Tourism Week in Canada is a time to shine a spotlight on one of our country’s most vibrant and people-driven industries. At the heart of tourism is a dynamic, diverse, two-million-strong workforce whose passion and dedication create memorable experiences for visitors from around the world. It’s people who bring Canada’s landscapes, cities, and stories to life:
- The destination marketers who entice us
- The travel specialists and transportation crews who get us there safely
- The hospitality teams who welcome us
- The culinary professionals who nourish us
- The cultural ambassadors who share with us
- The recreation and entertainment providers who offer us endless fun
Tourism is more than travel—it’s a powerful engine for community development, cultural exchange, and sustainability. It strengthens local economies, from big cities to rural and remote areas, supporting small businesses and generating opportunities for Canadians of all backgrounds. In many communities, tourism fosters investments in local heritage, arts, and culture, in environmental regeneration, and in accessibility. It also plays a vital role in advancing cross-cultural understanding, encouraging visitors and residents alike to connect across traditions, languages, and histories.
Tourism contributes meaningfully to Indigenous reconciliation. Across the country, Indigenous tourism operators are sharing authentic cultural experiences that celebrate their heritage, offer opportunities for education, and promote healing through storytelling and connection to the land. These initiatives not only enrich Canada’s tourism offerings but also support Indigenous-led economic development and self-determination.
Tourism is a people industry, and with that comes immense potential for skills development and career growth. From communications and problem solving to sustainability and digital innovation, tourism nurtures talent and fosters lifelong learning. It’s a sector where people gain globally transferable skills while making a local impact.
Canada is recognized worldwide as a friendly, inclusive, and welcoming destination—a reflection of the values embodied by the people who work in tourism every day.
Let’s ensure their skills and contributions are acknowledged year-round. Let’s build on the momentum of this week of celebration.
As we navigate yet another turbulent time for the sector, let’s share their stories, encourage their growth, recognize their achievements, and create a positive narrative about all that tourism has to offer as a destination for employment.
Together, let’s recognize and respect the workforce that powers this vital sector and call for increased appreciation of tourism’s far-reaching impact in building a stronger, more connected, and more compassionate place to call home.
Tourism Week Fast Facts
GDP
- Historically, Canada’s tourism sector represents 2% of our country’s annual Gross Domestic Product (GDP).
- Tourism contributed $50 billion to national GDP in 2024.
Labour/Businesses
- 2 million people work in tourism, making the sector one of Canada’s largest employers.
- 1 in 10 workers in Canada have a tourism-related occupation
- Canada’s tourism sector is supported by a diverse labour force, which includes workers from underrepresented groups.
- Permanent residents/newcomers and youth (aged 15-24) have long been a vital part of the tourism labour force—each group constitutes about 30% of tourism workers.
- The tourism sector comprises over 260,000 businesses.
Visitors to Canada
- Canada welcomed a record 22 million international overnight visitors in 2019
- Despite drastic declines in visitors due to the COVID-19 pandemic, global overnight visitors reached 19.9 million in 2024.
Tourism Demand/Spending
- Tourism spending hit an all-time high of $130 billion in Canada at the end of 2024, nearly doubling the amount of tourism expenditures in 2020 and 2021.
Economic Drivers of Tourism
- The business meetings and events sector means big business, accounting for 242,000 direct jobs. Business events are responsible for an estimated 40% of annual tourism spending in Canada
- Indigenous tourism is a vital component of Canada’s tourism sector overall. It represents over 2,700 entrepreneurs and organizations from coast to coast to coast.
Learn more about Tourism Week through the Tourism Industry Association of Canada.
Visit Discover Tourism for stories from tourism professionals across Canada.