Canada’s Retail Travel Industry Surpasses 2019 Levels

The Canadian retail travel industry saw an “impressive” 12% revenue growth in 2023 compared to 2019, according to a new report from the Association of Canadian Travel Agencies & Travel Advisors (ACTA).

ACTA’s State of the Industry Report, released today, shows a robust sector that has fully recovered from the pandemic. Retail travel industry revenue reached $2.8 billion in 2023, with operating profit margins up to 14.8% (compared to 10.7% in 2019).  

“These numbers tell a powerful story of adaptation and resilience in our industry,” said Wendy Paradis, ACTA president. “The retail travel industry has not just survived; they’ve emerged stronger, more innovative, and better equipped to serve Canadian travellers.” 

Employment in the sector is strong, if not quite recovered: in 2024 Q2, there were 21,400 employed by travel agencies. This is an increase from the 20,700 employees reported in 2022, but still down from 2019’s 32,200. 

While retail travel is bullish, there are challenges. The national median hourly wage for advisors is $19.75. The data indicates a correlation between experience and compensation: those with less than two years of experience earn a median income of $40,000 a year compared to $48,975 for those with more than five years of experience. 

Other areas where Canada’s retail travel industry could improve include adopting new technology, narrowing sectoral pay gaps, promoting diversity, attracting and retaining skilled professionals, managing the shift to independent and remote work models, and managing global instability in the greater travel industry.

The report is based on data collected from Statistics Canada, ACTA member surveys, and validated third-party research. ACTA uses its State of the Industry Report as an advocacy tool when engaging with government stakeholders and industry partners. 

“These findings arm our members with valuable insights for strategic planning and demonstrate to stakeholders the vital role travel advisors play in Canada’s travel and tourism ecosystem,” said Paradis.