Oh, Canada! BBC’s Race Across the World raises hopes of tourist boom

Canada’s tourism industry this week expressed hopes for a rise in UK visitors after the third series of BBC’s Race Across the World launched to rave reviews.

The reality show, in which five couples travel more than 9,000 miles from one side of Canada to another, on a shoestring and without flying, could be a boon to the country’s recovering tourism sector.

Arrivals were down 40% in 2022 from their high in 2019, but there are hopes for a bump with British viewers inspired by the scenery and charmed by helpful Canadians.

This year is already looking better in Newfoundland and Labrador, said Candice Walsh of the province’s department of tourism, who was “thrilled” to hear the race’s finish line was in St John’s. “We’re hearing that bookings are coming in earlier than ever and numbers continue to rise close to 2019 levels.”

As the race started in Vancouver, the teams headed for the archipelago of Haida Gwaii, reached only by ferry. Showcasing remote locations appears to be a goal of the show and could lead visitors to explore beyond Canada’s tourism hotspots.

Maureen Riley, the vice-president for international markets at Destination Canada, said: “The UK has always been a top market for Canada, and initial Twitter comments are showing that the first episode has already inspired Brits to start researching trips to Canada.

“As the show carries on over its nine episodes to explore lesser known areas of our country, hopefully it will encourage Brits to go deeper, farther and stay longer.”

The first episode has already shown that travelling on the ground can be a challenge in Canada, with sporadic ferry services, only a few rail lines throughout the country and a bus network hit hard by the pandemic. The father and daughter team Kevin and Claudia missed the bus from Campbell River to Port Hardy on Vancouver island by 45 minutes and paid C$500 (£300) for a taxi to avoid being stranded.

Contestants will have to be creative and rely on the kindness of strangers.

The childhood friends Cathie and Tricia appeared to have picked up quickly on the Canadian reliance on car sharing, while Zainib and Mobeen tapped into the free-wheeling outback spirit of Corey, who gives them a 10-hour lift to Prince Rupert to catch the ferry to Haida Gwaii.

As they head north to the Yukon in episode two, the teams will probably hike, paddle, cycle or dogsled part of the 17,000 mile Trans Canada Trail that links the Pacific, Arctic and Atlantic oceans – the world’s longest multi-use recreational trail.

There’s an awful lot of Canada. Time will tell if viewers come to discover it. One posted: “This is one giant advert for tourism in Canada and it’s working as I want to go to Canada now.”