Destination Canada has unveiled a new measurement tool designed to capture tourism's full impact on communities across the country, moving beyond traditional metrics such as visitor spending and arrivals.
The new Tourism Wealth & Wellbeing Index by Destination Canada provides a comprehensive framework for evaluating how the sector contributes to local economies, cultural preservation and environmental protection.
Drawing on data from more than 100 sources and 30 indicators, the index is organised around six core components: economy, employment, enablement, environment, engagement and experience.
“We know that Canadian tourism goes beyond dollars and cents. It’s an engine for promoting sustainability, bringing people together and creating shared cultural understanding. People across the country, from small towns to large cities, are participating in the tourism economy, and with Destination Canada’s innovative new tool, we will be able to better measure and understand their impact so that we can better support and invest in their work going forward.
"Once again, Canada’s tourism sector is leading the way,” says the Honourable Pascale St-Onge, minister of Canadian heritage, minister of tourism and minister responsible for the economic development agency of Canada for the regions of Quebec.
The tool aims to serve as a strategic resource for industry leaders, policymakers and businesses, offering data-driven insights to inform decision-making as the tourism sector is projected to outpace broader economic growth in Canada.
"As global competition intensifies, Canada must seize tourism's full potential to drive economic prosperity and create thriving, resilient communities," says 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 has revealed several key insights about Canadian tourism. The sector's GDP expanded by 9.5% in 2023, highlighting its role in economic recovery. It also supports infrastructure development across communities, enhancing quality of life for both residents and visitors.
Additionally, tourism stands out as one of Canada's most diverse sectors, with women owning 20% of tourism businesses and immigrants owning 36%. Public sentiment toward tourism remains strongly positive, with approval ratings above 80% across all reporting periods.
The index aligns with global standards including the United Nations' Sustainable Development Goals and the Measuring the Sustainability of Tourism initiative. It forms a cornerstone of Destination Canada's Tourism 2030 Strategy – A World of Opportunity.
Currently providing insights at national, provincial and territorial levels, future iterations of the index will offer more granular regional and community-level data to guide targeted strategies and investment.
The Digital Index and accompanying report are available through the Canadian Tourism Data Collective, a national platform for sharing and accessing tourism data.
by Olivia Palamountain | GLOBETRENDER