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TORONTO — Canada ranks seventh in a new study of world travel and tourism destinations released Thursday, but could do a better job putting out the welcome mat for tourists.
Canada tied with Singapore and Luxembourg in the international survey of 124 countries listed in the Geneva-based World Economic Forum's first ever Travel &Tourism Competitiveness Report.
Switzerland heads the list, followed by Austria, Germany, Iceland, the United States and Hong Kong.
Canada scores high marks for its travel and tourism infrastructure, but needs to work on reducing air ticket taxes and offering a friendlier face to visitors from abroad, the report suggests.
“I would say in general it is a very good assessment of Canada,” Irene Mia, a senior economist with the World Economic Forum who helped prepare the report, said from Geneva.
“It's in the top 10,” she said.
Canada placed above the United Kingdom, Denmark, France, Australia and New Zealand.
In terms of strengths, Ms. Mia cited the air transport infrastructure which is ranked second in the world. As well, Canada ranked fourth in terms of being able to use the Internet to book air tickets, hotels, rent cars or purchase other travel needs.
But a major weakness would be “price competitiveness,” she said.
“When it comes to the cost of living in the country, Canada scores really bad — 120th out of 124 countries — very expensive,” said Ms. Mia.
The forum conducts surveys on business competitiveness aimed at a better understanding of why some countries grow prosperous and others are left behind.
It also hosts an annual meeting of top business and political leaders in Davos, Switzerland, where competitiveness ideas and strategies are discussed.
Tourism has become a key sector in the world economy and a valuable source of economic growth and development for many countries, said Ms. Mia.
Between 1950 and 2004, international tourism receipts increased to $622.7-billion (U.S.) from $2.1-billion, according to the survey prepared by the Global Competitiveness Network, the forum's research arm.
The survey looks at three categories: a country's travel and tourism regulatory framework; its travel and tourism business environment and infrastructure; and its tourism human, cultural and natural resources.
“What you're looking at in general is ... the policies which are conducive to the development of the tourism industry,” Ms. Mia said.
These include travel environmental regulations, prioritization of tourism by each government, travel business environment and infrastructure, air and ground transport infrastructures, she said.
“Canada is doing quite well in the [survey's] three components,” she said.
It ranked 15th on regulatory framework, fourth on business environment and infrastructure and 16th on human, cultural and natural resources.
Canada stands 12th in the world on quality of education, which is important for competitiveness, said Mia.
But when it comes to welcoming visitors, “it is not doing well at all,” she said.
Business travellers and tourists, she said, complain about the high cost of airport fees, taxes on ground transportation tickets and hotel rooms.
Canada placed No. 76 in the assessment of the actions of Canadians towards tourists.
Canadians need to be a little more helpful in pointing people in the right direction to help them get to their destinations, Ms. Mia said.
When it comes to measuring the friendliness factor, a combination of variables were taken into account.
“One variable looks at the attitudes towards tourists and another one regarding the recommendation to extend business trips,” said Ms. Mia.
“One of the questions asks them whether they would recommend that their business trip be extended ... stay in Canada and visit the country, whether the people are welcoming.”
