When it comes to tourism, our corner of the world is definitely trending.
While international travel to the United States is way down — in part because many Canadians are hesitant to cross the border these days — tourism spending on this side of the 49th is on the rise.
Canada's tourism sector enjoyed a record-breaking summer in 2025, with revenue during the busy months of May to August reaching nearly $60 billion — a 6 per cent increase year-over-year. And that was before the Toronto Blue Jays’ historic run to the World Series propelled Canada into the global spotlight.
“As a Canadian tourism industry, we have a lot of people who are interested in us,” said Wayne Smith, director of the Institute for Hospitality and Tourism at Toronto Metropolitan University, during a recent interview on our Closer Look podcast. “We have a really good opportunity to establish new travel patterns, especially amongst young people.”
Smith said part of the boost has come from international travellers who are hesitant to visit the United States. But a growing number of Canadians are also choosing to explore their own country, he said, including newcomers anxious to learn more about Canada's rich history and culture.
Smith has a message for local tourism providers in every community, including Ontario: Focus on delivering the highest quality of service you possibly can — because this is a golden chance to win over new visitors who will keep coming back.
“We have an opportunity to create a sustainable tourism marketplace that I think could go a long way and be established for a long time and be very profitable on one side, but also nation-building on the other,” he told the podcast. “I'm hoping that we take advantage of this opportunity to really build something special.”
You can watch the full episode HERE.
Hosted by Village Media’s Michael Friscolanti and Scott Sexsmith, and produced by Derek Turner, Closer Look is a new daily podcast that goes way beyond the headlines with insightful, in-depth conversations featuring our reporters and editors, leading experts, key stakeholders and big newsmakers.
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