Destination Canada’s 16th Annual Public Meeting highlights the power of partnerships

Destination Canada APM 2016 Power of Partnerships

On November 29, 2016 in Gatineau, Destination Canada held its 16th Annual Public Meeting in advance of the kickoff to the Tourism Industry Association of Canada National Congress.

Destination Canada’s Board Chair, Olga Ilich, opened proceedings with an overview of the 2015 annual report. President and CEO David Goldstein then took the stage and gave a detailed presentation including updates on performance in Destination Canada’s key international markets.

And the numbers are great: as of September 2016, Canada saw a 15% increase in arrivals, year-over-year, with arrivals from China growing by 24% and those from the United Kingdom growing by 16%. Considering these trends, we expect to see 19.9 million visitors arrive by the end of 2016. For more information on this year’s tourism successes, see our Tourism snapshot.

Though we have seen significant success across the industry, we can do better by continuing to deepen our collaborative partnerships as we strive for long term success of the tourism industry.

To celebrate the power of partnership, Mr. Goldstein highlighted four of our strategic partnerships, reaffirming our commitment to work closely with our partners to grow the Canadian tourism industry:

  • Air Canada
    • A 3-year, global collaboration on strategic marketing initiatives and events aimed at travel trade, consumers and the media in the two organizations’ shared markets including: USA, UK, Germany, France, China, South Korea, Japan, Australia, India, Mexico and Brazil. See the News Release here.
  • Parks Canada
    • Exploring new opportunities in international markets to offer spectacular and sustainable Canadian experiences in our National Parks.
  • Aboriginal Tourism Association of Canada
    • Continued commitment to develop  Aboriginal Tourism destination and product awareness with our key tour operator partners, co-investment in research.
  • InnVest REIT
    • working with the hotel industry through the Connecting America program to coordinate efforts to welcome more US visitors to Canada.


Posted: 2016-11-29