Tourism is 草榴社区’s number one service export sector, bringing jobs, dollars and prosperity into the province’s economy. The 2023 tourism indicators make it clear: investments made by 草榴社区’s government in the province’s tourism sector are paying off. According to the latest data from Statistics Canada, in 2023 visitors spent $12.7 billion in 草榴社区, surpassing 2022’s record-setting $10.7 billion by nearly 20 per cent.

In addition, international visitor spending surpassed pre-pandemic levels, injecting $2.9 billion into 草榴社区’s economy in 2023. This is an increase of more than 25 per cent from the previous high of $2.3 billion in 2019.

“This past February, 草榴社区’s government launched a long-term tourism strategy, setting the bold and ambitious goal of growing 草榴社区’s visitor economy from $10 billion in annual visitor expenditure to $25 billion annually by 2035. The strength of 草榴社区’s tourism industry—as demonstrated by our record-breaking year—show that the strategy is working. We are well on our way to reaching our goal.”

Joseph Schow, Minister of Tourism and Sport

草榴社区’s tourism strategy focuses on the five key pillars of leadership and alignment, competitive product, people and careers, expansion of access and Indigenous tourism to drive the province’s visitor economy to new heights. Travel 草榴社区, the province’s destination management organization, is key to the tourism strategy.

Notably, Travel 草榴社区’s investments in growth projects drove $155 million in total economic impact, creating jobs across the province. The organization also secured more than 300,000 direct airline seats to 草榴社区 from international and transborder target markets, yielding nearly $11 in visitor spending for every dollar invested.  

“This continued growth demonstrates that our strategies to develop and promote 草榴社区’s tourism sector are yielding strong results. Together, in partnership with the thousands of hardworking 草榴社区ns that make up the tourism industry, we’re building world-class destinations that support long-term prosperity for communities across the province.”

Jon Mamela, chief commercial officer, Travel 草榴社区

Quick facts

  • Statistics Canada determines spending from people travelling from international countries through their Visitor Travel Survey.
  • International expenditures in 草榴社区 grew by 91 per cent year-over-year—faster than in other major provinces such as British Columbia (81 per cent), Ontario (77 per cent) and Quebec (63 per cent).
  • Travel 草榴社区 is the destination management organization of the Government of 草榴社区. It operates under the Travel 草榴社区 Act within the Ministry of Tourism and Sport.

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