The revival of the tourism industry propelled by the return of Americans

Tourism industry revival propelled by returning Americans


If you walk the streets of our old neighborhoods, chances are you will hear a little, a lot, the language of our neighbors. It's normal, the Americans are back in force in Quebec, according to data obtained by Le Journal.

According to Statistics Canada, the number of foreign tourists reached 273,628 in June in Quebec, compared to 14,635 a year earlier, when travel was limited due to the pandemic. 

Of that number, nearly two-thirds (62%) were Americans. This is a slightly higher proportion than in 2019, while our neighbors to the south accounted for 60% of foreign tourists in June. 

“For Americans, we knew that the first foreign destination they wanted to visit was Canada, so Quebec went to get its share. We're really happy,” said Martin Soucy, CEO of the Quebec Tourism Industry Alliance, during an interview with Le Journal

< strong>Paid Strategy

Before the season, the industry had also targeted the United States in particular, with a first advertising campaign in the emblematic Times Square in New York. France and Ontario were also in the sights of the authorities. 

The strategy seems to have worked and Quebec has performed better than the other Canadian provinces in terms of the return of foreign tourists. They made up 74% of the June 2019 count, a higher percentage than Ontario (61%), British Columbia (47%) and Alberta (64%). 

“The game isn't over until it's over, but it was one of our ambitions for Quebec to get its head out of the water faster than the other provinces,” said Mr. Soucy. 

The industry now hopes to return to tourism benefits of $16.4 billion, as before the pandemic. “It's been going well in all regions, that's encouraging news, but it has to hold up in the fall and into the winter,” he said. 


The Alliance now wants to keep up the pace and is making six recommendations to the next government to revive tourism activity and position Quebec as a must-see destination. 

In particular, she wants more transport in all regions, the development of a four-season offer (winter is still underestimated, according to the industry) and the development of the tourist workforce.&nbsp ;

“What we are asking in particular is to have simplified processes for temporary foreign workers, that the two governments agree,” underlines Mr. Soucy. 

6 recommendations to revive the industry

1. Facilitate the technological transformation of companies in terms of the workforce

2. Foster the development of a world-class tourism offer

3. Develop the winter season and destinations that offer year-round activities

4. Ensure simplified access to the regions of Quebec by promoting sustainable mobility

5. Develop the tourist workforce by promoting the attractiveness of the sector

6. Preserving access to territories and public natural spaces

Encouraging figures

Tourist benefits in 2019: $16.4 billion

Forecast for 2022: $10.3 billion

Number of tourists foreigners in June in Quebec: 273,628 

Proportion of Americans: 

62% (June 2022)

60% (June 2019)

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