RESEARCH 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. RESIDENT SENTIMENT: How Locals Really Feel About Tourism A new study reveals that cost of living and quality of life are top of mind. By Angela Kryhul 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.” 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%). 68% of Canadians agree that hosting youth and amateur sporting events benefits the local economy. 22 ADRENALIN | SPRING 2025 ADRENALINMAG.CA
