Behind the “Canada Strong Pass”, a subtle but sweeping attempt to rewrite how Canadians travel and remember

In a bid to unite Canadians through shared experiences and ease the cost of travel and cultural access this summer, the federal government will officially launch the Canada Strong Pass on June 20, Prime Minister Mark Carney’s office confirmed Wednesday(June 11).

The new initiative, available through to the end of August, delivers on key promises made by the Liberals during the recent federal election campaign. It aims to give Canadian families, particularly younger citizens, a low-cost way to explore the country’s vast natural beauty and cultural heritage.

Under the program:

• Children under 18 will be eligible for free travel on VIA Rail when accompanied by a parent.
• Canadians under 18 will also receive free admission to national galleries and museums, while those aged 18 to 24 will receive deeply discounted rates.
• All Canadians will have free access to national parks and historic sites, with reduced prices on camping in these areas throughout the summer.

“This is about rediscovering Canada,” Carney said during the campaign. “Whether it’s trips to national parks and historic sites, or hiking Canadian trails, my new government will help the next generation discover all Canada has to offer this summer.”

A government spokesperson confirmed that all of these features will be covered by the Canada Strong Pass, and full program details will be announced in the coming days.

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Support from the cultural and tourism sectors

The announcement has already drawn support from the cultural and tourism sectors. VIA Rail issued a statement calling the program “an exciting step” and said it is proud to help “young Canadians and their families discover the country together.”Minister of Canadian Identity and Culture Steven Guilbeault’s office also spoke positively. “There has been an incredible show of unity from Canadians since the beginning of the year,” said communications director Alisson Lévesque. “We look forward to delivering on our commitment to make it even easier for families to choose Canada as they plan their summer travels.”The initiative draws parallels with VIA Rail’s 2017 program that offered unlimited July travel to youth for Canada’s 150th anniversary. Originally limited to 1,867 passes, the program was expanded to more than 4,000 due to overwhelming demand.

While some tourism analysts have noted that the economic impact may be modest, they agree that the Canada Strong Pass could spark renewed domestic travel and appreciation for national sites. The program is expected to be available through the federal tourism portal and VIA Rail’s website starting next week.

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