ETOBICOKE, Ont. — Canada’s retail travel industry saw 12-per-cent revenue growth to $2.8 billion in 2023 versus 2019, according to the Association of Canadian Travel Agencies and Travel Advisors’ (ACTA’s) latest State of Industry Report.
“These numbers tell a powerful story of adaptation and resilience in our industry,” says Wendy Paradis, president of the ACTA. “The retail travel industry hasn’t just survived, they’ve emerged stronger, more innovative and better equipped to serve Canadian travellers.”
The report draws from Statistics Canada, other key government sources and ACTA research, revealing an evolving industry landscape. The data shows travel agencies and independent travel advisors are adapting to changing consumer needs while maintaining their essential role in the travel ecosystem.
This comprehensive data serves as an advocacy tool in ACTA’s ongoing dialogue with government stakeholders and industry partners. “Understanding our industry’s economic impact through verified metrics strengthens our position in policy discussions and supplier discussions,” says Avery Campbell, ACTA’s director of Advocacy and Industry Relations who led the research and development of the report.
The employment narrative is compelling, with 21,400 travel agency employees now serving Canadian travellers.
Official government sources estimate there are at least 5,400 countable independent travel advisors (ITAs) in Canada. This figure represents the absolute minimum, as many ITAs aren’t captured in government data due to inclusion criteria such as minimum earnings, dominant income source, et cetera. The number of ITAs is likely much higher.
Therefore, while the confirmed number by Statistics Canada is 5,400, the actual total is likely significantly higher due to the number of part time ITAs.
This reflects an industry embracing new work models, including remote arrangements and independent travel advisors, adapting to modern workforce expectations.
“These findings arm our members with valuable insights for strategic planning and demonstrate to stakeholders the vital role travel advisors play in Canada’s travel and tourism ecosystem,” adds Paradis.
