Canada's tourism sector is recovering strongly, with spending surpassing pre-COVID levels in 2023. However, capacity constraints (accommodation, workforce, air access) limit its full potential. A "transformational path" is proposed to unlock an additional $20 billion annually by 2030, reaching $160 billion, through strategic shifts in demand and addressing supply issues. This transformation aims for significant economic benefits and sustainable growth.

Canadian travel and tourism generated $124.4B in revenue in 2023, with a total economic impact of $252.2B, supporting 1.1M jobs and $50.9B in taxes. Destination Canada's marketing efforts yielded $1.6B in incremental visitor spending, leading to a $3.2B total economic impact. For every $1 invested, Destination Canada generated $23.85 in total economic impact, highlighting tourism's vital role and strong ROI for the Canadian economy.

Canadian travel and tourism generated $124.4B in revenue in 2023, exceeding pre-pandemic levels. This activity created a total economic impact of $252.2B, supported 1.1M jobs, and contributed $50.9B in tax revenues. Destination Canada's marketing efforts generated $1.6B in incremental visitor spending, yielding $23.85 in total economic impact for every $1.00 invested. International tourism is a vital service export for Canada.

France is Canada's 3rd largest source of arrivals, with overnight visits projected to match 2019 levels in 2025 and spending exceeding by 20%. By 2026, Canada expects 697,800 French visitors generating $1.3 billion. Key segments are "Refined Globetrotters" and "Outdoor Explorers," seeking cultural, culinary, and nature experiences. Quebec is the most popular Canadian region for French visitors.

Despite economic challenges, Canada anticipates strong growth from Japan in 2025, with spending projected to rise 32.2% and visitor numbers by 19.6%. However, visits are not expected to reach pre-pandemic levels by 2030. Key segments for Canada are "Refined Globetrotters" and "Outdoor Explorers," who are interested in cultural experiences, nature, and guided tours. The industry aims to reinforce Canada's welcoming image.

Canada's Q4 2024 tourism revenue hit $27.3B, 124% of pre-pandemic levels, with both domestic and international spend surpassing 2019. International visitation recovered to 90% of 2019 levels (19.9M visitors), though the pace slowed in H2. Canada is a top recommended destination globally. Tourism employment and active businesses are near or above pre-pandemic levels, with hotel occupancy at 61%.

Canada's Q3 2024 tourism revenue hit $40.5B (108% of 2019), largely due to domestic spending (112%). International revenue (96%) and visitation (88% YTD) lagged, with recovery slowing. Despite this, Canada remains a top destination. Tourism unemployment is 5.1%, but 83,600 jobs are unfilled. Active businesses are at 100.1% of pre-pandemic levels, and international air connectivity has surpassed 2019 levels.

Mexico is a crucial market for Canada, showing rapid post-pandemic recovery (113% of 2019 visits in 2023). However, a 2024 visa requirement caused a 28% decline in visits. Spending is projected to remain strong (111% of 2019 levels by 2025), but visits won't fully recover until 2028. Key target segments are "Refined Globetrotters" and "Outdoor Explorers." Canada needs to reinforce its "open and friendly" image to maintain resilience.

Canada's Q2 2024 tourism revenues hit 114% of pre-pandemic levels, driven by domestic spend (123%). International visitation recovered to 92% of 2019 levels, though new Mexico visa rules slowed growth. Canada remains a favored destination for travelers from the US, UK, France, Germany, and Mexico. International flight capacity surpassed 2019 levels, and tourism employment and active businesses are nearing pre-pandemic figures.

The Canadian Tourism Data Collective's September 2024 release enhances its centralized platform with a new Knowledge Centre, improved data filtering, and French content. It updates the Tourism Outlook, introduces City Estimates CSV for Lodging Aligned Spend Reporting (LASR) with future predictive analytics, and launches the Global Traveller Research Program (GTRP). A preview of the Wealth & Wellbeing Index's Employment page is also included, alongside ongoing maintenance for Tourism Performance Indicators.