Thank you very much, Mr. Chairman.
Thank you for the invitation to appear here today.
Ladies and gentlemen, travel and tourism in Canada is a $74 billion industry. We employ about 594,000 people.
In the lodging sector, last year we generated in excess of about $16 billion. We employ 284,000 people across the country.
I like to say that every time I appear before the committee we're the good news sector, because we create jobs and generate a lot of money for the federal government. Last year $3.2 billion went to the feds, so we usually get a pretty good welcome when we come here.
But ladies and gentlemen, we have some issues before us that I want to briefly touch on. The first one is that I'd like to say we welcomed Minister Bernier's announcement of the federal tourism strategy a couple of weeks ago, particularly making various government departments accountable and also setting out a target of $100 billion of revenue for tourism by the year 2015. This is all good news.
But what is needed? What are the problems? Well, Canada right now is the fifteenth most popular destination in the world, and yet our brand is number one. About ten years ago we were the seventh most popular destination and we had a travel deficit of about $1 billion. Now it's up to about $14 billion. So obviously we have some issues. What we'd like to be able to do is get Canada back among the top ten destinations globally.
What would this do for us? It would bring in 5.7 million more people a year, it would create about 46,000 jobs annually—you're going to hear me keep on talking about jobs in a brief period—and it would generate another $1.5 billion in taxes.
But what is the problem that means we are not in the top ten? One of the biggest things is the aviation sector and why it is so expensive.
Let me tell you, one of the biggest problems we have right now is that 21% of Canadians leave this country to get onto a plane in places such as Bangor, Maine, or Buffalo or Bellingham, or whatever, right across the country. That represents about 2.5 million people, or 5 million people inbound return. That's far too high. We need to reduce the aviation cost structure.
The second thing is that we have a problem with visas. Let me give you Brazil as an example. Brazil's is the seventh largest economy in the world, soon to become the fifth largest. What happens if you're a Brazilian wanting to go to Canada, the States, or Australia?
Well, in Canada you go into the Canadian embassy, you surrender your passport, you surrender all the documentation, and hopefully within a week to three weeks you'll get your visa.
If you're going to the States and you go into an American embassy, you surrender your passport and you get a visa the same day.
If you're going to Australia, what do you do? You go online. You get your visa online immediately, the same way as when you purchase an airline ticket in Canada and the airlines ask where you are going in the States and what your passport number is, etc.
We need to speed it up. So visas are the second thing.
The third item is funding for the Canadian Tourism Commission. The Canadian Tourism Commission budget has gone from basically $100 million in 2001 to about $72 million today. That's a drop of about 27%, but in real dollars it's 40%.
We know that all budgets are being looked at right now across the board. In fact, we like the government doing that; we want the government to do it. Why? It's because they will then come to the realization that the value of support for promotion is something that's real and will create jobs and will benefit everybody right across the board.
I want to give you a quick example of what happens when you don't enhance your budget. The State of Michigan has a new Republican governor who was elected on the basis of cutting costs. He came in with a budget. He cut funding right across the board, in education, mental health, health promotion, correctional services. But what did he do in March of this year? Remember, this is a Republican governor in Michigan. He increased the budget, first by $10 million and then by $25 million, because he saw the value in it.
Ladies and gentlemen, we have an unemployment rate in Canada today of 1.7 million. We have 1.3 million Canadians looking for jobs. If you look at the StatsCan report, you will see that the sector that created the most jobs in the last quarter is the lodging industry and the service sector. We are a solution for the government in its economic recovery.
Ladies and gentlemen, thank you very much for the opportunity to be here today with you. I welcome any questions.