Trends and Implications of Emerging Markets and New Destinations for the Hospitality and Tourism Sector in Canada

Purpose: The study sought to analyze the trends and implications of emerging markets and new destinations for the hospitality and tourism sector. Methodology: The study adopted a desktop methodology. Desk research refers to secondary data or that which can be collected without fieldwork. Desk research is basically involved in collecting data from existing resources hence it is often considered a low cost technique as compared to field research, as the main cost is involved in executive's time, telephone charges and directories. Thus, the study relied on already published studies, reports and statistics. This secondary data was easily accessed through the online journals and library. Findings: Canada's hospitality and tourism sector is expanding into emerging markets and diversifying beyond traditional destinations. This shift towards sustainability and technology integration is improving the visitor experience and attracting eco-conscious travelers. Enhanced accessibility and economic benefits underscore the need for strategic collaboration to maximize opportunities while ensuring responsible tourism development. Unique Contribution to Theory, Practice and Policy: Diffusion of innovation theory, Resource-based theory & Market segmentation theory may be used to anchor future studies in the trends and implications of emerging markets and new destinations for the hospitality and tourism sector. Hospitality businesses should tailor their offerings to cater to the unique needs and preferences of travelers in emerging destinations, while also ensuring sustainability and cultural sensitivity in their operations. Policymakers should prioritize the development of supportive regulatory frameworks and infrastructure to attract investment and foster tourism growth in emerging destinations.