Canada’s bumper $95 million tourism boost

At today’s keynote luncheon speech at Rendez-vous Canada 2017 the Hounourable Bardish Chagger, Minister of Small Business and Tourism and Leader of the Government in the House of Commons unveiled Canada’s New Tourism Vision.

The past year has been a record breaker for Canadian Tourism, and with Canada’s New Tourism Vision, the Government of Canada has a clear plan to build on this success by encouraging the continued growth of the tourism sector which in turn will create increased employment for years to come.

“The Canadian government is investing $95 million per year in Destination Canada. This new budget 2017 commitment will support our premier marketing organisation like never before,” said Chagger.

“Traditionally Destination Canada would get one-time funding for specific campaigns or initiatives. This meant excellent short term projects but not as much sustained engagement in key markets.

“With the commitment and budget of 2017, Destination Canada will be able to do more strategic marketing and more long term planning, including more partnerships – all the things our industry needs to promote Canada abroad.”

The New Tourism Vision commits to taking action on 20 priority issues. Specifically, the plan will invest in stronger and more sustained marketing, address issues related to travelling to, from and within the country, and support Canadian tourism businesses and operators as they work to upgrade their offerings with new products and services.

Minister Chagger also launched a new website (http://canada.ca/tourism) to showcase Canada’s New Tourism Vision, providing tourism businesses and operators with up-to-date information on Canadian tourism.

This action supports the Vision’s commitments by aiming to increase the number of international tourists to Canada by 30% by 2021 which will then place Canada in a position to compete for a top 10 destination ranking by 2025.

“Tourism is vital for many middle-class jobs in communities across the country, supporting 200,000 businesses and 1.7 million jobs. Through our government’s New Tourism Vision, we have a clear plan to build on this success and showcase our beautiful landscapes, incredible experiences and unique culture to the world,” said Chagger.

To accompany the unveiling of Canada’s New Vision, Destination Canada announced the addition of two new members to the Canadian Signature experiences collection. The first is the Agawa Canyon Tour Train, which allows visitors to follow in the footsteps of Canada’s most iconic artists on a heritage train tour in Ontario.

The second experience is Canyon Sainte-Anne in Quebec which invites travellers to take a ride in the Air Canyon and then explore the spectacular Giant’s Pothole geological formation via ferrata.

The Canadian Signature Experiences collection has grown to 199 members and Destination Canada works in partnership with all provincial and territorial marketing organisations to build and maintain the collection.

“Canada’s world-class tourism experiences make travelling across our great country unforgettable. As minister, I have had the privilege to meet many operators, from coast to coast to coast, and continue to be impressed by the variety of unique travel activities that attract visitors the world over,” said Chagger. “It’s small and medium businesses like these two new Canadian Signature Experiences that enable travellers to truly explore and enjoy all that Canada has to offer.”

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