Destination Canada: Border Could Stay Closed Until Fall

May 17, 2021 Jim Byers

Canada may not see open borders until fall, the head of Destination Canada says.

Speaking at Rendezvous Canada’s virtual Inside Track event, the official kick off to four days of meetings between buyers, sellers and the media, Destination Canada president and CEO Marsha Walden noted that Canadian health authorities have said some restrictions could begin to be lifted once 75% of Canadians have a single vaccination and 20% of Canadians have had two doses.

Walden said many parts of Canada might reach that milestone by Canada Day, and that perhaps 75% of Canadians might have both their vaccinations by the fall. If that happens, more restrictions can be lifted.

Destination Canada’s own data, which looks at vaccination rates and vaccine rollout dates, along with data from other sources, suggests that “fall is likely the earliest we could see borders start to reopen.”

“We’re looking at scenarios where re-openings could be staggered,” she said, “potentially first opening up to the U.S. or the UK or countries in the EU, followed by other countries.”

Walden said Destination Canada’s data is their own and that it isn’t based on Canadian government policy.

She also expressed support for vaccine passports or vaccination certificates, which she said will “impact our sector’s recovery tremendously.”

Walden said Canada’s tourism sector is showing incredible resilience. She noted that Pursuit is building a new hotel in Jasper, and that there’s a new eco-lodge, Klahoose Wilderness Resort, opening this year in Powell River, British Columbia. New hotels also are coming to Toronto and Montreal this year.

She also noted Canada has “best in class” health protocols, which will make people more willing to visit when travel restrictions ease.

“Canada is a country to believe in; one of the strongest country brands on the planet,” Walden continued. “Spectacular national assets and a cultural mosaic of incredible human possibility. A young, vibrant nation that’s beautiful on the outside as well as the inside.”

Beth Potter, president and CEO of the Tourism Industry Association of Canada, said tourism businesses in Canada need to get an idea of when restrictions might be lifted.

“We need time to plan and forecast, time to market, book, retrain and rehire.”

Potter also voiced support for vaccine passports and noted that they’ll need to be standardized across Canada to avoid confusion. She also said Canada can’t be open to only those visitors who are fully vaccinated, which means more testing and contact tracing needs to take place.

The Indigenous Tourism Association of Canada is front and centre at Rendezvous Canada this year. ITAC president Keith Henry said a study undertaken last year shows that indigenous tourism will be seen more favourably in a post-COVID world. He said they’re still not top of mind for would-be visitors, but that interest in the subject is growing in Europe, Asia and elsewhere.

Henry said ITAC will be rolling out a comprehensive domestic campaign and work with partners to increase knowledge of the many indigenous tourism opportunities to be found in Canada.

Gloria Loree, Destination Canada’s Senior Vice President, Marketing Strategy and CMO, said her group will celebrate Tourism Week in Canada May 23-30 with special postcards. Canadians can go online and pick an image, then write a personal message to whomever they wish in Canada. Once that’s done, a real postcard will be sent out to a friend or family member. DC has 5,000 English postcards available and 5,000 in French, with a limit of five cards sent per person.

They also reached out to the Toronto Raptors recently, sending care packages to the team in Florida to remind them how much Canada misses them.

Destination Canada later this month will feature offers on its domestic website, including itineraries with links through to airlines, hotels and tour operators so people can book right away. They’re also adding new information on what Canadian cities are offering and illustrating health protocols that are in place for would-be visitors to check out.

Loree said Destination Canada wants to “get Canadians up off the lawn chairs and out of their newly renovated kitchens and out exploring this great country.”

She also showed a video that will start airing next week that shows ordinary Canadians in the travel and tourism industry talking about how much they want to welcome people back.

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