Immigrants don’t just consume Canadian kindness, they also produce it in great quantities. Even those who may require support at first can become generous, devoted Canadians.
In this series, we’re highlighting the stories of Canadian immigrants who contribute to Canada with their philanthropy.
For this first installment, we sat down with Dr. Kabir Jivraj to reflect on his journey to Canada and his journey to philanthropy and what it means to choose Canada not just as a home but as a responsibility. Full disclosure: Dr. Jivraj and his wife, Munira, are generous donors to the Institute for Canadian Citizenship (ICC).
A trained anaesthetist and critical care specialist, Dr. Jivraj, came to Edmonton from the UK in 1981 for a one-year visit with just a single suitcase and a squash racket. “I came for a North American experience,” he said, reflecting on the early days. “But the rest,” he smiled, “is history.”
“What kept me here was the way medicine was practiced,” he explained. “I felt like I was making a real difference, caring for the sick, the elderly, and the vulnerable. In Canada, I could live my values.”
That deeply rooted sense of purpose has shaped his life’s work. In 1998, Dr. Jivraj co-founded Age Care Ltd. to help address an acute shortage in elder care capacity. Dr. Munira Jivraj is a respected dentist and entrepreneur in her own right and has started and led dental practices in Calgary for over 30 years.
“If you’re not trying to make a difference in the world, don’t do the business,” Kabir says. “Be purpose-driven. Focus on doing the right thing. If you deliver quality and great outcomes, the success will follow.”
The Jivraj family has made giving a priority, including generous support to the ICC. They don’t just believe that immigrants bring value to this country – they prove it.
“When you choose Canada, you have a responsibility to contribute to it. Our children are proud to be Canadian. We are too.”
Dr. Kabir Jivraj
The Jivrajs are now among Canada’s most thoughtful philanthropists. Their giving focuses on health, education, and supporting vulnerable people – in Canada and globally.
It’s not about recognition. In fact, they shy away from naming opportunities. “With blessings come responsibility,” Kabir said. “And giving, quietly or publicly, brings joy. It gives us fulfillment.”
For those who question the value of immigration or who see immigrants as a burden rather than a benefit, Dr. Jivraj offers this gentle correction: “People who’ve gone through crisis come with a kind of resilience and work ethic you don’t get growing up with a silver spoon. They’re here with conviction. They want to build something better because they’ve chosen Canada.”
I walked away from this conversation feeling exactly how you hope to feel when you speak to someone like Dr. Jivraj: grateful, inspired, and reminded of the power of purpose. It’s not just about what you build. It’s about why you build it and who benefits along the way.
Thank you, Kabir, for choosing Canada and, through your support of the Institute for Canadian Citizenship, showing us what giving back truly looks like.
TORONTO, ON — The Institute for Canadian Citizenship (ICC) is pleased to announce the winners of its second annual Canoo Awards, which recognize institutions that open their doors to newcomers via the ICC’s award-winning Canoo app with exceptional effect.
The 2024 Canoo Award winners are: The Manitoba Children’s Museum (Kids’ Choice Award), the National Arts Centre (Breakthrough Award), Cisco Networking Academy (Innovation Award), Toronto Symphony Orchestra (Community Award), Parks Canada (Founders’ Award), and The Toronto Zoo (Partner of the Year Award).
“As Canada stares down an existential threat to our existence, it is even more important to retain talented newcomers, build their belief in Canada, and set them up to contribute their unique talents to our success over the long-term,” says Daniel Bernhard, CEO of the ICC. “Canoo is Canada’s largest immigrant integration service, but it is only possible because of our exceptional partners, whose contributions via Canoo make Canada so much stronger in this hour of need.”
This year’s Canoo Awards go to six exceptional organizations that have collectively welcomed over 107,641 newcomers with free admission and heavily discounted experiences in 2024 via Canoo. By offering one-of-a-kind experiences for newcomers, these organizations do a great service to all of Canada, supporting a strong and resilient society where people from around the world contribute to our shared future and success.
These second annual Canoo Awards are proudly presented to the following organizations in the following categories:
The Kids’ Choice Award recognizes a Canoo partner attraction with the highest proportion of child admissions via Canoo over the last year. In 2024, the Manitoba Children’s Museum welcomed the largest proportion of children relative to overall admissions.
Breakthrough Award:National Arts Centre, Ottawa
The Breakthrough Award recognizes the most visited Canoo partner attraction that joined the program within the last year, quickly becoming a new favourite among newcomers. In 2024, the National Arts Centre welcomed 350 Canoo members to its performances in Ottawa.
Innovation Award: Cisco Networking Academy
The Innovation Award recognizes the Canoo partner which demonstrated exceptional creativity and innovation in designing programs, services, or initiatives that provide unique value to newcomers. In 2024, 965 Canoo members enrolled in 2,036 free upskilling classes through the Cisco Networking Academy, developing skills in economically critical subjects like AI and cybersecurity.
Community Award: Toronto Symphony Orchestra
The Community Award recognizes the Canoo partner which has shown extraordinary dedication to fostering connections and creating a sense of belonging for newcomers through active community engagement, on and beyond Canoo. In 2024, the Toronto Symphony Orchestra offered a standing 25% discount, welcoming 1,800 Canoo members to experience its Masterworks concert series.
Founders’ Award, presented by TELUS: Parks Canada
The Founders’ Award recognizes the Canoo partner that has demonstrated a long-standing commitment to advancing the ICC’s co-Founders’ vision of an inclusive Canada that embraces newcomers and all they contribute to our society. A Canoo partner since 2012, Parks Canada is dedicated to creating a welcoming and inclusive environment within its organization and across Canadian society by offering free admission for one year to Parks Canada administered places to eligible newcomers to Canada.
Canoo Partner of the Year Award, presented by CIBC: Toronto Zoo
The Partner of the Year Award recognizes the Canoo partner attraction that welcomed the most newcomers in 2024: the stand-out favourite among Canoo members. For the second year in a row, this Award goes to the Toronto Zoo, which welcomed 57,311 newcomers to its site via Canoo.
These awards will be presented at the ICC’s 2025 Canada’s Difference Makers Gala, which will be held at the Evergreen Brick Works in Toronto on April 29th.
-30-
Quotes from our Canoo Award winners:
“The Manitoba Children’s Museum is thrilled to be selected as the 2024 Canoo Kids’ Choice Award winner by the Institute for Canadian Citizenship (ICC). This recognition spotlights the dedication to our vision of providing an educational experience filled with excitement, wonder, and curiosity that all children can access. The Manitoba Children’s Museum cares deeply about our community and is extremely pleased to offer this wonderful safe space in which to warmly welcome newcomers, so they can explore, create, connect, interact, and enjoy learning. It is an honour to be part of the newcomer journey and to play a role in helping them feel at home in Canada.”
Sara Hancheruk, Executive Director, Manitoba Children’s Museum
“We are proud to be the winners of the 2024 Canoo Breakthrough Award and of our successful partnership with Canoo, which, in such a short time, has proved essential in helping us create a more inclusive and welcoming space for newcomers at their National Arts Centre. The NAC believes that the performing arts are vital to the human experience, and we work every day to ensure that we are an open and safe space where everyone knows they belong.”
Kondwani Mwase, Executive Director of Audience Engagement at the National Arts Centre.
“Cisco Networking Academy is committed to providing educational opportunities that foster an inclusive future for all. We’re honoured to receive the 2024 Canoo Innovation Award from the Institute for Canadian Citizenship. This award underscores the importance of designing education programs that supports and empowers newcomers to Canada.”
Raj Juneja, President of Cisco Canada
“At the Toronto Symphony Orchestra, we believe music is best experienced when it’s shared. Receiving this recognition from Canoo is truly meaningful for us, as it reflects the heart of what we strive for: a place where newcomers and all Torontonians feel at home. We’re honoured to be part of so many newcomer journeys and grateful for the opportunity to connect through music. Our partnership with Canoo has allowed us to welcome thousands of new Canadians, and we look forward to continuing to create moments of belonging and shared joy in our city.”
Mark Williams, Toronto Symphony Orchestra Beck Family CEO
“At your Toronto Zoo, we believe that everyone should feel a deep sense of belonging—both in our community and in nature. As we move forward with our new Guardians of Wild Strategic Plan, we are committed to creating an inclusive and welcoming space where all guests, staff, volunteers and partners see themselves reflected and valued. By embracing diversity and strengthening connections, we ensure that your Toronto Zoo is a place where people of all backgrounds can come together to learn, explore, and be inspired to protect wildlife and wild spaces.”
Dolf DeJong, CEO of Toronto Zoo
About the ICC
The Institute for Canadian Citizenship works for a Canada where immigrants don’t just come, but stay, become citizens, succeed, and make Canada stronger, richer, and more interesting. Via its award-winning Canoo app, the ICC has helped over 800,000 newcomers integrate into Canada with free and discounted culture, nature and sport experiences.
TORONTO, ON — The Institute for Canadian Citizenship (ICC) is proud to launch a bold new public awareness campaign: “New Canadians Make All the Difference.” At a time when newcomers are too often blamed for our country’s self-inflicted challenges, this campaign reminds Canadians that immigrants have historically alleviated Canada’s biggest problems and seldom caused them.
For centuries, immigrants have helped Canada overcome its greatest challenges. Before casting blame, we’d do well to reflect on the history of how immigrants have helped this country thrive. That story continues today.
Whether building homes, powering our healthcare system, growing our economy, or improving Canada’s culinary range newcomers have always made — and continue to make — lasting contributions that make Canada a richer, stronger, and more interesting place to live.
This campaign invokes historical anti-immigrant tropes that seem absurd today. Viewers are challenged to interrogate whether contemporary anti-immigration rhetoric are equally absurd.
This campaign has launched coast to coast, with bold visual storytelling featured through very large wild postings in Ottawa, Toronto, and Calgary, and digital banners at 40 Cineplex locations across Manitoba, Alberta, Ontario, Nova Scotia, and British Columbia. It’s a national reminder that the contributions of newcomers aren’t just part of Canada’s past — they’re building our future every day.
Highlights of the campaign include a focus on:
Irish immigrants, who faced fierce discrimination—even as British subjects— but persevered to build a better future. Today, Canadians of Irish descent include Prime Ministers St. Laurent, Mulroney, Martin, and Carney, and icons like Ryan Reynolds, Shania Twain, and Stompin’ Tom Connors.
Ukrainian immigrants, once marginalized for their religious and cultural differences, who still transformed the Prairies into one of the world’s most productive breadbaskets. In 2024 alone, non-animal agriculture was a $48 billion industry, employing over 115,000 Canadians.
Italian immigrants, many of whom arrived after 1945 and faced discrimination rooted in anti-Catholic bias, built the homes that millions of Canadians still live in today. By 1960, one in three Toronto construction workers was Italian. They also helped bring about one of Canada’s favourite pastimes: patio season.
Newcomers in healthcare, now and in the future, are essential to solving our extreme labour shortages that will only get worse as Canada ages further. Contrary to popular belief, rising immigration is not straining our system. In fact, the number of ER patients hasn’t changed in two decades—it just takes longer to treat them. Immigrants with international credentials could help, if only Canada would let them.
This campaign is more than a history lesson—it’s a contemporary call to action.
“Immigration isn’t just about filling jobs or getting bigger. It’s about talented people dedicating their lives to making Canada ever more extraordinary.,” said Daniel Bernhard, CEO of the ICC. “Just as yesterday’s prejudices seem ridiculous today, our current rhetoric will strike future generations as absurd. Immigrants leave Canada stronger – yesterday, today, and tomorrow.”
For more about the ICC’s campaign, educational resources, and opportunities for Canadians to learn, share, and support the cause, visit www.thedifferencemakers.ca.
-30-
About
The Institute for Canadian Citizenship works for a Canada where immigrants don’t just come, but stay, become citizens, succeed, and make Canada stronger, richer, and more interesting.
Canoo’s growing network of welcome partners ensures that newcomers and their families can experience Canada’s most sought-after experiences as well as the tools they need to help call Canada home. Since 2010, Canoo has welcomed over 830,000 newcomer members. All recent permanent residents and new citizens can join Canoo by downloading the app for free.
For more about the app and the growing list of benefits for Canoo members, please visit https://canoo.ca/.
TORONTO, ON — A new national poll of new Canadians by the Institute for Canadian Citizenship (ICC) shows that new Canadians’ votes are up for grabs this election, with double the national average undecided rate and a significant number open to changing their minds before polling day. Affordability, healthcare, and housing rank among the top issues driving voter priorities in the lead-up to the 2025 federal election, with Canada-US relations the eighth most important issue.
According to the survey of 2,397 Canoo members, 80% identified the cost of living as one of their top five concerns. Healthcare was next at 62%, followed by housing at 54%. Jobs, taxes, and economic growth also ranked highly, reflecting widespread concern over financial pressures and economic security. Unlike most polls of the general population, where Canada-US relations registers as a top priority, it was the eighth most important issue for new Canadians in this poll, with just 27% putting it in the top-five.
“This poll gives voice to the concerns of Canada’s newest citizens and shows a high level of democratic engagement among them, with 92% intending to cast a ballot”, said Daniel Bernhard, CEO of the ICC. “Immigrants are clearly focused on making ends meet and building a stable future. And unlike many Canadians who have become attached to a specific party as a matter of personal identity, new Canadians are much more open to persuasion.”
The survey of adult Canoo members was conducted online through the Qualtrics platform between April 1 and April 4, 2025. Online surveys do not have margins of error but a comparable survey with 2,397 respondents would have a margin of error of plus or minus 2.0%, 19 times out of 20.
When asked who they would vote for if the election were held today, 36% of decided respondents said the Liberal Party under Mark Carney, while 29% supported the Conservative Party led by Pierre Poilievre. Support for the NDP stood at 4%, with other parties polling at 1% or less. 17% of respondents were undecided – more than double the general population average.
Voter commitment has swung significantly, with one in three new Canadians having changed their voting preference in the past six months and 29% open to changing their minds before polling day.
Survey participants were highly educated, with more than 80% holding a university degree. Most (over 70%) are employed full-time, and household incomes vary widely, with the largest group earning between $75,000 and $100,000 per year.
“These data are a snapshot of a highly-engaged and talented voting bloc,” continued Bernhard. “Parties that want to connect with this growing demographic of committed Canadians need to speak credibly on affordability, access to healthcare, and housing if they plan to retain this talent in Canada long term.”
The full ICC 2025 Federal Election Survey results are available here.
-30-
About
The Institute for Canadian Citizenship works for a Canada where immigrants don’t just come, but stay, become citizens, succeed, and make Canada stronger, richer, and more interesting.
Canoo’s growing network of welcome partners ensures that newcomers and their families can experience Canada’s most sought-after experiences as well as the tools they need to help call Canada home. Since 2010, Canoo has welcomed over 830,000 newcomer members. All recent permanent residents and new citizens can join Canoo by downloading the app for free.
For more about the app and the growing list of benefits for Canoo members, please visit https://canoo.ca/.
At the Institute for Canadian Citizenship (ICC) we champion immigration that mutually benefits newcomers and Canada. Effective immigration streams are critical to addressing Canada’s economic and labour challenges, supporting both immigrant integration and national prosperity. But the deteriorating Canada-US relationship casts a long shadow over our current approach to immigration and economic growth. Canada is failing to deliver for newcomers, and for its future prosperity. As Canada faces US tariffs, business and policy leaders need to embrace immigrant talent to help tackle these challenges.
Throughout 2024, as housing, infrastructure and construction labour shortages made headlines daily, Canada admitted only 35 permanent residents (PRs) through its Federal Skilled Trades program. This program encompasses workers categorized as technical trades and transportation; general trades; natural resources and related production; and processing, manufacturing, and utilities. Over the same period, roughly 23,000 temporary foreign workers (TFWs) in the same categories were admitted under the temporary foreign worker program. This uneven distribution of tradespeople across temporary and permanent immigration streams suggests that Canada is not taking the long view on its current challenges.
Throughout 2024, as housing, infrastructure and construction labour shortages made headlines daily, Canada admitted only 35 permanent residents (PRs) through its Federal Skilled Trades program.
Business leaders also need to step up to better integrate newcomers already in Canada into the labour force. Although Canada’s immigration policies claim to work towards addressing talent shortages in critical sectors, the 2024 Talent to Win report from the ICC and Deloitte demonstrates that immigrant talent remains “vastly underutilized”. Labour shortages “reduced Canada’s GDP potential by $54 billion in 2022.” Several key factors contribute to the underuse of immigrant talent, including poor onboarding, training, and mentoring; DEI gaps; difficulty translating experience and skills; and administration and regulatory compliance.
RBC indicates that Canada is short 64,000 workers in construction alone, and by 2033, roughly 800,000 workers will retire from the manufacturing, utilities, business, finance and administration, and trades and transportation industries. Demand for labour in these sectors is only going to increase. No matter how you slice the 2024 immigrant admissions data, Canada appears to be falling well short of its current and future needs.
The first months of 2025 have brought additional challenges. Confronting President Trump’s tariff threats and economic aggression demands an increase in Canadian domestic production. Labour shortages in these critical sectors – or the inability to better integrate the talent that’s already here – will threaten our ability to do so.
The natural resource and energy sectors are especially vulnerable to the tariffs. Industry leaders in Canada’s resource sector are assessing the potential impact of the tariffs and exploring options to reduce their reliance on the United States. Business leaders are discussing the possibility of building more mines and pipelines to increase resource production in Canada and shipping it outside the US. In Quebec, there are plans for a significant expansion to Hydro-Québec, including thousands of new wind turbines, 5,000 km of transmission lines, and multi-billion-dollar yearly investments. All these expansion initiatives will require major injections of labour. The Hydro-Québec project alone is estimated to require 55,000 workers by 2033, and “it’s not clear where that staff will come from.”
The ICC recognizes the immense and often unharnessed potential of newcomers to help solve this problem. Immigrants already contribute to filling critical labour shortages in other sectors. Canada’s healthcare sector is poised to see over 400,000 workers retire in the next 10 years, with existing recruitment challenges making it difficult to fill those roles. Highly skilled immigrants are helping to address this shortage: in 2021, immigrants accounted for 1 in 4 healthcare workers in Canada – and the proportion has likely increased over time. In certain areas, like dental technology, immigrants make up more than 60% of workers. Just as immigrants have filled essential positions in the healthcare system, so too can they support increased domestic production to shield Canada from the threat of American tariffs. But only if Canadians will let them. Immigrants remain overqualified and underemployed, unable to contribute effectively to the Canadian economy. This is especially true for immigrants with degrees in trades, who “face higher overqualification risks than those with STEM qualifications.”
This is the perfect moment for Canadian business and policy leaders to address the factors preventing immigrants from contributing their full potential and to ensure our immigration policies are prioritizing labour market integration as a key outcome.
Immigration is a strategic tool that can be used to address urgent labour shortages in industries poised to see increased demand. By making better use of skilled immigrants already here and welcoming new talent equipped to strengthen domestic production capacity, business and policy leaders could transform this economic challenge into an opportunity for sustainable growth while reducing Canada’s dependency on our increasingly unpredictable neighbour to the South.
At the ICC, we know that future Canadians are Canada’s future. But Canadian employers and policy makers need to find ways to source and integrate talent that continues to sit on the sidelines – at significant cost to our global competitiveness and our future prosperity. In addition to making better use of immigrant talent already in the country, Canada’s immigration policies should be better tailored to encourage and accept the skilled tradespeople needed to work in critical industries. As the economic impacts of Trump’s policies begin to hit Canadian consumers, the need for domestic production and diversification away from the US will only intensify. This is the perfect moment for Canadian business and policy leaders to address the factors preventing immigrants from contributing their full potential and to ensure our immigration policies are prioritizing labour market integration as a key outcome. The country’s housing, infrastructure, healthcare and productivity challenges cannot be solved until we do.
Keywords: immigration, skilled trades, Canadian labour market, temporary foreign workers, domestic production, labour shortages, economic growth, U.S.-Canada relations, tariffs, Canadian economy, newcomers, Canadian workforce, natural resources
CAA Centre – Sports and Entertainment Complex, Brampton, Ontario
Theme
Black History Month
The Brampton Steelheads vs. Kingston Frontenacs game at the CAA Centre – Sports and Entertainment Complex on February 8, 2025, was more than just a thrilling hockey match—it became a historic celebration of new beginnings and national pride. For the second time in league history and the first time in franchise history, the team had the honor of welcoming 50 new Canadian citizens from 15 different countries. These individuals took their oath of citizenship right on the ice, marking a profound and symbolic moment that underscored Canada’s commitment to diversity and inclusion.
50
Number of New Citizens
15
Number of Countries
The ceremony in partnership with the Institute for Canadian Citizenship (ICC), an organization dedicated to fostering a deep sense of belonging among newcomers. Through its enhanced citizenship ceremonies, ICC has continuously created impactful experiences that go beyond the formalities of legal status. These ceremonies are enriched with interactive elements such as world map activities—where participants pinpoint their places of origin—guest books filled with heartfelt messages, and storytelling circles that offer a space for new citizens to share their journeys and connect with others.
From coast to coast, ICC has remained at the forefront of initiatives that reinforce the idea that every newcomer belongs in Canada and that their stories matter. This particular event was made even more special by the presence of the Right Honourable Adrienne Clarkson, co-founder of ICC and former Governor General of Canada. She shared her personal experiences, reflecting on what becoming a Canadian citizen means and emphasizing the significance of inclusion, identity, and shared history.
As the cheers of hockey fans filled the arena, the ceremony stood as a powerful reminder of Canada’s ever-evolving multicultural identity—one where the spirit of sports and citizenship converge to create unforgettable moments of unity and celebration. And a reminder that immigration matters.
Photos and More Information
To view photos of the Citizenship Ceremony, click here.
With ICC’s Enhanced Citizenship Ceremonies, established Canadians have the ability to connect with new citizens building stronger community relationships. If you are interested in volunteering as a roundtable host at one of our ceremonies, please contact ceremonies@forcitizenship.ca.
By Adiba Hasan
Based on the most recent data available from October 2024, Permanent Residence (PR) admissions have reached 85% of the 2024 immigration target. In contrast, PR admissions by October 2023 had reached 87% of the annual year’s target.
The graph below compares the number of new citizens between January and October across four different years (2020 – 2024). Overall, citizenship numbers in 2021 were low due to processing delays following the Covid-19 pandemic, but the numbers started to rise again and stabilize in late 2021. Between 2021 and 2022, citizenship numbers experienced a notable jump, an impressive 130% increase, indicating a turning point after significant pandemic-related disruptions.
As pandemic impacts started to fade and application backlogs decreased, the percentage change in the number of new citizens also became smaller with only a 0.88% increase between 2022-2023. Since then, there has been a slight increase of 3.64% between 2023-2024.
Table 1: % Change in Citizenship Acqusition
Citizenship Year
% Change
2023 – 2024
3.64
2022 – 2023
0.88
2021 – 2022
130.92
2020 – 2021
23.59
2019 – 2020
-55.69
Immigration Levels Plan Changes
In October 2024, the Government of Canada released the 2025-2027 Immigration Levels Plan, marking a significant shift in the country’s immigration strategy. The plan outlines a significant reduction in permanent resident admissions, with targets set at 395,000 for 2025, followed by further declines to 380,000 in 2026, and 365,000 in 2027.
The graph below illustrates sharp reductions in economic migration (-23%), raising concerns about labour shortages in industries like healthcare and technology. Family reunification (-25%) and refugee admissions (-23%) also face cuts, drawing criticism from advocates about undermining Canada’s values and global commitments.
Share your thoughts
The changes in admissions targets, particularly the reductions in all immigration streams, raise important questions about the values that shape our immigration policies. While the government cites infrastructure and service capacity as reasons for the reductions, the decision has prompted debate about its potential social and economic repercussions.
Should Canada introduce citizenship target levels to ensure that PR holders are supported and incentivized to obtain Canadian citizenship?
How much should public opinion influence the government’s immigration levels and policies?
Stay connected with the ICC Immigration Dashboard for ongoing updates and insights. Please share your thoughts and perspectives, and join us in an important discussion on the future of immigration in Canada
Sign uphere for more updates from Ideas & Insightsat ICC. You can learn more about the ICC here.
Since its inception, Canoo has unlocked Canada for over 789,000 newcomers, providing free admission to museums, galleries, festivals, concerts, and other experiences across the country. For this quarterly Canoo Insights Report, we’re looking at Canoo member growth and engagement in summer 2024.
789K+
newcomers have participated
Canoo Memberships Continue to Increase
Since we published our last Canoo Insights Report in September 2024, Canoo membership has continued to increase. The following graph shows overall Canoo member numbers (adults and accompanying children) and monthly member growth from September to December 2024.
Canoo Member Growth September 1 – November 30, 2024
Canoo Member Growth: 2023 vs. 2024 Peak Season
This edition of the Canoo Insights Report focuses on the summer of 2024, which was the peak season for member activity this year. Let’s start by looking at the growth in Canoo membership (adults + accompanying children) in summer 2023 versus summer 2024.
Compared to the same months in 2023, May 2024 saw a 27% increase in sign-ups, June had a 14% increase, and there was a slight decrease of (-)0.2% in July. With the school year approaching and schedules becoming busier at the end of summer, August and September experienced a dip in Canoo sign-ups. The trend suggests that sign-ups among Canoo members typically align with children’s summer vacation periods.
Canoo Member Growth: Summer 2023 vs. Summer 2024
New Canoo Members by Country of Origin: Summer 2023 vs. Summer 2024
For this and the following section of the Canoo Insights Report, we focus on the peak summer months: June, July, and August.
The most common countries of origin among new Canoo members shifted from summer 2023 to summer 2024. India, China, and the Philippines maintained the top three spots during both periods, but the overall composition of the top two countries changed. In summer 2023, India and China made up 38% and 8% of new Canoo memberships, respectively. In summer 2024, India increased to 40% of new Canoo memberships, with China falling to 7% of new memberships.
There were also some significant changes in the lower spots. Bangladesh and Vietnam fell off the 2024 list, replaced by Hong Kong and Algeria. France also moved up three spots.
The following chart captures the top 10 countries of origin for summer 2023 and summer 2024, respectively, and displays how many people from those countries joined Canoo during each period.
Top Countries of Origin of New Canoo Members: Summer 2023 vs. Summer 2024
Hidden Gem Venues
This summer, Canoo highlighted four “hidden gem” venues across the country. These venues offer compelling exhibits and family-friendly activities, without the crowds of more popular attractions. The following charts show admission at these hidden gem venues, as well as how often Canoo members visited with children.
Aga Khan Museum (Toronto, ON)
Canoo summer admissions to the Aga Khan peaked in August, and the majority of Canoo members did not bring children with them on their visits. But did you know the museum offers a variety of family programming?
Museum of Vancouver (Vancouver, BC)
Canoo admissions to the Museum of Vancouver were substantially higher in August than in the other summer months. It’s no wonder late summer is a popular time to visit here — it’s the best time to check out MOV’s Living Exhibition.
The Hangar Flight Museum (Calgary, AB)
The Hangar Flight Museum was a popular choice for families this summer, with 56% of Canoo visitors bringing children. No surprise there! Families and aviation enthusiasts alike can spend the day among the museum’s massive collection of historic aircraft.
Art Gallery of Alberta (Edmonton, AB)
If the wacky exterior of this art gallery doesn’t draw you in, its captivating exhibits certainly will. This gallery saw peak summer admissions in August, with July a close second.
More Hidden Gems
Want to explore more lesser-known Canoo venues? Check out the following spots:
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.
Stay up-to-date with the latest news from the ICC by subscribing here and following Ideas & Insights.
On November 19, 2024, the Institute for Canadian Citizenship hosted an enhanced citizenship ceremony at Hudson in Calgary. This special ceremony celebrated the diverse backgrounds and journeys of 43 individuals from 18 different countries who took a significant step in their lives by officially becoming Canadian citizens.
43
Number of New Citizens
18
Number of Countries
We were deeply honored to have Dr. Wolfleg share his personal story during the Storytelling Circles. He spoke movingly about his childhood experience at a residential school in Canada and how it profoundly changed the course of his life and impacted Indigenous communities. His story was heartbreaking, yet he spoke with openness and gratitude, reflecting on his personal growth and the transformation he experienced. He concluded with a prayer, blessing the new citizens and everyone in the room as they embark on this meaningful journey together.
Canada’s history includes the injustice that Indigenous people have endured. It’s crucial that we recognize our shared responsibility to learn about this history and to actively participate in the healing process, fostering a stronger sense of community with Indigenous peoples. We acknowledge the incredible resilience and strength Indigenous communities have shown in preserving their languages, traditions, and cultures despite the hardships that Canada has inflicted of them.
To conclude the ceremony, Joy Robinson sang an original song called “Welcome Home” which perfectly captured the essence of the day. Presiding Official Irene Pfeiffer requested that the children in the audience joined Dallas Hayes-Sparks in singing the bilingual version of the national anthem, creating an emotional moment of unity.
Our enhanced citizenship ceremonies focus on fostering meaningful conversations and encouraging individuals to share their personal journeys. This exchange creates valuable opportunities for mutual teaching and learning, enriching the experience for all participants. We celebrate each new citizen and embrace the diverse cultures they bring, strengthening and enriching our nation as a whole.
Photos and More Information
To view photos of the Citizenship Ceremony, click here.
With ICC’s Enhanced Citizenship Ceremonies, established Canadians have the ability to connect with new citizens building stronger community relationships. If you are interested in volunteering as a roundtable host at one of our ceremonies, please contact ceremonies@forcitizenship.ca.
On November 15th, the McMichael Canadian Art Collection in Toronto hosted a special citizenship ceremony, welcoming 45 new Canadian citizens from 15 different countries. The ceremony, held in the gallery’s stunning setting, highlighted the importance of community, generosity, and the shared values that make Canada a unique and diverse nation.
45
Number of New Citizens
15
Number of Countries
The event began with our storytelling circles activity, where candidates shared their journeys and stories up to that point. This allowed them to get to know each other better and realize that, despite their different backgrounds, they all shared the same path toward becoming Canadian citizens.
Dr. Verne Ross, an Indigenous representative, spoke about the significance of belonging and the importance of honoring the land and its people. His words resonated deeply, reminding everyone of the shared responsibility we all have in building a strong and inclusive future.
Andy Pringle, Chairman of the McMichael Canadian Art Collection, delivered an inspiring speech, emphasizing how philanthropy and community involvement play a central role in supporting the arts and nurturing the spirit of giving in Canada.
The day ended with a moving performance of “O Canada” by Tishani Campbell, setting a tone of pride and unity. Vishal Bedi also graced the stage with a captivating performance, further adding to the celebratory atmosphere.
It was an uplifting day, full of reflection and celebration, as new citizens took their oath and officially joined the Canadian family. Congratulations to all the new citizens, and a heartfelt thank you to those who contribute to Canada’s rich cultural fabric through their support and generosity.
Photos and More Information
To view photos of the Citizenship Ceremony, click here.
With ICC’s Enhanced Citizenship Ceremonies, established Canadians have the ability to connect with new citizens building stronger community relationships. If you are interested in volunteering as a roundtable host at one of our ceremonies, please contact ceremonies@forcitizenship.ca.
