Looking for up-to-date information on the state of tourism? Each year, Tourism HR Canada conducts, updates, and publishes several major reports containing the most recent data of interest to members of the tourism sector.

Tourism HR Canada started a new three-year tourism labour research project in November 2017. Thanks to the generosity of Employment and Social Development Canada’s Sectoral Initiatives Program, Tourism HR Canada will undertake the research necessary to help minimize labour and skills imbalances and shortages, and ensure Canada’s tourism sector remains globally competitive and innovative.

Tourism HR Canada’s research project contains seven specific initiatives. Explore them here.

To get involved, email research@tourismhr.ca.

Tourism Facts

View the latest high-level information on Canada’s tourism sector.

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Tourism by Federal Riding

We provide data from the 2016 census on the number of tourism jobs in all 338 federal electoral ridings. Our maps, graphs and summaries provide information on the number of tourism employees, tourism employees as a percentage of the local labour force, and the share of the tourism labour force by industry segment.

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Census Data: Who Works in Tourism

The census is the most detailed source of data on the people who work in the tourism sector. We mine that data to develop profiles of our industry. Current information comes from the 2016 census. Our reports are national in scope. To enquire about provincial or regional level data, email research@tourismhr.ca.

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Tourism Shortages: Jobs to Fill

In 2017, Canada welcomed a record 20.8 million international visitors. As tourism becomes a greater part of Canada’s economy, it increases the demand for workers in our sector. Tourism Shortages: Jobs to Fill quantifies the implications of long-term demographic and economic trends on the need for tourism workers.

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Tourism Labour Force Survey

The labour force survey is the only source of monthly employment estimates. We provide tourism-specific cuts of labour force survey data so our stakeholders can understand the latest employment trends in the sector.

See our annualized LFS data for 2017, or sign up for our HR Insider newsletter to receive monthly estimates of employment and unemployment.

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Rapid reSearch Tool

Access to data when you need it, in the form you want it.

The Rapid reSearch Tool is a simple user interface that allows you to access data from a number of datasets, including the census, labour force survey, and Provincial/Territorial Human Resource Module. Users can easily select the province, territory, industry group, or occupation they are interested in. You can also select data specific to gender, age, immigrant status, and work status.

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Human Resource Module

Developed by Statistics Canada, the Tourism Satellite Account (TSA) is a world-leading economic account of tourism activity which highlights the economic activity recorded in the System of National Accounts that relates to tourism. Along with Statistics Canada, Tourism HR Canada developed the TSA Human Resource Module (HRM), an annually updated addendum to the TSA that provides timely and reliable statistics on the human resource dimension of tourism. The TSA/HRM provides employment data such as the number of employee jobs, hours worked, productivity, and employment earnings based on full-time or part-time employment status, by occupation.

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For the past several years, Tourism HR Canada has been looking at the feasibility of measuring and improving productivity in the tourism sector.

Two recent studies were commissioned:

  • Using HRM Practices to Improve Productivity examines the literature on human resource management and how best practices can be applied to the tourism sector, making six recommendations on how employers can improve their businesses productivity. Several opportunities for future research are also recognized.
  • Measuring Productivity in the Service Sector: A Survey looks at the traditional measures of productivity (developed for the manufacturing industry) and the factors that impact productivity, then seeks to explain the low productivity and productivity slowdown in the service sector. It also examines whether traditional measures can be adapted to accurately evaluate productivity in the tourism sector.

Additional Sources for Canadian Tourism Research

Statistics Canada

Statistics Canada is the federal government department that produces statistics with the aim of better understanding Canada. To this end, it releases sets of reports and statistics, including several related to travel and tourism. Included amongst these are the National Tourism Indicators, which provide information that allows monitoring and analysis of tourism and its related activities in Canada.

A list of the North American Industry Classification System (NAICS) can also be found on their site. This is a comprehensive industry classification system that encompasses all economic activity. It is a hierarchical system that uses a six digit code of classification. The first two digits designate the sector. The third designates the sub-sector, the fourth the industry group, and the fifth the industry. Canada’s tourism sector comprises five industry groups; within these are 29 industries as defined by the NAICS.

Also available is the National Occupational Classification (NOC). This page provides a complete listing of all categories under which Canadian jobs are classified and their descriptions.

Travel and Tourism Research Association (TTRA)

The Travel and Tourism Research Association is a global community of research professionals involved with the travel and tourism industry. The mission of TTRA is to improve the travel industry by supporting quality tourism research. TTRA has chapters around the world, including Canada.

The Canadian chapter of TTRA is dedicated to individuals interested in advancing the quality and effectiveness of tourism research.

Destination Canada

Destination Canada promotes Canadian tourism worldwide by marketing Canada as a tourism destination par excellence. As part of this, Destination Canada is dedicated to providing accurate information to the tourism sector by delivering and funding marketing and research initiatives that examine statistics, market knowledge, product knowledge, and trends and outlooks for the Canadian tourism sector.

Tourism Industry Association of Canada

The Tourism Industry Association of Canada (TIAC) is the private sector advocate for the tourism industry. TIAC promotes tourism in Canada and promotes measures to help the industry grow. As part of this process, TIAC acts as a clearing house of information on tourism issues, publishing several reports, some available publicly and some available to members only.

Conference Board of Canada

The Conference Board of Canada (CBoC) conducts, publishes, and disseminates research on various topics of interest to Canadians. Best known for its research and analysis of economic trends, the CBoC also conducts research on organizational performance and public policy issues, ranging from health, to security, to governance.

Sources for International Tourism Research

United Nations World Tourism Organization

The United Nations World Tourism Organization (UNWTO) is the United Nations agency that deals with tourism issues. It conducts and publishes information on competiveness and trade in the tourism services, market trends, sustainable development, and the tourism satellite account and also aims to foster the development of national systems of tourism statistics. The UNWTO provides facts and figures for those interested in the state of international tourism, and also publishes the World Tourism Barometer, which monitors the short-term evolution of tourism.

World Travel and Tourism Council

The World Travel and Tourism Council (WTTC) was created to raise awareness of travel and tourism as one of the world’s largest industries. To do so, it quantifies travel and tourism’s impact on world and national economies and brings this knowledge to the attention of policy leaders and decision makers. The WTTC provides economic research by country and region, and has released policy papers on a wide range of topics of interest to the sector. It has also developed a Tourism Impact Data and Forecast Tool.