Contributed by Destination Canada

Now is the time for our industry to come together and demonstrate that tourism is a sector that deserves unwavering support. As the heart of Canada's economic engine and social fabric, tourism benefits more regions than any other industry. In fact, it is bigger than many other major industries in Canada, including forestry, mining, automotive and fishing. In 2019, tourism contributed a staggering $45.2 billion to Canada's GDP.

Tourism enriches our communities and provides a wealth of employment opportunities. In 2019, there were 232,000 tourism-related businesses in operation in Canada, providing one in ten jobs across the country.

However, after five years of global growth, the COVID-19 pandemic brought tourism to a standstill. In 2020, the losses were unprecedented, greater than those experienced after 9/11, SARS and the 2008 economic crisis combined. While the industry is on a protracted road to recovery, there is still a long way to go, and it requires our collective action and work.

The pandemic also presented some opportunities for Destination Canada, the nation's destination management organization. It allowed time for reflection on what is wanted by our communities, businesses, employees and sector. We've been given a chance to think about how tourism can contribute to our country, build wealth and wellbeing for all of Canada and enrich the lives of our guests.

Our new path forward is one that will increase business prosperity, strengthen socio-cultural vibrancy and lift environmental benefits in line with regenerative principles. By working together, we can ensure that tourism continues to be a vital industry that drives economic growth and provides employment opportunities while enriching the lives of visitors to our country.