Building a National Tourism StrategyReader Rating: 5.00

The document Building a National Tourism Strategy identifies challenges and lays out priorities for strengthening tourism competitiveness developed by the federal/provincial/territorial (F/P/T) governments in consultation with industry. It is based on extensive analysis of the industry and the challenges it faces. Six priority areas were identified where all three levels of governments can collaborate more closely—with each other and with industry—to improve tourism industry competitiveness and accelerate its growth. The priorities include border crossings, transportation infrastructure, product development, human resource development, tourism information and statistics, and tourism marketing.

F/P/T governments will work with industry in the identification of specific actions for implementation.

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Table of contents

1. Foreword
2. Introduction: A New Era of Collaboration
3. Environmental Overview: The Context for Change
   • Global Trends: A Changing and Volatile Environment
   • How Is Canada Performing?
   • International Tourism Long-Term Growth—Projections to 2020
   • Canada's Tourism Industry: A Strong Contributor to the Canadian Economy
   • Canadian Trends: Domestic and International Travellers' Spending Patterns
   • Reasons for Visiting Canada
4. Challenges and Opportunities Facing Canada's Tourism Industry
   1. Understanding the Expectations of Travellers
      1. An Aging Population
      2. Changing Travel Patterns
      3. Visitor Information Services: Increasing Use of Technology
   2. Cohesive Marketing Campaigns that Reflect Provincial/Territorial Realities
   3. Developing Aboriginal Tourism
   4. Developing Northern Tourism
   5. Attracting and Retaining a Workforce
   6. Investing in Tourism Infrastructure
   7. Ensuring an Efficient Transportation System
   8. Adopting Sustainable Tourism Development and Quality Practices
5. The Way Forward—Canada's National Tourism Strategy
   • Role of the Federal/Provincial/Territorial (F/P/T) Governments
   • Industry is a Key Partner with F/P/T Governments
6. Strategic Objectives and Key Results
   1. Exceptional Hosts
   2. Exceptional Experiences
   3. Accessible Destination
   4. Exceptional Reputation
7. Priorities for Immediate Action
   1. Accessible Destination—Border Crossing
   2. Accessible Destination—Transportation
   3. Exceptional Experiences—Product Development
   4. Exceptional Hosts—Human Resources
   5. Exceptional Reputation—Tourism Information and Statistics
   6. Exceptional Reputation—Tourism Marketing
8. Conclusion