Despite a feel good about 2014, Canada’s tourism operators are less optimistic about rest of the decade as the industry faces challenges that could affect travel patterns around the globe.
In view of the Canadian Tourism Marketing Summit Feb. 12-13, a survey by HLT Advisory have asserted that two-third of tourism businesses in the country were “very optimistic or optimistic” about the industry’s prospects this year compared to the last several years.
HLT Advisory’s Managing Director, Lyle Hall feels external factors were largely responsible for the optimism and a good year would be a boost to the Canadian economy. He also expressed concern over a reliance on a lower Canadian dollar as a strategy to help the industry.
The survey composed of more than 600 respondents who represent the country’s tourism industry including destination-marketing organizations, attractions, lodging providers, those who put together festivals and events, transportation and service companies and other industry suppliers.
The optimism built on a shaky foundation, as only over half of the respondents expressed optimism when asked to extend their forecast through to 2020. Their main concerns centered around the cost of airfare, inadequate funding for various public-sector entities that help boost the industry and the concern that too many organizations might be involved in marketing structure.
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