Editorials

Winnipeg Free Press - PRINT EDITION

Canada needs new sales job

By: Editorial

Posted: 05/12/2010 1:00 AM | Comments: 0 (including replies)

(DALE CUMMINGS / WINNIPEG FREE PRESS)

Canada is falling behind in the competition to exploit one of the world's fastest growing industries -- tourism. The sector was worth US$1.1 trillion in 2008, just behind fuels, chemicals and automotive products as an export category.

It may sound odd to describe tourism as an export, the Tourism Industry Association of Canada explained to the Free Press editorial board Tuesday. But that's what it is. Canada is selling its unique experiences to foreign buyers, but more and more of them are finding better value for their tourist dollar in other countries.

In 2002, for example, Canada was the seventh most-visited destination in terms of international tourist arrivals, but it had fallen to 14th place in 2008 -- slightly ahead of Saudi Arabia and behind places such as Ukraine, Turkey and Malayasia. Most countries also posted gains in international tourist arrivals, but not Canada.

At stake is a product that today is worth $71 billion to Canadian businesses and some 750,000 direct jobs, but Canada's relative position in the world could continue to decline if it doesn't respond with a more forceful and coherent tourism strategy.

Recognizing the need for action, Prime Minister Stephen Harper announced a framework for a renewed federal tourism strategy in April last year. It spoke glowingly of the need to improve the tourist experience in Canada and to make it easier for travellers to move into and within the country. The need to ensure an adequate supply of skills and labour was also stressed.

The government's concern, however, has since turned to reining in the budget deficit and controlling spending. As a result, Canada is losing ground against other nations that have made tourism a priority. In Sweden, for example, the prime minister is also responsible for tourism, which is a minor third-tier portfolio in Canada.

In the United States, President Barack Obama is introducing a special tax to generate an additional $250 million annually to promote the country to foreign travellers. He sees tourism as more than an economic generator, but also as an exercise in diplomacy. The more the world knows about the United States, the president believes, the better it will be for American interests abroad.

The U.S. and other countries are also targetting countries like Brazil, China and India, whose burgeoning economies have produced a successful middle class that wants to spend its money on foreign travel. China is only now allowing individual leisure travel to foreign countries, so the race is on to capitalize on a market that is worth a fortune.

The Tourism Industry Association of Canada is proposing several solutions to boost Canada's competitiveness.

Key destinations, such as Banff and other parks and historic sites, need to be refreshed and improved; air routes and high-speed rail within Canada should be expanded so that tourists can easily visit more than one destination. Airline landing and navigation costs, and airport fees also have to be reduced to levels comparable to those in other counties.

Above all, Ottawa needs to boost its $76-million budget for selling Canada to the world. Whether its polar bears in Churchill, the world's greatest parks and natural beauty, or outstanding recreation, culture and historic sites, Canada has a lot for tourists to see and do. But first they have to hear about it.

Republished from the Winnipeg Free Press print edition May 12, 2010 A12

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