A frank look at our challenges and the strategic opportunities ahead
As someone who's spent almost two decades building motorcycle tourism in Canada through CMTA, I'm not going to pretend the recent dealership closures like Rocky's and Blackbridge don't sting.
They do. But here's what I've learned in nearly 20 years of advocating for this industry:
we're tougher than we think, and smarter than our challenges.
The Reality We're Working With
Let's be straight about what we're facing. Our fate is tied to factors beyond our control - US relations, tariffs, currency fluctuations, and global supply chains. The dealership consolidations aren't just Canadian problems; they're happening across North America as the industry adapts to new realities.
But here's the thing: every challenge creates opportunity for those willing to adapt.
What Dealership Changes Really Mean
The Challenge: Fewer traditional service points, longer parts waits, bigger gaps between support centers.
The Opportunity: Room for innovative service models, mobile mechanics, regional parts hubs, and stronger community networks among riders.
I'm already seeing independent shops stepping up, mobile service providers expanding their territories, and rider communities becoming more self-reliant and supportive of each other.
The Economic Reality Check
Yes, our industry is influenced by:
- Exchange rates that make cross-border parts more expensive
- Trade relationships that affect supply chains
- Economic pressures that impact discretionary spending
But here's what the doom-and-gloom crowd misses: Canadians are still riding, still exploring, and still spending money on experiences.
The Destination Canada data shows domestic tourism spending up 9%, with a 49% increase in desire to travel within Canada. That's our market right there.
Our Competitive Advantages
While we're dealing with service infrastructure challenges, we're also sitting on incredible strengths:
Geographic Gold Mine: We have landscapes that rival anywhere in the world - and they're becoming more accessible as riders choose domestic adventures over expensive international trips.
Stable Foundation: Unlike tourism destinations dealing with climate disasters, political instability, or infrastructure collapse, Canada offers reliable, safe adventure experiences.
Currency Benefits: That same exchange rate hurting parts costs is making Canada attractive to international visitors. American riders are booking more trips here.
Community Resilience: Canadian riders are resourceful. We've always dealt with vast distances and challenging logistics - it's part of our DNA.
The Strategic Response
Instead of lamenting what we're losing, here's what we're building:
Service Innovation:
- Mobile mechanics expanding coverage areas
- Regional parts distribution networks
- Rider-to-rider support networks through CMTA
- Emergency service partnerships
Market Positioning:
- Leveraging domestic tourism growth
- Attracting international visitors with favorable exchange rates
- Focusing on authentic, value-driven experiences
- Building on Canada's reputation for safety and stability
Infrastructure Development:
- Working with remaining dealerships to optimize coverage
- Supporting independent service providers
- Advocating for government recognition of motorcycle tourism's economic impact
- Creating strategic partnerships with tourism boards
The Numbers That Matter
Through CMTA, I'm seeing data that tells a different story than the dealership closures suggest:
- Increased interest in domestic motorcycle tourism
- Growing demand for authentic Canadian experiences
- International visitors specifically choosing Canada for adventure tourism
- Rural communities actively courting motorcycle tourists
Our Path Forward
For Riders: Support the service providers who are stepping up. Plan trips that work with current infrastructure. Share knowledge and help fellow riders.
For Businesses: Adapt service models to fill gaps. Partner with other providers. Focus on the growing domestic market.
For Communities: Recognize motorcycle tourism's economic value. Support infrastructure that serves both locals and visitors.
For Government: Understand that motorcycle tourism is part of the $130 billion tourism industry that's showing remarkable resilience.
Why I'm Optimistic
After two decades in this industry, I've seen us weather economic downturns, supply chain disruptions, and market shifts. Each time, we've emerged stronger and more innovative.
The current challenges are real, but they're also temporary. The passion for motorcycle adventure isn't going anywhere. The incredible Canadian landscapes aren't disappearing. The communities that welcome riders are still here.
What's changing is how we deliver and access services - and frankly, some of those changes might make us more resilient in the long run.
The Bottom Line
Our fate isn't just tied to US relations, tariffs, and currency fluctuations.
It's tied to our ability to adapt, innovate, and support each other through transitions.
Canada's motorcycle tourism industry isn't at a crossroads - we're navigating a curve. And like any good rider knows, you lean into the curve, trust your skills, and come out stronger on the other side.
The road ahead has challenges, but it also has incredible opportunities for those ready to ride it.
Belt Drive Betty (Renee Charbonneau) has been advocating for motorcycle tourism and rural Canada since 2003. She's Executive Director of CMTA Travel Services and a Certified Travel Agent committed to showcasing Canada's incredible riding opportunities.
What opportunities are you seeing in your area? How is your community adapting to serve motorcycle tourists? Share your success stories - we need to hear them.
Some of the research I have done on the situation with our industry:
Canada BNN Bloomberg:
American - Fastest Way:
RideRadar:
From Across The Pond - bikerdood1100:
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