Hon. Amina Gerba: Honourable senators, I would first like to thank Senator Sorensen for raising this inquiry into the nation-building value of tourism.
In her initial remarks, she rightly pointed out that tourism is not a marginal industry. It’s an economic pillar, a catalyst for social unity and a powerful tool for preserving and transmitting our cultural heritage.
The ensuing discussions highlighted a widely shared reality. Tourism contributes to the resilience of communities across the entire country. Whether in regions undergoing an industrial transition, remote areas or communities with a strong sense of identity, tourism supports employment, stimulates local entrepreneurship and helps tell the story of Canada in all its diversity.
I would like to begin by sharing the perspective of Quebec, which I have the privilege to represent here.
As one of Canada’s founding provinces in 1867, alongside Ontario, New Brunswick and Nova Scotia, Quebec holds a special place in the country’s history. Its French language, richly built heritage, cultural institutions and diverse landscapes are an integral part of Canada’s identity and a major attraction for visitors.
Today, tourism continues to be a mainstay of Quebec’s economy. According to Quebec’s department of tourism, 24.1 million visitors generated $16.7 billion in economic benefits in 2023, directly or indirectly supporting hundreds of thousands of jobs. Tourism brings in so much foreign currency that it is Quebec’s fourth largest export. Its benefits span the entire territory and are indispensable to many regions.
The Gaspé Peninsula is a prime example. Thanks to the region’s exceptional beauty, famed landscapes, coastline and cultural wealth, tourism is one of its main economic drivers.
The sector supports local businesses, generates seasonal employment and helps sustain communities. The Quebec City region also illustrates this potential. Its four-season tourism strategy led it to its best tourism year ever in 2024, proving that balancing growth, quality of life and social licence is possible.
My enthusiasm today stems from the fact that tourism has been an integral part of my life. After finishing my bachelor’s degree in tourism management at UQAM’s school of management, I interned at the former Greater Montréal Convention and Tourism Bureau Inc., now known as Tourisme Montreal. My job was primarily to put together tourism packages for American visitors, who were the primary market for North America’s biggest French-speaking city back then. Gaining this professional outlook early in life now leads me to a different way of thinking, dictated by the current economic, environmental and geopolitical situation.
I believe it is time to further encourage Canadians to discover their own country, from coast to coast to coast. Travelling within Canada means investing in our communities, supporting local businesses, strengthening regional economies and deepening our mutual understanding as a society.
Transportation infrastructure plays a key role in that. The high-speed rail project is a strategic asset for stimulating domestic tourism, making inter-regional travel easier and reducing the sector’s environmental footprint. Not only would it help bring our regions closer together, but it would also make tourism more accessible, sustainable and inclusive.
Several colleagues have pointed out that labour shortages continue to be one of the major challenges facing the sector. Last year, more than one in five Quebec businesses, or 22%, planned to hire someone from a foreign country. Tourism is a powerful driver of economic and social integration, often serving as a first point of entry into the labour market and promoting language learning, intercultural exchange and regional integration.
Yet immigration alone can’t address these challenges. Issues such as housing, transportation, credential recognition and training limit recruitment and retention, particularly in regions under high tourism pressure. Added to this are the impacts of climate change, which are altering the seasons, weakening infrastructure and increasing operating costs, particularly for nature-based tourism.
In light of these findings, the solutions are well known. They require a coordinated effort between governments, local communities, and industry; better alignment between immigration, training and housing; modernized transportation infrastructure; the development of four-season tourism; and a faster transition to sustainable, ecosystem-friendly tourism.
Honourable senators, again I want to thank Senator Sorensen for initiating this vital debate and all my colleagues for their contributions. Tourism is a powerful tool for nation building.
It supports our regions, fosters integration, promotes our cultures and strengthens our sense of belonging. As a founding province and major tourist destination, Quebec continues to play a key role in tourism. Thank you.