Canada's Tourism Industry—Mitigating the Effects of Climate Change: A Lot of Concern but Little Action

A case study conducted with the Canadian tourism industry identified that the level of awareness and participation in climate change mitigation strategies is low and that there is a need for further action if Canada is to position and market itself as a destination which is taking responsibility for climate change. This study used a qualitative approach that consisted of 24 in-depth interviews with Provincial Deputy Ministers of Tourism, other federal and provincial agencies, marketing bodies and industry associations across Canada. Results indicate that despite a relatively high level of awareness about climate change, the implementation of mitigation strategies was piece-meal in its approach. This non-regulatory approach to climate change action indicated that several small initiatives were taking place without significant collective action. This paper concludes that without national leadership on this issue, there is limited action occurring. A comprehensive, national regulatory framework is required in order to move the agenda forward to be able to market Canada as a responsible destination with regard to climate change.