Calling on Canadians to support the tourism industry from coast-to-coast-to-coast
Tourism Week is a seven-day coast-to-coast-to-coast event to recognize Canada’s tourism economy, and the impact it has on every community across the country. Led by the Tourism Industry Association of Canada (TIAC), Tourism Week is held on an annual basis to elevate Canada’s tourism industry. It also highlights the value of the tourism sector to Canada’s economy -- an especially vital message in the era of COVID-19.
According to TIAC, in 2019, the tourism economy in Canada generated $105 billion in economic activity, accounting for 2% of the country’s GDP. The travel and tourism sector were also responsible for employing over 1.8 million workers. The pandemic has had the greatest impact on this sector and its losses during the past 15 months have been the worst on record.
A key part of the mission for this year’s Tourism Week will be to recognize the resilience of the industry through this unprecedented time and emphasize the role that tourism plays in Canada’s economic growth. To help energize those plans, TIAC has introduced the 2021 Tourism Pledge calling all Canadians to travel and vacation in Canada, when restrictions allow, and to spread the word about that experience to friends and neighbours.
“This year, we aim to recognize the resilience of the industry through this unprecedented time,” says Beth Potter, President and CEO of TIAC.
“We are calling on Canadians to take the 2021 Tourism Pledge to travel in Canada first, when restrictions are lifted. This is an invitation to come together as a country and support our local tourism destinations, businesses, and employees,” she said.
As Canada’s largest provinces, Ontario and Quebec have faced the biggest waves of the pandemic in the country, but they are finding ways to win the battle. That’s good news for the tourism sector, which is looking forward to a reduction in travel restrictions and the return of visitors.
“We’re absolutely ready!” says Christopher Bloore, the President and CEO of the Tourism Industry Association of Ontario.
“Ontario is excited about welcoming back tourists to our province as soon as government restrictions are lifted,” he says. “Tourism operators in Ontario have implemented the highest standards of health and safety protocols since the beginning of the COVID-19 pandemic. Millions of dollars have been spent on adapting premises, training staff and changing processes to ensure a seamless, safe and welcoming environment when businesses are given the go-ahead.”
Through Tourism Week, industry stakeholders are encouraged to share the message, embrace the campaign, and use resources available at TourismCounts.ca, as well as host media events and distribute press releases highlighting their region, destination and their industry members’ contribution to Canada’s Tourism ecosystem.
The campaign tagline “It’s What Makes Canada Glow,” will be brought to life throughout the week, as tourism operators across Canada are encouraged to light up their businesses with the “glowing green” that represents Tourism Week.
