The Tourism Rebound, Are We Ready?


Canadians are ready for the borders to be re-opened and will be flocking to sun destinations this winter like never before. The number of people who have said that they are ready to “get out of Dodge” and “fly the coop” is an indication that there is a pent-up demand for travel and excursions that has been bolstered by a two-year sabbatical from vacations of any semblance. While Canadians are going to be heading south, we can expect some of our citizens as well as those from other nations to be looking to Canada for their adventure holidays. When the requirements for the two-week quarantines are lifted, we will be seeing a quick rebound of tourism as other countries who have already lifted their restrictions have seen. But are we ready?


In 2019 Tourism contributed $105 Billion to the Canadian economy. Tourists from outside of Canada spent over $16 billion dollars. Those numbers were down considerably in 2020 and it is only natural that many people in the industry suffered as a result of the effects of the pandemic and lockdown restrictions.


While some folks, fearful of the spread of variants, believe that the borders should never be re-opened, the reality is that to save our tourism industry and the economy, we need tourist traffic from outside of Canada as well as interprovincial travel. As Canadian and foreign tourists start their migration towards our tourist and nature attractions, there is some hesitancy about the readiness of the industry to manage the coming tsunami of people.


Hit harder than many sectors, the tourism industry has been affected by the pandemic in ways that other industries haven’t. The closure of attractions, fairs, tour bus companies, sporting events, concerts and community events with any semblance of a large group has forced workers in this industry to look for jobs elsewhere to survive. As a result of this migration of talent there will be many tourism related businesses that will have difficulty scaling up to meet demand. According to Stats Canada 32% of accommodation and food service companies expect that attracting workers is going to be an obstacle for them this year.


Even if you have some warm bodies to fill your positions, having well trained staff will remain a problem for many tourism and food service companies. Most business leaders in the industry understand the result of having improperly trained staff working in positions serving the public. The consequences of poor customer service can be long lasting and devastating. Unfortunately, as a result of the constant opening up and shutting down scenarios that have been seen in the economy over the past 18 months, most operators have been reluctant to increase the staffing levels that will be necessary to meet demand. The consequences will be that there will be no other option but to have staff that are not fully trained or optimally equipped to take care of the flood of vacationers.


In order to adjust to the coming demand, tourism related businesses will need to be prepared to hire and train new employees to promote and deliver their services. This should include systematization of training, hiring and onboarding processes to enable companies to get up to speed quickly when the demand starts.


While tourism deserves to have their days in the sun and profit from increased business, we need to recognize as Canadians that it takes a country to host visitors and we need to encourage and support those people in the industry who have been hit so hard.


Dave Fuller, MBA, is the author of the book Profit Yourself Healthy and an Award Winning Business Coach. Questions? Let your emails fly to Dave@pivotleader.com

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