Canada’s destination orgs drive $113B in tourism demand in 2023

This surge is thanks to crowds at attractions, sports events, festivals, and business events in communities across Canada. Domestic spending alone reached $86.6 billion, marking a 13 per cent increase from pre-pandemic levels.

The resurgence of Canadian tourism shows why we need to keep investing in destination organizations to keep the momentum going. Canada's destination organizations enrich our communities. They champion and promote Canada’s destinations, tourism businesses, and the vitality of local communities. Destination organizations serve their communities by:

1. Driving economic growth and community development

2. Creating widespread regional benefits

3. Advising governments on destination investment and assessment

4. Enhancing community cohesion

These organizations are essential for community vitality, turning communities into desirable destinations for living, visiting, working, and playing. Destination organizations need reliable, transparent, and efficient funding. Many destinations in Canada view visitor-based assessments (VBA) as key to supporting domestic tourism's health and expansion.

VBAs typically involve a small charge on accommodation rates, directly paid by visitors. This approach has allowed destination organizations to enhance marketing efforts and provide resources for visitor economy growth. VBAs not only keep Canadian destinations competitive but also improve residents' quality of life. With the right strategies and effective tools in place, Canada’s destination organizations aim to take Canadian tourism to new heights in 2024.