Every long-term relationship begins with a first impression. As the world turns its attention to Canada during the FIFA World Cup, tourism is being viewed through a wider economic lens. Typically measured by visitor numbers, the sector is increasingly being judged by the economic activity those visitors unlock. A holiday can inspire a return visit. A conference can spark a business partnership. An international study can turn into a career. In 2026, Canada’s reputation for safety, stability, openness and quality of life has become something of an economic asset in its own right.

Destination Canada argues that in the face of geopolitical shifts and global tariffs, the foundational aspects of Canada’s brand have risen in importance to consumers and business decision makers alike. “We believe that tourism can contribute 9–10% of Canada’s target to generate an additional $300 billion in non-U.S. exports by 2035, so we are positioning it as a key and very real economic solution to Canada’s economic challenges right now,” says President & CEO Marsha Walden.  

As the industry saying goes, ‘it all starts with a visit’. Andrew Weir, President & CEO, Destination Toronto, sees tourism as an enabler of wider economic growth: “If Canada wants to be a global leader in sectors like life sciences, we need the infrastructure, talent and policy environment, but we also need to be a place where global leaders meet.”

After four years of preparation for the FIFA World Cup, Destination BC estimates the tournament will generate around $1 billion in incremental tourism revenue over the next five years. But Richard Porges, President & CEO, is quick to caution that legacy is never automatic: “One risk is that after successfully delivering a major event, people think the job is done. You can lose momentum if you stop investing and stop building on what you've created. Maintaining momentum requires consistent investment and continued effort to leverage the opportunities that have been created.” 

Across life sciences, critical minerals, energy, technology and tourism, one idea resurfaces time and time again. Canada's next chapter will not only be defined by what leaves its shores, but by the people, capital, companies and ideas it can attract and, more importantly, whether or not it can keep them.