TORONTO — In light of recent trade tensions leading to reciprocal threats of tariffs between Canada and the U.S., the Canadian tourism industry faces unique opportunities. Firecirlce, a leading supporter of the tourism industry and community of tourism entrepreneurs, believes in the importance of empowering Canadian tourism businesses and encouraging domestic travel.
According to a February 2025 Leger survey, nearly half of Canadians travellers expressed they’re less likely to go to the U.S. now compared to this time last year. These developments present an opportunity for Canadian tourism operators to focus on attracting domestic travellers, and for local residents to consider tourism experiences on their home turf.
“Having worked with hundreds of innovative and forward-thinking entrepreneurs, I know first-hand that there are plenty of opportunities for local travellers to keep their wallets on Canadian soil and explore our beautiful country,” says Deneen Allen, founder & CEO of Firecircle.
It appears many Canadian travellers have already begun adopting that mindset. The second quarter of 2024 showed these travellers collectively took 79.2 million trips, with 88.3 per cent being domestic, according to Statistics Canada’s National Travel Survey. Additionally, domestic tourism spending made a small uptick from the same quarter in 2023.
Firecircle’s advice on the keys to growth for tourism operators in these uncertain times include:
- Diversify offerings: develop packages and experiences that cater to the various interests and values of Canadian travellers
- Collaborate locally: partner with local businesses and cultural communities (especially Indigenous) to create comprehensive “Only in Canada” tourism experiences
- Hone your brand: reach your ideal audience with a strong brand that evokes emotion and adds a personal touch
- Upskill and win: invest in yourself and your team to learn new business skills that will keep your company ahead of the curve
Since 2019, Firecircle has championed and supported more than 1,000 Canadian tourism entrepreneurs through flexible, online courses and mentorship opportunities to enhance their offerings.
“While we wade through the current economic and political uncertainty, Firecirlce remains steadfast in our mission to provide tourism entrepreneurs with the tools and guidance they need to thrive,” says Allen.
