Destination Canada

Canada's national tourism organization, Destination Canada, is a Crown corporation established in 1995 to drive growth and profitability across the country's tourism industry. Headquartered in Vancouver with international offices, its core mission influences supply and builds demand for tourism, benefiting locals, communities, and visitors. It achieves this through leading research, strategic alignment with public and private sectors, and comprehensive marketing of Canada as a premier four-season leisure and business destination, both domestically and internationally. The organization employs data-driven strategies and evidence-based intelligence to target key global leisure markets, including Australia, China, France, Germany, Japan, Mexico, South Korea, the United Kingdom, and the United States. A recent initiative is the Canadian Tourism Data Collective, an award-winning centralized platform leveraging AI and data to provide industry stakeholders with real-time insights for smarter marketing, investment, and destination development. Destination Canada spearheads its "A World of Opportunity" 2030 Tourism Strategy, an ambitious roadmap designed to position Canada among the top seven global tourism destinations and generate up to $160 billion in annual revenue. The organization achieved three consecutive years of record-breaking international overnight arrivals prior to 2020.