Today, Pacific Mall remains a major destination for tourism in Canada, and promotes itself through pamphlets at airports and tourist information centers in major North American cities. As demographics of Chinese migrants to Canada shifted in 2010s, and immigrants from mainland China form a greater proportion of Chinese immigrants, many businesses at Pacific Mall have opted to hire salespeople fluent in Cantonese, Mandarin, and English. Though stores in the mall are noted for having relatively high turnover, many stores continue to be operated by their initial Hong Kong-originating owners.