Podcast
Questions and Answers
What is one of the main reasons given for tourists to visit Canada?
What is one of the main reasons given for tourists to visit Canada?
What issue is affecting the tourism sector in Canada?
What issue is affecting the tourism sector in Canada?
What is the goal of the new strategy called 'A World Of Opportunity'?
What is the goal of the new strategy called 'A World Of Opportunity'?
How many visitors did Canada receive last year, according to the content?
How many visitors did Canada receive last year, according to the content?
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Which region in Canada is known for its dramatic scenery and is referenced in the content?
Which region in Canada is known for its dramatic scenery and is referenced in the content?
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What is one of the challenges that Wiikwemkoong Tourism faces?
What is one of the challenges that Wiikwemkoong Tourism faces?
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What significant event impacted Jasper, Alberta in July?
What significant event impacted Jasper, Alberta in July?
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What was the condition of Maligne Lodge after the wildfire?
What was the condition of Maligne Lodge after the wildfire?
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What is the time frame during which hotels in Jasper are fully booked?
What is the time frame during which hotels in Jasper are fully booked?
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What incident in 2018 strained relations between Canada and China?
What incident in 2018 strained relations between Canada and China?
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Why have Western airlines struggled with flying routes to China?
Why have Western airlines struggled with flying routes to China?
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What are the Canadian government's priorities regarding tourism according to the Minister of Tourism?
What are the Canadian government's priorities regarding tourism according to the Minister of Tourism?
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What is considered an existential threat to Canadian tourism?
What is considered an existential threat to Canadian tourism?
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What does Canada's Minister of Tourism suggest about the country's geography?
What does Canada's Minister of Tourism suggest about the country's geography?
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What does Karyn Decore express concern about regarding Jasper?
What does Karyn Decore express concern about regarding Jasper?
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What does the Minister of Tourism believe is necessary for improving the tourism sector?
What does the Minister of Tourism believe is necessary for improving the tourism sector?
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Study Notes
Canada's Tourism Strategy
- Canada launched a new tourism initiative to boost visitor numbers and revenue.
- Aim is to increase tourism revenue to CA$160 billion by 2030, an increase from CA$109 billion (2022).
- Target is to become the world's 7th most visited country, up from 13th.
- 2022 visitor numbers were 18.3 million, 17% lower than the 2019 peak of 22 million.
Challenges to Tourism Growth
- Staffing Shortages: Canada-wide tourism sector faces shortage of hundreds of thousands of workers. This is a major hurdle.Indigenous tourism organizations also face struggles in retaining staff, due to the demanding nature of the work, which includes weekend work and potential absence from family.
- Wildfires: Significant damage in Jasper, Alberta, from a large wildfire, which destroyed part of the town and a longstanding hotel.
- China Travel Restrictions: Canada has experienced a fall in Chinese tourists due to ongoing diplomatic tension, impacting relations since 2018 and post-Covid travel restrictions for China. The strained relations caused by the arrest and subsequent detention of Canadian citizens and Chinese officers made the travel impossible for sometime. Russian airspace problems also increased difficulty in travel to China.
Government Strategy and Priorities
- Focus on Key Markets: Destination Canada is focusing on the largest markets: Europe and the US.
- Promoting Opportunities: Officials are keen to promote the tourism sector and viable career prospects to address the staffing shortage.
- Highlighting Diverse Experiences: The government intends to inform travelers about the diverse attractions of areas not impacted by wildfires or other natural disasters.
- Emphasis on Extended Stays: Government aims for tourists to stay longer and spend more in Canada.
- Climate Change Awareness: Acknowledges the threat of climate change to tourism but emphasizes Canada's vastness and unaffected areas.
Case Studies
- Wiikwemkoong Tourism: Indigenous tourism organization offering walking tours to highlight the Indigenous history and culture. This organization, and others like it, faces staff retention challenges.
- Maligne Lodge (Jasper): A hotel in Jasper, Alberta, significantly damaged by the wildfire. Owner hopes to rebuild before the next summer season.
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Description
Explore Canada's ambitious tourism strategy aimed at boosting visitor numbers and industry revenue by 2030. The initiative faces significant challenges, including workforce shortages, environmental issues like wildfires, and international travel restrictions. Assess the current landscape and future outlook for tourism in Canada.
