Chinese Tourists Are Coming Back — Are Canadian Brands Ready?

by Kai Cui

Big news for Canadian tourism and retail!

After five years, one of Canada’s most valuable tourism markets is finally reopening. On November 3, 2025, China has officially resumed group tours to Canada — a move that could unlock over $1 billion in visitor spending and reignite cross-border travel, spending, and cultural exchange between the two countries.

Why Chinese Tourists Matter to Canada

Before the pandemic, Chinese travelers were Canada’s top-spending international visitors. In 2019, nearly 750,000 Chinese tourists contributed over CAD $1 billion to the Canadian economy — each spending an average of $2,600 per trip.

Top attractions for Chinese tourists include Canadian landmarks such as Niagara Falls, Parliament Hill, and Old Quebec, as well as natural wonders like Banff National Park and Stanley Park. They also enjoy cultural experiences like the Royal Ontario Museum in Toronto and Calgary Stampede, along with local favorites such as Tim Hortons. And let’s not forget homegrown Canadian fashion icons like Lululemon, Arc’teryx, Canada Goose, and Aritzia, which are highly sought after by Chinese shoppers.

How Brands Can Better Engage with Chinese Tourists

To seize this opportunity, Canadian brands must adapt their strategies to meet the expectations and preferences of Chinese travelers with several key approaches that are also consistent with our research earlier this year.

• Speak their language: Provide Simplified Chinese versions of websites, signage, visitor guides, and brochures to ensure accessibility and comfort.
• Strategic storytelling: Align marketing campaigns with important cultural moments and peak travel seasons — such as Chinese New Year, National Day Golden Week, and summer vacations — by incorporating familiar cultural elements like traditional food, art styles, and music.
• Leverage influencers: Partner with Chinese travel and lifestyle influencers to create authentic, shareable “must-visit” content.
• Be visible where they scroll: Establish official accounts on RedNote (Xiaohongshu), WeChat, and Douyin (TikTok China) to share travel tips, brand stories, and exclusive offers directly with Chinese audiences.

The return of Chinese tourists signals a massive reopening of opportunity — not just for tourism, but for every brand that wants to connect with the Chinese community.

At  AVC, we help brands bridge cultures and secure measurable growth. Whether you’re in retail, hospitality, dining, or tourism, now’s the time to act. Let’s connect and get your brand ready!