During 2018, Destination Canada engaged the services of McKinsey & Company to prepare fact-based research and analysis intended to stimulate discussion about the structure, performance and potential of the tourism industry, and introduce possible avenues to grow Canada’s visitor economy.

The work by McKinsey & Company has now been finalized and a public report, Unlocking the potential of Canada’s visitor economy has been published on their website.

As the report describes, there is ample evidence that Canada’s tourism potential remains underdeveloped. While Canada can significantly raise its tourism aspirations, the potential of the sector cannot be achieved overnight, nor can it be unlocked through the actions of governments or the private sector acting alone. The challenges are significant, including concentrated demand, limited transportation options, labour shortages, and lack of attractive investments. Addressing these issues will require a new approach to coordinating the efforts of all levels of government, and all sizes of tourism operators.

Download the report from their website.

The world is ready for more Canada. Now it’s time to make Canada ready for the world.