Hello, and thank you for inviting me to speak to the committee today.
My name is Monique Gomel, and I am the interim chair of Destination Canada’s board of directors. I am joined by Marsha Walden, president and CEO of Destination Canada.
I would like to acknowledge that I am joining you from Vancouver, the traditional territories of the Coast Salish peoples: the Squamish, Tsleil-Waututh and Musqueam nations.
I was appointed interim chair in March of this year. However, I've been vice‑chair of the board of directors since 2017. I'm also a senior vice president at Rocky Mountaineer, where I oversee global marketing, communications, data and insights, and sales operations.
Today I would like to give you a brief overview of my role as interim chair, the state of the tourism sector in Canada and Destination Canada's near- and longer-term plans.
First, as interim chair of the board, I work collaboratively with a team of eight directors with tourism experience from small business owners to renowned entrepreneurs to former executives from multinational corporations.
The government has appointed some of Canada's best and brightest tourism business leaders to help provide strategic advice to the executive team and the president and CEO of Destination Canada. Directors are actively involved in long-term strategic planning, prioritization of objectives, financial oversight and risk management. The board assures itself that appropriate systems of governance, leadership and stewardship are in place while empowering the executive team to manage the organization.
Before I provide an overview of the state of the sector as a whole, I would like to share my perspective as an operator. In my role as senior vice president of Rocky Mountaineer, a Canadian luxury rail company, I'm seeing firsthand the devastation of the COVID‑19 pandemic on our business. We weren't able to operate in 2020, and we've delayed the start of our 2021 season.
The impact of the pandemic on tourism is greater than that experienced after 9/11, SARS and the 2008 crisis combined. Women, youth, immigrants and indigenous workers, who make up the engine of the visitor economy, have been the hardest hit by the impact of COVID-19 due to reduced operations, business closures and job losses.
We are forecasting that the sector [Technical difficulty—Editor] until 2024.
At this point in my presentation, I would like to acknowledge that the speed and scale of the government's response to the pandemic has never before been seen in times of peace.
The government has provided over $15 billion in federal government investments to support tourism in the past year. This includes important programs like the Canada emergency wage subsidy program and the highly affected sectors credit availability program. There was also robust support for Canada's tourism sector in budget 2021, which, I will note, still needs to pass the House and Senate, including an additional $100 million to Destination Canada for marketing.
While government subsidy programs are helpful for survival, recovery can only happen when revenues return.
The good news is that, although the sector is struggling now, we're seeing strong signals of future demand. Our latest research shows upward trends in feelings of safety about travel and a greater willingness of communities to welcome visitors.
With these signs of hope, Destination Canada is focusing its strategy to help revive market revenue in the near term and support a thriving and resilient industry that delivers net benefits to communities in the long term.
A key part of our plan to revive revenue is a multiphased domestic campaign that reflects the evolution of health restrictions. Recent research from Destination Canada finds that, if Canadians shift two-thirds of their typical spending on international travel towards domestic tourism this year, it will make up for the estimated $19-billion shortfall in international visitation. It will also support 150,000 jobs and help accelerate recovery by a full year. Simply put, we need Canadians to keep their holiday dollars in Canada this year to speed up our sector's recovery.
In its early stages, our campaign aims to increase Canadians' understanding of the importance of travel to their communities, inspire confidence and a desire to travel domestically, and finally to reignite the welcoming spirit of Canadians from coast to coast.
While our industry is first and foremost concerned with protecting the health of our employees and guests, we are eager to welcome travellers again. When the time is right, we will start introducing more aggressive calls to action and encourage Canadians to book their travel. We are also key in our international markets, ensuring that Canada stays top of mind for business and leisure travel alike when it is safe to do so. The efforts are now intensifying.
In order to help our industry ready itself to reopen and compete in a ferocious marketplace, we are hearing three main areas of concern.
They are seeking clarity around reopening milestones—