Evidence of meeting #48 for Industry, Science and Technology in the 43rd Parliament, 2nd Session. (The original version is on Parliament’s site, as are the minutes.) The winning word was destination.
A recording is available from Parliament.
Liberal
Helena Jaczek Liberal Markham—Stouffville, ON
Actually, I would, because my riding encompasses a very large part of the Rouge National Urban Park, which is maybe not as well known as Banff or some of the glorious parks we have in the Rockies, but if Ms. Walden could elaborate, that would be great.
President and Chief Executive Officer, Canadian Tourism Commission
Thank you. I'm happy to do so.
We have a long-standing relationship with Parks Canada because they are such an important asset for Canada's tourism industry. By way of example, for instance, this afternoon we are holding a national webinar. We are hosting Parks Canada to help share what they are doing with our industry. I think it has just finished our French version of the webinar, and this afternoon there is an English version.
That's one example of how closely we try to work. More and more, we are integrating our work with theirs as we contemplate the new mandate we have around destination development to think about how we produce products in tourism that can be globally competitive. Parks Canada is a very key part of that conversation.
Liberal
Helena Jaczek Liberal Markham—Stouffville, ON
Since I have very little time left, I think I'll just pass it on to the next questioner.
Thank you.
Liberal
The Chair Liberal Sherry Romanado
Thank you very much.
Mr. Lemire, you have the floor for six minutes.
Bloc
Sébastien Lemire Bloc Abitibi—Témiscamingue, QC
Thank you, Madam Chair.
First, Ms. Gomel, I want to congratulate you on your appointment. Second, I want to thank you for being here today.
In your remarks, you said something that surprised me. You said that you were particularly grateful for Canada's generosity, which I acknowledge, and the speed with which it helped tourism companies. Frankly, this isn't what I've been hearing throughout the pandemic. On the contrary, we were told that, if any industry wasn't receiving government support and needed to wait to get help, it was the tourism industry. One reason was that the programs were poorly adapted to the reality of tourism, including the Canada emergency rent subsidy or the emergency wage subsidy. We know that jobs in the tourism industry are often seasonal. We must remember the programs in place during the March, May and June qualifying periods.
Are you really ultimately satisfied with the federal government support for the tourism industry throughout the pandemic? Are you concerned about a fourth wave?
How do you see the future, with a possible opening of the borders and the emergence of the Delta variant?
Interim Chair of the Board of Directors, Canadian Tourism Commission
I would begin by saying that the impact the pandemic has had on tourism is not an issue only faced in Canada. It's an issue that's been faced globally and of course it's had a devastating effect on our industry. No one could have predicted where things have gone. Certainly, it's been a challenging time for everyone.
We are pleased with the support we have received and the recognition for the industry within the last budget, which is still pending approval.
In terms of where the industry is at, we are ready to welcome tourists and guests when the time is right. We are encouraged by the vaccine uptake. It's a very resilient industry. I feel confident that, as restrictions are lifted, we will be able to respond and restart. We will be in a good position.
Bloc
Sébastien Lemire Bloc Abitibi—Témiscamingue, QC
In concrete terms, given the $100 million announced, what's your plan once the borders are open again? What will Canada do?
What are the needs of the tourism industry today? We know that predictability is necessary in this industry.
Do you feel that clear direction can be provided?
Interim Chair of the Board of Directors, Canadian Tourism Commission
Destination Canada is a Crown corporation. We are not involved in policy decisions, so I haven't been privy to any conversations around the timing of the border opening. We take our direction from the government and the Public Health Agency.
That being said, we are waiting for further direction. We'll be ready to welcome guests and travellers as border restrictions are lifted.
Bloc
Sébastien Lemire Bloc Abitibi—Témiscamingue, QC
What are your views on Quebec's tourism structures?
The tourism attraction agencies are working together a great deal, and increasingly so. Given the need for labour as a result of the new reforms, more tourism development officers are wanted.
Would you be prepared to support this strategy from a Canadian perspective? What's your opinion on this?
Interim Chair of the Board of Directors, Canadian Tourism Commission
As I mentioned, we work closely with [Technical difficulty—Editor] the provincial and territorial marketing organizations across the country. Our focus is really in terms of our mandate, which is to provide marketing, intelligence and consumer research. Those are the areas we're focused on.
Sébastien Lemire Bloc Abitibi—Témiscamingue, QC
Do you have any funds available?
What could be done to encourage these tourism development officers to flourish in the field in the various regions?
For example, what could be done in Abitibi—Témiscamingue to promote adventure tourism, which would provide a great experience in the area?
Interim Chair of the Board of Directors, Canadian Tourism Commission
As I mentioned, our focus really is on marketing, research and intelligence, so certainly we aim to [Technical difficulty—Editor] experiences across the country. It's something we're very involved in, so that is something we would promoting in that respect.
Bloc
Sébastien Lemire Bloc Abitibi—Témiscamingue, QC
In concrete terms, how do you work with the regional agencies?
I gather that you're presenting a marketing campaign across Canada or internationally, but that there are few relationships with regional agencies.
What does this mean on a daily basis?
Interim Chair of the Board of Directors, Canadian Tourism Commission
We are working more closely with the regional development agencies. I think Marsha could quickly provide a little more context about that.
President and Chief Executive Officer, Canadian Tourism Commission
Thank you, Monique.
As part of our new strategy to work on destination development and the product and supply side of the tourism industry, we have relationships with the regional development agencies right across the country. Those are still just forming up, I would say, as we develop the strategies for developing clusters and corridors across the country that can compete on a global level.
I see the red tag, so I'll stop there for now.
Liberal
The Chair Liberal Sherry Romanado
Our next round goes to MP Masse.
You have the floor for six minutes.
NDP
Brian Masse NDP Windsor West, ON
Thank you, Madam Chair.
Congratulations. That's quite an extensive background. Actually, I toured Electronic Arts when I was in Vancouver, probably about seven or eight years ago. It's really interesting. I'm an Apex Legends player. It's a fun thing to do on the side. I really do appreciate the fact that you have this experience, because I think it is going to be about marketing, in a different way, experiences for people.
I was curious as to your discussion about Parks Canada. How valuable are our parks in terms of rebuilding the tourism industry as a destination point, especially for American tourists? Has there been some new data? Are there some strengths that you can see, especially when we try to build back from COVID and the border is eventually, hopefully, reopened?
Is that something that could be exercised very successfully for Canadians to push that, especially with more people doing outdoor stuff because of COVID?
Interim Chair of the Board of Directors, Canadian Tourism Commission
Yes, definitely. I would say our parks are an enormous asset for our country in terms of appealing and attracting visitors—the clean air and open spaces. It's definitely something that we're going to continue to be profiling in our marketing.
NDP
Brian Masse NDP Windsor West, ON
In my destination area, we're trying to build a park. The Rouge was mentioned by my colleague. It's a wonderful national urban park, the first one in Canada. It's tremendous not just for the local community. Other cities are looking at national urban parks.
Do you suspect that would be an asset for tourism if we actually move in that direction? The Prime Minister noted that in the Speech from the Throne. We're seeing places like Edmonton, Windsor and other places push towards national urban parks. Is that something that's been discussed as a potential as we build these out?
Interim Chair of the Board of Directors, Canadian Tourism Commission
It's a conversation that I haven't been involved in, but as we go forward and looking at [Technical difficulty—Editor] be considered.
NDP
Brian Masse NDP Windsor West, ON
What types of input have you had with regard to the process for reopening the border? We're still not going to see much change until July 5, and it will affect Canadians, not Americans. Has there been any consultation with regard to how to support the tourism industry if the government isn't changing any directions?
There should be an amelioration plan for the summer. Have there been any discussions with you and the organization about how to deal with the consequences of not altering the status quo?
Interim Chair of the Board of Directors, Canadian Tourism Commission
As I previously alluded to, I am not involved in any discussions with the government over the border openings. We do provide market research and intelligence to ISED and the government, but really, we take our direction from the Government of Canada.
That being said, as I mentioned in my opening remarks, we believe that Canadians travelling within Canada are a critical piece in terms of supporting the industry. It will be very challenging for the industry to lose a second summer, so that is really where our focus has been as restrictions are lifted: encouraging interprovincial travel and having Canadians experience all of the beauty that Canada has to offer this summer.
NDP
Brian Masse NDP Windsor West, ON
Has there been any data or support provided to the government about...? Areas like mine, Windsor West, are not going to be an interprovincial destination for the most part. There will be some who come—they always do—but there won't necessarily be the volumes. Having no border closure changes from the current situation will probably mean a second season.
Have you provided any data or information to the government about the consequences for border communities, like Windsor, that don't have that option? There are other places, of course, such as Sault Ste. Marie, and I could go on and on.