Origins of Canadian Tourism

Origins of Canadian Tourism

• Tourism in Canada has been intertwined with transportation advancements
• Early forms included rail travel, with the Canadian National Railway and Canadian Pacific Railway being significant by 1923
• Decline in rail travel followed by rise in automobile popularity in the 1930s
• Trans-Canada Highway completed in 1970, longest national highway
• Early tour operators and marketing campaigns promoted locations like Banff National Park
• Canada promoted tourism through provincial bureaus

Early Tourism Promotion

• Canadian communities created marketing strategies
• Quebec, for instance, had a campaign from 1907 to 1915 promoting itself
• $250,000 was spent by Quebec in 1935 on tourism promotion
• Other provinces followed with similar initiatives

National Airlines

• Air Canada formed in 1937
• Pioneered passenger aviation, including computerized reservations
• Increased mass travel through reduced fares in the 1950s and 1960s
• Competitor airlines introduced international routes

Parks and Protected Areas

• National park presence began with Banff in 1885
• Dominion Parks Branch created in 1911, a world first
• Conservation officers and interpreters were hired to enhance visitor experiences in the 1930s
• National Park System Plan divided Canada into 39 regions by 1970
• First national marine park established in 1987
• Further parks and conservation areas were created over following decades

Global Shock and Industry Decline

• Canadian tourism impacted by major global events (Great Depression, World Wars, socio-political turmoil, global outbreaks)
• COVID-19 pandemic, from late 2019 onward, caused significant decline, up to 70% drop in tourist numbers
• Global tourism revenues dropped to an estimated USD 910 billion to USD 1.2 trillion.
• Job losses were significant, up to 120 million at risk.
• A significant loss for global tourism, since record keeping begun in 1950s

Tourism in Canada Prior to COVID-19

• Canadian tourism generated $102 billion in economic activity and 1.8 million jobs in 2018
• 22.1 million inbound visitors in 2019, a record-breaking success.
• One in eleven jobs was directly involved in tourism
• Canadians visiting Canada domestically made up 78% of revenue, with an average spend of $244 per visit, while others spend $663.
• The US is Canada's largest inbound tourism market, with strong tourism engagement from several other countries