“Canada: Powered by Tourism” is the theme for this year’s National Tourism Week in Canada. Hosted by the Tourism Industry Association of Canada (TIAC) and its partners Destination Canada and The Globe and Mail, the weeklong celebration highlights how the visitor economy serves as the cornerstone of Canadian prosperity. Within Canada, the sector puts one out of every ten persons to work, infusing more than $100 billion in spending into the economy. Beyond economic measures, tourism is more than an industry; it’s a force that creates opportunities, strengthens communities, and connects people. The sector has a profound impact on the cultural heritage of Canada, expressing its diverse ideas, people, and communities that form the heart of the nation. 

National Tourism Week sends a united industry message that Canada is open for business and ready to accept visitors.  Tourism as a sector is an economic engine that keeps businesses thriving in every province and territory. During the weeklong celebration, organizations are encouraged to spread the word about the positive influence of the visitor economy through email banners, promotional graphics, related toolkits, and a factsheet booklet.  These valuable resources provide key stakeholders with important talking points that demonstrate the visitor economy's potential as an economic driver.  National Tourism Week celebrates the contributions of the tourism sector in making Canada a great destination to invest in, work in, and visit. By celebrating tourism, organizations can highlight the visitor economy's broader impact to include unusual suspects from recreation, academia, and entertainment. 

To put data behind storytelling, Destination Canada recently released industry reports to quantify the economic impact figures in Canada. Annually, Canada’s visitor economy helps propel local businesses and services from small-town shops to big-city attractions. The quarter three tourism snapshot report released in December of 2024 highlights the state of the visitor economy in Canada. For the second year in a row, tourism spending reached $40 billion in quarter three, with revenues surpassing pre-COVID levels over the same period. Further, Canada was ranked among the top destinations for international markets, including Germany, France, the UK, Australia, Japan, and Mexico. Another resource, the Canada Wealth and Well-being Index, is designed to help organizations measure their value beyond traditional economic metrics to include social, cultural, and environmental indicators. By examining tourism beyond its traditional metrics, the index is more than just a tool for measuring tourism. It is a catalyst for change, helping to inform organizations about the broad impacts of tourism. 

National Tourism Week Activations

Organizations within Canada can lend their support to the industry through several key activations meant to highlight tourism’s key role in propelling prosperity. Throughout National Tourism Week, stakeholders, including destination organizations, business leaders, and community members, are encouraged to share their stories via social media. For one, organizations can use the Tourism Industry Association of Canada’s sharable images to share messages of support for the tourism sector to their followers using the hashtag #TourismWeekCanada2025 and tagging the Tourism Industry Association of Canada on social media. To create a more personalized message of support, destination organizations can share relevant videos on social media that speak to the positive influence of the visitor economy on their local community, businesses, and residents. Also, organizations can upload a 20-30-second video on relevant platforms showcasing the industry’s vital role in fueling economic growth for local businesses, business events, and quality of life.