Tourism rebound, redefined
Tourism GDP rose 18 % in 2024, reaching 96 % of pre-pandemic levels. International arrivals hit 21 million, but average spend per visitor remains 12 % lower than 2019.
| Indicator | 2019 | 2024 | 2025 (est.) | Source |
|---|---|---|---|---|
| International arrivals (mn) | 22.1 | 21.0 | 22.5 | Destination Canada 2025 |
| Average spend ($ per visitor) | $1 675 | $1 470 | $1 520 | DC |
| Tourism GDP ($ bn) | $102 | $93 | $97 | StatsCan 36-10-0402 |
Competitive landscape
Air capacity, visa processing, and fragmented marketing constrain growth. Meanwhile, global eco-tourism and culinary sectors expand twice as fast as traditional leisure travel.
What leaders can do
- Develop year-round tourism ecosystems with local producers and events.
- Adopt digital visitor passports for seamless bookings and loyalty.
- Invest in sustainable infrastructure. ESG-certified destinations command higher occupancy.
- Coordinate regional branding. Cross-municipal marketing boosts reach 20 %.
Arcus Insight: The next tourism advantage will be experiential scale—integrating culture, tech, and climate stewardship into one narrative.