Tourism has always been important to Canada’s economy, culture, and global image. With its large landscapes, diverse cities, and strong Indigenous heritage, Canada is a top choice for travelers worldwide. The COVID-19 pandemic caused major problems, including closed borders, less international travel, and financial losses for the tourism industry. As of July 2025, the Canadian government has launched a new tourism plan to revive the industry, encourage sustainable tourism, support Indigenous businesses, and make Canada a leader in responsible travel.
Rebuilding Post-Pandemic Tourism
The new tourism strategy introduced in 2024 and being fully implemented in 2025 focuses strongly on recovery and resilience. In the wake of the pandemic, many businesses in the tourism sector, particularly small and medium enterprises, struggled to survive. The government’s revised plan has prioritized investment in these businesses through grants, low-interest loans, and marketing partnerships. This approach has allowed operators in remote and rural areas, including those in the hospitality, adventure tourism, and cultural heritage sectors, to bounce back and re-engage with international audiences.
A new “Canada Welcomes the World” campaign was launched earlier this year, aiming to reintroduce Canada as a safe, welcoming, and experience-rich destination. By emphasizing health security, streamlined travel protocols, and the use of digital health passes, Canada seeks to restore confidence among travelers from key markets such as the United States, the European Union, and East Asia.
Emphasis on Sustainable and Eco-Friendly Tourism
One of the cornerstones of Canada’s new tourism development strategy is sustainability. As climate change becomes an increasingly urgent global issue, the Canadian government has recognized the need to reduce the environmental footprint of tourism activities. In July 2025, the federal Ministry of Tourism partnered with Parks Canada and private operators to launch a series of eco-tourism initiatives that promote low-impact travel and environmental conservation.
Travelers are now encouraged to participate in carbon-neutral tours, such as electric vehicle-guided excursions, green-certified lodging, and “leave no trace” adventure programs in national parks. Additionally, incentives have been provided to businesses that adhere to new federal green certification programs. The goal is not only to attract environmentally conscious travelers but also to ensure that Canada’s natural wonders remain intact for future generations.
Advancing Indigenous Tourism
The strategy places a significant emphasis on Indigenous-led tourism as a way to promote reconciliation, cultural exchange, and economic empowerment. The federal government has collaborated with the Indigenous Tourism Association of Canada (ITAC) to support hundreds of Indigenous-owned tourism businesses across the country. Funding programs have been expanded in 2025, and efforts to incorporate Indigenous voices into tourism planning have been intensified.
From immersive experiences in Inuit communities in Nunavut to First Nations storytelling lodges in British Columbia, these initiatives offer travelers authentic and respectful insights into Indigenous culture, language, and tradition. Canada’s tourism strategy now positions Indigenous tourism not as a niche market but as an integral part of the national identity and tourism brand.
Strengthening Regional and Rural Tourism
Another important element of Canada’s tourism development strategy involves decentralizing the tourism economy from major cities like Toronto, Vancouver, and Montreal and expanding tourism into smaller communities and rural regions. With the help of digital marketing campaigns and transport infrastructure investment, the government is promoting lesser-known destinations such as the Gaspé Peninsula in Quebec, the Yukon wilderness, and the lakeside towns of Saskatchewan.
This regional strategy aims to spread the economic benefits of tourism more equitably, alleviate pressure on urban tourism hubs, and help regions develop unique attractions tailored to their local culture and geography. Federal and provincial partnerships have also been crucial in improving airport connectivity, tourism signage, and language accessibility in these remote areas.
Leveraging Technology and Innovation
In July 2025, digital innovation is a central focus of Canada’s tourism growth plan. The integration of artificial intelligence, augmented reality, and smart tourism platforms is transforming how tourists interact with destinations. Several major cities have introduced interactive tourism apps that allow visitors to explore historical landmarks through immersive storytelling and virtual guides.
Additionally, Canada’s national tourism board has partnered with travel technology startups to enhance data analytics, optimize visitor flow, and offer real-time updates on weather, bookings, and transport schedules. The use of technology is not only enhancing the visitor experience but also supporting tourism businesses in adjusting their operations based on consumer behavior and demand patterns.
Boosting International Marketing and Strategic Partnerships
To re-establish Canada’s global presence, Destination Canada, the country’s official tourism marketing agency, has expanded its international campaigns. Special attention has been given to emerging markets such as India, Brazil, and South Korea, where rising middle classes show growing interest in international travel. Strategic partnerships with airlines, cruise lines, and digital travel platforms have helped position Canada as a diverse and accessible year-round destination.
The focus has also shifted from simply promoting popular attractions to curating meaningful experiences—such as wellness retreats, cultural exchanges, and culinary adventures. In this way, Canada is adapting to the preferences of modern travelers who seek authenticity and purpose in their journeys.
Conclusion
Canada’s new strategy for tourism development reflects the changing dynamics of global travel, environmental priorities, and cultural engagement. With a comprehensive approach that includes sustainability, Indigenous leadership, rural outreach, and tech innovation, the country is laying a strong foundation for a more inclusive and resilient tourism economy. As of July 2025, these efforts are already paying off, with international arrivals on the rise and tourism revenue rebounding significantly. By continuing to invest in ethical, eco-conscious, and community-based tourism, Canada is not only rebuilding its tourism sector but also redefining what it means to be a world-class destination.
