Canada has great capacity and potential to attract 20 million international visitors, spending $20 billion in Canada by the year 2020.
Destination Canada’s 2016-2020 Corporate Plan Summary: Seizing the Winning Conditions for Canada features a unified approach with industry to harness the winning conditions that will increase visitation, market share, investment and economic growth. The 2016 - 2020 Corporate Plan summary details three corporate objectives to support the continued growth of Canada’s tourism industry:
- Increase demand for Canada with innovative marketing;
- Advance the commercial competitiveness of the tourism sector;
- Increase corporate efficiency and effectiveness.
Destination Canada will meet these objectives with several important activities, including Connecting America, the Millennial Travel Program and by implementing a series of performance measurements that will increase transparency and accountability for the shareholder and the industry we serve.
The Corporate Plan outlines Canada’s whole of government approach to tourism and details the benefit of partnership to the Canadian tourism industry. The winning conditions are in place to build future success. To find out more, view the 2016-2020 Corporate Plan Summary: Seizing the Winning Conditions for Canada in full.