Canada wants to entice more overseas tourists to sample its diverse offerings with the Canadian Government unveiling a new growth strategy that aims to “cement Canada as a top global destination”.
Showcasing the tagline "Canada 365: Welcoming the world", Tourism Minister Randy Boissonnault said that “tourism powers the Canadian economy, creating good jobs in every region of the country”.
He said the renewed demand for travel had created a “once-in-a-generation opportunity for Canada’s visitor economy to push past reviving all the way to thriving and successfully competing on the world stage.”
A press release says: "The new strategy will unleash the full potential of Canadian tourism and cement Canada as a top global destination through the following five priorities: Investing in Canada’s tourism assets; embracing recreation and the great outdoors; partnering to grow Indigenous tourism; attracting more international events and improving coordination through a federal ministerial council."
Hmm. Not sure about the last one. Sounds like jobs for the boys and girls.
The press release went straight into jargon, saying: "The strategy is informed by months of consultations with, among others, tourism businesses, industry associations, other orders of government, Indigenous partners and destination marketing organizations.
"Their valuable insight into the challenges and opportunities of the Canadian tourism sector have shaped the strategy and helped set the stage for the long-term growth of Canada’s visitor economy."
The tourism minister is pretty gung ho.
"Now is the time to come together and combine forces - across all orders of government and throughout the industry - to power the economic engine that is tourism," he said.
"With the new Federal Tourism Growth Strategy, we will build on our strengths and propel the sector to new heights.
"Canada has what the world wants, and we look forward to welcoming visitors, 365 days a year.”
Tourism is a major contributor to Canada’s economy. In 2022, the sector supported approximately 623,375 direct jobs and 1.9 million total jobs.
Image: Lake Louise ski resort: Noel Hendrickson
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