Canada's retail travel industry saw an impressive 12% revenue growth to $2.8 billion in
2023 v. 2019, according to ACTA's latest State of Industry Report --surpassing pre-pandemic levels and
showcasing the sector's vital role in Canada's economic recovery.
"These numbers tell a powerful story of adaptation and resilience in our industry," says Wendy Paradis,
ACTA president. "The retail travel industry has not just survived; they've emerged stronger, more
innovative, and better equipped to serve Canadian travellers."
The report is available at ***.acta.ca/state-of-industry.php
The report draws from Statistics Canada, other key government sources and ACTA research – revealing
an evolving industry landscape. The data shows travel agencies and independent travel advisors are
adapting to changing consumer needs while maintaining their essential role in the travel ecosystem.
This comprehensive data serves as a powerful advocacy tool in ACTA’s ongoing dialogue with
government stakeholders and industry partners. "Understanding our industry's economic impact
through verified metrics strengthens our position in policy discussions and supplier discussions," said
Avery Campbell, ACTA’s Director of Advocacy and Industry Relations who led the research and
development of the report.
Study shows 21,400 agency employees and 5,400 ITAs
The employment narrative is particularly compelling, with 21,400 travel agency employees now serving
Canadian travelers.
Official government sources estimate there are at least 5,400 countable independent travel advisors --
ITAs-- in Canada. This figure represents the absolute minimum, as many ITAs are not captured in
government data due to inclusion criteria such as minimum earnings, dominant income source, etc.
Number of ITAs likely much higher
Therefore, while the confirmed number by Statistics Canada is 5,400, the actual total is likely
significantly higher due to the number of part time ITAs.
This reflects an industry embracing new work models, including remote arrangements and independent
travel advisors, adapting to modern workforce expectations.
“These findings arm our members with valuable insights for strategic planning and demonstrate to
stakeholders the vital role travel advisors play in Canada's travel and tourism ecosystem," adds Paradis.
Looking ahead, the data points to a bright future for the Canadian retail travel sector, with strong
revenue growth creating a solid foundation for continued innovation and expansion in serving Canadian
travellers.
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