Published on
November 15, 2025
In November 2025, Canada federal, provincial, and territorial ministers responsible for tourism gathered in Winnipeg to address the critical future of tourism across the country. The meeting focused on innovation, resilience, and expanding access to Canada’s tourism treasures. Ministers aimed to chart a course that enhances travel experiences while tackling modern challenges like climate change, wildfires, and digital trends.
An Industry Under Change
Tourism is one of Canada’s most vital economic sectors. The country’s tourism industry supported over 702,000 jobs in 2024, generating $50.8 billion, about 1.8% of Canada’s GDP. Yet, the ministers noted that while growth has been strong, the tourism sector faces significant challenges. From extreme weather events to changing visitor preferences and evolving digital trends, tourism in Canada has had to adapt quickly.
One of the major highlights from the meeting was the recognition that collaboration will play a key role in ensuring growth and recovery in the sector. The ministers agreed that they must work together across jurisdictions and communities, especially to offer new opportunities in rural and Indigenous regions, where tourism can provide critical economic support.
Strengthening Canada’s Tourism Resilience
Emergency management was a key topic during the meeting. Ministers acknowledged the growing impact of wildfires and extreme weather on Canadian communities and tourism operations. Presentations by the Emergency Management Working Group explored best practices for disaster preparedness. These practices will be invaluable in ensuring that Canada’s tourism destinations remain safe and accessible, even in the face of unforeseen challenges.
Ministers also discussed how to improve resilience in both urban and rural tourism. Recognising the need for increased support for remote areas, they set out a vision to make it easier for tourists to access even the most remote corners of Canada, such as natural reserves, national parks, and culturally significant sites. This access will empower tourists to explore diverse regions, including Indigenous communities, bringing valuable attention and economic benefits to these areas.
Adapting to New Trends in Tourism
In a time when technology is transforming every aspect of travel, ministers explored the importance of digital trends in tourism. Canada’s ability to leverage technology will be crucial in remaining competitive in the global tourism market. The ministers discussed how tools like AI-driven travel planning and mobile technology are reshaping how people plan their vacations. With such innovations, Canada’s tourism industry can provide seamless, engaging travel experiences for modern travelers.
The ministers also examined how visitor preferences are evolving. There’s a growing demand for sustainable tourism, where travelers seek to immerse themselves in local culture and nature. By embracing this trend, Canada can position itself as a world-class destination for those interested in eco-tourism, Indigenous culture, and adventure experiences.
Improving Access: The Key to Growth
Access to Canadian destinations, particularly in rural and regional areas, was another critical topic. Ministers discussed transportation policies, including air competitiveness, ferry services, and improving road infrastructure. These efforts aim to make it easier for both international and domestic tourists to visit Canada’s more remote and unexplored regions. Expanding rural access will not only boost tourism numbers but also help promote local businesses and regional attractions that have been overlooked in the past.
A key takeaway from the discussions is that increasing visitor access, both in terms of infrastructure and digital innovation, will lead to a more inclusive tourism experience. The country’s Indigenous communities and rural areas will be able to participate more fully in Canada’s tourism boom, offering rich cultural experiences to those seeking authentic, off-the-beaten-path adventures.
Quick Facts on Canada’s Tourism Industry
The tourism sector has seen robust growth over the years:
- $67.0 billion in tourism spending from January to July 2025, a 4.1% increase compared to 2024.
- 7.8 million international tourists visited Canada in the first half of 2025, despite a 6.0% decrease from the previous year.
- 19.9 million international arrivals in 2024, marking an 8.6% increase from 2023.
- 105.6 million domestic trips taken in Canada in 2024, a 8.8% rise from 2023.
Ministers agreed that the next meeting will be hosted in New Brunswick in 2026, further solidifying Canada’s long-term commitment to the sector’s growth.
What This Means for Travelers
For tourists and the travel industry, these discussions are a promise that Canada’s tourism sector will continue to evolve and adapt. The commitments to improving resilience, expanding visitor access, and embracing digital transformation signal a bright future for tourism in Canada.
Canada’s stunning landscapes, thriving cultural heritage, and warm hospitality will remain at the forefront of the global tourism map. From the bustling cities of Toronto and Vancouver to the untamed beauty of the Yukon and Indigenous lands, there has never been a better time to experience Canada’s diverse offerings. These strategic measures will bring tourism growth, boost local economies, and provide authentic experiences for travelers from around the world.
