New ICC-Deloitte Report and Playbook highlight winning ways for business leaders

NEWS RELEASE

October 8, 2024 – Companies across Canada are less competitive than they could be, and short-changing shareholders by leaving exceptional immigrant talent on the bench.

A new Employer Playbook for recruiting and retaining newcomers to Canada shows Canadian companies several ways they can boost their financial scores with the help of immigrants already in Canada and keen to get in the game. The Playbook is built on the results of a new report, “Talent to win”, which draws from an extensive series of confidential roundtables with employers, government and civil society leaders from across Canada, conducted by the Institute for Canadian Citizenship (ICC) in partnership with Deloitte.

“Imagine if the manager of the Toronto Raptors or Calgary Flames didn’t pick star players because they weren’t Canadian trained? They would be giving rival teams a significant competitive advantage.” said Daniel Bernhard, CEO of the ICC. “If you’re down two goals late in the game, successful coaches get their best players on the ice, no matter where in the world they learned how to play.”

According to a seasoned investor and executive interviewed for the new report, Canada’s business leaders “don’t grasp how so much of the world is beating us.”

About the Playbook for Canadian Business Leaders

The Playbook includes real examples from companies who have seen their bottom lines increase after capitalizing on the underutilized and overlooked immigrant talent pool.

Click here to download the Playbook

About the Report: Talent to win – Employers’ perspectives on immigrant underemployment and the immense upside of solving it

“Talent to win” is a unique collaboration between the ICC and Deloitte, which brought together over 40 leaders from business, government, and civil society to understand the causes of immigrant underemployment and surface creative workarounds that leading employers have enacted to put this immensely underused talent pool to work.

Beyond the reality of systemic discrimination, the roundtable discussions revealed that employers face several challenges, including: lack of ambition in business culture, inadequate onboarding and mentoring practices, blind spots in Diversity, Equity and Inclusion (DEI) frameworks that don’t take country of origin into account, and a lack of support to navigate Canada’s complex immigration system – especially for small and medium-sized businesses.

Click here to read the full Talent to Win report


About the Institute for Canadian Citizenship (ICC)

Since 2005, ICC’s programs have worked to give every newcomer to Canada the chance to become fully involved in our history, our culture, and our politics. More than 750,000 newcomers have participated in ICC’s Canoo program to discover all that Canada has to offer. The generous support from our donors and partners has enabled this impact.

About Deloitte

Deloitte provides audit and assurance, consulting, financial advisory, risk advisory, tax, and related services to public and private clients spanning multiple industries. Deloitte serves four out of five Fortune Global 500® companies through a globally connected network of member firms in more than 150 countries and territories bringing world-class capabilities, insights, and service to address clients’ most complex business challenges.

Media Contact:

Alan Findlay

alan@curiouspublic.ca

437.882.5997

By Adiba Hasan

The latest operational data from IRCC are now available in the ICC Immigration Dashboard, showing that permanent residence (PR) admissions have reached 63% of Canada’s 2024 target. During the same period in 2023 (January to July), PR admissions had already reached 65%, signalling a slightly slower admission rate in 2024.

2024 January – July Actual: 303,640

In July 2024, 47,770 PRs were admitted, marking a 6.9% increase month-over-month, and a 17% increase year-over-year. In 2024, July had the highest number of PR admissions. Despite reaching this peak in July, overall PR admissions from January to July 2024 have seen a slight decrease of 0.16% (or 485 fewer admissions) compared to the same period in 2023.


Changing Dynamics Across Source Countries

PR Admissions by Source Country, % Increase


PR Admissions by Source Country, % Decrease


What are your thoughts?
  1. How might current debates about immigration affect the desirability of Canada as a destination for immigrants?
  2. How might Canada’s political climate affect immigration levels from source countries like India and China in the future?

We invite you to continue following the ICC Immigration Dashboard for more updates and insights. Share your thoughts and perspectives, and together, let’s engage in a meaningful conversation about the future of immigration in Canada.

If you are interested in following us, please sign up here for more updates from Ideas & Insights at ICC. You can learn more about the ICC here

Since its inception, Canoo has unlocked Canada for over 750,000 newcomers, providing free admission to museums, galleries, festivals, concerts, and other experiences across the country. For this quarterly Canoo Insights Report, we’re taking a look at our members and venues in Ottawa to better understand Canoo’s presence in our nation’s capital.

752K+

newcomers have participated

Canoo Memberships Continue to Increase

Since we published our last Canoo Insights Report in June, Canoo membership continued to increase. The following graph shows overall Canoo member growth (adults + children) and monthly member growth from June to August 2024.

Correction note December 3, 2024: The following graph was previously mislabeled as “New Adult Canoo Members” and “Total Adult Canoo Members”. The labels have been updated to reflect that the graph shows both adult members and the children associated with them.

Canoo Member Growth June – August, 2024

Ottawa Canoo Members

Ottawa, Canada’s capital, is a vibrant city with diverse activities for locals and visitors alike. The following graph demonstrates adult Canoo member growth in Ottawa in 2024 so far (January 1 – August 31). The bar chart displays increases in adult Canoo memberships in Ottawa per month in 2024. The line graph displays total adult Canoo members in Ottawa. Canoo membership has grown steadily in Ottawa, reaching nearly 40,000 adult Canoo members by the end of July 2024.

Canoo Member Growth in Ottawa
Ottawa Canoo Member Demographics

The following graph shows the top ten countries of origin among Ottawa-based Canoo members. The second graph shows the top ten countries of origin among all Canoo members nation-wide. There are several countries that appear on the Ottawa top ten but not on the national top ten: Morocco, Algeria, Lebanon, and Syria. Morocco, Algeria, and Lebanon all have significant French-speaking populations; these immigrants may be drawn to the bilingualism of Ottawa.

Top Countries of Origin of Ottawa-Based Canoo Members
Top Countries of Origin of Canoo Members Overall

Most Popular Ottawa Venues

Ottawa has a wealth of museums and galleries that showcase history, art, and culture from Canada and around the world. Check out the graph below to see some of the most popular Canoo venues in the Ottawa region, based on the number of admissions from January to July 2024.

Ottawa Canoo Venues by Admissions
Out-of-Province Canoo Admissions in Ottawa

In an earlier Canoo Insights Report, we shared how Canoo members use the app to travel across Canada. And as you can see from the graph above, Ottawa has plenty of exciting venues to keep visitors entertained. It’s no wonder so many Canoo members are travelling to this great city! The following graphs show how many Canoo members from each province (outside of Ontario) visited Canoo venues from January to July 2024. The graphs are split into visits from Canoo members located in the east, central, and west regions.

Canoo Visitors from Eastern Canada
Canoo Visitors from Central Canada
Canoo Visitors from Western Canada

Canoo into Ottawa

Want to learn more about Canoo members and venues in Ottawa? Check out the following blogs for more information:



If you found this report interesting, be sure to check out our previous editions of the Canoo Insights Report:

As Canoo continues to improve and expand, our quarterly reports strive to offer inspiring stories of Canoo members and highlight the essential collaborations that make these experiences possible.

By Adiba Hasan

At the midyear point, the ICC Immigration Dashboard reveals that permanent residence (PR) admissions have reached 53% of the 2024 immigration target. In June 2024, Immigration, Refugees, and Citizenship Canada (IRCC) admitted 44,540 PRs, reflecting a 5% decrease from May 2024 but a 5% increase compared to June 2023.

2024 January – May Actual: 255,705

Mid-Year Citizenship Trend

Unlike the Immigration Levels Plan, which outlines specific targets for permanent resident (PR) admissions, IRCC does not establish targets for citizenship admissions. This lack of defined citizenship targets creates barriers to tracking and understanding naturalization trends, making it difficult to gauge how many PRs become citizens annually. However, IRCC monitors monthly citizenship approvals, which are reflected in the ICC Immigration Dashboard.

The chart below compares monthly citizenship admissions between January and June 2024 and the same period in 2023. In the first half of 2023, IRCC welcomed 177,920 new citizens. Comparatively, during the same months in 2024, 206,854 individuals were granted Canadian citizenship – 16% more than the number of citizens admitted in 2023.

In 2024, citizenship admissions reached 54% of the total citizenship admissions recorded for the entirety of 2023. This highlights a growing trend in citizenship uptake among eligible permanent residents.


Bill C-71: Shaping the Future of Canadian Citizenship

Bill C-71 proposes a significant amendment to the Citizenship Act by repealing the “first-generation limit” on citizenship by descent. This limit, introduced in 2009, restricts citizenship transmission to only the first generation born abroad to Canadian parents. The repeal could enable thousands of individuals, previously ineligible due to this rule, to claim Canadian citizenship.

By removing this restriction, Bill C-71 could lead to a notable increase in citizenship applications and approvals in the coming years, contributing to the overall trend of rising citizenship numbers observed in 2024.

However, the potential influx of new citizens could strain already stretched resources for processing applications, leading to longer wait times and backlogs. Additionally, it could complicate the management of social services and benefits, as newly recognized citizens may have different needs and expectations from those who have lived in Canada long-term.

What are your thoughts?

Stay informed about the latest immigration trends with the ICC’s immigration dashboard. Are you interested in following us? Please sign up here for more updates from Ideas & Insights at ICC. You can learn more about the ICC here

Continuing its focus on understanding the causes and potential responses to the decline in citizenship uptake, today the Institute for Canadian Citizenship is publishing an in-depth analysis by expert researcher Andrew Griffith of demographic and socioeconomic data from Census 2016 and 2021 of naturalized and non-naturalized immigrants. 

Highlights from the report

1. Citizenship is declining across all major demographic variables

Citizenship rates have declined across all major source countries, education levels, and provinces of residence. Notably, citizenship uptake is lowest among university-educated immigrants, who represent a growing proportion of recent immigrants. Despite higher immigration levels, Ontario, British Columbia and Alberta experienced the largest declines in naturalization.

2. Family class immigrants have the lowest naturalization rates, refugees the highest

Immigrants who arrive under the family category have the lowest naturalization rates in both census periods, but also experienced the largest decline – 17 percent – between the two periods. Naturalization is higher for economic class and refugee immigrants, but these categories also experienced declines of 10 percent and 5 percent respectively across the two periods analyzed.

3. Naturalized citizens generally have higher incomes than non-citizens, non-citizen women lag behind in most labour force measures

Among immigrants with a bachelors degree, median after-tax income of non-citizens is only 43 percent of the median after-tax incomes of citizens across all census periods. The gap in unemployment levels between non-citizen and citizen women increased from less than 1 percent in Census 2016 to 2.3 percent in Census 2021 – a 155 percent increase.

4. Government can act to reverse the trend

Government should expand funding to programs that educate, encourage and prepare immigrants for citizenship, and also adopt a meaningful performance target focused on the naturalization rates of recent immigrants – those who arrived within 5-9 years. It should avoid diminishing the value of citizenship by making it a more visible and celebrated part of the immigration journey.

Since its inception, Canoo has unlocked Canada for over 660,000 newcomers, providing free admission to museums, galleries, festivals, concerts, and other experiences across the country. In this quarterly Canoo Insights Report, we are delighted to share some highlights and accomplishments from the past year.

667K+

newcomers have participated


Canoo Memberships Continue to Increase

In the past few years, the Canoo network has expanded significantly. Canoo now offers members access to over 350 partners, with thousands of experiences available on the app.

With the expansion of the program, Canoo membership experienced dramatic growth. In our Canoo Insights Report: Part 4, published in July 2023, we predicted that 80,030 new members would join Canoo in 2023. We surpassed that number by 68%, with more than 134,000 new members joining Canoo in 2023. In 2024, we expect to receive more than 225,000 new members. This incredible growth demonstrates the appeal of the Canoo program and its vast partner network to newcomers.



Sign-ups per Month

May 2023-May 2024

The following graph demonstrates the number of Canoo sign-ups per month over the past year. Canoo sign-ups typically peak during school holidays, such as July (summer break) and December (winter break). This year, the sign-ups in May 2024 surpassed last year’s May sign-ups and are nearly as high as the peak July 2023 sign-ups.



Peak MonthNumber of Sign-ups (Adult + Child)
July 202335,245
December 202321,917
May 202429,754

Year-over-year Change in Canoo Membership

When comparing Canoo sign-ups from the same period one year apart, we can see that the peaks in sign-ups remain similar, but the number of Canoo sign-ups drastically increased from 2022/2023 to 2023/2024. The biggest increases were in the summer months; July 2023 saw a 55% increase in sign-ups compared to July 2022.


Sign-ups per month (Adult + Children)

2022/2023 vs 2023/2024


Gender Breakdown of New Canoo Members

(Signed up May 2023 – May 2024)

Overall, 78 Canoo members selected “no gender” or “non-binary”.

The gender breakdown of members who signed up in the past year reflects the Canadian population overall, with slightly more females than males.


Children Canoo through Canada

Many Canoo members join the app to take advantage of the child-friendly activities they can participate in with their whole family. Although the percentage of Canoo members with children has decreased slightly in the most recent one-year period compared to the same period in 2022/2023, nearly half of all Canoo members joined with children.

Sign-up PeriodHas Children
May 2022 – May 202350,146 (53.5%)
May 2023 – May 202477,167 (49.5%)


Top 10 Countries of Origin

(Sign-ups May 2023 – May 2024)

The main countries of origin of Canoo members have shifted since we last published data in December 2022. While India, China, and the Philippines still hold the top three spots, several new countries have entered the list: Nigeria, Vietnam, and Bangladesh.


Some exciting new partners on Canoo

Canoo is adding new partners from across Canada every week. Here’s a small sample of some new partners offering experiences on Canoo:

Diefenbunker: Canada’s Cold War Museum (Ottawa, ON) showcases a critical period in Canada’s history.
Le Diamant (Quebec City, QC) is an important anchor for the public, emerging artists, and creators from all horizons
Dartmouth Heritage Museum (Dartmouth, NS) comprises two iconic houses that showcase Nova Scotia history.


If you found this report interesting, be sure to check out our previous editions of the Canoo Insights Report:

As Canoo continues to improve and expand, our quarterly reports strive to offer inspiring stories of Canoo members and highlight the essential collaborations that make these experiences possible.

By Adiba Hasan

In this monthly update, the ICC Immigration Dashboard indicates a drop in PR admissions in 2024 by 16% compared to the same period in 2023. By March 2023, PR admissions had reached 31% of the immigration target levels, with 145,495 new PRs. By comparison, in March 2024 PR admissions hit 25% of the annual immigration target, with 121,610 new PRs.

2024 January – March Actual: 121,610

In 2023, PR admissions declined gradually in the early months of the New Year, with 50,945 admitted in January, 49,670 in February (-1,275), and 44880 in March (-4,790). PR admissions have experienced a more a dramatic decline over the same period in 2024, with 47,745 admitted in January, 39,090 in February (-8,655), and 34,785 in March (-4,305).


PR Admissions by Province

The chart below reflects the impact of the decline in PR admissions across provinces. Overall, most provinces experienced a decrease in PR admissions in 2024 compared to 2023 between January and March. However, with the exception of Newfoundland and Labrador, the Atlantic provinces experienced a slight uptick in PR admissions, with New Brunswick seeing a 35% increase in the PRs admitted compared to the same period in 2023.

The ICC immigration dashboard shows that Manitoba (-36%), Newfoundland and Labrador (-31%), British Columbia (-28%), and Saskatchewan (-24%) saw the sharpest decline in PR admissions. It is worth noting that these provinces are also facing challenges retaining immigrants.

wdt_ID Province 2024 Admissions (Jan-Mar) 2023 Admission (Jan-Mar) % Change
1 NL 1410 2045 -31.05
4 PEI 1330 1275 4.31
5 Nova Scotia 3995 3940 1.40
6 New Brunswick 4000 2945 35.82
7 Quebec 13360 16060 -16.81
8 Ontario 52720 60860 -13.37
9 Manitoba 5680 8855 -35.86
10 Saskatchewan 5605 7390 -24.15
11 Alberta 15360 17155 -10.46
12 British Columbia 17740 24490 -27.56
13 Yukon 300 340 -11.76
14 NWT 110 125 -12.00
15 Nunavut 0 10 -100.00
Province Snapshot: New Brunswick

According to a Statistics Canada report, immigrant retention over 5 years has increased in New Brunswick in recent years. With the Canadian government’s commitment to strengthening francophone communities, New Brunswick has been a focal point in establishing initiatives to bolster francophones outside of Quebec as it is Canada’s only officially bilingual province.

In 2023, New Brunswick experienced record population growth with the province admitting “33,000 arrivals from other countries between July 2021 and July 2023”. The province is also experiencing significant economic growth, ending the fiscal year on March 31, 2023 with a budget surplus of $1.01 billion, which some attribute to the arrival of newcomers. As such, the city of Moncton, which houses 21% of the province’s population, has implemented an Urban Growth Strategy that serves as a directive for managing housing and employment plans for the city over the next 25 years.

According to the ICC Immigration Dashboard, New Brunswick welcomed 44,495 new permanent residents since 2018. The diagram below indicates the streams through which immigrants have been admitted, with the Provincial Nominee Program admitting the most PRs in 2022 and 2023.


What do you think?

Stay informed about the latest immigration trends with the ICC’s immigration dashboard. Interested in following us? Please sign up here for more updates from Ideas & Insights at ICC. You can learn more about the ICC here

Today the ICC is publishing new research exploring immigrants’ perceptions of Canadian citizenship.

Our analysis combines survey and interview data from newcomers participating in the Canoo Access Pass who shared their perspectives on Canadian citizenship and the various factors that influence their views on whether to naturalize.

To read the full report, click here.

While a majority of the permanent residents (PRs) surveyed express positive views on Canadian citizenship and either intend to apply or have already done so, a significant 21% remain uncertain or reluctant to apply. Through in-depth follow-up interviews with 40 respondents, we found the following factors play a role in shaping newcomers’ views on naturalization:

In response to these findings, the ICC proposes the following recommendations to increase newcomer access and improve Canada’s citizenship program overall:

1. Establish Meaningful Naturalization Targets: Set ambitious yet achievable benchmarks for PRs to obtain citizenship within a specified timeframe, fostering a sense of purpose and belonging.

2. Enhance Accessibility of Citizenship Ceremonies: Make citizenship ceremonies more inclusive and publicly accessible, celebrating the diverse tapestry of Canadian identity.

3. Invest in Citizenship Promotion Programs: Allocate resources to initiatives that promote citizenship awareness and engagement, empowering newcomers to embrace their Canadian identity.

4. Prioritize Immigrant Satisfaction and Retention: Uphold immigrant satisfaction as a cornerstone of national policy, nurturing a welcoming environment that encourages long-term residency and civic participation.



Interested in following us? Please sign up here for more updates from Ideas & Insights at ICC. You can learn more about the ICC here

By Adiba Hasan

IRCC released the 2024-2026 Immigration Levels Plan in November 2023, setting its PR admissions target at 485,000 in 2024 before levelling at 500,000 for 2025 and 2026. The latest data on the ICC’s Immigration Dashboard indicates that in January and February 2024, IRCC managed to admit 18% of its immigration target, which represents a 3% decline from the same period in 2023.

2024 Actual Admissions: 86,710

Increases in immigration following the pandemic have sparked intense debates about the impact of higher levels on a variety of issues such as housing and healthcare. In response, the government seems to be attempting to strike a balance by introducing “soft caps” for immigration groups such as temporary workers and international students, which were previously not subject to limits. While these new limits on temporary residents are established, as well as a levelling off of PR admissions at 500,000 in 2025 and 2026, the precise impact on issues such as housing and healthcare remains to be seen.

The chart below illustrates that while Canada saw a 20% increase in new citizens in the first two months of 2024 compared to the same period in 2023, permanent resident (PR) admissions saw a 14% decrease over the same period.


Fewer Invitations to Apply (ITAs) and Higher CRS Scores

IRCC issues an Invitation to Apply (ITA) after a candidate successfully submits their PR application through the Express Entry system. Express Entry employs a Comprehensive Ranking System, a point-based system that gives candidates a score of 1,200 points based on their age, education, language proficiency, and work experience among other criteria. IRCC reviews and selects candidates that fit specific economic immigration programs, such as Federal Skilled Workers, Federal Skilled Trades, Canadian Experience Class, and Provincial Nominee Programs.

According to earlier draws in the Express Entry pool, scores for General applications that received an ITA were between 400-500 points, with the lowest CRS score requiring 75 points in post-pandemic 2021. However, the bar was raised in 2024, with successful applicants needing a score of above 500 points to receive an ITA, reflecting one of the many ways the government is trying to tighten immigration selection standards.

Further suggesting a more selective approach to immigration through Express Entry, there’s been a notable decrease of 21% of ITAs issued in 2024. Compared to the first four months of 2023, where IRCC issued 41,059 ITAs, the total ITA issued in 2024 is 32,395.

Month (2024)ITA Number
January (10th, 23rd, 31st)3,280
February (1st, 13th, 14th, 16th, 28th)16,110
March (12th, 13th, 25th, 26th)7,305
April (10th, 11th, ongoing)5,750

While the Express Entry pool includes numerous streams that candidates can apply under, the French Language Proficiency and general groups have gotten most of the invitations, 34% and 38% respectively.


Navigating the Backlog

IRCC’s backlog tracker indicates that 58% of applications are being processed within the established standard time, with the remaining 42% exceeding service standards.

The graph below illustrates the fluctuations of applications in backlogs. Between June to December 2023, the citizenship backlog decreased by 6% whereas PR application backlogs decreased by 3%. Notably, there was a reduction of 36,800 citizenship applications between June to December 2023, and PR applications decreased by 1,000 while the backlog rate decreased slowly. By contrast, the backlog for temporary resident visas (including study and work permits; TRV) increased by 14% in 2023, even though total application numbers decreased from 1,300,000 in July 2023 to 1,256,600 in December 2023.

The graph below indicates a steady decrease in the percentage of citizenship applications in backlog, but it is also the group with the lowest number of applications when compared to PR and TRV application numbers.

PR Applications

MonthBacklog Application% Backlog
2023
July308,000640,00048
Aug303,000640,00047
Sept290,500640,00045
Oct291,000640,00045
Nov284,600646,00044
Dec287,500639,00045
2024
Jan308,900702,00044
Feb309,300722,50043
Mar304,300717,70042

Citizenship Applications

Backlog Applications% Backlog
2023
83,000308,00027
72,000300,00024
67,900295,21723
60,700288,70021
58,200274,60021
56,400271,20021
2024
49,800262,10019
49,800267,40019
48,400263,40018

TRV Applications

BacklogApplications% Backlog
2023
429,0001,300,00033
426,0001,331,25032
444,2001,346,06033
493,0001,264,00039
585,7001,273,40046
592,6001,256,60047
2024
590,8001,257,00047
570,9001,198,50048
546,5001,145,10048
TRV – Temporary Resident Visa

Share Your Thoughts

So far, the data for 2024 show fewer ITA’s being issued and a decrease in PRs being admitted, along with a very slow progress in working through backlogged applications. As we track the changes and continue to provide analysis of the changing immigration trends through the ICC Immigration Dashboard, here are two questions to ponder:


Stay informed about the latest immigration trends with the ICC’s immigration dashboard. Interested in following us? Please sign up here for more updates from Ideas & Insights at ICC. You can learn more about the ICC here

Since its inception, Canoo has unlocked Canada for almost 500,000 newcomers, providing free admission to museums, galleries, festivals, concerts, and other experiences across the country. In this quarterly Canoo Insights Report, we are excited to share how Canoo allows members to explore Canada.


$55+ million

in value delivered since Canoo started

490K+

newcomers have participated

289K+

newcomers currently active on Canoo

Canoo offers members unparalleled access to venues across Canada. Members can visit world-class museums, galleries, national parks, and more – all free or heavily discounted. Canoo unlocks local communities for members, offering opportunities for them to make long-lasting connections.


Canoo to Other Provinces

For many Canoo members, the app offers something more: the opportunity to explore beyond their province of residence and discover all that Canada has to offer.

In 2023, thousands of Canoo members travelled outside their province of residence and visited Canoo venues across Canada.

Canoo Visits 2023


As summer unfolds across Canada, it brings a vibrant array of outdoor activities, festivals, and gatherings. Naturally, Canoo visits peak in the summer months. Out-of-province visits follow a similar pattern, demonstrating Canoo’s popularity during the summer holidays when families can travel more easily.


Out-of-Province Canoo Visitors by Province 2023

In the chart below, Quebec stands out for receiving the most out-of-province visitors. Although the overall number of out-of-province visitors was highest in Quebec, the following regional assessments demonstrate higher rates of out-of-province visitors in some smaller provinces, particularly in Atlantic Canada.


Regional Assessment

Western Canada

Western Canada received high rates of out-of-province visitors in 2023. It’s no wonder that so many Canoo members choose to travel to visit these incredible provinces. From seeing the world’s largest T. rex in Saskatchewan to skiing in Banff to whale watching in the Pacific, Western Canada has a lot to offer. Hover over the charts below to see how many Canoo members visited each province.

Local vs Out-of-Province Canoo Visitors – Western Canada 2023

Venues with the most out-of-province Canoo visitors in 2023


Alberta: Royal Tyrrell Museum

In 2023, the Royal Tyrrell Museum welcomed 1909 Canoo visitors from outside of Alberta, including 1104 adult Canoo members with a total of 805 children.


British Columbia: Science World

In 2023, Science World welcomed 2178 Canoo members from outside of BC, including 1252 adults with a total of 926 children.


Saskatchewan: Western Development Museum – 1910 Boomtown

In 2023, the Western Development Museum – 1910 Boomtown welcomed 89 Canoo members from outside of Saskatchewan, including 50 adults with a total of 39 children.

.

Central Canada

In Central Canada, Quebec received notably high rates of out-of-province visitors in 2023. This is no surprise considering the incredible culture and nature in Quebec, in addition to the province’s proximity to 100,000+ Canoo members based in Ontario.

Local vs Out-of-Province Canoo Visitors – Central Canada 2023

Venues with the most out-of-province Canoo visitors in 2023


Manitoba: Canadian Museum for Human Rights

In 2023, the Canadian Museum for Human Rights welcomed 275 Canoo members from outside of Manitoba, including 197 adults with a total of 78 children.


Ontario: Royal Ontario Museum

In 2023, the Royal Ontario Museum welcomed 1819 Canoo members from outside of Ontario, inclduing 1213 adults with a total of 606 children.


Quebec: Biodôme

In 2023, the Biodôme welcomed 6389 Canoo members from outside of Quebec, including 3963 adults with a total of 2426 children.

Atlantic Canada

Across Canada, the highest rates of out-of-province visitors in 2023 were recorded in the Atlantic region. These provinces offer a wide range of culture, history, and outdoor experiences all within close geographic range; it’s no wonder so many Canoo members choose to travel out east!

Local vs Out-of-Province Canoo Visitors – Atlantic Canada 2023


Venues with the most out-of-province Canoo visitors in 2023


New Brunswick: Beaverbrook Art Gallery

In 2023, Beaverbrook Art Gallery welcomed 61 Canoo members from outside of New Brunswick, including 35 adults with a total of 26 children.


Newfoundland and Labrador: The Rooms

In 2023, The Rooms welcomed 114 Canoo members from outside of Newfoundland and Labrador, including 86 adults with a total of 28 children.


Nova Scotia: Maritime Museum of the Atlantic

In 2023, The Maritime Museum of the Atlantic welcomed 734 Canoo members from outside of Nova Scotia, including 482 adults with a total of 252 children.

If you enjoyed reading this report, explore our previous editions of the Canoo Insights Report! Discover more about the invaluable partnerships and stories of Canoo members:

As Canoo continues to improve and expand, our quarterly reports aim to provide insights into Canoo, the diverse individuals it serves, and the meaningful partnerships that bring Canoo to life for newcomers.