A Gradual Yet Consistent Growth Path for Canada’s Tourism Sector
Introduction
The Canada Travel and Tourism Market is valued at USD 90.09 billion in 2025 and is projected to reach USD 114.53 billion by 2030, growing at a steady CAGR of 4.08% over the forecast period, according to the Canada Travel and Tourism Market report. The market continues to benefit from a stable rise in domestic travel, increasing inbound tourism, and a strong recovery in leisure and hospitality services.
As travel confidence gradually rebounds post-pandemic, Canadian residents are exploring their own provinces more frequently, while international tourists are returning to key destinations such as Ontario, British Columbia, and Quebec. Government support, improvements in digital infrastructure, and strategic partnerships among airlines, hotels, and online travel agencies are contributing to the industry’s recovery and evolution.
Key Trends Shaping the Market
The Canada travel and tourism market is witnessing important shifts that are defining the way people explore and experience destinations:
- Rise in Domestic Travel: Domestic tourists—primarily Canadians visiting destinations within their own country—continue to play a dominant role. This trend is backed by regional tourism campaigns and the convenience of road travel, especially to nature-based locations.
- Increasing Use of Online Booking Channels: Online Travel Agencies (OTAs) and direct digital booking platforms are becoming the preferred channels for travelers. Whether it’s securing accommodation or booking flights, the ease and accessibility of digital services are reshaping customer behavior.
- Leisure Travel Leads Recovery: Holiday and leisure travel remain the largest contributors to the market. Popular destinations such as Niagara Falls, Banff National Park, and cities like Toronto and Vancouver draw both domestic and international crowds.
- Accommodation Diversification: While large hotel chains remain a staple, travelers are also opting for boutique stays, rental properties, and rural lodges, signaling a shift in accommodation preferences toward more personalized experiences.
- Growth in Visiting Friends and Relatives (VFR) Segment: The VFR segment is expanding, especially among international tourists. As travel restrictions ease and long-delayed visits are rescheduled, this segment is seeing renewed demand.
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Market Segmentation
The Canada Travel and Tourism Market is structured across several categories, each contributing to the overall market dynamics:
- By Services:
- Mode of Transportation: Includes air, rail, road, and water-based transport, with airlines playing a major role in long-distance and inter-provincial travel.
- Accommodation Type: Ranges from luxury hotels and resorts to budget lodges and short-term rentals.
- Food & Beverage: A vital component, especially in urban tourism and cultural tourism segments.
- Others: Includes entertainment, sightseeing, local experiences, and guided tours.
- By Booking Channel:
- Online Travel Agencies (OTAs): Platforms like Expedia and Booking.com are widely used by both domestic and international travelers.
- Direct Supplier: Hotel chains and airlines are increasingly promoting direct bookings via their apps and websites.
- Others: Includes traditional travel agencies and offline bookings, which are still relevant among senior travelers and group tours.
- By Tourist Origin:
- Domestic Residents: The majority of Canada’s tourism spending originates from its own residents exploring national destinations.
- International Arrivals: Visitors from the United States, Europe, and Asia are returning in greater numbers, particularly during the summer and holiday seasons.
- By Type:
- Holiday/Leisure: The largest segment, driven by seasonal travel, sightseeing, and outdoor adventure.
- Visiting Friends and Relatives (VFR): Showing strong momentum post-pandemic.
- Others: Includes business travel, medical tourism, and educational travel.
- By Destination Province:
- Ontario: Continues to be the leading province for tourist arrivals due to its urban centers and iconic landmarks.
- Others: British Columbia, Quebec, and Alberta are key secondary destinations with strong appeal for nature tourism and cultural exploration.
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Key Players in the Market
The Canadian travel and tourism sector is supported by a mix of domestic and international players spanning airlines, hospitality, and digital travel services.
- Air Canada: As the national carrier, Air Canada is instrumental in connecting domestic and international travelers. It offers a wide network of routes and frequently updates its services to meet evolving travel preferences.
- Expedia Group: A leading OTA, Expedia plays a critical role in enabling hotel, flight, and package bookings for travelers worldwide heading to or within Canada.
- Marriott International: Operating multiple properties across Canada, Marriott caters to business and leisure travelers alike, offering a broad range of accommodations from budget to luxury.
- WestJet Airlines Ltd: A strong player in the domestic and regional airline market, WestJet has been expanding its international reach while maintaining a robust presence in Canadian inter-province travel.
- Accor SA: With properties in major Canadian cities, Accor contributes to the hospitality landscape with brands that appeal to a diverse demographic, including both premium and economy travelers.
These players are not only driving operational efficiency and competitive pricing but are also introducing loyalty programs, bundled offerings, and sustainability-focused initiatives to enhance their market positioning.
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Conclusion
The Canada Travel and Tourism Market is gradually recovering, supported by resilient domestic demand and the return of international tourists. From natural wonders to urban landmarks, Canada offers a versatile travel experience, and the market’s expected rise to USD 114.53 billion by 2030 indicates a stable and growing industry.
As digital channels continue to dominate travel planning and booking, service providers are adapting to new expectations around personalization, flexibility, and value. With key players such as Air Canada, Marriott International, and Expedia Group leading the way, and provinces like Ontario maintaining their appeal, the Canadian tourism market is well-positioned for continued momentum.
The focus for the coming years will be on balancing growth with sustainability, promoting lesser-known destinations, and ensuring tourism contributes meaningfully to local economies across the country.
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