The destination’s government has launched Canada’s New Tourism Vision, which sets out a 20-point plan to grow arrivals from last year’s figure of 19.98 million.
The plan was outlined by Bardish Chagger, minister of small business and tourism, at the Rendez-vous Canada trade show in Calgary.
New Tourism Vision commits the government to tackling 20 priority issues such as carrying out more marketing, addressing travel issues to and within Canada, and supporting Canadian tourism businesses and operators.
Visitor targets set out within the new campaign includes increasing international tourists by 30% by 2021 including the doubling the number of Chinese visitors, as well as positioning Canada as one of the top 10 global destinations by 2025.
Bardish said: “Through our government’s New Tourism Vision, we have a clear plan to build on this success and showcase our beautiful landscapes, incredible experiences and unique culture to the world.”
Last year was the best year for inbound international tourism to Canada since 2002 with an 11% rise on 2015’s arrivals, according to figures from Destination Canada.
The UK is the second biggest international market to Canada after the US with 833,000 Britons visiting the country in 2016 – an increase of 17% on the previous year.
Charlotte Bell, chief executive of the Tourism Industry Association of Canada, said: “Canada’s New Tourism Vision will help raise Canada’s profile abroad while advancing work across government and meaningful action here at home.
“The vision’s measurable goals will provide clear targets to work toward – together - for growing our industry and the Canadian economy.”
Destination Canada has also added two new tourism products to its Canadian Signature Experiences collection: Agawa Canyon Tour Train in Ontario and Canyon Sainte-Anne in Quebec.
