Canada's tourism vision

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Focused on Growth

Twenty million travellers chose Canada in 2016.
That's up 11% from 2015—Canada is the place to visit. But better is always possible.
Our Vision focuses on marketing, access and products:

1. Create experiences

Success is all about offering unique experiences—like the many festivals in our cities, adventures across our vast wilderness, and great food and drink almost anywhere you go. That's why we're investing more in creating the experiences that make travelling to Canada unforgettable.

See our Vision

2. Market Canada

Creating experiences isn't enough–you have to tell the world about them. So we're investing more in Destination Canada to help get the word out. We want to bring more customers to the doors of small businesses across this country—from as far away as China to as close as our American neighbours.

See our Vision

3. Simplify travel

If we want more people to come to Canada, we have to make it easier to get here. We're lifting the Mexican visa requirement, opening new visa application centres and expanding the Electronic Travel Authorization (eTA) program to make it simpler for foreign nationals who fly to, or through, a Canadian airport.

See our Vision

Clear vision. Bold actions. Ambitious goals.

Our Vision is simple: bring more travellers to Canada and grow our industry.
We are aiming high with three ambitious targets.

By 2025
competing to be a top 10
international destination
30%
international overnight visitors by 2021
2x
Chinese tourists
by 2021

Here's the latest

The Honourable Bardish Chagger—Minister of Small Business and Tourism

Through our government's New Tourism Vision, we have a clear plan to build on this success and showcase our beautiful landscapes, incredible experiences and unique culture to the world.  

Read the full news release

The top six ways to get your business ready for growth

#1
Take a bird's-eye view

Look at your business through the eyes of your customers. Is your website simple and easy to use? Are you easy to find? Is there anything you should fix?

#2
Tell your story

What's your story? Telling customers why you do what you do can help create a connection. Check out the DC content playbook for more on storytelling.

#3
Go ahead…Google yourself

Everyone else is! Find out what people are saying and use it. It'll take some extra time, but publicly responding to reviews on travel sites shows customers how much you care.

#4
Get the most out of hosting

Small businesses can win big with earned media. Invite a travel blogger to experience for free what your business has to offer, in exchange for a review.

#5
Give them a 360° perspective

Give people a 360° view of what your business has on offer, whether it's thrilling, beautiful or anything in between. A video will help them choose you.

#6
Add a language to your website

2018 is the year of Canada–China tourism, and we've just lifted the visa requirements for Mexican nationals. Help potential visitors find you by speaking their language.

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