Opinion: Canadian Tourism Needs to Drive Spending First, Visitors Second

During a keynote speech at Rendez-vous Canada in Calgary this week, the federal Minister of Small Business and Tourism, the Honourable Bardish Chagger, released Canada’s Tourism Vision. The release and associated funding commitments clearly demonstrate this government’s commitment to tourism, but much follow through is required to achieve the targets set out in the plan.

Among other predictions, the Vision asserts that Canada (with 20 million international visitors in 2016, a record year) is going to be a top 10 destination by 2025. Russia is currently the 10th most visited country with 34.5 million international visitors in 2016. Assuming no growth in international visits to the top 10 until 2025, that means Canada has to move from 20 million visitors to at least 34.5 million by 2025 — an increase of 14.5 million visitors or 72.5 percent (about seven percent compounded annually).

It’s a commendable target. Destination Canada, you have your work cut out for you! But how realistic a target (here’s where the follow through comes in)?

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Source: Skift