Travel and Tourism:
A Powerful Economic and Social Driver for Canada
Delivering returns for Canadians, communities, and the economy.
Value of Tourism
Tourism is a powerful force that creates jobs, supports businesses, and showcases thriving communities across Canada
Tourism is an economic powerhouse and Canada’s second-largest service export—driving trade, attracting global customers, and creating prosperity in every region. It strengthens the economy, supports community infrastructure, and builds the Canada we want for future generations.
At the heart of Canada’s tourism sector is Destination Canada—leading Team Canada with the insight, strategy, and global reach needed to turn tourism potential into real economic power.
$130B
annual revenue contributed to the Canadian economy
265,800
businesses in 5,000 communities
1 in 10
jobs in Canada relies on tourism
Essential Content
Canada, naturally: Showcasing Canada's authentic experiences and welcoming nature
Learn how Destination Canada brings this story to life and how tourism drives real economic growth and supports vibrant communities across the country.
Canada’s Surprising Economic Superpower
Destination Canada's President and CEO shares her vision for tourism as one of Canada's most powerful economic forces, and why welcoming the world makes Canada stronger.
Report: The Value of Travel and Tourism in Canada
An independent report from Tourism Economics shows that travel and tourism is a major force in Canada's economy. Each $1 invested in Destination Canada generates $23.85 in total economic activity.
"Tourism is fundamental to Canada's economic future. When we welcome visitors to our communities, we're creating jobs, supporting small businesses, and showcasing vibrant places we all want to call home. We're uniting Team Canada to ensure everyone understands tourism's crucial role in our nation's prosperity and quality of life."
- Marsha Walden, President & CEO of Destination Canada
"Tourism is fundamental to Canada's economic future. When we welcome visitors to our communities, we're creating jobs, supporting small businesses, and showcasing vibrant places we all want to call home. We're uniting Team Canada to ensure everyone understands tourism's crucial role in our nation's prosperity and quality of life."
- Marsha Walden, President & CEO of Destination Canada
Economic Driver
Tourism is big business. In 2024, tourism generated $130 billion in direct visitor spending—that's more than $350 million every day. This powered a total economic footprint of $263 billion.
International visitors injected $31.2 billion of new export dollars into Canada, making tourism our second-largest service export. The visitor economy returned $31.6 billion in municipal, provincial and federal tax revenue, funding the public services Canadians rely on.
Tourism is growing faster than Canada's and the global economy. With a forecast compound annual growth rate of 5.4% in 2025, there is potential for the sector to reach $160 billion in direct annual revenue by 2030.
Tourism delivers both immediate and long-term value: it’s a source of new export dollars, tax revenue, and economic diversification—aligned with Canada’s priorities.
Economic Driver
Tourism is big business. In 2024, tourism generated $130 billion in direct visitor spending—that's more than $350 million every day. This powered a total economic footprint of $263 billion.
International visitors injected $31.2 billion of new export dollars into Canada, making tourism our second-largest service export. The visitor economy returned $31.6 billion in municipal, provincial and federal tax revenue, funding the public services Canadians rely on.
Tourism is growing faster than Canada's and the global economy. With a forecast compound annual growth rate of 5.4% in 2025, there is potential for the sector to reach $160 billion in direct annual revenue by 2030.
Tourism delivers both immediate and long-term value: it’s a source of new export dollars, tax revenue, and economic diversification—aligned with Canada’s priorities.
Jobs & Businesses
In Canada, tourism supports over 265,800 businesses across 5,000 communities. 1 in 10 jobs relies on tourism-related economic activity. That's cash in the till, pay-cheques for Canadian workers, and revenue that funds essential services—proof that the visitor economy pays back its costs many times over.
Tourism offers diverse career paths for Canadians—from pilots to programmers, sommeliers to surf instructors—providing opportunities for people to build meaningful careers in their home communities. The sector provides vital entry points for youth and newcomers to the workforce, offering pathways to meaningful long-term careers.
Jobs & Businesses
In Canada, tourism supports over 265,800 businesses across 5,000 communities. 1 in 10 jobs relies on tourism-related economic activity. That's cash in the till, pay-cheques for Canadian workers, and revenue that funds essential services—proof that the visitor economy pays back its costs many times over.
Tourism offers diverse career paths for Canadians—from pilots to programmers, sommeliers to surf instructors—providing opportunities for people to build meaningful careers in their home communities. The sector provides vital entry points for youth and newcomers to the workforce, offering pathways to meaningful long-term careers.
Destination Canada Leadership
Through a Team Canada approach intertwined with territories, provinces and cities, Destination Canada promotes Canada to the world. We use data-driven marketing and advanced research to create high-impact campaigns with our partners, delivering results and attracting millions of highly engaged travellers each year that create real economic impacts for Canadians.
A federal investment in Destination Canada delivers proven returns: every $1 we invest generates $23.85 in total economic activity, $2.25 in federal tax revenue, and $4.80 in combined taxes. In 2023 alone, $134 million in federal funding generated 879,000 international visits that spent $3.2 billion in total economic activity for Canada.
Tourism is a globally competitive sector. Investment in Destination Canada and the tourism sector is essential to secure Canada's share of a USD $2.1 trillion global market, attracting high-value visitors, and advancing our national economic strategy.
Destination Canada Leadership
Through a Team Canada approach intertwined with territories, provinces and cities, Destination Canada promotes Canada to the world. We use data-driven marketing and advanced research to create high-impact campaigns with our partners, delivering results and attracting millions of highly engaged travellers each year that create real economic impacts for Canadians.
A federal investment in Destination Canada delivers proven returns: every $1 we invest generates $23.85 in total economic activity, $2.25 in federal tax revenue, and $4.80 in combined taxes. In 2023 alone, $134 million in federal funding generated 879,000 international visits that spent $3.2 billion in total economic activity for Canada.
Tourism is a globally competitive sector. Investment in Destination Canada and the tourism sector is essential to secure Canada's share of a USD $2.1 trillion global market, attracting high-value visitors, and advancing our national economic strategy.
Community Benefits
For Canada, tourism is a vital pillar of our economy. It drives prosperity, vibrant communities, and enhances our well-being. We all benefit when we attract more of it—and when the world comes to Canada, Canada becomes stronger.
Tourism strengthens community vitality by supporting local infrastructure, cultural events, and recreational amenities that benefit residents year-round. Tourism fosters environmental stewardship, supporting conservation efforts that protect Canada's natural heritage while creating sustainable experiences that connect visitors to our landscapes, waterways, and wildlife.
Indigenous tourism can be reconciliation in action, supporting Indigenous-led programs, initiatives, businesses and experiences every day. The tourism sector preserves and celebrates cultural heritage across Canada, enhancing our international reputation while fostering national identity and civic pride.
Community Benefits
For Canada, tourism is a vital pillar of our economy. It drives prosperity, vibrant communities, and enhances our well-being. We all benefit when we attract more of it—and when the world comes to Canada, Canada becomes stronger.
Tourism strengthens community vitality by supporting local infrastructure, cultural events, and recreational amenities that benefit residents year-round. Tourism fosters environmental stewardship, supporting conservation efforts that protect Canada's natural heritage while creating sustainable experiences that connect visitors to our landscapes, waterways, and wildlife.
Indigenous tourism can be reconciliation in action, supporting Indigenous-led programs, initiatives, businesses and experiences every day. The tourism sector preserves and celebrates cultural heritage across Canada, enhancing our international reputation while fostering national identity and civic pride.