Canada’s ICC’s Canoo program highlights tourism’s role in newcomer engagement and retention

 

Tourism and hospitality organizations in Canada – particularly in rural, remote, and regional areas – are being presented with a new growth opportunity: building lasting connections with newcomers. Research from the Institute for Canadian Citizenship (ICC) shows that tourism experiences play a vital role in shaping newcomers’ sense of belonging, directly influencing their decision to remain in Canada.

At the center of this initiative is Canoo, ICC’s program offering new citizens and permanent residents free and discounted access to cultural and natural attractions. With nearly 1 million immigrants connected through the Canoo app, the program provides entry to more than 1,400 partner experiences, from museums and festivals to national parks and sports clubs.r

Tourism as a retention tool

Findings from ICC’s Here to Stay report highlight that optimism and belonging are key to settlement outcomes. A one-point increase in a newcomer’s sense of belonging raises the likelihood of them staying in Canada by 25%.

“Newcomers’ first connection with their new home tends to be via tourism experiences,” said Daniel Bernhard, ICC CEO. “Canoo is the largest newcomer integration service in Canada and offers destinations and local organizations the opportunity to leave a lasting impression that influences whether newcomers choose to stay in Canada and informs their habits for the rest of their lives here.” 

For tourism organizations, these early experiences create long-term customer relationships while also contributing to population retention and workforce stability—key priorities for communities facing demographic challenges.

Unlocking opportunities beyond major cities

Canoo plays a particularly important role in supporting regions outside Canada’s largest urban centers. By offering newcomers the chance to explore diverse communities and landscapes, the program helps distribute visitor flows, strengthen local economies, and promote workforce opportunities in areas seeking growth.

“Programs like Canoo play a vital role,” says Bernhard. “Offering free access to Canada’s top cultural and nature attractions, Canoo allows newcomers to explore the beauty and opportunity of communities beyond our largest cities, including those eager to grow their visitor economy and attract new residents and workforce.” 

ICC continues to work closely with local tourism stakeholders to promote Canadian experiences to newcomers. Through partnerships with attractions across the country, the organization invites the sector to collaborate in welcoming new citizens and permanent residents – transforming initial visits into lasting ties with communities nationwide.

For Canada’s tourism industry, Canoo demonstrates how destination experiences are not only visitor touchpoints but also long-term integration tools, positioning the sector as a key contributor to national demographic and economic resilience.

Tags: Canada’s tourism, Daniel Bernhard, Institute for Canadian Citizenship (ICC)