Tourism Week May 23-30: Saluting a Vital Canadian Industry

May 21, 2021 Jim Byers

Tourism Week is important in Canada any year. In 2021, it’s downright critical.

Officials from tourism industry associations across the country, along with Destination Canada and the Tourism Industry Association of Canada (TIAC), put on a virtual press event today to highlight Tourism Week in Canada, which runs May 23-30.

Tourism Week is a seven-day, coast to coast to coast event to recognize Canada’s tourism economy and the impact it has across the country, said TIAC president and CEO Beth Potter. “We will highlight regions across Canada and sharing stories of how tourism has made a difference in communities across this country.”

Tourism accounts for roughly one in ten jobs in Canada, and many of the workers are women, recent immigrants and students.

“From baristas and brewers to designers and festival directors to historians and hotel owners, the richness of our diversity—and the heartbeat of this country—can all be found in Canada’s tourism industry,” said Destination Canada president and CEO Marsha Walden. “Tourism week is a great opportunity to remind Canadians about the impact of our industry—supporting tourism means enhancing the quality of life for all Canadians.

“Despite the enormous challenges faced by the sector, we have a resilient industry that is ready to welcome Canadians back into our hotels, airplanes, tour buses, museums, restaurants, and beyond, once restrictions are lifted.”

Walden said Canadians can do a great deal to keep the industry alive by diverting two-thirds of the money they’d put aside for international travel and spending it in Canada this year.

That could speed the tourism and travel industry’s recovery by a full year and protect 150,000 jobs around the country, she said.

Walden said Canadians also should give some thought to our struggling cities.

“Canada has a unique set of cities that are unlike most cities in the world. We are filled with green space and outdoor activities and parks and lakes and canals, so the kind of urban experience you can have in Canada is really quite different o most places in the world. Most Canadians are eager to flee the city and get out into the countryside. But consider your cities as another option for travel this summer. They really need your support, and there are incredible experiences.”

Walden also said Canadians should try to be guiding lights.

“Canada, and all travel globally, needs to have those adventuresome few that get out there first, get on airplane first, travel to another province first. And once you are that leading or early adopter of new travel experiences, you’ll be able to share just how ready our industry is and share that with your family and friends and colleagues so they can see the industry is ready to host Canadians and the world.”

She also urged Canadians to get their vaccinations and help the economy recover that way.

Walt Judas of the Tourism Industry Association of British Columbia suggested visitors in or to B.C. check out the big cities but also lesser-known places such as the Cariboo-Chilcotin Coast, which has tremendous ranches and outdoor experiences that seem to attract more Europeans than Canadians.

Jim Bence of Hospitality Saskatchewan said his province has released a three-step reopening plan that has put a spring in residents’ step. Bence said the province is talking about having festivals later this summer.

“It’s looking very positive for us, particularly as we get into July,” he said.

Bence said he hopes to first get Saskatchewan residents moving around the province, and then bring in visitors from other areas of Canada.

Tourism Industry Association of Alberta leader Darren Reeder said travel tax credits would be good to get people to spend more money on domestic travel.

“People are going to do things they normally do in their backyard, but we need them to realize this is a unique summer and they need to spend in a manner that’s commensurate with how they would spend if they went on a long-haul trip,” he said. “Many people do not understand that the contribution of international visitors is anywhere from six to eight times what a lot of our local residents spend, so it’s really important that we encourage people to spend generously in what they do.”

Reeder said it’s critical to support local tourism businesses.

“It’s never been more important to bring back our way of life, to bring back our communities, and to support our friends and families in the resumption to normal work activity.”

To celebrate national tourism week (May 23-30), Destination Canada has launched two new initiatives to inspire Canadians to travel domestically as restrictions allow: 

·         Heartbeat of Canada: Tourism Anthem video

Produced by Canadian director, Mark Zibert, the tourism anthem video highlights the faces and places that make travel in our country so important and unique. The prominence of drums in the video reflects Canada’s spirit and “heartbeat,” and the people featured in the video are not actors; they are tourism workers and among the one in 10 Canadians whose jobs are tied to the sector. The video will be shared online, with national broadcast distribution in early June. View the video here.  

·         Inspiring Domestic travel: Postcard campaign

Destination Canada is inviting Canadians to send a postcard to the family and friends they have missed during the pandemic. The series of postcards are inspired by destinations from coast to coast to coast and can be sent in French and English. Canadians can access the postcards online, then have them printed and mailed anywhere in Canada, free of charge. You can view and share a postcard here.  

These efforts are meant to inspire Canadians to explore and enjoy travel in our country, when restrictions lift. Canadians are key to supporting the recovery of the tourism sector: If Canadians shift two-thirds of their planned spend on international leisure travel towards domestic tourism; it will make up for the estimated $19 billion shortfall currently facing our visitor economy, help sustain 150,000 jobs and accelerate recovery.  

 

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