Across Canada, 265,800 tourism businesses operate in over 5,000 communities—from coastal villages to urban centers, Indigenous communities to rural regions. These small and medium-sized enterprises form the backbone of Canada's $130 billion tourism economy, creating jobs, generating export revenue, and strengthening local economies nationwide.

Behind every tour, every local guide, and every unforgettable experience are passionate entrepreneurs whose work strengthens their regions and showcases authentic Canadian stories. These small businesses are true economic engines, driving not just visitor spending, but community pride and sustainable growth.

Small investment, maximum impact: a New Brunswick case study

A shining example of this impact can be found on the shores of New Brunswick, where Bay of Fundy Adventures, a small twelve-person operator, turned a modest marketing effort into one of the most impressive growth stories of the season. Over the summer, the company welcomed 20 percent more Canadian visitors and 32 percent more U.S. visitors, leading to an astonishing 66 percent increase in overall summer bookings compared to the previous year.

For co-owner and Operations Manager Jordan Jamison, the numbers tell a powerful story. Last summer, only a little over half of their kayak seats were filled. This year, those seats were nearly all spoken for with tours virtually sold out through July and August. Even more remarkable? The company achieved this growth with an annual marketing budget of under $1,000.

How Destination Canada helped make It happen

So how did they do it? Bay of Fundy Adventures tapped into Destination Canada’s Traveller Segmentation Program, learning how to align their efforts with the Outdoor Explorers traveller segment—visitors passionate about nature, active travel, and authentic experiences. The program also helped align the company’s messaging with provincial marketing campaigns, amplifying their reach far beyond what their budget could buy.

Jamison credits these focused marketing tweaks for much of their success. There were no new staff, no big price changes, just smarter outreach built on understanding who their travellers really are. The result was transformational.

How Destination Canada programs multiply local impact

This story from New Brunswick is far from unique. Across the country, similar examples are unfolding. Destination Canada’s tools support small tourism operators in finding new growth and new opportunities by connecting with the kinds of visitors who value what they deliver best: authentic Canadian experiences.

Programs delivered through Destination Canada promote Canada abroad, they also help small and medium-sized tourism businesses compete in a global marketplace.

Every $1 invested in Destination Canada generates $23.85 in total economic activity. That return supports local entrepreneurs, strengthens rural economies, and helps communities keep jobs and revenue close to home. 

Tourism already supports one in ten Canadian jobs and brings in $31 billion in export revenue, making it the country’s second-largest service export.

Canada’s momentum

And the momentum doesn’t stop there. This summer, all eyes turned toward Canada, as the nation’s global reputation as a must-visit destination climbed to an all-time high. Visits from overseas markets are growing, and forward bookings for the coming fall and winter seasons are outpacing last year’s by double digits. Forward air bookings to the end of 2025 from key international markets are already up 26 percent, with six of eight target markets showing strong growth.

The road ahead: seizing this opportunity of growth

From the Bay of Fundy to British Columbia’s mountain valleys, tourism businesses are proving that strategic investment pays off for Canada’s entire economy.

When local entrepreneurs connect with the right travellers, the benefits multiply: communities grow stronger, jobs are created, and Canada’s reputation as a world-class destination expands.

The Bay of Fundy story is proof that when Canada invests in tourism, it invests in itself. Every kayak, trail, and tour represents more than an experience; it’s part of a thriving national engine that moves Canada forward, one small business at a time.