Let's Keep the Party Going

Canada is enjoying a fair amount of excitement today as Destination Canada announced that last year was a near-record-breaking year for international tourism to Canada. In total, international tourism climbed by 11 per cent (10 per cent from the U.S. and 16 per cent from the top ten international markets) with nearly 20 million people visiting Canada in 2015. The inbound numbers are Canada’s second-highest ever, falling just .4 per cent short of the record set in 2002.

The announcement comes on the heels of (and works hand in hand with) a report by the Conference Board of Canada that Canadian airlines were flying high in 2016. In total, the airline industry experienced its strongest year ever last. Among the numbers, some 15 million Americans flew into Canada.

Both reports strike a high note when much of the rest of Canada’s economic outlook was a little less celebratory. In fact, some of Canada’s economic woes contributed to Canada’s successful year in tourism. Certainly, the low value of the loonie helped send bargain-seeking travellers from around the world to Canadian shores. Also, the low price of oil most definitely fueled an increased interest in road trips.

Certainly, the madness of King George election of Donald Trump as president of the United States did its part to cast Canada as a safe port in the storm. Air Canada even capitalized on the political situation by encouraging Americans to Test Drive Canada.

In general, Canada tends to be perceived as a place that’s relatively free from violence and terror, which certainly added to the nation’s favourability as a visitor destination.

So why all the celebrating? Tourism is such a feel-good venture, its sometimes easy to forget that it’s also a huge economic engine for Canada. For the first nine months of 2016 (the most current figures available), tourism generated $7.4 billion for the Canadian economy. Tourism accounts for nearly 3 per cent of the nation’s entire GDP.

More importantly on a grassroots level, the industry supports more than 600,000 jobs nationwide. And yes, many of those jobs are at hotels and in airports, but many of them are created by small business owners. Folks like Lobster Lovers in Prince Edward Island, Fogo Island Inn in Newfoundland, Maple Leaf Adventures out of British Columbia, and many, many others supply jobs and local lore, which can only happen when the visitors are coming.

But now, we’re starting to see a cooling of the factors that contributed to the perfect storm that was 2016. Oil prices are starting to climb, which could cause a rethink on quick Canadian getaways. Not to mention, airlines might start to raise their fares as oil prices affect their bottom line. As the Canadian dollar starts to strengthen, travellers may once again cast their eyes for other bargain destinations.

Which means its going to require more work from everyone in the tourism industry to keep the party going. To convince the world that Canada is a great place to visit, not just when prices are low, but also when prices climb.

Read more: Is Canada the boy next door of tourism?

Instead of coasting on the successes of last year, now is the time to plan a strategy to shift thins into the next level. It can be easy to adopt a “me first” attitude when promoting your tourism business. After all, you’re not in the game to make money for others.

But a team effort is what we need now. A coming together of the entire industry to plan how to catapult our visitor numbers even higher.

And most of all, we need chatter. Lots and lots of chatter. We Canadians are a modest people, but it’s time to start singing our praises. Loudly.

Let’s remind people that Canada is the home of Anne of Green Gables. The world’s longest coastline. The world’s largest coastal rainforest. Bird watching, lobster fishing, heli-skiing, ice wine, storm watching, maple syrup? Yes, Canada has that. Canada invented that.

And if you want to do something really great for your country, skip the international trip, and head out for Canadian points unseen. Enjoy your own Canadian getaway and come back re-charged and ready to serve as the nation’s tourism ambassadors to the rest of the world.

Follow @MonicaPoling