The Big Story What's happening with Canada's tourism industry, and how is it impacting our economy?
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Jul 24, 2025 In a conversation with Melanie Ng, Joe Amati, Senior Executive Director at Destination Canada and tourism expert, reveals the shifting landscape of Canada's tourism. He discusses the challenges posed by U.S. trade tensions but highlights a surge in interest from overseas travelers. The Canada Strong Pass initiative is boosting domestic tourism, offering authentic experiences. Amati underscores tourism's crucial role in the economy and the resilience of the sector post-pandemic, showcasing significant growth and recovery.
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Nuanced Cross-Border Travel Trends
- While overall arrivals to Canada are down, fewer Canadians travel to the U.S. but overseas travel and domestic trips are increasing.
- Overnight air arrivals from the U.S. remain stable, indicating sustained tourism spending within Canada.
Leverage Canada Strong Pass Benefits
- Use the Canada Strong Pass to get free or discounted access to parks, museums, and rail travel across Canada.
- This initiative encourages Canadians and international visitors to explore local destinations affordably.
Europeans Flock to Canada
- European travelers are increasingly choosing Canada as a primary destination, especially Ontario.
- More Europeans are booking flights directly to Canada, showing rising interest and strong tourism brand affinity.