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Who We Are

Destination Canada is a leading marketing and research organization, charged with sustaining a vibrant and profitable Canadian tourism industry. We act as strategy integrators between our provincial and territorial marketing partners, government partners, and other sector members

We seek to deliver and inspire ambitious, insightful and aligned content marketing across Canada's travel and tourism landscape. This is so that the businesses operating in Canada, their employees, and the communities they live in can enjoy long-term prosperity within a dynamic ecosystem where they are empowered to stay ahead of traveller expectations and succeed. 
Our mission is anchored on industry-leading research, insight-driven marketing strategies and compelling traveller-centric storytelling. We collaborate with our industry and government partners to promote Canada as a premier four-season tourism destination.
Destination Canada is a Crown corporation wholly owned by the Government of Canada.


Together, we create the next era of travel, inspiring those with glowing hearts to fall in love with Canada.

Our Values


We believe in the expertise of our people and deepen trust with our partners by holding ourselves to the highest standards for our actions and results.


We challenge ourselves and each other to go beyond the status quo. Every day, we strive to maximize learning and embrace better ways of thinking and doing.


Our shared passion and pride for Canada inspires and engages others. Our collective commitment strengthens the Canadian tourism sector.


Our achievements are the result of the diverse perspectives, experiences and contributions of our team and partners. As inclusive leaders, we listen and learn from each other because open collaboration always makes the work better.


We approach our work with courage and curiosity. Leading the industry, we identify competitive advantage through an informed and creative approach that charts an ambitious path for others to follow.


Board of Directors angle down

Masha Walden
Marsha Walden President and CEO LinkedIn

Marsha’s career spans leadership roles in strategy and organizational renewal, marketing and communications, corporate social responsibility, operations management, and business innovation. She joins Destination Canada from Destination British Columbia where she served as the President and CEO since 2013.

Ben Cowan-Dewar
Ben Cowan-Dewar Chair of the Board of Directors LinkedIn

Ben is the owner of Cabot Links golf course, and a tourism entrepreneur. A past Chair of the Board for Nova Scotia Tourism, he is a member of the Board of The Golf Canada Foundation and the Young Presidents Organization.

Patti Balsillie
Patti Balsillie Specialist, Tourism and Northern Development LinkedIn

Patti brings over 20 years of experience in governance and development for the private and non-profit sectors in Canada’s North.  Tourism planning for UNESCO sites, First Nation Traditional Territories, niche feasibility and more comprise Patti’s expertise.

Julie Canning
Julie Canning Cowgirl and Operating Partner, Banff Trail Riders LinkedIn

Julie is an owner and entrepreneur at Banff Trail Riders. Passionate about the Canadian tourism industry and Canada’s National Parks, Julie is a torch bearer for women in tourism and a champion for small and medium sized businesses which form the cornerstone of tourism in Canada.

Zita Cobb
Zita Cobb Co-Founder and CEO, Shorefast Foundation LinkedIn

In the early 2000’s, Zita co-founded the Shorefast Foundation, Fogo Island Inn was one of many projects developed to benefit the community. Zita was awarded the Order of Canada in 2016 to acknowledge this work in collaboration with the community of Fogo Island Inn.

Stan Cook
Stan Cook Former Owner and President, Stan Cook Sea Kayak Adventures LinkedIn

Stan is a strong advocate for tourism, chairing various boards including as founding chair for the Adventure Tourism Association of Newfoundland, the Newfoundland and Labrador Tourism Board and Atlantic Canada Tourism.

Randy Garfield
Randy Garfield Former President, Walt Disney Travel LinkedIn

Randy brings over 40 years of tourism experience, with an award-winning career at Disney Destinations where he was Executive Vice-President of Worldwide Sales and Travel Operations.

Monique Gomel
Monique Gomel Vice-President, Global Marketing & Communications, Rocky Mountaineer LinkedIn

Monique brings 20+ years of global marketing leadership experience across various sectors, including tourism. In addition to her role at Rocky Mountaineer, Monique also sits on several tourism boards.

Patricia Macdonald
Patricia Macdonald Co-founder & CEO, Old Tomorrow Ltd. LinkedIn

Pat has extensive experience in tourism and culture and held senior leadership roles for the St. Lawrence Parks Commission, YTV, CN Tower and Canada’s Wonderland, and served as Ontario's Assistant Deputy Minister for Economic Development and Trade.

Dragan Matovic
Dragan Matovic Chairman and CEO, Halex Capital Inc. LinkedIn

Dragan has a background in economics and marketing and is an expert in real-estate development of tourism-related properties, including hotels and resorts.

Andrew Torriani
Andrew Torriani President, CEO and General Manager, Ritz-Carlton Montréal LinkedIn

Andrew has been in the tourism industry most of his life, with a strong passion for providing exceptional hospitality in the hotel sector. Andrew is passionate about and committed to developing his community.

Marsha Walden
Marsha Walden President and CEO LinkedIn

Marsha’s career spans leadership roles in strategy and organizational renewal, marketing and communications, corporate social responsibility, operations management, and business innovation. She joins Destination Canada from Destination British Columbia where she served as the President and CEO since 2013.

Anwar Chaudhry
Anwar Chaudhry Senior Vice President, Finance and Risk Management and Chief Financial Officer LinkedIn

Anwar brings a strong public and private sector financial background, having held senior roles at Pacific Northern Gas Ltd., BC Transit and ICBC.

Gloria Loree
Gloria Loree Senior Vice-President, Marketing Strategy and Chief Marketing Officer LinkedIn

A proud storyteller for Canada, Gloria’s 20+ years of experience in marketing and communications includes working in tourism, the arts and journalism.

Maureen Riley
Maureen Riley Vice-President, International LinkedIn

Maureen brings an unparalleled depth and diversity of experience in the tourism sector, both in Canada and globally, to ensure strong leadership and oversight of our international teams.

David Robinson
David Robinson Vice-President, Strategy and Stakeholder Relations LinkedIn

With a career in both public and private industry spanning 25 years, David has a proven track record of innovative leadership and project-stewardship. David led the Government of Canada's preparations for the Vancouver 2010 Winter Olympic and Paralympic Games, including the coordination of more than 30 federal departments and agencies.

Sarah Sidhu
Sarah Sidhu General Counsel and Corporate Secretary LinkedIn

Experienced in private and public sectors, Sarah brings expertise in corporate finance, negotiation, intellectual property, governance issues and risk management.


Annual Report 2019
Corporate Plan Summary 2020-2024
Drumheller, Alberta
Quarterly Financial Report