Destination Canada taps into tourism’s far-reaching impacts

Describing it as “a first-of-its-kind” measurement tool that looks beyond traditional metrics like visitor spending and arrivals to assess the comprehensive benefits tourism brings to Canadians, Destination Canada has launched the Wealth & Wellbeing Index.

The Index highlights tourism’s role in empowering communities, preserving culture, protecting Canada’s natural assets, and driving economic growth — demonstrating tourism’s potential to empower local economies while enhancing Canada’s global competitiveness.

Long-term growth in tourism depends on balancing economic gains with essential elements like employment, infrastructure, and transformative experiences and the Index provides a framework to measure these contributions.

The Index is comprised of six interconnected components that drive revenue, expand the tax base, fuel reinvestment, and ultimately create greater demand, ensuring long-term prosperity for communities across the countr

• Economy examines tourism’s role in generating sustainable economic growth and prosperity.
•  Employment focuses on inclusivity and assesses the extent to which tourism creates quality, accessible and diverse jobs.
• Enablement measures the impact of tourism on infrastructure that supports both tourism and local communities, ensuring accessibility and long-term sustainability.
• Environment examines the environmental footprint of tourism, including sustainability practices and resource management.
• Engagement assesses tourism’s role in fostering social inclusion and preserving cultural heritage.
• Experience examines how tourism enriches the lives of guests, offering transformative and memorable experiences.

Pascale St-Onge, Minister of Canadian Heritage, Minister of Tourism and Minister responsible for the Economic Development Agency of Canada for the Regions of Quebec, said: “We know that Canadian tourism goes beyond dollars and cents. It’s an engine for promoting sustainability, bringing people together and creating shared cultural understanding. People across the country, from small towns to large cities, are participating in the tourism economy, and with Destination Canada’s innovative new tool, we will be able to better measure and understand their impact so that we can better support and invest in their work going forward. Once again, Canada’s tourism sector is leading the way.”

The Index serves as a strategic tool for industry leaders, policymakers, and businesses, offering data-driven insights and best practices from across the country to inform decision making and the ability to capitalize on tourism’s growth potential.

With the sector projected to outpace the broader Canadian economy, strategic investment is crucial to ensure that communities across Canada are poised to take advantage of the opportunities ahead.

Marsha Walden, President & CEO of Destination Canada, pointed out that: “As global competition intensifies, Canada must seize tourism’s full potential to drive economic prosperity and create thriving, resilient communities.”

Walden explained: “We developed this Index with the understanding that economic growth doesn’t exist in isolation—it’s part of a larger ecosystem where vibrant communities, cultural preservation, and environmental stewardship are indispensable. By considering tourism’s impact across all metrics, we can deliver longer-term benefits that support communities and secure Canada’s position as a leader in sustainable tourism.”

For more information, visit www.destinationcanada.com.