In spite of fluctuations due to the pandemic, tourism in Canada remains an economically important sector that employs over 2 million people across five industry groups, operates in communities all across the country, and contributed around $160 billion to the Canadian economy in 2023.
Ongoing volatility in the tourism job market and external economic pressures have undoubtedly made some Canadians wary of starting (or continuing) a career in tourism, and these impacts have likely affected the “attractiveness” of tourism as a place of employment and as a long-term career path.
Tracking these public evaluations remains a priority for Tourism HR Canada, as both the sector and Canadians settle into a new normal following the pandemic.
This report marks the third annual survey of the general population’s perceptions of tourism, and the last in the current series, which began in 2022. Tourism HR Canada has worked with market research and analytics firm Leger to carry out this research. Between August 26 and September 6 2024, they conducted a web survey that reached out to 2,504 Canadian residents 18 years or older to understand their experiences of working in tourism and their perceptions of tourism as a place to work and as an element of the Canadian economy.
A full report analyzing the results of this survey is now available as a free download, and highlights are provided below.
Previous and Current Tourism Experience
Tourism continues to be a significant source of employment in Canada, with over half of Canadians (52%) having worked in the sector at some point and 10% currently working in tourism. The proportion of Canadiens with work experience in the tourism sector remains stable compared to 2023, reflecting a shift away from the volatility of the previous five years.
The largest proportion of Canadians with tourism experience is still anchored in food and beverage services, with two-in-five Canadians (40%) having ever worked in the industry. Of those who previously worked in tourism, the majority worked in the sector more than five years ago.
Among the five industries, retention rates and job satisfaction vary:
Recruitment (respondents who have ever worked in the industry) | Retention rate (still working as a share of have ever worked) | Job satisfaction | |
Accommodations | 14% | 13% | 55% |
Food and beverage services | 40% | 10% | 50% |
Recreation and entertainment | 19% | 15% | 63% |
Transportation | 11% | 21% | 54% |
Travel services | 8% | 15% | 54% |
Food and beverage services had the highest recruitment (that is, more Canadians have had work experience in this industry group than in any of the others), while retention rates (those still working in an industry as a share of those who have ever worked there) were highest in transportation.
Overall job satisfaction was highest in recreation and entertainment, although it is interesting to note that job satisfaction was at least 50% for all industry groups. These results show that job satisfaction doesn’t entirely determine retention, with other factors clearly exerting an important influence.
Canadians who currently work in the tourism sector are more likely to be young (under 30), newcomers to Canada (lived in Canada less than 10 years), part of a visible minority (e.g., South Asian), and men.
Among a list of potential positions in the tourism sector, the most attractive role for Canadians is hotel front desk clerk, with just over half (51%) indicating they would accept this position. This is followed by travel agents (47%) and airline sales and service agents (44%), with the majority expressing a preference for full-time, year-round positions. Conversely, fewer Canadians are willing to accept roles such as cook (25%), food counter attendant/kitchen helper (29%), or light-duty cleaner (30%).
Main Reasons to Enter, Leave, or Not Enter the Tourism Sector
Temporary work opportunities, flexibility, and personal interest continue to drive tourism employment, while non-competitive wages and better career options remain key reasons for leaving or avoiding the sector.
Key Reasons for Joining the Tourism Sector
The primary reasons for entering the tourism sector are opportunities for temporary work, such as during school (36%) or while searching for other career options (23%), flexibility in work hours (25%), and alignment with personal interests and skills (23%).
Key Reasons for Exiting the Tourism Sector
Conversely, those who have left the tourism sector are most likely to have left due to other or better career opportunities (36%) and because it was a temporary job (34%). Additionally, non-competitive wages (22%) and insufficient benefits (14%) were key factors in their decision to leave. These reasons remain consistent with the patterns observed in 2023.
Among those who left the tourism sector due to non-competitive wages and/or benefits, over two-thirds (68%) believe that businesses could afford to pay higher wages, which remains consistent with previous years. Similarly, the main reasons for those not viewing the tourism sector as an appealing long-term career option are lack of competitive wages (31%), lack of alignment with interests and skills (15%), and other/better career opportunities (14%).
Among those who have never worked in the tourism sector, the main reasons for not entering the sector continue to be having other or better career opportunities (43%), a lack of interest in pursuing a career in tourism (38%), and the perception that tourism does not align with their skills and interests (28%).
Opportunities to Improve Attraction and Retention
To attract those who have never worked in the tourism sector, financial incentives such as higher pay (39%), better benefits (31%), travel discounts (30%), and job perks (27%) would have the greatest impact on encouraging Canadians to consider working in the industry. Having opportunities to visit new places and travel (25%) is also a key factor that would enhance appeal, along with providing full-year jobs (24%) and full-time hours (23%).
However, 32% of those who have never worked in tourism say that none of these benefits would change their willingness to work in the sector, reflecting a trend consistent with 2023.
Perceptions of Skills and Experience Acquired Through Working in Tourism
Most individuals who have worked in the tourism sector report receiving on-the-job training and believe it helped them develop valuable, transferable skills.
Receiving Training
Overall, 85% of those who previously worked or are currently working in the tourism sector have received at least some training. Nearly two-thirds (64%) indicate that they received on-the-job training as their primary form of training.
Skill Development
Similar to 2023, two-thirds (67%) of those who have worked in tourism agree that the skills they gained in the sector were relevant to developing skills that helped them succeed in their careers. Additionally, nearly three-quarters (74%) agree that their experience in tourism allowed them to acquire valuable communication and interpersonal skills. Other key benefits include gaining valuable experiences they will carry forward (66%), as well as leadership and critical thinking skills (58%).
Overall, most Canadians who have worked in tourism believe that tourism-related jobs play a role in developing transferable skills essential for future career success.
Perceptions of the Tourism Sector
Canadians continue to recognize the importance of tourism for the economy, with positive perceptions of the sector’s work experience and job variety. However, concerns persist about low wages, limited career advancement, and the sector’s seasonal nature. While most agree tourism jobs offer valuable experience, fewer view it as a long-term career opportunity, and interest in upward mobility is often unmet.
Overall Perception
Consistent with previous years, Canadians continue to recognize the importance of tourism to the economic well-being of Canada (88%) and their respective provinces (86%). Most Canadians also agree that visitors benefit Canada, their province, and their region, regardless of origin. However, compared to 2023, fewer Canadians believe that visitors from other countries are good for Canada (84% in 2024, down from 87% in 2023), indicating a decline in positive sentiment towards international visitors.
Perceived Strengths of the Tourism Sector
Most Canadians continue to perceive the tourism sector as one that provides valuable work experience (69%), is interesting and exciting (60%), and offers a variety of interesting jobs (59%). Additionally, nearly half (49%) believe that working in tourism provides some helpful experience for opening a business. Nearly two-in-five (39%) Canadians agree that working in the tourism sector is an excellent career opportunity, consistent with 2023.
Financial and Personal Benefits
Those with experience working in the tourism sector expressed concerns about the financial benefit of working in the tourism sector; 68% think that the pay is low for most jobs in the tourism sector, and 65% agree that the pay for most tourism jobs is not enough to lead a satisfactory life, both consistent with 2023. Additionally, 57% agree that the level of fringe benefits in the tourism sector is insufficient.
Similar thoughts are shared by most Canadians, with 62% of Canadians agreeing the pay is low for most jobs in the tourism sector, and 57% agreeing the pay for most tourism jobs is not enough to lead a satisfactory life. Four-in-five (80%) Canadians believe that an annual income of $65,000+ would meet their current financial needs.
Career and Promotional Opportunities
Working in the tourism sector continues to be mostly seen as a short-term career; almost two-in-five Canadians (37%) view it as only short-term employment. Furthermore, less than one-third (31%) of those who have previously or currently worked in the sector agree that promotion opportunities are satisfactory, a sentiment consistent with 2023. Among those working in the industry, only 27% reported being offered a promotion to a managerial or supervisory role, while over one-third (35%) expressed a desire to move into such a position. This indicates that only about half of those aspiring to a managerial position were given the opportunity. This suggests that while there is interest in upward mobility within the sector, the opportunities to progress remain limited for many. Similarly, fewer than 3-in-10 Canadians (29%) overall believe that working in tourism provides good opportunities for career advancement.
Seasonal Employment
While seasonality is widely perceived as a challenge in the tourism sector, it appears to be less of a driving factor when it comes to actual decisions about joining or leaving the industry. Over half of Canadians (54%) agree that finding stable employment in tourism is difficult due to the seasonal nature of the work. However, only 10% of those who have never worked in tourism cite seasonality as the reason for not entering the sector, and just 7% of those who left did so because of challenges related to seasonality. Additionally, less than one-third (32%) of those who have worked in the tourism industry agree that it fails to provide year-round employment.
Further, between three-in-ten and four-in-ten Canadians, in general, would be willing to work at a job that requires shifts during non-statutory holidays and statutory holidays (38%), at a job that is only available for part of the year (33%), and/or at a job that commonly requires shifts during evenings and on weekends (31%), consistent with 2023.
Perception of Labour Shortages in the Tourism Sector
Overall, more than half (56%) of Canadians believe that the tourism sector will face a growing labour shortage in the future. While this sentiment remains prevalent, it has significantly improved compared to previous years, with 65% holding this view in 2023 and 68% in 2022.
Strategic Insights
Tourism remains a key driver of Canada’s economy and is showing a strong recovery from the impacts of the COVID-19 pandemic. The sector has nearly returned to pre-pandemic levels, with most perceptions and attitudes being consistent with 2023, but there are still challenges in attracting and retaining employees. Many Canadians, including those with experience in the industry, view tourism primarily as a short-term employment option, in large part driven by concerns over low wages and limited career progression.
The sector needs to address the popular misconceptions of tourism work, and re-tell the stories of tourism careers as dynamic, flexible, and welcoming. Resources such as Discover Tourism can help showcase long-term career possibilities, but reframing some of the characteristics of tourism jobs will be very important. Working unsociable hours is a negative spin on what could also be talked about as a wide range of hours and scheduling options to accommodate everyone’s needs. Entry-level jobs are equally jobs with low barriers to entry and great potential for advancement. Sector-wide cohesion is needed to nudge these messages in media, education, and other public discourse.
Although many businesses continue to face financial pressures, there are inexpensive ways to improve compensation offerings, and other research that Tourism HR Canada has carried out suggests that the workplace culture has more of an immediate impact on retention than wages alone. Working closely with industry associations and others within the local tourism ecosystem can help operators frame tourism employment as an accessible, supportive, and exciting place to work.
There’s a lot of work to do, but perceptions of the sector are beginning to shift in the right direction to ensure a stable, adaptable, and resilient workforce in tourism over the coming years.