Annual Report 2016: Welcoming the World

Annual Report 2016: Welcoming the World

For Canada, tourism is big business: it’s the number one service export and a crucial driver of the country’s economy, supporting over 637,000 jobs across Canada.

Destination Canada’s 2016 Annual Report, Welcoming the World highlights the importance of tourism to Canada’s economy, and the results of Destination Canada’s integrated international marketing campaigns.

In 2016, arrivals to Canada outpaced the world average nearly three-to-one. In Destination Canada’s 12 international markets, arrivals grew by 11% over 2015. World growth, in contrast, grew at only 4%. This means Canada welcomed 19.97 million international overnight visitors in 2016, just shy of the record 20.06 million arrivals in 2002. Not since Expo 86 has Canada seen such a rise in demand.

“There are strong tailwinds in our favour, says David F. Goldstein, Destination Canada’s President and CEO. “Our success is a combination of a positive perception of Canada abroad, and our targeted international marketing campaigns that inspire travellers to choose Canada now.”

Destination Canada continues to bring new and innovative marketing techniques to drive demand and encourage international visitation to Canada. In 2016, we see the results of the first year of our Connecting America campaign, as well as our youth-focussed Millennial Travel Program, designed to inspire the next generation of growing and influential world travellers.

For more information and details on our campaigns and their results, read the 2016 Annual Report.

Posted: 2017-05-16