Destination Canada’s Data Collective is featured in Google’s first-of-its-kind AI Innovation Campaign as a leading public sector example of how Canadian organizations are using AI to drive innovation, strengthen the economy, and create positive societal impact.
Award-winning data & insights platform
Collaborative insights to power Canadian tourism
Welcome to the Canadian Tourism Data Collective. An accessible, centralized, national platform that integrates AI-powered products to answer the tourism sector's most critical questions.
The Data Collective empowers tourism policy advisors, industry leadership, business owners, marketers, researchers and analysts, investors, and media to drive sustainable growth and set a global benchmark for innovation and leadership in data-driven tourism intelligence.
Explore our Products
Dive into your tourism toolkit.
Introducing Aurora AI
Anticipate change, understand travellers, and make smarter, faster tourism decisions at scale with Aurora AI, a trusted, accessible digital layer built by our industry, for our industry.
Featured Report
Tourism Contributes to the Wealth of Canadians
Tourism is an important sector of the Canadian economy. It generated $129.7 billion in revenues in 2024 and contributed $50.8 billion to Canada’s GDP, making it one of the fastest growing sectors in 2024. The tourism sector also ranks amongst the top services exports for Canada. Tourism industries constitute 5.5% of businesses in Canada and 10% of the total workforce.
Featured Report
Canada’s Travel and Tourism Economy: A powerful economic engine in every corner of the country
Explore this report to understand travel and tourism’s contribution to Canada's economy. See how Destination Canada supports the sector in delivering meaningful results and economic growth across Canada.
Featured Data Product
Tourism Performance Indicators
Designed for industry stakeholders and Canadians who want to understand the current state of Canada’s tourism industry, explore the latest data and recent trends on tourism visitation and revenue.
Discover the Data Collective
Connecting. Collaborating. Creating Success.
Our Story
Authentic & Agile Marketing: Insights From Destination Canada’s CMO
Destination Canada’s Gloria Loree shares how our new brand and tagline "Canada, naturally." celebrates unfiltered experiences, leverages Google Street View, and uses real-time tourism data to plan agile, insight-driven campaigns.
Destination Canada’s Peter de Rama Wins AI100 Award
Peter de Rama, Destination Canada’s Senior Executive Director of Technology and Digital Transformation, was honoured with the prestigious AI100 Award at MachineCon 2025 in New York.
Multiple wins at 2025 Data IQ event
Destination Canada was honoured with team and transformation awards, while CDAO Meaghan Ferrigno took Data and AI Leader of the Year.
Monthly Overnight Arrivals
Monthly research infographic summarizing the latest data on international overnight arrivals to Canada in June 2025.
Resident Sentiment Annual Report
Research report summarizing 2024 annual data on Canadian residents’ attitudes and levels of support towards tourism across four key areas, benchmarked against global norms.
Quarterly Tourism Snapshot
Quarterly Tourism Snapshot - Q4 2024, an ongoing monitor of the performance of Canada's tourism sector.
Tourism Enables Prosperity Across Canada
2023 was a turning point for Canadian tourism following the effects of the pandemic. This infographic provides an overview of key indicators measuring how the industry’s performance supports a thriving Canadian economy.
Tourism's Wealth & Wellbeing Index
This report introduces the Wealth & Wellbeing Index and provides an overview of how the tourism sector is performing across six key sub-indices.
