Tourism operators in Canada are expecting another big year ahead. Paul Hollingsworth on the preparation and projections.
On a cold, January afternoon, all is quiet on the Halifax waterfront, but tourism operator Dennis Campbell is still savouring the memories of the record-breaking 2025tourism season.
“Canadian domestic travel was just fantastic,” said Campbell, CEO of the Nova Scotia-based sightseeing company Ambassatours Gray Line. “It was nothing like we had seen before.”
Trade tensions between Canada and the U.S. resulted in many Canadians choosing to spend their vacation dollars closer to home.
The Canada Strong Pass, provided by Parks Canada, also had an impact, offering free or discounted admission to sites and landmarks across the country.
Last year, the pass was linked to a 6.5 per cent increase in Via Rail ridership, a 13 per cent jump in visitors at Parks Canada sites and a 15 per cent increase in national museum visits.
The pass is available again this year.
Destination Canada President and CEO Marsha Walden said the high volume of vacation travel within Canada is a national trend covering most parts of the country.
“Domestic travel intent was markedly stronger than (2024) throughout the summer and fall, and this increase translated into real demand, reflecting Canadians’ enthusiasm for exploring their own backyard,” said Walden. “Notably, interprovincial spending recorded a higher year-over-year increase than intraprovincial spending, highlighting a growing appetite to travel farther afield.
Campbell expects 2026 to be even busier than last year.
“Right now, our early numbers from 2026 are really strong for domestic travel and are trending in a nice way,” said Campbell.
An increase in tourism revenue has also resulted in adding more staff, expanding tourism infrastructure.
“This is the trend that we are seeing across Canada,” added Campbell. “The economic impact is really nice, and really has a nice far reach to it, for many small entrepreneurial companies.”
Dalhousie University Professor Lorn Sheehan specializes in destination management and said the recent trend of cheaper gas is well-timed for Canadians as they look to maintain their travel habits north of the border.
“The gas prices falling for domestic short-haul travel is fantastic for an incentive,” said Sheehan. “It makes your holiday or your trip much more affordable.”
Tourism operators are also forecasting a record-breaking season for cruise ship visits in the Maritimes and Quebec. Last year, more than 200 ships came to Halifax, with even more expected in 2026.