Canada has a “retention” problem. While the country is world-class at attracting new residents, the rising cost of living is causing many to look for the exit. To combat this, the government is leaning into a unique strategy: “See attractions, get attracted.” The goal is to move beyond just offering jobs and instead offering experiences that create an emotional bond with the land.
Thank you for reading this post, don't forget to subscribe!1. The Power of the “First Memory”
The centerpiece of this strategy is the Canoo app. By providing free access to over 1,400 national parks, museums, and galleries, Canada is betting that a newcomer’s first trip to the Rocky Mountains or a local historic site will do more for retention than any government pamphlet could.
- The Logic: If you feel like a tourist in your own country, you are a guest. If you feel like an explorer of your own home, you are a citizen.
2. Combatting “Onward Migration”
Recent data shows that “onward migration” (immigrants leaving Canada for a third country) is on the rise. Experts believe this happens when newcomers feel “stuck” in a cycle of work and high rent without enjoying the perks of Canadian life.
3. Beyond the Big Cities
The “See attractions” strategy also serves a dual purpose: Regionalization. * Many immigrants settle in Toronto, Vancouver, or Montreal and never leave.
- By promoting attractions in the Maritimes, the Prairies, and the North, Canada is trying to “attract” people to move to regions where the housing is cheaper and the need for labor is higher.
4. The Bottom Line: Belonging vs. Logistics
For decades, immigration was seen as a logistical hurdle: visas, points, and permits. Today, Canada is realizing that belonging is the best retention policy. A person who has hiked a national park or visited a gallery of Indigenous art is statistically more likely to feel a sense of pride and “stickiness” to the country.
“It’s hard to leave a place that you’ve fallen in love with.” – This is the unofficial motto of the new Canadian settlement strategy.
