Destinations International Releases Landmark Report Linking Canada’s Visitor Economy to Export Growth
New research with EY-Parthenon shows inbound visitation is a powerful driver of Canadian goods and services exports
POTOMAC FALLS, Va., U.S. (Feb. 5, 2026) – Destinations International (DI) today announced the release of The Impact of the Visitor Economy on Canadian Exports, a new research report developed with EY-Parthenon that explores the potential connection between inbound visitation and long-term growth in Canadian exports.
At a time when Canada is engaged in a national conversation about competitiveness, productivity, trade diversification and evolving global market relationships, the report brings an often-overlooked sector into focus: the visitor economy. While tourism is frequently discussed in terms of jobs and visitor spending, this study demonstrates that its impact may extend beyond hospitality to serving as a strategic enabler of trade, investment and broader economic development.
“The visitor economy is not a standalone sector; it is a platform for economic growth,” said Don Welsh, president & CEO of Destinations International. “This research validates what destination leaders have long understood in practice: that attracting international visitors helps build relationships, strengthen Canada’s global reputation and create the conditions that drive exports, investment and long-term prosperity for communities across the country.”
The report finds a statistically significant relationship between inbound visitation and export performance. Using a multi-decade, panel-data econometric analysis covering more than 20 years of data, the study shows that a 1% increase in international visitors to Canada is associated with approximately CAD $1.06 billion in additional Canadian goods and services exports over a two-year period, beyond the direct export of tourism services themselves.
These impacts are driven by multiple reinforcing dynamics. International visitors create commercial relationships that mature into trade over time. Conferences and business events act as platforms for deal-making, partnership development and sector growth. Visitor-driven air service development establishes trade corridors that benefit export-oriented industries, while strong destination brands may enhance national reputation, trust and market access for Canadian firms abroad.
“Our report suggests that the visitor economy can be a strategic driver of Canada’s broader economic performance,” says Mauricio Zelaya, EY-Parthenon Canada Partner & National Economics Leader. “Beyond tourism, it has the potential to fuel global engagement, strengthen Canada’s reputation abroad and contribute to trade and investment outcomes that support long-term prosperity across the country. Recognizing and acting on this opportunity is increasingly a strategic imperative for Canada’s growth and competitiveness.”
The study suggests that destinations successful in attracting visitors could also be better positioned to attract business capital, skilled talent, new residents and the expansion of export-driven industries. By viewing the visitor economy as a foundational element of economic strategy, policymakers and business leaders can unlock broader returns on destination promotion and visitor engagement.
The study was led by Destinations International’s Canadian Destination Leadership Council (CDLC) and made possible through the financial support of its members and the DI Foundation.
“This report provides new evidence of how the visitor economy is a driver of Canada’s export growth and long-term competitiveness,” said Nancy Small, CEO of Tourism Richmond (BC) and co-chair of Destinations International’s Canadian Destination Leadership Council. “The Canadian Destination Leadership Council plays a critical role in advancing research and thought leadership that elevates the voice of destinations nationally, and this study provides powerful evidence that investing in destination promotion is also an investment in economic resilience for communities across Canada.”
The full report is available online.
Tim Smith is a strategic communications leader with over 20 years of experience across government, industry, agency, and association sectors. He has held senior roles at Delaware North, APCO Worldwide, and Edelman, and served abroad as a U.S. diplomat promoting trade and investment. As Vice President of Communications, he leads strategy to elevate brand, support the association’s mission, and engage global stakeholders. Tim is active in civic and professional organizations and has served on multiple boards. He lives outside Buffalo, New York, with his wife and has three grown children.