Travel Markets Outlook

Updated: February 24, 2021

What’s in store for Canada’s provincial travel markets to 2024?

Each province’s travel market is unique—as are their paths to recovery. Some regions, such as Saskatchewan, will recover faster than others in the wake of COVID-19, depending on whether their tourism activities can easily be enjoyed while physically distancing.

Employment in accommodation and food services is majorly impacted. And despite anticipated vaccine distribution, households’ willingness to travel will likely remain subdued. Most provinces’ visitor numbers will not recover to pre-pandemic levels until at least 2024 .

See each province’s travel market more clearly with our latest round of outlooks.

This Travel Markets Outlook series includes:

  • Detailed outlooks for each province and Yukon to 2024
  • Domestic tourism activity
  • Updates on United States and overseas travellers
  • Hotel occupancy and restaurant reservations data
  • Employment data
  • Short- and medium-term forecast risks
  • City highlights
  • Post-vaccination expectations

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Woman outside holding a camera; man sitting in a train


After the accommodation and food services sector’s performance was critically hampered in 2020, tourism in Alberta is forecast to recover only gradually over the next four years. Total overnight visits to the province will increase by 62.4 per cent in 2021 but will not reach their pre-pandemic levels until 2024.

Many tourism operators in British Columbia are dependent on overseas visitors from countries in Asia. Some of these source market economies—China’s, in particular—have bounced back rapidly. This bodes well for the province’s tourism sector once travel restrictions are rolled back.

A rising number of new cases of COVID-19 in December 2020 continue to plague the Ontario tourism market along with the broader provincial economy. Stricter lockdowns will weigh heavily on both interprovincial and international tourism.

Total visits to Quebec in 2020 are forecast to have declined by almost half, Quebec being one of the provinces hit hardest by COVID-19. This has, and will continue to have, huge impacts on the over 400,000 people employed in tourism industries in the province.

Issue briefings

Provincial outlooks to 2024

British Columbia

Supernatural Times

7-min read  |  Feb 17, 2021


COVID-19 Wilts Wild Rose Tourism

15-min read  |  Feb 24, 2021


The Land of the Living Skies Looks Inward

5-min read  |  Feb 17, 2021


Friendly Manitoba’s Tourism Left Colder 

6-min read  |  Feb 18, 2021


Tourism Skips a Beat

7-min read  |  Feb 18, 2021


Tough Times for Tourism in La Belle Province

15-min read  |  Feb 23, 2021

New Brunswick

Plans in Progress for the Picture Province

5-min read  |  Feb 17, 2021

Nova Scotia

Canada’s Ocean Playground Left Quiet

15-min read  |  Feb 23, 2021

Prince Edward Island

For Tourism, No Province Is an Island

6-min read  |  Feb 18, 2021

Newfoundland & Labrador

Tourism Operators Remain on the Rocks

15-min read  |  Feb 23, 2021


Strange Days in the Land of the Midnight Sun

15-min read  |  Feb 23, 2021

Previous release

Up in the Air: Travel Markets Tourism Outlook—December 2020

Online experience  |  24-min read
December 20, 2020


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