There's something special happening across Canada every single day. In communities from Québec City to Kelowna, from Iqaluit to St John’s, we're creating something remarkable together—not just an economy, but a country that reflects the very best of who we are. 

​​​Tourism is a sleeping giant in Canada’s economy.  

It contributes $130 billion each year, 1 in 10 jobs relies on it, and it brings $32 billion in tax revenue at all levels of government funding public services Canadians rely on. As our second-largest service export, tourism brought $31 billion into the country last year alone.  Looking to 2030, Destination Canada and Tourism Economics forecast that tourism will continue to outperform Canada's overall economy. 

But these numbers tell only part of our story. The real story is about what happens when we open our doors to the world—and how that openness brings us together. 

What Makes Canada Different? Openness. 

We've always known there's something truly special about Canada that draws people from around the globe: our openness. 

It’s found in our jaw-dropping views that spark awe and wonder. In our warm-hearted people who create a sense of belonging. And in the bright minds you meet here who invite new ideas and fresh perspectives. 

Today’s travellers are searching for more. In a world that often feels fake and filtered, they crave what is real and authentic. And Canada's openness connects you with what is real. 

That’s where Destination Canada comes in. 

Our ambition is bold: to inspire radical openness in the world—the kind that doesn’t end when the trip does. It’s something visitors carry home with them. 

See how Canada’s unique blend of openness inspires connection and builds communities across the country: 

Building Something Stronger 

Welcoming the world can be one of Canada’s best fast-to-market growth strategies. We are a sector of solutions for today’s challenges — one that strengthens our economy, our communities, and our relationships around the world. 

We are building what comes naturally to us and along the way, creating wealth and wellbeing for Canadians from coast to coast to coast.