hope to give visitors an enriching experience of an important aspect of our identity.

Action item 17: Promoting Canadian Arts and Culture internationally

Canada’s arts and culture scene plays an important role in branding us abroad. Last year, the government announced an investment of $35 million to support the promotion of Canadian artists and creative industries.

Through this Vision, the government will continue to support the promotion and export of Canadian arts and culture abroad. This will help artists and creative entrepreneurs expand their presence in these international markets.

Action item 18: Investing in our Regionally Diverse Tourism Offering

Canada’s Regional Economic Development Agencies support tourism by investing in local tourism businesses, products, experiences and organizations.

These agencies will continue to make the kinds of investments that help develop Canadian tourism in rural and remote areas and communities across the country. This includes: supporting the marketing of regional products; investing in tourism businesses; and helping export-ready tourism businesses.

Action item 19: Investing in tourism sector jobs and skills training

Supporting skills development is a core element of the government’s plan to support Canada’s middle class and those working hard to join it.

Specifically, Budget 2017 committed to supporting access to labour market, skills development and training opportunities for youth and under-represented groups. We are working with the provinces and territories, employers and educational institutions to ensure that Canadians looking to work in the tourism sector have the needed skills. We are also improving labour market information provided to employers and those seeking employment.