Canada Tourism Strategy, Canada is actively working to attract more overseas tourists, but faces challenges including staffing shortages, wildfires, and tensions with China. The government agency Destination Canada’s new strategy, A World Of Opportunity, aims to increase tourism revenue to CA$160 billion by 2030 and position Canada among the world’s top seven tourist destinations.

One of Canada’s draws is the opportunity to learn about its indigenous culture, as tour guide Jack Rivers highlights during his tours on Manitoulin Island. However, staffing shortages across the industry are an issue, as many tourism jobs require long and irregular hours. Wildfires have also impacted popular tourist spots, such as Jasper, Alberta, where large fires destroyed a third of the town’s buildings, including hotels.

Relations with China have also reduced the flow of tourists. Since a 2018 diplomatic dispute, China has not added Canada back to its list of approved tourist destinations. Restrictions due to Russia’s airspace further complicate travel between the two countries, lengthening travel times and increasing costs.

Canadian Tourism Minister Soraya Martinez Ferrada is focusing on markets in Europe and the U.S. while acknowledging that Canada still appeals to Chinese visitors. Addressing climate change is also a priority for her, especially given its impact on tourism. She sees the need to improve career opportunities within tourism to help fill workforce gaps and ensure growth.

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