Destination Canada has launched a first-of-its-kind tool—the Tourism Wealth & Wellbeing Index—that goes far beyond just visitor numbers and spending. It measures how tourism benefits communities, jobs, and long-term sustainability for Canadians and visitors the world over.
Amid growing demand for transparency on the benefits of tourism globally, Destination Canada has launched the Wealth & Wellbeing Index to underpin its Tourism 2030 Strategy.
This groundbreaking tool showcases how tourism empowers communities, preserves culture, protects Canada’s natural assets, and fuels economic growth. Endorsed by UN tourism experts, the Index reinforces Canada’s leadership in sustainable development.
The Index itself is comprised of six interconnected components that drive revenue, expand the tax base, fuel reinvestment, and ultimately create greater demand, ensuring long-term prosperity for communities across the country:
Why does it matter for the Australian travel trade?
For Australian travel professionals selling Canada, this Index provides a clearer picture of the country’s tourism priorities. Here’s what it means for you:
- Stronger economic opportunities: Canada’s tourism GDP grew by 9.5 per cent in 2023, meaning more investment and job opportunities in the sector for an enhanced visitor experience.
- Better infrastructure for travellers: More funding is going into transport and connectivity, making it easier for travellers to explore Canada. The Index highlights key investments in multi-modal transport systems that improve accessibility for both visitors and locals. Provinces such as British Columbia, Ontario, and Quebec have seen significant enhancements in air, rail, and local transport networks, ensuring a smoother experience for inbound travellers.
- Diverse business growth: With 20 per cent of tourism businesses owned by women and 36 per cent by immigrants, Canada is embracing inclusivity, which positively impacts future travel trends and potential new traveller markets.
- Positive public perception of tourism: Over 80 per cent of Canadians support tourism’s role in their communities, reinforcing a welcoming environment and experience for visitors.
“As global competition intensifies, Canada must seize tourism’s full potential to drive economic prosperity and create thriving, resilient communities,” said Marsha Walden, President & CEO of Destination Canada.
“We developed this Index with the understanding that economic growth doesn’t exist in isolation—it’s part of a larger ecosystem where vibrant communities, cultural preservation, and environmental stewardship are indispensable.”
The Index is live now, with reports available at the national, provincial, and territorial levels. Future updates will provide even more specific community-level insights to help target tourism strategies.
For Australian travel advisors, this means Canada is positioning itself as a top-tier, sustainable destination with ongoing investment in the visitor experience. If you sell Canada, keeping up with these insights can help you tailor your pitches and better inform clients about what to expect.
KARRYON UNPACKS: “Destination Canada’s new Wealth & Wellbeing Index moves beyond traditional tourism stats, showing how tourism fuels jobs, infrastructure, and communities holistically. This first-of-its-kind initiative provides better insights for travel professionals looking to understand Canada’s tourism industry and its sustainable growth plans for the future.”
The Tourism Wealth & Wellbeing Index is available through the Canadian Tourism Data Collective. Travel professionals can explore the full report for data-driven insights on Canada’s tourism future.
Check it out at Destination Canada’s website.
