The annual Canadian Council of Tourism Ministers meeting (CCTM) was held today, co-chaired by the Honourable Randy Boissonnault, Minister of Tourism and Associate Minister of Finance, and Caroline Proulx, Minister of Tourism of Quebec. The meeting provided a forum for federal, provincial, and territorial tourism ministers to agree on common objectives to pursue. They also reaffirmed the need for continued collaboration and support for the sector through the pandemic and towards recovery.
Throughout the meeting, the ministers discussed the current context and the main challenges affecting the recovery of the tourism sector, both in the short and long term, including, uncertainty surrounding the trajectory of the pandemic, the level of tourism demand, workforce challenges, and destination development. They also affirmed their commitment to strengthen federal-provincial-territorial (FPT) collaboration in developing policies that will help the sector recover, where necessary, all while respecting federal, provincial, and territorial areas of jurisdiction and the needs of municipalities.
Ministers also agreed to establish a collaborative work plan consisting of three key elements in short order:
- collaborating to address the challenges posed by workforce shortages;
- addressing access to destinations; and
- promoting economic growth for the entire tourism sector, specifically sustainable tourism, events, and Indigenous experiences.
Ministers noted the importance of working with partners and stakeholders in their respective jurisdictions with the goal of restoring travellers’ confidence in Canada. Ministers will review progress on this work plan throughout 2022.
With tourism businesses that have adopted rigorous health and safety standards, and having one of the highest COVID-19 vaccination rates in the world, Canada has proven itself to be a destination where people can safely travel. A full recovery of the Canadian economy includes the recovery of the tourism sector, especially as visitor spending is a key economic contributor for communities from coast to coast to coast.