Why Canada wants more overseas tourists to visit

Canada is making a strong effort to attract more tourists from around the world. The government has launched a new initiative to increase the number of overseas visitors, but there are several challenges that could make this goal difficult to achieve. Issues such as staffing shortages, wildfires, and strained relations with China are all factors that could hinder the success of this campaign. Tour guide Jack Rivers, who is part of the indigenous community, believes that Canada has much to offer, including its stunning natural landscapes, rich indigenous culture, and fascinating history. He leads guided tours in the Wiikwemkoong Unceded Territory on Manitoulin Island, Ontario, an area known for its untouched beauty, with lush forests bordering the shores of Lake Huron. Jack describes his job as rewarding, but he also acknowledges that it can be demanding, requiring work on weekends and time away from family. This has made it challenging for Wiikwemkoong Tourism to retain staff, a problem that is being felt across the entire Canadian tourism sector, which is still short hundreds of thousands of workers. The Canadian government recognizes that addressing these staffing shortages is crucial if they want to successfully increase the number of visitors to the country. The initiative, spearheaded by Destination Canada, comes at a time when visitor numbers have not yet returned to pre-pandemic levels. In 2019, Canada welcomed 22 million tourists, but last year, that number dropped to 18. 3 million, which is a 17% decrease. The new strategy aims to boost revenue from the tourism sector to $CA160 billion by 2030, up from $CA109 billion last year. Additionally, the government hopes to elevate Canada’s ranking as a tourist destination from 13th to one of the top spots in the world. Canada is home to breathtaking scenery, including the majestic Rocky Mountains. However, the tourism industry has faced setbacks, such as the devastating wildfire that struck the town of Jasper in Alberta last July, destroying a significant portion of the town's infrastructure. One of the affected establishments was the Maligne Lodge, a hotel that has been serving guests since the 1960s. Owner Karyn Decore described the fire as 'devastating' and expressed her determination to rebuild the lodge in time for the next summer season. However, she is concerned about the timeline for the reopening of other hotels in Jasper, which is a popular destination for tourists. Karyn noted that the hotels in Jasper are typically fully booked from June to mid-October, and the ongoing rebuilding efforts may limit the number of visitors who can experience the beauty of the area. Another significant challenge facing the Canadian tourism sector is the decline in visitors from China. Relations between Canada and China have been tense since a diplomatic incident in 2018, when a Canadian executive was arrested, leading to the detention of two Canadians in China on espionage charges. This diplomatic rift has contributed to a decrease in Chinese tourists visiting Canada, as many analysts believe that the ongoing tensions have made Canada less appealing to Chinese travelers. James Griffiths, an Asia correspondent for the Globe & Mail, highlighted that the strained relations have not improved significantly since the initial incident. He also pointed out that the ongoing conflict in Ukraine has complicated travel routes for airlines, making it more difficult and expensive for North American and European carriers to operate flights to China. Canada's Minister of Tourism, Soraya Martinez Ferrada, is at the forefront of efforts to attract more tourists to the country. She aims to encourage visitors to stay longer and spend more money during their trips. When discussing the decline in Chinese visitors, she emphasized that Canada is focusing on its largest markets, which are Europe and the United States. However, she remains optimistic that Canada still holds interest for Chinese travelers. The government is also prioritizing climate change, which poses a significant threat to the tourism industry. Ms. Martinez Ferrada acknowledged that while climate change is a pressing issue, Canada is a vast country, and not all regions are experiencing the same challenges. She wants travelers to understand that there are many beautiful destinations in Canada that are not affected by climate change. Regarding the staffing shortages that are impacting businesses like Wiikwemkoong Tourism, she admitted that more needs to be done to promote the tourism sector and the career opportunities available within it. She emphasized the importance of having the right skills and training to succeed in the industry.