Destination Canada partners with Federation of Canadian Municipalities (FCM)

Motion blurred people walking in front of brightly coloured apartment buildings.

First-of-its-kind partnership to showcase tourism’s contribution to over 2,100 communities from coast to coast to coast.

Destination Canada and the Federation of Canadian Municipalities (FCM), representing over 2,100 Canadian municipalities, have signed a first-of-its-kind partnership agreement to proactively engage community leaders and by extension, their constituents and strategic partners so they understand the value of tourism and the power of collective destination stewardship and thoughtful tourism development. This collaboration will also emphasize how we can leverage the visitor economy to benefit communities and residents economically, social-culturally, and environmentally across the country.

The FCM are the national voice of municipal government and one of the most influential in community development and operation across Canada representing 92% of Canadians. The partnership will run over the next three years with the goal to:

  1. Allow Destination Canada to introduce the economic, social and environmental value of the visitor economy to one of Canada’s most influential advocacy bodies.
  2. Establish joint initiatives and programs that fulfill the mandates for both the FCM and Destination Canada.
  3. Educate municipal leaders on tourism-related opportunities and challenges to foster greater support and alignment for Destination Development work within communities.

The partnership will include broad, ongoing FCM member engagement through a variety of channels and will accelerate awareness of Destination Canada’s role and lay the foundation to build a more robust network of leaders, champions and forward thinkers within different sectors to drive tourism, destination development and stewardship over the long-term.

“Collectively, the tourism sector needs to have the trust and respect of all the peoples of Canada so they welcome tourism into their communities and want to invest in its growth,” said Marsha Walden, President and CEO, Destination Canada. “This new partnership with FCM is an important step to advance our sector, and our work with partners to reach beyond the tourism ecosystem. It will help place residents’ interests at the heart of tourism development throughout the country to balance the visitor experience and resident quality of life.”

"Tourism is a significant economic driver for many municipalities from coast to coast to coast, contributing to socio-cultural and environmental well-being of our communities,” said Carole Saab, CEO, Federation of Canadian Municipalities. “As the national voice for municipal governments, and with quality of life for all residents at the heart of everything we do, FCM is pleased to embark on this exciting new partnership with Destination Canada."

Destination Canada strives to create a growing, prosperous, and resilient tourism sector that supports local economies, preserves the essence and character of Canada, and protects our natural and cultural treasures for future generations to enjoy.

You can learn more about the FCM and their work here: