Canada has launched a new initiative to attract more international tourists, highlighting the country’s natural beauty, Indigenous heritage, and rich history. However, obstacles like staff shortages, recent wildfires, and strained relations with China could impact the success of this campaign, called A World Of Opportunity. The Canadian government, through Destination Canada, aims to boost tourism revenue to $160 billion by 2030 and position the country as the world’s seventh most-visited destination, up from its current 13th place.
Tour guide Jack Rivers, who leads educational walks around Wiikwemkoong Unceded Territory on Manitoulin Island, showcases Canada’s Indigenous culture and landscapes. But he notes that the demands of tourism work, which includes long hours and weekend shifts, make it difficult for many in the industry to remain in their roles, echoing a nationwide shortage of tourism workers that Canada has yet to fully address post-Covid.
Other tourism businesses have faced further complications, such as the wildfire that recently ravaged Jasper, a popular destination in the Rocky Mountains. Maligne Lodge owner Karyn Decore lost part of her property in the blaze but is determined to rebuild. However, she acknowledges that until full reconstruction is achieved, Jasper’s capacity to accommodate tourists will be limited.
Another challenge is the continuing absence of Chinese visitors, a group that once significantly bolstered Canada’s tourism economy. Following a diplomatic dispute in 2018 over the detention of Huawei’s CFO and two Canadian citizens in China, the relationship between the two countries remains strained. Canada is yet to be reinstated on China’s list of approved travel destinations, affecting inbound tourism from one of the world’s largest markets.
Tourism Minister Soraya Martinez Ferrada remains optimistic, focusing on Canada’s largest markets—the U.S. and Europe—and encouraging travelers to explore areas untouched by climate-related threats. While she acknowledges the importance of improving industry promotion and training to fill staff shortages, she highlights that Canada’s vast and varied landscape still offers ample opportunity for new visitors to explore its diversity.