A new study reveals that cost of living and quality of life are top of mind.
By Angela Kryhul
WHAT DO CANADIANS REALLY THINK ABOUT TOURISM’S IMPACT ON THEIR LIVES?
The annual Canada Resident Sentiment Towards Tourism study by Destinations International and Longwoods International, reveals that while overall support for tourism remained strong in 2024, Canadians have growing concerns. Key issues include overcrowding, rising costs of living, potential negative effects on local economies, quality of life and environmental impact.
The findings are important for Canadian destination marketing organizations as they continue to educate residents and elected officials on the benefits of tourism, and work with local communities to ensure tourism growth is sustainable and beneficial for all.
“If your residents are unhappy with tourism, that’s going to affect investment in destination promotion. And if your destination promotion falls behind, [it’s more difficult] to procure great sporting events,” says Andreas Weissenborn, vice-president of research and advocacy at Destinations International.
IMPACT ON LOCAL ECONOMIES
Conducted in August 2024 with a representative sample of 1,000 Canadian adults, the national study found that 75% of Canadians view tourism as beneficial to their province, while 64% recognize its importance to their local economy.
For the first time, the study asked respondents whether tourism supports industries and businesses beyond the travel sector. Fifty-four percent agreed, highlighting a broader awareness of tourism’s economic ripple effect. “They understand that there are additional economic impacts that tourism brings,” says Tammy Koerte, senior research manager at Longwoods International.
The survey also revealed a growing concern about housing affordability, with 44% of respondents in 2024 believing tourism is contributing to an increase in costs in their area—a four-point increase from 40% in 2023.
“There are perceptions that growth in tourism causes prices to rise, making things less affordable for residents,” Koerte adds. “In 2024, 45% of Canadians agreed with that statement, but in 2023 it was actually 39%. So we’re seeing some growing concerns about the impacts of tourism on the cost of living and quality of life.”
68% of Canadians agree that hosting youth and amateur sporting events benefits the local economy.
QUALITY OF LIFE AND THE ENVIRONMENT
Survey respondents recognize tourism’s positive impact on their communities, with 47% noting more recreational opportunities, 48% appreciating improved dining options and 42% acknowledging enhanced shopping experiences.
However, fewer Canadians feel that increased tourism has improved their overall quality of life. In 2024, only 40% agreed with this statement, down from 49% in 2021. The study suggests that concerns about overcrowding may be driving this decline. Nearly half (45%) believe attractions and leisure facilities are becoming too crowded due to tourism, while 47% say visitors are worsening traffic congestion and parking issues.
From an environmental standpoint, 45% feel that tourist overcrowding is harming natural areas. Despite these concerns, there are positive trends—48% believe the tourism industry values sustainability and natural resources, marking a seven-point increase from 2023 (41%).
Strategies to enhance community engagement
Highlight Destination Stewardship Efforts: The study underscores the importance of communicating initiatives that strike a balance between tourism growth and maintaining residents’ quality of life.
Promote Sustainable Tourism: Public support for environmental education is strong, with 72% of Canadians agreeing that tourists should be educated on responsible travel practices, including minimizing damage to natural areas.
Address Overcrowding: With rising concerns about overcrowding, it’s crucial to prioritize these issues in destination planning and marketing efforts.
Edmonton’s strategy for fostering goodwill
As a seasoned host of major sports and cultural events, Edmonton recognizes that resident goodwill is essential to success. For the city, true success isn’t just about hosting the event or maintaining relationships with event organizers; it’s about how the community perceives it.
“If the community isn’t supporting events, it’s going to be harder for us to bring them here,” says Cindy Medynski, director of sport and culture events at Explore Edmonton. “That’s why communicating that value and showing [residents] what’s possible has been top of mind.”
Medynski outlines how Edmonton fosters goodwill with its residents when hosting major events:
PWHL Takeover Tour, February 16, 2025: “We saw the Takeover Tour as an opportunity, not only to position Edmonton as a great place to host an event, but to celebrate Edmontonians as a community that shows up for these major events. Inviting community partners to help us understand how major events can really impact certain groups is also key. The Edmonton Female Hockey Alliance was a big part of the PWHL coming here, and on February 14 we hosted a Women in Sport Breakfast panel where young female hockey players were invited to come hear from their heroes.”
2024: A year of basketball: “We hosted a WNBA pre-season game in May, the 2024 U Sports Women’s Final 8 Basketball Tournament in March and the FIBA 3×3 Women’s Series [in July]. We worked with Sport Edmonton to create legacy courts within communities that really needed a basketball court refresh and a place of pride for kids to play.”
What do residents care about?: “When we look at events we’d like to bring to Edmonton, we consider what people actually care about and what they’re interested in. Because, in most cases, over 70% of the attendees will be local for pro sport events. There were a few complaints here and there when we hosted the Red Bull Soapbox Race last year. But what’s more important is that people said, ‘Oh my gosh, Red Bull is here… how cool is that!’ We’re a really young population that wants to have these experiences.”
Published March 2025
