Canada's Tourism Strategy 2030

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Questions and Answers

What are three key attractions that Jack Rivers believes could encourage more tourists to visit Canada?

Nature, indigenous culture, and history.

What challenges does Wiikwemkoong Tourism face in retaining staff?

Staffing shortages and the demanding nature of the job requiring weekends and time away from family.

What was the total number of visitors to Canada last year compared to the 2019 peak?

18.3 million visitors, which is 17% lower than the 2019 peak of 22 million.

What is the aim of the new strategy called 'A World Of Opportunity' for Canada's tourism sector?

To increase tourism revenue to $CA160 billion by 2030 and to make Canada the seventh most-visited country. Signup and view all the answers

What natural disaster recently affected the town of Jasper in Alberta?

A major wildfire that destroyed a third of the town's buildings. Signup and view all the answers

According to Karyn Decore, what is her approach to dealing with the aftermath of the wildfire?

She focuses on what she has to do today and leaves tomorrow’s challenges for later. Signup and view all the answers

What position does Canada currently hold in terms of being a tourist destination, and what is its goal?

Canada is currently 13th and aims to be the 7th most-visited country. Signup and view all the answers

What does Jack Rivers indicate about the job of a tour guide in the context of indigenous tourism?

He notes it is rewarding but may not suit everyone due to its demanding schedule. Signup and view all the answers

What are the primary factors causing a decrease in tourists visiting Jasper?

The primary factors are the complete bookings of hotels from June to mid-October and the uncertainty regarding hotel rebuilding timelines. Signup and view all the answers

How have diplomatic relations between Canada and China affected tourism?

Poor diplomatic relations, stemming from incidents like the Huawei CFO arrest, have led to a reduction in Chinese visitors to Canada. Signup and view all the answers

What impact does the avoidance of Russian airspace have on flights to China?

Avoiding Russian airspace adds about three hours to flight times, increasing costs for airlines and making travel less convenient for passengers. Signup and view all the answers

What are the Canadian government's goals regarding tourist spending and duration of stay?

The government aims to increase both the duration of stay and the spending by tourists in Canada. Signup and view all the answers

How is climate change perceived in relation to Canadian tourism, according to Minister Martinez Ferrada?

Climate change is seen as an existential threat, yet Canada is portrayed as having many unaffected areas worth exploring. Signup and view all the answers

What staffing challenges are impacting tourism firms, and what solutions are suggested?

Staffing shortages are hampering firms, and promoting career opportunities in the sector is suggested as a solution. Signup and view all the answers

What has been the effect of the COVID-19 pandemic on Chinese tourism to Canada?

The COVID-19 pandemic has contributed to a freeze in interest from Chinese tourists, alongside ongoing diplomatic tensions. Signup and view all the answers

Identify one major tourist site in Canada that is impacted by the decline in Chinese visitors.

Niagara Falls is one major tourist site that has seen a decline in visitors from China. Signup and view all the answers

Study Notes

Canada's Tourism Drive

Canada aims to attract more overseas tourists, with a goal of becoming the world's seventh most visited country by 2030.
The new strategy, "A World of Opportunity," seeks to increase tourism revenue to $160 billion by 2030.
The country faces challenges in achieving this goal, including staffing shortages, wildfires, and strained relations with China.

Staffing Shortages

Tourism sector in Canada is short of hundreds of thousands of workers.
This shortage affects indigenous tourism organizations like Wiikwemkoong Tourism, impacting their ability to retain staff.
The government recognizes the need to promote tourism careers and improve skills training in the sector.

Wildfires

Wildfires, like the one in Jasper, Alberta, have devastating impacts on tourism infrastructure and visitor experience.
The wildfire destroyed a third of Jasper's buildings, including Maligne Lodge, a popular hotel.
Rebuilding efforts are underway, but full recovery for the town and its tourism industry will take time.

China Relations

Relations between Canada and China have been strained since 2018, leading to a decline in Chinese visitors.
The arrest of Huawei's CFO in Canada, followed by China's detention of two Canadians, impacted bilateral ties.
The ongoing diplomatic tensions and logistical challenges, including restricted airspace over Russia, hinder Chinese travel to Canada.

Climate Change

Climate change poses a significant threat to Canadian tourism due to increased wildfires and extreme weather events.
The government acknowledges this threat and emphasizes that while some areas face challenges, many other regions remain unaffected.

Other Challenges

Canada's tourism sector needs a concerted effort to attract more international visitors and address various challenges to meet ambitious targets.

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Description

Explore Canada's ambitious plan to become the world's seventh most visited country by 2030 with the strategy 'A World of Opportunity.' Learn about the challenges the tourism sector faces, including staffing shortages and the impact of wildfires on tourist infrastructure.