New Federal Tourism Strategy will support businesses and create jobs

Canadians who work in the tourism and hospitality sector will benefit from a federal tourism strategy that brings together the best ideas from the public and private sectors. Prime Minister Stephen Harper told a gathering of national tourism industry leaders.

“Tourism is an increasingly important industry that supports small businesses in every region of our country and keeps thousands of Canadians employed,” said the Prime Minister.  “Our Economic Action Plan makes several major investments to strengthen this vital sector.  The next step is to improve the coordination of our efforts and better sell Canada as a tourist destination for both domestic and international visitors.”

The Prime Minister and Minister of State for Tourism and Small Business Diane Ablonczy used their meeting with industry leaders to announce that the Federal Government is taking the next step towards a new Federal Tourism Strategy that seeks to broaden access to, and awareness of, Canadian tourist attractions.

 “Serving as Prime Minister has granted me the privilege of visiting every corner of our country and seeing, first hand, the incredible hospitality, cultural institutions and natural splendor that Canada has to offer,” said the Prime Minister.  “As Canadians, we must set aside our modesty and do all we can to sell the amazing tourist experiences that exist in our own backyard.  By working together, we will build a tourism industry that employs thousands more people and showcases the very best of Canada to the world.”

Tourism is an important economic driver in every region in Canada.  It directly employs 660,000 people and represents 2% of Canada’s overall GDP. Our Government recognizes that building on Canada’s numerous tourism advantages is a key factor in our country’s future economic growth. 

Canada’s Economic Action Plan includes several short term measures designed to help tourism businesses and workers overcome the challenges posed by the global recession.  These include:

• $40 million over two years to the Canadian Tourism Commission for greater domestic and international marketing;
• $100 million over two years for the Marquee Tourism Events Program;
• $150 million over two years for Parks Canada and its National Historic Sites;
• $25 million over two years to expand Canada’s trails network; and
• A two-year fee freeze at national parks and national historic sites managed by Parks Canada.

Additionally, the international exposure from the Vancouver Olympic and Paralympic Winter Games and the G8 meeting in 2010 will put Canada on the fast-track to being recognized for providing some of the most extraordinary travel experiences on earth.

The next step in building on Canada’s tourism advantage is improving the focus of, and co-ordination among, the numerous government departments and programs that support the tourism industry.  Minister of State for Small Business and Tourism Diane Ablonczy is leading the development of a new Federal Tourism Strategy Framework to bring greater coherence to the policies and programs that support tourism.

The Framework identifies all federal departments and agencies with key roles in tourism.  In particular, the Framework focuses on addressing the following priorities:

• Encouraging product development and investments in Canadian tourism assets and products;
• Facilitating ease of access and movement for travelers, while ensuring the safety and integrity of Canada’s borders;
• Increasing awareness of Canada as a premier tourist destination, including federal tourism assets; and
• Fostering an adequate supply of skills and labour to enhance visitor experiences through quality service and hospitality.

The Framework also calls for engagement of the provinces, territories and the industry as they have crucial roles in ensuring the long-term growth and competitiveness of the sector.  Minister of State Ablonczy will discuss proposals for increased co-operation between governments when she meets with her provincial and territorial partners over the summer.