A landmark collaboration is unfolding across Canada as British Columbia, Ontario, Alberta, Quebec, Nova Scotia, and Manitoba join forces to invigorate the nation’s travel industry. This unprecedented unity among six key provinces aims to collectively supercharge Canada tourism, introducing robust recovery plans, exciting local experiences, and innovative strategies designed to attract visitors and foster unparalleled growth in 2025.
Each participating province brings its unique strengths to this shared vision, creating a diverse appeal for travelers. British Columbia leads with its adventure travel opportunities, while Ontario emphasizes its vibrant cities and major border attractions. Alberta promotes scenic road trips and national parks, Quebec showcases its rich cultural heritage, Nova Scotia draws visitors to its stunning coastal beauty, and Manitoba highlights its tranquil nature experiences. This coordinated approach ensures a comprehensive push for the Canadian travel industry.
Despite this promising alliance, Canada’s tourism sector is still navigating its recovery phase. In 2024, the industry contributed significantly, generating $130 billion and supporting 309,000 jobs, alongside $31 billion in tax revenue. However, May 2025 data indicated a 5.8% decrease in international visitors compared to the previous year, highlighting the ongoing need for strategic interventions to regain pre-pandemic momentum and strengthen tourism recovery efforts.
Regional performance reveals a mixed landscape within the Canadian travel industry. While Ontario, historically Canada’s top province for tourist arrivals, and British Columbia have experienced declines in U.S. visits and tourism spending in early 2025, Alberta stands out with notable growth in both tourist spending and domestic visits, thanks to its nature-centric offerings and accessible road trip routes. Quebec, despite a slight drop in U.S. arrivals, maintains a strong position in both international and domestic tourism, bolstered by its cultural allure.
A significant trend bolstering the sector is the surge in domestic travel, driven by factors such as high flight costs and global tensions encouraging Canadians to explore their own country. This shift is proving highly beneficial for local economies, with increased weekend trips and longer road journeys to smaller towns and Airbnb accommodations. Furthermore, specific adventure travel trends like mountain biking and hiking are rapidly gaining popularity in British Columbia, signaling a move towards experiential tourism.
International connectivity remains vital for Canada tourism, with Vancouver International Airport (YVR) serving as a critical gateway for British Columbia. In 2024, YVR processed 26.2 million passengers, demonstrating its role in facilitating global access. New routes from key markets like Japan, China, Mexico, and Australia are continually expanding, making it easier for international visitors to explore British Columbia’s diverse attractions, from bustling Vancouver to the serene Okanagan region and the wild Kootenay Rockies.
British Columbia, a cornerstone of the Canadian travel industry, continues to captivate visitors with its breathtaking landscapes, vibrant cities, and rich cultural offerings. Iconic destinations such as Vancouver, Whistler, Butchart Gardens, and the Okanagan Valley provide a wide array of experiences, from urban exploration and world-class skiing to tranquil gardens and exceptional wine tourism. The province’s commitment to ecotourism, particularly wildlife viewing, further solidifies its appeal as a premier global travel destination in 2025.
Addressing persistent challenges, including border delays, fuel prices, and staffing shortages in sectors like accommodation, is crucial for sustained growth. Destination Canada and provincial tourism organizations are actively implementing new marketing strategies and focusing on emerging markets. These efforts are designed to ensure seamless and enjoyable travel experiences, promoting lesser-known regions through sub-brands like “Rainforest to Rockies” and encouraging year-round visitation to areas like the Okanagan.
The collective efforts of these Canadian provinces in boosting Canada tourism underscore a unified and adaptable approach to the evolving global travel landscape. With a blend of robust recovery plans, diverse attractions, and a renewed focus on both international and domestic markets, the future of the Canadian travel industry appears poised for significant resurgence, promising continued economic contribution and a warm welcome for millions of travelers.
