Canada leads the world in reputation

Canada has captured the world’s attention. In just one year, Canada rose from fourth place to first place in global reputation ranking in 2025, done by RepCore Nations. This prestigious index evaluates 74 nations on economic, political, social, and cultural dimensions. Canada now shares the number one spot with Switzerland, a remarkable achievement that signals trust, and respect on the global stage.

This recognitions tells a clear story: Canada stands in a position of unprecedented global regard.

A strategic economic opportunity

These accolades are not just symbolic. They represent a unique economic opening. RepCore research shows that stronger national reputations directly drive tourism growth. A single-point increase in reputation results in a 7.2% boost in tourism revenue.

This momentum comes at a critical time when travellers are looking for safe and welcoming destinations. 

Tourism already contributes over $130 billion annually to Canada’s economy, more than $350 million each day. It is our second-largest service export, adding $31 billion in new export dollars in 2024 alone. With Canada’s global reputation at its peak, the potential to attract even greater numbers of international visitors has never been stronger.

Competing for the world’s travellers

Tourism has become one of the world’s most dynamic economic forces, representing a $2.1 trillion market that is drawing determined attention from governments worldwide. Countries across every continent are expanding their reach, competing vigorously for international visitors who bring not only spending power but also long-term economic benefits. The pace of this competition is accelerating, and success will go to those nations that recognize the moment and respond with foresight.

Canada enters this global contest from a position of strength. Our tourism sector comprises more than 265,800 businesses in over 5,000 communities, supporting one in ten jobs. With all that Canada has to offer, the sector is ready to channel our admired global reputation into greater international presence, ensuring that prosperity reaches every region of the country.

Destination Canada: delivering results through collaboration

Canada’s tourism success is powered by collaboration. Destination Canada brings together provinces, territories, cities, and businesses to present a united Team Canada approach in global markets. This ensures that Canada’s tourism message is consistent, compelling, and competitive.

The impact of this alignment is significant. In 2023, international marketing efforts helped attract 879,000 additional international visits, which generated $3.2 billion in economic activity. Every coordinated step the industry takes delivers measurable value for Canadians and businesses across the country.

Seizing the moment 

Canada's number one global reputation creates a unique competitive advantage in attracting international visitors.

The message is simple: the world loves Canada. International visitors are ready to choose us. Let’s translate global goodwill into economic growth, job creation, and stronger communities.