TIABC Voice of Tourism Newsletter – May 9, 2025

While visiting the beautiful Portuguese capital of Lisbon in 2018, I was surprised to see graffiti on so many historic buildings and structures throughout the city.

Notwithstanding that most of it was unsightly and uninspiring, I was disturbed by the words “Tourism Terror and Mass Tourism Kills” scribbled on the side of an old hotel. In a popular city that normally embraces visitors from all over the world, clearly there is an element of the local population that does not welcome tourists or want more of them.

I recall similar sentiments in Canada during COVID but for the most part, we don’t have an anti-tourism problem here at home where nine in 10 Canadians are open to having more travellers visit. Moreover, two out of every three Canadians have a positive impression of tourism, although older people are more bullish than younger folks according to a study by Resonance Consultancy released earlier this year (FYI – Destination BC conducts similar research locally that is available on their website).

As I read the report, it struck me that positive resident sentiment (i.e. social license), is yet one more reason the federal government must prioritize tourism as an opportunity and economic driver, manifested through strategic investments and a regulatory framework that allows individual communities and Canada’s tourism sector to reach their full potential.

At a two-day policy session with my counterparts from Alberta, Ontario, and Newfoundland this week in St. John’s, we set a course of action to support our national counterparts at TIAC vis-a-vis immediate advocacy efforts with Prime Minister Carney and his impending cabinet, including a letter to government with specific requests such as:

– Bolstering Canada’s international marketing capacity through meaningful investments in Destination Canada to attract more international visitors from other parts of the world
Expediting visitor entry into Canada by expanding programs like the Electronic Travel Authorization (eTA), reducing processing times for visitor visas, and digitizing screening and clearance procedures
– Strengthening the tourism workforce by supporting the integration of underemployed Canadians, including youth, asylum seekers, newcomers, and underrepresented groups, into rewarding tourism careers
-Incentivizing business investment aimed at renewing our country’s tourism infrastructure and assets, and developing innovative tourism ventures across the country
-Developing a national, multi-modal transportation strategy that expands connectivity, enhances rural/urban connections, and improves traveller access to and throughout Canada
Invigorating Canada’s business events sector through expanded support for the International Convention Attraction Fund (ICAF)
-Supporting sustainability for Canadian travel and transportation industries by investing in Sustainable Aviation Fuel (SAF) and alternative green power solutions.

We’ve individually and collectively advanced these recommendations before with limited success. However, with a new federal regime, we’ll try again, not only to help secure the future of tourism in Canada, but to create even more jobs, strengthen local economies from coast-to-coast-to-coast, and reinstate Canada as a top 10 destination for international visitors.

According to the BDC, a mere 10% increase in tourism spending could boost Canada’s GDP by a full 1%, which at the macro level, is a significant return on investment. As I referenced last week, Canada’s visitor economy can emerge as a shining star amongst all business sectors impacted by the current trade dispute with the United States, provided the federal government gives tourism the time and attention it deserves.

Thankfully Canada remains open to visitors from every part of the world. Rarely do tourists see buildings with graffiti that tells them they aren’t welcome. If anything, travellers see make-shift, chalkboard signs like the one I saw on George Street in St. John’s this week that said, “Hey friends. The sun is shining (it was raining), the patio is open (it was closed), and the beer is cold (I assume it was). Please come in.” While one of the three messages was true, as a visitor I felt welcome and appreciated the hospitality and great sense of humour that Newfoundlanders are known for.

Walt Judas

CEO, TIABC