Destination Canada markets Canada internationally. Our mission is to unite and empower Canada’s tourism leaders through compelling research, strategy and storytelling to drive the visitor economy.
Destination Canada is a Crown corporation wholly owned by the Government of Canada. We use data-driven marketing strategies to stimulate international demand and tourism export revenue for Canada in 10 countries: Australia, China, France, Germany, India, Japan, Mexico, South Korea, the UK and the USA.
Our campaigns are targeted to reflect individual market conditions and traveller interests. In collaboration with our tourism industry partners, we promote Canada internationally as a premier four-season tourism destination.
We are a leader in industry knowledge, and provide intelligence, tools, and insights to our partners—equipping them to optimize their business and maximize their reach.
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.