Tourism operators hopeful Canada Strong Pass will boost business

The federal government’s new Canada Strong Pass coupled with Canadian tourists’ reluctance to vacation in the United States might help Nunavut tourism but more needs to be done, says the president of an organization that advocates for the Nunavut tourism industry.

“[The pass] encourages Canadians to travel across Canada and is a tangible way to boost domestic leisure tourism and support local businesses during the critical summer season,” Alex Stubbing, president of Travel Nunavut, said in an email Wednesday, calling the introduction of the pass a “smart and timely move” by the government.

But, he said, “gaps” remain for Nunavut and other small-population areas.

The Canada Strong Pass was launched June 16 in an event at the Canadian Museum of Nature in Ottawa.

From June 20 until Sept. 2, Canadians and foreign visitors can use the pass to gain free day admission to national historic sites, national parks and national marine conservation areas administered by Parks Canada.

Also, children will be able to ride free on Via rail and young adults will receive a 25 per cent discount. At national parks, campsite fees will also be discounted 25 per cent.

At places such as Auyuittuq National Park and Sirmilik National Park in Nunavut, back-country day-use fees will be waived and a 25 per cent discount on overnight backcountry fees is available.

The pass doesn’t come in the form of a physical card or coupon. Instead, people can just show up at participating sites to benefit from it.

“We’d like to see continued support for travel infrastructure and attract more investment in it,” Stubbing said.

“That means more jobs, more growth, and stronger communities powered by the travel industry.”

In an interview Tuesday, Rechie Valdez, the federal secretary of state for small business and tourism, said, “We’ve seen with President Trump and his unjustified tariffs … so many Canadians refusing to travel down south. And I think this is a perfect opportunity. We’re seeing a positive patriotism across [Canada].”

The federal government will track usage of the Canada Strong Pass to gauge its success.

“We’re looking at 240,000 tourism businesses that will be able to benefit, and two million jobs will benefit across the country,” Valdez said.

“So instead of [Canadians] going to the U.S., like they normally do, why not encourage them to visit Canada and also save money in the process.”

Stubbing said northern tourism operators are hopeful the pass will boost their business.

“We’re optimistic that this pass will inspire more Canadians to choose Nunavut and support local operators and communities in the process,” he said.

Additional information is available on the Canada Strong Pass website.