Destination Canada

Destination Canada, Canada's national tourism marketing organization

Destination Canada is Canada's national tourism marketing organization. Its activity focuses on providing intelligence, tools and resources that help the Canadian tourism industry reach domestic and international markets. The entity presents itself as an industry-oriented corporate site, with a separate consumer website for travellers.

Priority markets and marketing approach

The organization concentrates its strategy on those markets where Canada's tourism brand leads and yields the highest return on investment. According to its presentation, it uses research to guide evidence-based marketing in nine key geographic leisure source markets: Australia, China, France, Germany, Japan, Mexico, South Korea, United Kingdom and the United States.

In addition, its Business Events team leverages global market analysis to target international clusters aligned with Canada's priority economic sectors.

Mission and collaboration with the industry

Destination Canada's stated mission is to influence supply and build demand for the benefit of locals, communities and visitors, through research, alignment with the public and private sectors, and marketing Canada nationally and internationally. In collaboration with its partners, it promotes Canada as a four-season leisure and business tourism destination, both in the country and around the world.

Programs, tools and destination development

The corporate site organizes its offering around several areas: programs, tools, destination development, a knowledge hub, business events, visual library and archives. The programs are presented as instruments to elevate the Canadian tourism industry and make the country a more competitive global destination. The destination development section groups intelligence, tools and resources for the industry.

Events and connection with industry professionals

Destination Canada organizes and promotes events aimed at industry professionals, with the goal of connecting sector agents, learning from Canadian tourism leaders and sharing experiences. It includes conferences, events and networking opportunities held from coast to coast to coast. The organization also publishes a newsletter, Destination Canada News, as a tool to connect with the industry and inform about its work supporting the sector and promoting tourism to Canada.

Accessibility and governance

The entity states its commitment to making Destination Canada accessible for people with disabilities and different access needs. It works with people with disabilities, including employees and external stakeholders, to identify and remove barriers and strengthen how it designs, delivers and communicates its programs and services. The corporate site includes sections on corporate governance, careers, privacy, terms of use, transparency and disclosure, social media policy, sustainability and accessibility.

Business collaboration

Destination Canada notes that it sources a wide range of services and goods to support its business both in Canada and in its international markets, and offers businesses the possibility of working with the organization.