Hon. Duncan Wilson: Honourable senators, I rise today to speak on Senator Sorensen’s timely inquiry into the nation-building value of tourism in Canada. It is, in fact, National Tourism Week, and I believe there’s a big party down the street tonight.
I would like to thank Senator Sorensen for raising this matter in the Senate, a subject on which I shall speak as a proud British Columbian.
I would also like to express my thanks to my good friend Walt Judas, the former CEO of the Tourism Industry Association of BC, and his team for providing me and my office with excellent information about the tourism sector in my home province.
Just prior to returning from the winter break, I spent the week at the annual Whistler Pride Festival. In addition to skiing and having a great time, the week-long event reminded me of the value of tourism. This event draws visitors from around the world, and a lot of Americans come to the festivities. Through my conversations with these visitors, I was reminded of the value of tourism as a way to build connections with people from outside of Canada and how every Canadian becomes a mini-ambassador through these interactions. These engagements help build bridges, which will create intangible benefits down the road.
[Translation]Honourable colleagues, I would like to point out that this inquiry came at a very good time for British Columbia. Like a number of other regions, the province continues to grapple with sector-specific tariffs.
In British Columbia, the most impactful tariffs are the ones on softwood lumber. In all, 85% of softwood lumber harvested in British Columbia is exported, and two thirds of those exports are shipped to the U.S.
The tariffs levied on this industry have had serious repercussions on the province’s usual foreign currency revenues.
However, with a future-oriented approach, we can meet the challenges confronting our traditional exports and generate revenues by focusing more on the value of tourism.
[English]This belief is shared by the Tourism Industry Association of BC within their 2025 Submission to Premier’s Task Force on Trade & Economic Security, which states:
By framing tourism as a strategic trade asset, rather than merely a hospitality activity, government can stabilize jobs, tax receipts and regional prosperity while the rest of the economy retools for an uncertain trading environment.
Destination Canada gives a terrific data point that highlights the value of tourism in real and financial terms. Every dollar invested in national tourism marketing yields $23.85 in economic activity. This is an unrivalled multiplier, and it really provides an eye-popping outlook on the tourism industry’s return on investment.
In 2024, tourism contributed $50.8 billion to Canada’s GDP. For British Columbia in 2023, the most recent statistics available, the visitor economy generated almost $10 billion for the provincial GDP.
More recent StatCan data shows that B.C.’s tourism sector has seen year-over-year declines in U.S. resident travel to Canada through to 2025. Yes, despite this softer U.S. demand, overseas visitation has increased, as has the number of Canadians travelling domestically. These factors have contributed to B.C.’s growing tourism sector. This highlights the need to continue promoting Canada internationally so that we can further expand our tourism source markets.
Colleagues, tourism receipts show that the industry in B.C. alone generates approximately $2.5 billion in provincial and municipal tax revenue and an estimated $2.5 billion to $3.5 billion in federal tax revenue.
[Translation]Beyond the revenue it generates, British Columbia illustrates the value of building the country through tourism, since its growth is both inclusive and regional.
According to the British Columbia tourism industry, more than 95% of our tourism business operators are small and medium-sized enterprises spread across every riding in the province. This means that, in British Columbia, the economic benefits are widely distributed and support rural, coastal, mountain and remote communities.
Revenue generated by British Columbia’s tourism sector also bolsters the vitality of communities by supporting local infrastructure, cultural events and recreational facilities throughout the year.
[English]The Tourism Industry Association of BC indicates that tourism demand has driven significant investment in airports, highways, ferries, ports, convention facilities, trails, parks and public spaces. These assets, which ultimately serve residents first and visitors second, further support trade, workforce mobility, emergency response and community livability.
Finally, colleagues, I cannot speak about tourism in my home province without mentioning the Indigenous tourism industry. One of the most important things to know about British Columbia is that First Nations communities are at the heart of the province’s culture and history.
Our province is home to 204 First Nations and more than 400 Indigenous tourism-related businesses. These businesses cover everything from art galleries and cultural centres to wildlife tours and wellness retreats, all offering an authentic experience found nowhere else in the world. These types of Indigenous-owned and -operated experiences are not only an awesome pathway to reconciliation but also an important step towards economic self-determination through own-source revenue.
Honourable senators, I grew up in B.C., and I can attest it is really unlike anywhere else. I speak for all my B.C. colleagues, I know, when I say: Come and see for yourself. Take a wine tour through the Okanagan; explore the cool vibe of the Kootenays and get lost among the many mountains and lakes; explore the desolate beauty of B.C.’s north or the ghost towns of the gold rush; stay at a fishing lodge on one of our many spectacular coasts; roam the beaches of Vancouver Island; ski the many exceptional resorts; enjoy Canada’s second-largest pride festival; or experience the world-class dining of Vancouver before boarding a ship up the magnificent Inside Passage. And, sure, you can come for the FIFA World Cup too.
Tourism in my province does not simply provide a bottom-line revenue number; it creates jobs, sustains families, enriches and shares cultures, supports countless related sectors and physically builds the province through investments in infrastructure, public spaces and service provision. In the face of external uncertainties, the tourism sector is an engine that allows B.C. to continue to grow.
Colleagues, we can all sense that Canada is increasingly being seen as a cool place to visit. With the Prime Minister’s speech in Davos, topped off with a touch of gay hockey romance on Crave, Canada is no longer just cool; it’s hot. Let’s leverage that hotness and invite the world to come for a visit.
Thank you. Meegwetch.