Questions and Answers—Canada's Federal Tourism StrategyReader Rating: 2.50

Why does Canada need a Federal Tourism Strategy?

Budget 2009 mandated the Minister of State for Small Business and Tourism to create a federal tourism strategy to bring greater alignment to programs and services that support the tourism industry. In June 2009, the Prime Minister met with tourism industry leaders and announced a framework for the Federal Tourism Strategy that identified four priority areas.

What are the four priority areas of the Federal Tourism Strategy?

The four priority areas are:

• increasing awareness of Canada as a premier tourism destination;
• facilitating ease of access and movement for travellers while protecting the safety and integrity of Canada's borders;
• encouraging product development and investments in Canadian tourism assets and products; and
• fostering an adequate supply of skills and labour to enhance visitor experiences through quality service and hospitality.

What is the objective of the Federal Tourism Strategy?

The objective is to implement a whole-of-government approach that will enhance the federal government's role as an effective partner with industry and other levels of government in support of an internationally competitive tourism sector.

What does a "whole-of-government" approach mean?

This strategy coordinates the government's tourism-related efforts by, for example, fostering an open and cooperative partnership with the tourism industry and bringing policies and programs into greater alignment across departments and agencies. Specifically, the federal government will:

• develop a tourism-forward agenda that is integrated across government;
• formalize tourism industry engagement with senior federal officials;
• create a federal tourism website; and
• produce a tourism annual report.

Which government departments and agencies make up this whole-of-government approach?

There are some 15 government departments and agencies that make up this approach, including those that provide support for tourism through funded programs and direct operation of tourism attractions, foster regional economic development in a variety of industries, and maintain responsibility for policy matters that impact travellers such as air services and visas. They are listed in an appendix to the Federal Tourism Strategy.

What results will tourism stakeholders see?

A more coordinated approach will help position Canada's tourism sector to take advantage of growth opportunities, increase tourism revenues and create jobs in all regions of Canada. Tourism stakeholders will have better access to information through a central portal—the new tourism website—on federal programs, services and announcements. Through the Federal Tourism Strategy, the Government of Canada will be more coordinated and responsive in the areas of greatest importance to the sector.

What does this strategy provide to regions and provinces/territories?

A number of measures from regional economic development agencies (e.g., Atlantic Canada Opportunities Agency, Economic Development Agency of Canada for the Regions of Quebec and FedNor) support tourism programming in specific regions. More broadly, all regions benefit from tourism and the Federal Tourism Strategy is about supporting the visitor economy in realizing its full economic and social potential from coast to coast to coast.

Tourism can be a catalyst for entrepreneurship and job creation where traditional industries, such as fishing, forestry or manufacturing, have come under pressure. The Government of Canada is committed to working with the industry as well as the provinces and territories to build on our initial measures to address tourism priorities identified by all regions.

What is the government already doing to support Canada's tourism industry?

The federal government supports the tourism industry in many ways, including through the operation of national parks, the negotiation of bilateral air service agreements and the promotion of Canada as a premier tourism destination.

The Government of Canada invests significant resources directly and indirectly to support for the tourism industry. In addition, to stimulate the growth of tourism during the recent recession and to help bring Canada to the forefront of the minds of travellers, Canada's Economic Action Plan provided funding for:

• the National Trails Coalition;
• Parks Canada and its National Historic Sites;
• the Canadian Tourism Commission for greater domestic and international marketing; and
• 79 festivals and events through the Marquee Tourism Events Program.

The Economic Action Plan also increased tourism-related infrastructure through investments in everything from local parks to convention centres.

What was in the government's last budget to help the tourism sector?

Budget 2011 investments in the tourism sector include:

• promoting the Calgary Stampede's 100th anniversary events in key tourism markets;
• supporting the upcoming 100th anniversary of the Grey Cup and the run-up to the 2012 Grey Cup in Toronto; and
• establishing the Mealy Mountains National Park in Newfoundland and Labrador, the largest national park in Eastern Canada.

What is the Signature Experiences Collection?

As some of the initial measures, the Canadian Tourism Commission has developed a collection of unique and distinctly Canadian experiences, which will help build the Canadian brand internationally. A “signature experience” is one that is authentically Canadian and will be offered by a qualified Canadian-based business owner or operator. It is an export-ready experience that engages the senses and will have a personal impact on the traveller. The goal of the Signature Experiences Collection is to create demand for Canada in international markets by showcasing our unique destinations and experiences. This presents a significant opportunity for member companies to profile and market their uniquely Canadian experiences to the world. It will further encourage small and medium-sized tourism businesses to continue developing new and exciting experiences for international visitors.

Why does tourism matter?

Tourism is a catalyst for entrepreneurship and provides employment in urban and rural areas as well as in the North. The tourism industry offers real jobs and careers. In 2010, tourism accounted for approximately 2 percent of Canada's gross domestic product and $73 billion in revenues, and it directly employed nearly 600,000 people in all regions of Canada.