Crisis in Canadian tourism?
Hotel Association of Canada (HAC) President Tony Pollard says it is "plain and simple." The country’s tourism industry is facing a crisis.
In a letter to HAC members, he writes that funding for the Canadian Tourism Commission (CTC) declined from $100 million in 2001 to $72 million this year. It will drop even further next year to $58.5 million.
The cuts come when Canada faces increasing competition from international competitors including the new $200 million [Brand USA] program – $20 million of which is being spent in Canada," he writes.
A decade ago, more than one third of tourism revenues in Canada came from the international market. Today, it is down to only 20%.
Due to a lack of funding, the country’s efforts have exited major sources of tourism such as Italy and the US.
Canada lags behind countries such as India, Ireland, Mexico, Australia, Malaysia, and the Bahamas in tourism funding.
Having identified tourism as a "strategic priority," the federal government — which is targeting $100 billion in revenue from tourism — has invited the industry — to options for long term sustainable funding for the CTC.
By David Wilkening
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David
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