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.
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.
STRIVE TO LEARN
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.
COLLABORATE TO SUCCEED
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.