Investments in the LGBTQ2 community to help Canada welcome the world

News release

Pride festivals across Canada to receive funding through the new Federal Tourism Growth Strategy

May 22, 2019 – Toronto, Ontario

Canada is built on shared values of diversity, equity, optimism and personal security and is recognized the world over as a welcoming destination for LGBTQ2 travellers. Some of Canada’s largest Pride events—including Fierté Montréal, Pride Toronto and Vancouver Pride—attract millions of local and international visitors each year.

That is why the Honourable Mélanie Joly, Minister of Tourism, Official Languages and La Francophonie, today announced investments in support of Pride festivals across Canada, including major investments in Pride Toronto, Fierté Montréal, and the Vancouver Pride Society of $1 million each over two years. Regional economic development agencies will work with Fierté Canada Pride to support even more Pride events across the country. These investments will help Pride organizations continue to bring communities together, promote Canada’s inclusiveness and attract tourists from around the world.

Other projects will include LGBTQ2 diversity training and market readiness programs in order to provide safe and respectful sites across Canada that everyone can enjoy.

These investments are part of the Canadian Experiences Fund (CEF), which was unveiled yesterday as a pillar of Creating Middle Class Jobs: A Federal Tourism Growth Strategy. The CEF supports Canadian businesses and organizations working to create or enhance tourism products, facilities and experiences.


“Canada has a strong reputation around the world as a welcoming and safe destination for LGBTQ2 travellers. By supporting LGBTQ2 organizations and communities, as well as Pride events, we are helping them promote inclusiveness and understanding, both in Canada and abroad. That is why we have made it a pillar of our strategy.”
– The Honourable Mélanie Joly, Minister of Tourism, Official Languages and La Francophonie

“Canada is a top tourism destination in world for a number of important reasons. People visit for our vast wilderness, our diverse, welcoming culture, great food and our rich history. And what keeps people coming back is our world-famous hospitality. Canadians should be proud of our long tradition of welcoming LGBTQ2 travellers from around the world with open arms. And with the support of the investments announced today, I know that this is just the beginning.”
– The Honourable Navdeep Bains, Minister of Innovation, Science and Economic Development

“Pride celebrations bring tons of business and tourism to Canada, but more importantly they’re a significant part of the ongoing path to full equality for LGBTQ2 Canadians. This funding will help LGBTQ2 Canadians continue to share their history and story with the rest of the country and the world.”
– The Honourable Bill Morneau, Minister of Finance

“Canada is known increasingly as a top LGBTQ2 tourism destination. Through pride celebrations, queer and trans activists, artists and local organizations offer programming that draw in people from around the world. This funding reflects the Government of Canada’s commitment to supporting LGBTQ2 organizations, bringing tourism benefits to small and medium Canadian businesses, and enhancing pride celebrations across the country.”
– Randy Boissonnault, Special Advisor to the Prime Minister on LGBTQ2

Quick facts

  • Tourism represents more than 2% of Canada’s gross domestic product.

  • Tourism supports more than 1.8 million jobs in Canada.

  • LGBTQ2 travellers, on average, vacation four to six times a year, versus one to two for other travellers, spend 33% more, and are known to return to places where they had good experiences.

  • Canada already has an established reputation as one of the most LGBTQ2-friendly countries in the world, and its largest cities are routinely recognized worldwide as popular LGBTQ2 destinations.

  • The Canadian Experiences Fund is part of Creating Middle Class Jobs: A Federal Tourism Growth Strategy. It supports growth in Canada’s LGBTQ2 tourism segment and will help showcase the country as an inclusive destination for LGBTQ2 tourists from Canada and abroad.

Associated links


Jeremy Ghio
Press Secretary
Office of the Minister of Tourism, Official Languages and La Francophonie 

Media Relations
Innovation, Science and Economic Development Canada

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