Winter in Banff, Alberta

Aligning our Voices to Support Tourism’s Recovery

Tourism’s recovery is a national challenge that calls for deep collaboration to fully realize its future potential.

As part of our work to support the sector, we’re pleased to share three key messages and supporting proof points that guide Destination Canada’s work. Be they our marketing efforts, our industry presentations, or information we share with media, these messages tell an important story. And, it’s a story we want to share openly with you.

While some messages/proof points may resonate more than others, we encourage you to read, share and use these as part of your own work as relevant:

  • The key messages are broader statements that demonstrate our key areas of focus.
  • The proof points are key data points that reinforce our core messages.


We will update this document as new data and information becomes available, so please check back regularly for updates.