Destinations International and Longwoods International Release Study on 2024 Canada Resident Sentiment Towards Tourism

Widespread support for tourism can be further enhanced with more information on economic and other community benefits

Washington, DC (February 6, 2025) — Destinations International (DI), the world’s leading and most respected association representing destination organizations and convention and visitors bureaus (CVBs), in collaboration with Longwoods International, a market research consultancy that specializes in the travel and tourism industry, today announced the release of the Canada Industry Brief: 2024 National Resident Sentiment. This annual report provides a comprehensive look at how Canadian residents view tourism, its benefits and its challenges, including concerns around overcrowding and rising costs of living.

Building on the partnership between Longwoods International and Destinations International that began in 2018, the report highlights how Canadians feel about tourism’s impact on their local economies, employment, quality of life and environmental sustainability. The findings are critical for Canadian destination marketing organizations as they continue working with local communities to ensure tourism growth is sustainable and beneficial for all.

“As destination organizations, we have an important responsibility to engage residents in meaningful ways, share our tourism development plans, and ensure that we are building tourism strategies that benefit both visitors and the communities we serve,” said Don Welsh, President and CEO of Destinations International. “The Canadian tourism industry is a major contributor to local economies, and this study provides key insights to help ensure its continued success in a sustainable and community-focused manner.”

The 2024 study confirms strong public support for tourism across Canada – nearly two-thirds of Canadians (64%) believe tourism is important to their local economy – but also underlines the importance of addressing community concerns related to overcrowding, cost of living and environmental sustainability. To enhance community engagement, the following strategies are recommended:

•    Highlight Destination Stewardship Efforts: The study emphasizes the importance of communicating destination stewardship initiatives that balance tourism growth with residents’ quality of life.
•    Promote Sustainable Tourism: There is strong public support for environmental education, with over 70% of Canadians agreeing that tourists should be educated on responsible travel.
•    Address Overcrowding: Growing concerns about overcrowding and its impact on local infrastructure, natural areas, and residents’ daily lives should be prioritized in destination planning and advocacy efforts.
•    Share Career Stories: The study reveals that there is a significant opportunity to educate residents about the diverse career opportunities available within the tourism industry, from entry-level jobs to long-term careers with competitive pay and benefits.

“Canadians are increasingly supportive of tourism and the positive contributions it brings to their communities,” said Amir Eylon, President and CEO of Longwoods International. “However, this research also highlights areas where further efforts can be made, particularly in keeping residents informed about the economic benefits of tourism, strengthening messaging about sustainability, and actively promoting career opportunities in the tourism industry.”

More information and the full study is available online.

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About Destinations International
Destinations International is the world’s largest and most respected association for destination organizations, convention and visitors bureaus (CVBs), and tourism boards. With more than 8,000 members and partners from over 750 destinations, including 70 in Canada, the association represents a powerful forward-thinking and collaborative community around the world. For more information, visit www.destinationsinternational.org.

About Longwoods International
Longwoods International is a leading travel and tourism research consultancy with headquarters in Toronto, Canada, and Columbus, Ohio, and offices in Idaho, Illinois, Indiana, Michigan, New York, North Carolina, Tennessee and Wisconsin. It conducts Longwoods Travel USA®, the largest ongoing survey of American travelers, as well as image, advertising effectiveness, advertising return on investment, sentiment and other custom research in 12 countries around the globe. https://longwoods-intl.com/.