Canada’s Destination Organizations Drive $113 Billion in Record Tourism Demand in 2023

It’s time to celebrate! National Tourism Week 2024 is a chance for us to highlight the recovery of tourism and the tireless efforts of destination organizations in making Canada and our communities a vibrant place to live and explore.?

In 2023, Canada's tourism demand soared, setting a new record with $113.4 billion in visitor spending. This surge is thanks to crowds at attractions, sports events, festivals, and business events in communities across Canada. Domestic spending alone reached $86.6 billion, marking a 13% increase from pre-pandemic levels. We are showing love for our own country.??

The resurgence of Canadian tourism demand is exciting!? It shows why we need to keep investing in destination organizations to keep the momentum going.??

Canada's destination organizations enrich our communities. They champion and promote Canada’s destinations, tourism businesses, and the vitality of local communities. Destination organizations serve their communities by:?

1. Driving economic growth and community development?
2. Creating widespread regional benefits?
3. Advising governments on destination investment and assessment?
4. Enhancing community cohesion?

These organizations are essential for community vitality, turning communities into desirable destinations for living, visiting, working, and playing.?

?Destination organizations need reliable, transparent, and efficient funding. Many destinations in Canada view visitor-based assessments (VBA) as key to supporting domestic tourism's health and expansion. VBAs typically involve a small charge on accommodation rates, directly paid by visitors. This approach has allowed destination organizations to enhance marketing efforts and provide resources for visitor economy growth. VBAs not only keep Canadian destinations competitive but also improve residents' quality of life.?

?With the right strategies and effective tools in place, Canada’s destination organizations aim to take Canadian tourism to new heights in 2024.????

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Destinations International is the collective voice of destination organizations, empowering destinations on issues big and small. We strive to be champions for our members and recognize the importance of keeping our members abreast of the challenges and opportunities presenting themselves in the marketplace. DI educates, equips, and empowers its members to advocate on behalf of their destination organizations and their destination communities.