Destination Canada Unveils Tourism Wealth & Wellbeing Index Transforming Tourism’s Role in Empowering Communities and Driving Growth Across Canada

Destination Canada has introduced a groundbreaking measurement tool that goes beyond traditional metrics like visitor spending and arrivals to evaluate the broader benefits tourism brings to Canadians. The Tourism Wealth & Wellbeing Index highlights the sector’s role in empowering communities, preserving cultural heritage, protecting natural assets, and driving economic growth. It underscores tourism’s potential to strengthen local economies while enhancing Canada’s global competitiveness.

The long-term growth of tourism requires a balance between economic gains and vital factors such as employment, infrastructure, and transformative experiences. The Index provides a framework to measure these contributions through six interconnected components that drive revenue, expand the tax base, fuel reinvestment, and ensure long-term prosperity for communities across the country:

Economy: Assesses tourism’s contribution to sustainable economic growth and prosperity.
Employment: Focuses on inclusivity and the creation of quality, accessible, and diverse jobs.
Enablement: Measures the impact of tourism on infrastructure that supports both tourism and local communities, ensuring long-term sustainability.
Environment: Examines tourism’s environmental footprint, including sustainability practices and resource management.
Engagement: Evaluates tourism’s role in fostering social inclusion and preserving cultural heritage.
Experience: Looks at how tourism enriches lives by providing transformative and memorable experiences.

The Index serves as a strategic tool for industry leaders, policymakers, and businesses, offering data-driven insights and best practices to guide decision-making. With tourism expected to outpace the growth of the broader Canadian economy, strategic investments will be crucial to ensure that communities across the country are well-positioned to seize emerging opportunities.

“We know that Canadian tourism goes beyond dollars and cents. It’s an engine for promoting sustainability, bringing people together and creating shared cultural understanding. People across the country, from small towns to large cities, are participating in the tourism economy, and with Destination Canada’s innovative new tool, we will be able to better measure and understand their impact so that we can better support and invest in their work going forward. Once again, Canada’s tourism sector is leading the way,” said the Honourable Pascale St-Onge, Minister of Canadian Heritage, Minister of Tourism and Minister responsible for the Economic Development Agency of Canada for the Regions of Quebec.

“As global competition intensifies, Canada must seize tourism’s full potential to drive economic prosperity and create thriving, resilient communities,” said Marsha Walden, President & CEO of Destination Canada. “We developed this Index with the understanding that economic growth doesn’t exist in isolation—it’s part of a larger ecosystem where vibrant communities, cultural preservation, and environmental stewardship are indispensable. By considering tourism’s impact across all metrics, we can deliver longer-term benefits that support communities and secure Canada’s position as a leader in sustainable tourism.”

The Index serves as a cornerstone of Destination Canada’s Tourism 2030 Strategy – A World of Opportunity, a comprehensive roadmap aimed at unlocking the full potential of Canada’s tourism sector. Aligned with global standards such as the United Nations’ Sustainable Development Goals (SDGs) and the Measuring the Sustainability of Tourism (MST) initiative, the framework was presented to the UN Tourism Expert Group on Measuring the Sustainability of Tourism last year.

The inaugural Tourism Wealth & Wellbeing Index Report introduces the Index’s concept and methodology, highlights key economic, social, and environmental trends impacted by tourism across the country, and provides detailed profiles for each province and territory. It emphasizes Canada’s unique strengths, showcases best practices, and celebrates the diversity within each region.

The Digital Index and Report are accessible through the award-winning Canadian Tourism Data Collective, a secure national platform for sharing and accessing tourism data.

Drawing on data from over 100 sources and 30 indicators grouped into six core indices, the Wealth & Wellbeing Index provides a comprehensive view of tourism’s contributions at the national, provincial, and territorial levels. Future updates will expand these insights, offering regional and community-level data to support targeted strategies and investments.

Key Insights from the Index

Canadian Tourism Drives GDP Growth
Canada’s tourism GDP grew by 9.5% in 2023, underscoring the sector’s essential role in economic recovery and resilience. This growth highlights tourism’s potential to sustainably leverage Canada’s natural resources, such as parks and conservation areas, creating diverse opportunities for communities. Provinces like Ontario stand out for leading visitor spending, cementing tourism as a pillar of economic stability.
Tourism Fuels Infrastructure Development
Tourism drives the expansion of multi-modal connectivity, enhancing quality of life for residents and travelers. The sector is instrumental in strengthening transportation networks, connecting Canada coast-to-coast, supporting the delivery of goods and services, and improving visitor experiences. British Columbia, Ontario, and Quebec lead in air, rail, and regional connectivity.
Tourism Promotes Business Diversity
Tourism is one of Canada’s most inclusive sectors, with women owning 20% of tourism businesses and immigrants owning 36%. Across the country, the sector fosters inclusivity, social integration, and economic resilience, ensuring its benefits are widely shared.
Canadians Recognize Tourism’s Value
Tourism continues to make a meaningful impact on Canadian communities, with public approval consistently above 80%. Canadians acknowledge tourism’s positive contributions, reflecting its role in strengthening community engagement and fostering openness nationwide.