In its Fall Tourism Outlook, Destination Canada says this country's tourism sector recovery is strengthening, with domestic travel leading the way, international arrivals returning slowly and the U.S. market seen as the biggest opportunity.
Leisure travel is now expected to recover to 2019 levels by 2024, one year earlier than previously forecasted in Spring 2022.
The outlook predicts domestic tourism will continue to lead the sector's recovery. Domestic travel market spending is expected to reach 92% of 2019 levels by the end of this year, and fully recover in 2023.
The recovery of the U.S. market, which Destination Canada calls "Canada's biggest opportunity," is poised to accelerate in 2023, with spending reaching 91% of 2019 levels, spurred by lifted border restrictions and a strong U.S. dollar.
In 2024, spending by American travellers in Canada is expected to reach 112% of 2019 levels. Visits from the U.S. are projected to reach 82% of 2019 levels in 2023 and fully recover in 2024.
International overnight visitors are projected to recover more slowly. Arrivals reached 61% of 2019 levels over the summer months of 2022. Destination Canada says international arrivals will return to a long-term growth trend, but not until 2026.
"This accelerated forecast is the recovery signal we have all been working to achieve," says Destination Canada President and CEO Marsha Walden. "Restarting our industry has been hard on everyone and we still have a long way to go."
Walden says the future of Canadian tourism looks promising.
"Globally, pent-up demand for travel remains very strong, but we know travellers have many, many choices for places to go. We must ensure Canada becomes a more competitive destination, while also rethinking our approach to tourism to maximize the socio-cultural, economic and environmental benefits the industry can bring to all of Canada."
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