Saturday, June 14, 2025

Navigating the Crossroads: How Canada's Motorcycle Tourism Can Thrive Despite Industry Headwinds

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:



Friday, June 13, 2025

The Uncertain Road Ahead: How Dealership Closures Are Hurting Canada's Motorcycle Tourism

As someone who's spent almost two decades advocating for motorcycle tourism in Canada through CMTA and watching this industry evolve, I'm witnessing something that frankly upsets me—and should concern every rider, tour operator, and tourism-dependent community across this country.


The closure of established dealerships like Rocky's and Blackbridge in Ontario isn't just another business casualty.


It's a canary in the coal mine, signalling a dismantling of the infrastructure that makes Canada viable as a motorcycle tourism destination.


The Reality Check We Need
Let me be blunt: when dealerships close, they don't just take their inventory with them. 
They take decades of specialized knowledge, certified technicians, and, most critically, the confidence that touring riders need to choose Canada over other destinations.

What Dealership Closures Really Mean for Touring Riders
Parts Availability Becomes a Nightmare
  • What used to be a same-day fix now requires shipping parts across provinces
  • Riders face days or weeks of waiting in unfamiliar locations
  • Tour schedules become meaningless when a simple part failure can strand you indefinitely
Service Expertise Vanishes
  • Each closure eliminates certified technicians who understand specific brands and models
  • Rural and remote areas—where the best riding happens—lose their only qualified service options
  • Independent mechanics can't fill this gap without proper training, OEM Equipment and parts access
Geographic Service Deserts Expand
  • The distances between reliable service points are becoming dangerous in some places in Canada
  • Breakdown between service centers can leave tourists stranded with no viable options
  • Emergency repairs become impossible in areas that once had full-service support
The Domino Effect Nobody's Talking About
This isn't just about inconvenienced riders. 
The economic impact ripples through every community that depends on motorcycle tourism:

Rural Communities Lose Tourism Revenue
Communities that built their strategies around motorcycle-friendly amenities—scenic routes, rider-friendly accommodations, local attractions—are watching their visitor numbers drop. When riders can't trust they'll get help if something goes wrong, they choose destinations with better support infrastructure.

Tour Operators Face Impossible Risks
Companies organizing guided motorcycle tours now must factor in increased breakdown risks and potential multi-day delays. This makes their services more expensive and less reliable, driving customers to competitors in regions with stable dealership networks.
Accommodation and Service Providers Suffer
Hotels, B&Bs, restaurants, and gas stations that cater to motorcycle tourists are seeing reduced bookings. The ripple effect is devastating for businesses that invested in motorcycle-friendly amenities.
Canada's Competitive Position Is Eroding
Here's what really gets me fired up: while we're losing critical infrastructure, destinations in the United States, Europe, and other regions maintain stable dealership networks and reliable parts availability. When planning a motorcycle vacation, riders increasingly factor in support service reliability—and Canada is failing this test.

The Numbers Don't Lie
Through my work with CMTA I've seen the data. Motorcycle tourists typically spend significant money on accommodations, meals, fuel, and local attractions. When they stop coming because of infrastructure concerns, entire regional economies suffer.

What This POTENTIALLY Means for the Industry
Insurance Costs Will Rise Increased breakdown risks mean higher insurance premiums for touring motorcyclists, further discouraging travel to Canada.

International Reputation Damage Word travels fast in the motorcycle community. Stories of riders stranded without parts or service support spread through forums, social media, and riding groups, damaging Canada's reputation as a reliable destination.

Investment Flight Tourism businesses will stop investing in motorcycle-friendly infrastructure if they can't count on steady visitor numbers.

The Solutions We Need Now
This crisis requires immediate action from multiple stakeholders:
Government Recognition and Support Provincial and federal governments must recognize motorcycle tourism as a significant economic driver and provide targeted support to maintain essential service infrastructure in key tourism corridors.
Industry Collaboration Manufacturers, distributors, and remaining dealerships need coordinated strategies to ensure parts availability and service coverage in critical tourism areas.
Innovation in Service Delivery We need mobile service units, regional parts distribution centers, and partnerships with qualified independent mechanics to fill the gaps.
Honest Tourism Promotion Tourism boards must address service limitations honestly while working to build or re/build confidence through improved infrastructure.
My Call to Action
As someone who's dedicated her career to promoting motorcycle tourism in Canada, I'm not willing to watch decades of industry building get damaged by market uncertainty and dealership consolidations.
Through my work with CMTA and CMTA Travel Services, I'm committed to finding solutions. 
But this can't be a solo effort.
We need:
  • Dealership owners to communicate closure plans early so alternative arrangements can be made
  • Manufacturers to ensure parts availability through alternative channels
  • Government officials to understand the economic impact of these closures
  • Tourism operators to adapt their strategies to address infrastructure gaps
  • Riders to support remaining dealerships and service providers
The Bottom Line
Canada's motorcycle tourism industry stands at a crossroads. 
We can either act decisively to address the service and parts availability crisis, or we can watch our competitive position erode as riders choose destinations with more reliable infrastructure.
The closure of dealerships like Rocky's in Ontario is a warning we can't ignore. 
The question isn't whether we can adapt—it's whether we'll act quickly enough to preserve what we've built over decades.
I've spent my career fighting for this industry, and I'm not stopping now. 
But I need allies—industry professionals, government officials, and passionate riders who understand what's at stake.
The road ahead may be uncertain, but with coordinated effort and strategic action, Canada can maintain its position as a world-class motorcycle tourism destination. We just need to act before it's too late.

Belt Drive Betty (Renee Charbonneau) is Executive Director of CMTA Travel Services, owner of the Rider Friendly Business Association trademark, and manager of the Veterans Memorial Gardens & Interpretive Centre in Northwest Alberta. She's been advocating for motorcycle tourism and rural Canada since 2014.
Connect with Belt Drive Betty:
What are your thoughts on Canada's motorcycle tourism infrastructure? 
Share your experiences in the comments below.