CANADA'S HIDDEN GIANT: HOW TOURISM POWERS A NATION

Canada

Tourism: Canada's Quiet Economic Superpower

When you think of Canada’s largest industries, sectors like mining, forestry, and automotive manufacturing likely come to mind. But according to Marsha Walden, President and CEO of Destination Canada, there’s a surprising frontrunner quietly shaping the nation’s economic future — tourism.

Often underestimated, tourism in Canada is more than a seasonal pleasure. It’s a national powerhouse that fuels businesses in over 5,000 communities across the country, from bustling urban centres to remote Indigenous territories. It supports livelihoods, sustains cultures, and connects Canadians with the world in ways no other industry can.

A Nation of Open Hearts, Minds, and Spaces

Marsha Walden explains that tourism in Canada is built on the country’s natural spirit of openness. Whether it’s welcoming cruise travellers to Atlantic Canada, hosting nature-seekers at fishing lodges in Indigenous lands, or offering world-class wine experiences in British Columbia’s Okanagan region, Canadians instinctively share what makes their land unique.

This open-hearted approach makes tourism a solution-driven industry — one that brings people together, fosters cultural exchange, and builds stronger international relationships. It’s also an industry uniquely positioned to respond to today’s challenges, from economic revitalisation to sustainable development.

Tourism Strengthens More Than the Economy

Tourism in Canada does more than generate revenue. It strengthens local communities, supports small and medium-sized enterprises, and preserves cultural heritage. It also helps Canada tell its story — one of diversity, natural beauty, innovation, and inclusivity — to the rest of the world.

By investing in tourism, Canada isn’t just promoting its landscapes. It’s investing in a future that is environmentally responsible, socially enriching, and economically sound.

When the World Comes to Canada, Canada Grows Stronger

As international travel returns and the global spotlight shifts to destinations that offer more than just scenery, Canada is poised to lead. The country’s vast landscapes and vibrant communities are ready to welcome the world — not just as guests, but as participants in a shared future.

Tourism isn’t just Canada’s economic superpower. It’s its cultural and environmental heartbeat. And as Marsha Walden aptly puts it, when the world comes to Canada, Canada becomes stronger.

To learn more, visit www.destinationcanada.com

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