Ecotourism in Canada: What is It and Why Does It Matter?
By Summer Rylander
According to Statistics Canada, Canadians were on the move in 2024 to the tune of 344.6 million trips. A whopping 85.7% of those trips were domestic — but with nearly 10 million square kilometers of land and lakes to enjoy right at home, perhaps this figure isn’t so surprising. The country is an outdoor paradise and the 2024 Blue Cross Travel Study Report found that 82% of Canadians are interested in ecotourism, suggesting that nature-focused leisure travel is steadily on the rise.
What is ecotourism?
At its core, ecotourism is about appreciating nature with minimal negative impact. UN Tourism states that ecotourism involves educational elements that support the maintenance of these natural areas, ideally by way of economic benefit to local communities and an increased awareness of the importance of biodiversity.
Ecotourism can take many forms. Maybe it’s a safari in Botswana or stargazing in the deserts of Uzbekistan. Perhaps it’s a hike through Iceland’s volcanic trails, checking into a rainforest lodge in Peru, or harvesting produce during a farmstay in rural Japan. Tempting examples aside, going abroad isn’t a must to experience ecotourism. It sounds cliché, but Canada really does have something for everyone. There’s whale watching in Nova Scotia, polar bear viewing in Manitoba, backcountry canoeing in Ontario, Indigenous-led cultural tours in British Columbia, bison rewilding in Saskatchewan, dark sky immersion in Alberta — and that’s just to name a few examples.
The importance of Indigenous voices
One of the most powerful ways to connect with a destination is to see it through the eyes of someone who truly has roots in the place. First Nations, Inuit and Métis peoples have been safeguarding Canada’s landscapes for centuries (sometimes it really is as simple as living in harmony with nature), and Parks Canada has developed a framework for empowering Indigenous communities to help achieve the common goal of ecosystem preservation throughout the country’s 37 national parks and 11 national park reserves.
Meanwhile, the Indigenous Tourism Association of Canada (ITAC) represents Indigenous-owned tourism businesses with the aim of boosting visibility across the travel industry. Travellers who are keen to eat and shop local can take the concept a step further by deliberately seeking out Indigenous-operated restaurants and stores in cities across the country — an effort which is increasingly on the radar of roving Canadians. Deloitte’s 2024 summer travel outlook found that 54% of Canadians are interested in Indigenous experiences, including hands-on cultural workshops and traditional accommodations.
Economic and environmental sustainability
Sustainable travel is still something of a misnomer — particularly when flights are involved — but ecotourism activities do tend to tread lightly in the carbon footprint department. The likes of hiking, canoeing, camping and Indigenous cultural exchanges produce few emissions and have the added benefit of driving environmental awareness.
On the economic side, everything from park entrance fees to employment opportunities in rural areas means that ecotourism can be a sustainable source of development. According to Market.US, ecotourists spend 10-25% more per trip than do traditional travellers, which can be attributed to a slower pace of travel with longer stays, sustainable lodging and specialised, locally guided activities.
Ecotourism challenges
No form of tourism is without its sticking points, and travellers must do their due diligence before booking a trip — even one that counts as ecotourism.
‘Greenwashing’ is the act of misusing eco-labels or otherwise making false promises about environmental efforts in an attempt to gain consumer attention, and it is a pervasive threat across the tourism industry. Hotels and tour operators should be able to produce supporting evidence of their claims to sustainable efforts; travellers should not be afraid to ask questions.
Overtourism is another potential challenge for even the most well-intentioned travel campaigns. Banff is a great example of this with over four million visitors annually, all contributing to an increase in vehicle traffic around town, increased foot traffic on trails in the national park, disruption to wildlife and strain on local services. Popular destinations are popular for a reason, sure, but it’s worth taking a closer look at alternatives for the sake of sensitive environments.
Similarly, with quality ecotourism comes the question of access. Travel to remote locations with ethically operated lodging, tours and activities is inherently more expensive than many other vacation options. Time and budget are significant and highly variable factors with no one-size-fits-all solution.
A sustainable step forward
As climate change intensifies, ecotourism will continue to play an important role in biodiversity conservation and community empowerment. For its part, Destination Canada is well-positioned to support responsible tourism having joined the Global Sustainable Tourism Council (GSTC) in late 2023. The GSTC sets forth standards for sustainable travel and interested destinations, hotels and tour operators must meet stringent requirements in order to join. Destination Canada’s own transparency with destination development strategy is a strong indicator that domestic tourism plans are on the right track.
Where to try ecotourism in Canada
As seasonal vacation planning gets underway, here are a few suggestions for domestic travel with great connections to culture, community and conservation:
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Grasslands National Park, Saskatchewan for camping, hiking, stargazing and sprawling prairies. Also, dinosaur fossils.
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Manitoulin Island, Ontario for Indigenous-led tours and workshops, hiking, swimming and kayaking from the world’s largest freshwater island.
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Bay of Fundy, New Brunswick for whale watching, fresh seafood, lighthouses, cycling, Indigenous crafting and historic hiking trails.
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Torngat Mountains National Park, Newfoundland and Labrador for Inuit culture, rock climbing, multi-day treks and getting truly off the grid.
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Wanuskewin, Saskatchewan for Plains Cree culture, grasslands restoration through the reintroduction of bison, the Han Wi dinner experience and proximity to Saskatoon, one of Canada’s most underrated cities.
References:
1. Statistics Canada. (2024). Daily — Canadian residents took 344.6 million trips in 2023.
https://www150.statcan.gc.ca/n1/daily-quotidien/250327/dq250327b-eng.htm
2. Saskatchewan Blue Cross. (2024). Summer travel trends embrace domestic travel with confidence.
https://www.sk.bluecross.ca/news/summer-travel-trends-embrace-domestic-travel-with-confidence/
3. UN Tourism. (n.d.). Ecotourism and protected areas.
https://www.unwto.org/sustainable-development/ecotourism-and-protected-areas
4. Parks Canada. (n.d.). Indigenous Affairs Branch.
https://parks.canada.ca/agence-agency/aa-ia
5. Indigenous Tourism Association of Canada (ITAC). (n.d.).
https://indigenoustourism.ca/
6. Deloitte. (2024). Summer travel spending to rise in 2024.
https://www.deloitte.com/ca/en/about/press-room/summer-travel-spending-rise-2024.html
7. Market.US. (2024). Ecotourism Market News 2024.
https://www.news.market.us/ecotourism-market-news-2024/
8. Banff.ca. (n.d.). Learn About Banff.
https://banff.ca/252/Learn-About-Banff
9. Global Sustainable Tourism Council (GSTC). (2023). Destination Canada joins GSTC.
https://www.gstc.org/destination-canada-joins-gstc/
10. Destination Canada. (n.d.). Destination Development Strategy.
https://www.destinationcanada.com/en-ca/destination-development
11. Parks Canada. (n.d.). Grasslands National Park.
https://parks.canada.ca/pn-np/sk/grasslands
12. Destination Ontario. (n.d.). Manitoulin Island.
https://www.destinationontario.com/en-ca/cities-towns/manitoulin-island
13.Tourism New Brunswick. (n.d.). Bay of Fundy.
https://tourismnewbrunswick.ca/bay-fundy
14. Parks Canada. (n.d.). Torngat Mountains National Park.
https://parks.canada.ca/pn-np/nl/torngats/activ