2018–2022 Corporate Plan Summary: Finding Our North Star

Destination Canada’s 2018–2022 Corporate Plan Summary: Finding Our North Star

Guided by a shared North Star, Destination Canada is bringing together industry partners as “Team Canada” to increase visitation, spending and investment.

Canada now has the great opportunity to inspire nearly 1.5M additional travellers spending $1.9B by 2022.

Destination Canada’s 2018–2022 Corporate Plan Summary: Finding Our North Star is aligned with the Government of Canada’s New Tourism Vision and lays out a Team Canada approach with our industry partners at the provincial, territorial and city levels to chart a path toward increased growth.

The Corporate Plan Summary details how Destination Canada will support the continued growth of Canada’s tourism industry through key objectives:

• Increase the demand for Canada with innovative marketing
• Advance the commercial competitiveness of the tourism sector
• Increase corporate efficiency and effectiveness

How will Destination Canada meet these objectives? We will start by building on several important initiatives, such as NorthStar 22 and Connecting America. We will also augment our marketing plans in China in support of the 2018 Canada-China Year of Tourism. Other tactics include collaborating with Statistics Canada to acquire better regional data and promoting travel during off-peak periods and to rural destinations.

“We're proud to announce that 2017 was our strongest year on record,” says Ben Cowan-Dewar, Chairperson of Destination Canada’s Board of Directors. “And we continue to aim high. The tourism industry in Canada is aligned like never before and together we can capitalize on this momentum to help businesses across the country grow."
The Corporate Plan Summary outlines a long-term, multi-pronged approach to tourism and details the benefit of partnerships to the Canadian tourism industry. The winning conditions are in place to build future success. To find out more, view the 2018–2022 Corporate Plan Summary: Finding Our North Star.

Posted: March 20, 2018

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