Mr. Chair, and members of the committee, good evening and thank you for the opportunity to be part of this important dialogue on strengthening Canada's economy.
My name is David McKenna. I am the president of Brewster Travel Canada.
Brewster was founded in 1892 and is now a leading travel and tourism provider that owns and operates four of the biggest attractions in the Rocky Mountains, including the new Glacier Skywalk. Known out west mostly as a touring motorcoach operator, Brewster is a vertically integrated tour and travel company with a transportation division, hotels, attractions, and an inbound tour company. Annually our company books tens of thousands of overseas travellers into Canadian experiences that extend from the Maritimes, to Quebec, Ontario, the Prairies, the Canadian Rockies, and the west coast.
Based in Banff, Alberta, we have 900 seasonal and 450 year-round employees, with offices or agents in the United Kingdom, Australia, China, Japan, and several located within the United States.
I am a member of the Tourism Industry Association of Canada, and am here on their behalf to provide insight into challenges the industry faces, as well as the Connecting America proposal.
Our sector generates annual revenues of $84 billion, $18 billion of which are service exports. We employ over 600,000 people. We are in every riding of the country, and are the largest employer of young Canadians.
As travel and tourism is outpacing nearly every other sector of the global economy, the opportunity is enormous. There was a 5% increase in international travel across the globe in 2013. Unfortunately, Canada is lagging behind at 1.5% growth on the same measure. Simply keeping pace with global growth would have added well over half a billion dollars to our economy and over $80 million in federal government revenue last year alone.
International visitors are key to economic stimulation and job growth. Currently 80% of travel revenue is derived from Canadians travelling within Canada, up from 65% just a decade ago. While domestic tourism is healthy and that is a good thing, we are losing ground with the high-yield international visitors, a key export commodity.
Since 2002, Canada has lost almost 3.5 million American overnight visitors each year. In simple terms, Brewster saw international business peak in the early 2000s. Analytically, the key source market declination was within the United States and that is currently showing a delta deficit of over 100,000 annual travellers to Banff and Jasper from the peak of 2000.
The reality is that the systemic reduction in most key markets is directly linked to a wider availability of global product opportunities, but it is primarily linked to the health of the source market economy, GDP, relative dollar strength, and the periodic status changes in consumer confidence. For those reasons, key stakeholders within the tourism and travel industry across our nation are ready to invest in the tremendous export potential that conveniently rests just south of our border.
As Americans continue to travel and their economy recovers, the time is ripe for Canada to re-enter this lucrative market. The barriers to U.S. travel have shrunk significantly in recent years. Our currency is stabilizing below par; U.S. passport ownership has doubled, and we have open air access links.
With the introduction of the electronic travel authorization for Europe and other visa-exempt countries, the U.S. is the only country exempt from supplementary travel documentation requirements, and that is either an eTA or a visa.
While TIAC and our industry partners continue to work within the federal tourism strategy to resolve policy barriers for foreign growth markets such as visa requirements, aviation cost structure and air access, the fastest way to 5% growth is through our anchor tenant, the U.S. market. This is why TIAC is seeking a government co-investment in Connecting America, an industry-led, strategically designed, and nationally aligned marketing campaign to re-energize U.S. visitation to Canada.
This proposed three-year pilot would create a $35 million a year federal investment matched entirely by funds from the tourism sector and other levels of government. The program would pair U.S. and Canadian markets that have direct air or ground access, and introduce Americans to a wide range of interesting and exotic experiences within a flight or drive of a few hours from home.
The buy-in for this project is widespread. The industry has responded with enthusiasm, commissioning a study on the U.S. market and market trends, and Tourism Toronto has already committed $1 million in principle.
At the federal-provincial ministers' meeting in September there was a consensus to commit to the first steps in developing a collaborative approach to the U.S. market. Now we need a federal commitment to act as a catalyst in aligning further partner support.
Moving to the conclusion, I speak to you today as a business person. The return on investment is immediate with any investment by the government being returned to the federal treasury within the same fiscal year via projected associative accretive GST and HST revenues. That is a three-year dollar-for-dollar ROI into a national export product readiness from a federal, provincial and riding-by-riding perspective.
The increased visitation will also generate thousands of additional seasonal and year-round jobs that are critical to ensuring our youth have access to work while they study and in an industry in which, as I can attest, you can build a wonderful career. That is why today we are asking the committee to recommend a federal marketing co-investment in the Connecting America proposal.
We appreciate the ability to be part of the pre-budget consultation process and look forward to your questions.