Labour Market Forum
2026 Labour Market Forum
Tourism Jobs Build A Stronger Canada
Canada's tourism workforce is rapidly evolving.
Tourism has a significant impact on aspects of everyday life for Canadians. This year’s Labour Market Forum will revisit tourism’s value proposition to demonstrate how it is foundational to social cohesion, community building, political stability, and economic resilience.
Over the course of the day and a half event, attendees will connect with fellow tourism leaders and innovators to unpack and reframe:
- The current labour market context
- Tourism’s social licence
- Tourism’s adaptability and resilience
- Challenges facing tourism today and tomorrow
- The tourism workforce’s critical role in emergency response
September 28 - 29, 2026
Ottawa, ON
Recap the 2024 Labour Market Forum
Key Themes
The 2024 event took place on September 23 and 24 at Ottawa’s Lord Elgin Hotel. Delegates representing all facets of Canada’s tourism sector discussed current and emerging topics centred around the theme “Workforce Reset”.
The Honourable Soraya Martinez Ferrada, Minister of Tourism and Minister responsible for the Economic Development Agency of Canada for the Regions of Quebec, addressed and engaged in a question-and-answer session with the Labour Market Forum delegates.
She highlighted tourism’s special role as a people industry, and noted that Canada remains a top global destination because of our talented, welcoming workforce who create incredible experiences for visitors.
However, she emphasized that to maintain this reputation, we need to ensure we continue to support career awareness, skills development, and other attraction and retention efforts.
On behalf of all attendees, Tourism HR Canada extends its sincere thanks to Minister Martinez Ferrada for her positive words and open dialogue.
The Honourable Randy Boissonnault, Minister of Employment, Workforce Development and Official Languages, wrapped up this year’s Labour Market Forum.
He noted the action and sustainable change underway to position the tourism sector in a way never before seen in Canada.
Highlighting the contributions of the over two million individuals who provide the experiences and the infrastructure to welcome visitors, he addressed the need to broadly showcase the wide range of career possibilities in tourism and applauded the work being done by organizations across the country to encourage individuals to discover tourism.
He also spoke to investments in issues such as housing and social programs, but pointed out that the way we train workers is in need of a rethink, one which is currently underway through the Building a Modern 21st Century Workforce consultation.
Tourism HR Canada team extends a genuine thank you to Minister Boissonnault for his time and his ongoing enthusiastic support of the tourism workforce.
