Why tourists don’t like Canada

Steven Threndyle/

(Photo: Robert Francis/Flickr)

Canadian Tourism Commission CEO Michele McKenzie announced last month she would be stepping down after a difficult decade at the helm of the national tourism marketing body. Statistics tell the tale: from 2000 to 2010, Canada’s share of global international arrivals decreased from 2.9% to 1.7%. Our share of revenues fell from 2.3% to 1.7%.

A sharp decline in U.S. visitors and flat traveller numbers from overseas have left tourism operators ever more dependent on the domestic market. Canadians themselves accounted for 80% of spending in 2012, up from 68% a decade earlier, a recent Scotiabank report found. The report blamed the Canadian dollar’s appreciation, which eroded price competitiveness, “as well as the rapid growth in emerging markets as a tourist destination.”

That has left Canada with a wide and growing tourism deficit. Though the sector accounts for only 2% of the economy, it employs almost 600,000 people. And in the eyes of critics, it is getting even less competitive. “The cost of the product we’re selling continues to rise. Our airports, for instance, are used as a cost centre rather than as an economic engine,” laments John Winter, CEO of the B.C. Chamber of Commerce.

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