March 24th, 2021 (OTTAWA) – A March 2021 survey released today on Parliament Hill reveals that 60% of Canada’s hardest hit businesses will not survive if the Canada Emergency Wage Subsidy (CEWS) as well as the Canada Emergency Rent Subsidy (CERS) are not extended beyond the June 5th deadline to the end of the year. The survey with over 1,700 respondents from across Canada was conducted by the Coalition of Hardest Hit Businesses.

Based on the survey results, the Coalition is formally appealing to the Federal Government to provide certainty and announce an extension of the CEWS and CERS supports to the end of the year for the hardest hit sectors in the April budget.

“Our businesses were the first hit by the pandemic, the hardest hit by closures, and will be the last to recover. With extended support, we can thrive and survive. Without it, Canada’s tourism, culture and hospitality industries will be devastated for a generation,” announced Beth Potter, President and CEO of the Tourism Industry Association of Canada.

Before the COVID-19 pandemic, hard hit businesses that make up the coalition employed more than 2 million Canadians - about 1 in every 10 jobs. The membership is primarily Canadian-owned small or medium-sized businesses providing significant employment while living in the local community. Our employees are predominantly women, young people, Indigenous and new Canadians - populations whose employment has been particularly impacted by the pandemic.

“For businesses that find their recovery impaired by the lingering effects of mass gathering bans and other public health policies, the CEWS and CERS programs will be a lifeline. Their continuation would make the difference between a vibrant tourism and cultural industry in Canada, and a breakdown of the critical infrastructure that supports the travel and tourism sector,” said Susie Grynol, President and CEO of the Hotel Association of Canada.

“In the absence of any certainty, many festival and event organizers are nearing the point where they must decide whether to cancel their planned activities for this year or to go ahead with a smaller scale edition. Chances are, they are going to once again miss out on the opportunity to generate their revenues for the year. Other sectors of the economy may begin to recover as restrictions ease, but the events sector will not be in a position to do so and will require continued government support until a return to normal occurs,” added Martin Roy, Executive Director of Festivals and Major Events.

“We hope that by the summer we will continue to see an easing of restrictions and a modest return of leisure travel. However, the decisions to cancel conventions for this fall have already been made and business travel will not recover in the short term. Where the recovery is quick these businesses will not qualify for government support. But if there are protracted restrictions from COVID, we will need to know this support is there,” concluded Potter.

The Coalition also stressed that efforts to safely stimulate domestic tourism, lower interprovincial travel barriers and reopen international borders are critically important. But such measures must be accompanied by critical support programs to ensure that highly affected sectors can bridge to the other side.

The Coalition of Hardest Hit Businesses is an industry-driven group of over 100 stakeholders representing a variety of sectors including tourism, travel, arts and culture, events and festivals, accommodation and hospitality.

To learn more about the Coalition of Hardest Hit Businesses, visit


Ucluelet, British Columbia -- Black Rock Oceanfront Resort is setting a new standard for sustainability with a Refillable and Zero Waste model that will minimize the resort’s ecological footprint, take a load off the landfill, reduce plastic waste, and support local entrepreneurs. Black Rock is one of the first resort’s in Canada to adopt such a model and has partnered with two forward-thinking small businesses, The Den and Mint Cleaning, to make this dream a reality.

“The Zero-Waste dream started with a conversation. It reflects how we feel about the natural environment and our desire to protect the rainforest and ocean," says Adele Larkin, General Manager of Black Rock Oceanfront Resort. “It’s better for community, environment, visitors and staff.”

Black Rock guests are now enjoying 100% refillable bathroom products supplied by The Den, including Oneka shampoo, conditioner, body wash, and lotions, Cascades paper products, and Tru Earth laundry strips. Den co-owners Kristen O’Keefe and Diane Rudge call the partnership a win-win-win that supports community, sustainability, and small business.

“We believe supporting local businesses is essential for the success of the community we live in. When everyone is striving in their individual pursuits, the greater community here feels that momentum,” O’Keefe says.

At the same time Mint, a cleaning service products company founded by two Ucluelet moms, is providing all-natural carpet deodorizer, essential oil-based air freshener, all-purpose cleaner, and other earth-friendly biodegradable cleaning products. It’s healthier for staff and visitors, knowing that all products have been selected with their well-being top of mind. 

Black Rock guests can now take a sustainable piece of the West Coast home with them when they shop at Forage, the newly opened in-house gift shop in partnership with The Den, Foggy Bean Coffee Company, Ocean Pet Supplies and other boutique Ucluelet businesses.

“As a tourism destination we all recognize that the reason people come here is because they enjoy pristine natural spaces,” Larkin says. “This understanding is at the heart of all the decisions we make for our businesses, guests, staff, and the environment.”



Representing Canada’s hardest hit sectors (including tourism, travel, arts, culture, events, and hospitality), the Coalition of Hardest Hit Businesses will be releasing survey results and calling on the Federal Government to extend the Canada Emergency Wage Subsidy and the Canada Emergency Rent Subsidy until the end of 2021.


Coalition of Hardest Hit Businesses, represented by:
• Susie Grynol, President and CEO, Hotel Association of Canada
• Beth Potter, President and CEO, Tourism Industry Association of Canada
• Martin Roy, Executive Director, Festivals and Major Events

WHERE: Virtual Press Conference via Zoom:

WHEN: Wednesday, March 24th 2021
9:30am EST


HENDERSONVILLE, Tennessee—Canada’s hotel industry saw record lows in both occupancy and revenue per available room (RevPAR), according to STR’s year-end 2020 data.  

In addition to the previously mentioned historic lows, average daily rate (ADR) fell to its lowest level since 2012. Year-over-year declines were the country’s worst across the three key performance metrics.

  • Occupancy: 33.1% (-49.2%)
  • Average daily rate (ADR): CAD130.43 (-21.0%)
  • Revenue per available room (RevPAR): CAD43.11 (-59.8%)

Among the provinces and territories, Newfoundland and Labrador recorded the lowest occupancy level (24.7%), which was down 54.5% in year-over-year comparisons. The province also experienced the lowest RevPAR level (-62.5% to CAD26.95).

Among the major markets, Montreal (24.5%) saw the lowest occupancy level, down 65.7% year over year.


The highest occupancy among provinces was reported in British Columbia (-43.4% to 39.4%). At the market level, the highest occupancy was reported in Vancouver (-53.1% to 37.3%).


The COVID-19 pandemic has affected every sector globally, but the travel and tourism industry is among the hardest hit. Although hotels and resorts implemented increased safety and sanitation measures and cautiously reopened in the second half of 2020, the second wave of the pandemic brought a new hit to businesses operating in the sector and slowed down the recovery of the entire market.

According to data presented by, the combined revenues of the travel and tourism industry are expected to reach $540bn in 2021, almost a $200bn plunge compared to 2019 figures.

Post-COVID-19 Recovery to Last for Three Years

In 2017, the entire travel and tourism sector generated $688.5bn in revenue, revealed the Statista survey. Over the next two years, this figure jumped by 7% and hit $738.8bn.

However, the year 2020 triggered the biggest market contraction in history. Countries across the globe imposed lockdown rules to curb the spread of the virus, leading to thousands of canceled vacations, and closed hotels between March and May. Although many of them lifted off travel restrictions in the second half of 2020, it wasn't enough to cover colossal revenue losses produced in the first two quarters of the year.

Statistics show the travel and tourism industry's revenues plunged by 52% to $348.8bn amid the COVID-19 crisis. The Statista data also indicate it will take years for the entire sector to recover from the effects of the coronavirus pandemic. In 2021, revenues are projected to grow by 54% year-over-year to $540bn, 26% less than in 2019.

The year 2022 is forecast to witness $666.1bn in revenues, still $72.7bn below pre-COVID-19 levels. By the end of 2023, travel and tourism revenues are expected to rise to $768.4bn.

As the market's largest segment, the hotel industry is forecast to generate $284.7bn in revenue this year, 22% less than in 2019. The package holidays segment is set to reach a $171.4bn value in 2021, an $87bn plunge compared to pre-COVID-19 figures. Vacation rentals and the cruise industry follow with $66.9bn and $16.8bn in revenue, respectively.

The Number of Users to Grow by 46% YoY to 1.8 Billion, Still 26% Below Pre-COVID-19 Levels

The Statista survey also revealed the number of users in the travel and tourism sector halved amid the coronavirus pandemic, falling from 2.4 billion in 2019 to 1.2 billion in 2020. Although this figure is expected to rise to 1.8 billion in 2021, it still represents a 26% drop compared to pre-COVID-19 levels.

Statistics show the number of users in the cruise industry is forecast to reach 17 million this year, a 41% plunge in two years, and the most significant drop among all market segments. The package holidays segment is set to reach over 335 million users in 2021, 37% less than in 2019. The hotel industry follows with a 24% drop in two years and 845.7 million users as of this year.

Analyzed by geography, the United States represents the largest travel and tourism industry globally, expected to reach $104.5bn value this year, $40bn less than in 2019.

The revenues of the Chinese market, as the second-largest globally, are forecast to jump by 67.5% year-over-year to $89.3bn in 2021, still $30bn below pre-COVID-19 levels. Germany, Japan, and the United Kingdom follow with $45.8bn, $29.3bn, and $26.7bn in revenue, respectively.


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