Convention & Visitor Bureaus in Canada: Market Size, Businesses & Forecast 2026

Convention & Visitor Bureaus (CVBs) in Canada are industry organizations that promote destinations, attract events, and support tourism development. These non-profit or publicly-funded entities collectively support over 1.1 million jobs and contribute $115.9 billion to Canada's GDP (2022, Statistics Canada). The industry is experiencing recovery and growth following pandemic disruptions, with increased international travel and expanded convention business driving demand.

Industry snapshot

Key public data points

Historical & forecast

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What does the Convention & Visitor Bureaus in Canada industry cover?

Convention & Visitor Bureaus (CVBs) are destination marketing organizations (DMOs) responsible for promoting tourism, conventions, and events within specific geographic regions. In Canada, these entities operate at municipal, regional, and provincial levels, with Tourism Toronto being one of the largest. The industry encompasses both private non-profit organizations and some government-funded entities.

• •CVBs typically receive funding from hotel tax revenues, municipal grants, and membership fees
• •Industry activities include convention sales, leisure tourism promotion, and event development
• •Canada's largest CVBs include Tourism Vancouver, Destination Canada, and Tourisme Montréal

Who operates in the industry and how is it structured?

The Canadian CVB industry consists of approximately 100 organizations across the country, varying significantly in size and scope. Market structure is fragmented with larger urban centers hosting more sophisticated organizations, while smaller communities often rely on regional associations or provincial tourism bodies.

• •Destination Canada is the national tourism organization that collaborates with provincial and regional DMOs
• •Key regional operators include Tourism Calgary, Edmonton Tourism, and Destination Ontario
• •Many CVBs operate as divisions of larger tourism entities or economic development agencies

What drives demand in the industry?

Demand for CVB services is primarily driven by tourism growth, business travel recovery, and government support for economic development. Post-pandemic rebound has been particularly strong in international tourism and hybrid events. Urban centers with strong business infrastructure and attractions experience higher demand for CVB services.

• •Tourism directly contributed $105.5 billion to Canada's GDP in 2022 (Statistics Canada)
• •Business travel accounted for approximately 22% of all tourism spending in 2022 (Canadian Tourism Human Resource Council)
• •Government infrastructure investments in venues and convention centers support industry growth

Who are the notable companies in the industry?

The competitive landscape includes both independent CVBs and integrated tourism entities competing for event bookings and tourism promotion. While most CVBs are non-profit, some are publicly supported entities that collaborate on national initiatives.

• •Destination Canada - National marketing organization supporting regional DMOs
• •Tourism Toronto - One of North America's largest CVBs, promoting Toronto as a business and leisure destination
• •Tourism Vancouver - Major regional DMO promoting Vancouver and surrounding areas
• •Tourisme Montréal - Leading CVB for Quebec's largest metropolitan area

What are the recent trends and outlook?

Recent trends include increased digital marketing capabilities, hybrid event development, and sustainability initiatives in tourism promotion. The outlook remains positive with continued recovery in international travel and growing demand for meetings, conventions, and exhibitions (MICE) tourism. Digital transformation and data analytics have become central to CVB operations.

• •Hybrid and virtual events now account for approximately 30% of conference bookings (Meetings Mean Business Canada)
• •Sustainability certification programs have been adopted by major CVBs to promote responsible tourism
• •AI and data analytics are increasingly used to personalize marketing and track visitor behavior

How is the industry regulated?

CVBs in Canada operate under various regulatory frameworks depending on their governance structure. Most are incorporated as non-profit organizations under provincial corporations acts, with additional requirements for public funding recipients. Industry self-regulation through professional associations like the Canadian Tourism Human Resource Council provides additional guidelines.

• •Provincial tourism acts may apply to government-affiliated CVBs
• •Privacy compliance requirements under PIPEDA and provincial privacy laws affect data collection
• •Tax-exempt status requires compliance with Canada Revenue Agency regulations for non-profits

Government, statistical and trade sources used for this Claight analysis.

• Statistics Canada Tourism Satellite Account 2022 ·
• Canadian Tourism Human Resource Council Labour Market Report 2022 ·
• Destination Canada Annual Report 2022 ·
• Meetings Mean Business Canada State of the Industry Report 2023 ·
• Canadian Government Department of Canadian Heritage Tourism Policy Framework 2022