Canada is set for a record year of tourism, but needs to invest more to solidify “delicate” international visitor numbers.
That is the view of the World Travel & Tourism Council (WTTC), whose latest research forecasts travel and tourism will contribute a record $183bn, or thereabouts, to the Canadian economy this year; as well as supporting nearly 2 million jobs.
“This represents a major milestone that cements tourism’s role as a pillar of the Canadian labour market and reflects a continued strength in the sector,” the WTTC said.
But while the overall picture is positive, the WTTC warned that global dynamics are shifting, and Canada will need to remain proactive to retain momentum as international travel patterns are evolving.
Julia Simpson, WTTC President & CEO, said: “Canada’s Travel & Tourism sector continues to be a bright spot in the global economy. With record economic contribution, job creation, and a strong domestic base, the country is proving just how resilient and adaptable its sector can be.
“But Canada must remain vigilant. Travel patterns are shifting, and inbound growth from key markets remains delicate. This is the time to invest in smart marketing, frictionless access, and visitor experience to protect that momentum.”
Canada’s tourism economy has benefitted from a stable and growing domestic market. In 2025, domestic visitor spending is projected to reach nearly $104bn, more than double the year-on-year growth last year.
International visitor spending is continuing to recover, forecast to hit $34bn, just 2.9% below 2019 levels. Although still behind when other major destinations are already exceeding their pre-pandemic levels, it is gaining ground fast with predicted year-on-year growth of 17.5%.
