Market Insights
The data behind the opportunity
From national expenditure levels to international arrivals and employment impact, Canada’s tourism sector demonstrates the scale, depth and resilience investors seek in stable, long-term growth markets.
The data behind the opportunity
From national expenditure levels to international arrivals and employment impact, Canada’s tourism sector demonstrates the scale, depth and resilience investors seek in stable, long-term growth markets.
A global tourism powerhouse
Explore dataGlobal access, proven demand.
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Sources: Statistics Canada: Table 36-10-0230-02 Tourism demand in Canada, current prices1,2. Destination Canada, Tourism Economics 2025 Forecast3. Transport Canada, IATA4.
in 2024. That's over $350 million every day1.
in 2024 Canada’s 2nd-largest service export2.
by 2030 with a forecast CAGR of 5.9% in 20263.
international airports serving 175 + international destinations4.
Canada attracts visitors from diverse global markets
Canada offers investors a rare combination of scale and diversification. Canada welcomed nearly 20 million international visitors in 2024, led by Destination Canada’s priority markets the United States, Mexico, United Kingdom, France, Germany, Australia, China, South Korea and Japan.
Destination Canada has established in-market representation in these 9 priority markets, benefitting investors by helping to attract sustained, and diversified visitor numbers from key overseas gateway cities and regions.
Targeting high-value travellers
Destination Canada’s Highly Engaged Guests are high-spending, values-aligned travellers who generate outsized tourism value. Aligning investment with these segments directs capital toward assets positioned for long-term growth.
Outdoor explorers
Opportunity lies in premium, small‑to‑medium‑scale nature‑based resorts and lodges operating high-yield, low-volume models in protected environments.
Culture seekers
Development potential in destination-defining cultural, Indigenous-led and nature-based attractions that anchor visitation and extend stays.
Refined globetrotters
Opportunity centres on full-service and upper-upscale gateway hotels supported by premium touring and accommodation infrastructure.
Purpose driven families
Strategic opportunities include integrated, all-season experiential resorts and attractions designed to stabilize demand and encourage repeat visitation.
Tourism’s workforce foundation
More than 2 million people work in tourism, representing 1 in 10 Canadian jobs and giving investors access to a national talent base. A young, diverse and service-oriented workforce, supported by targeted training and strategic immigration, enables scalable tourism investment.
Explore Tourism Performance Indicators
Tourism HR Canada leads pan-Canadian workforce development, strengthening skills, coordination and labour market resilience to build a globally competitive, investment-ready tourism sector.
Tourism’s workforce foundation
More than 2 million people work in tourism, representing 1 in 10 Canadian jobs and giving investors access to a national talent base. A young, diverse and service-oriented workforce, supported by targeted training and strategic immigration, enables scalable tourism investment.
Explore Tourism Performance Indicators
Tourism HR Canada leads pan-Canadian workforce development, strengthening skills, coordination and labour market resilience to build a globally competitive, investment-ready tourism sector.
A truly national sector
Tourism is one of the few sectors that delivers broad economic and social returns across urban, rural and remote Canada. Through coordinated national leadership and partnership more than 5,000 communities are connected to international demand—extending opportunity and strengthening market resilience nationwide.
A truly national sector
Tourism is one of the few sectors that delivers broad economic and social returns across urban, rural and remote Canada. Through coordinated national leadership and partnership more than 5,000 communities are connected to international demand—extending opportunity and strengthening market resilience nationwide.
Explore investment opportunities
Access detailed tourism investment opportunities submitted by partners nationwide. Profiles include project summaries, market considerations and contact details—offering investors clarity, context and a direct path to engagement.
Explore investment opportunities
Access detailed tourism investment opportunities submitted by partners nationwide. Profiles include project summaries, market considerations and contact details—offering investors clarity, context and a direct path to engagement.
Connect with our team
For any questions related to tourism investment priorities and pathways to engagement, connect with Destination Canada’s Destination Development team.
For a comprehensive overview of Canada’s tourism sector, including market performance, growth drivers and investment fundamental, download the Sector Profile.