Shared insights powering the future of tourism.
The Canadian Tourism Data Collective, powered by Destination Canada, is a centralized, secure national platform that uses data and AI to enable a resilient and competitive future for Canada’s tourism industry.
In partnership with Statistics Canada and Innovation, Science and Economic Development (ISED), we’re creating a trusted, collaborative platform that equips our industry with the intelligence needed to drive innovation, inform decision-making and compete in today’s global landscape.
The Data Collective invites tourism policy advisors, industry leadership, business owners, marketers, researchers and analysts, investors, and media to access and analyze data and collaborate on our shared goal of a thriving travel and tourism economy from coast to coast to coast.
Artificial intelligence and big data are changing our world – including the tourism industry. That’s why Destination Canada is launching the Canadian Tourism Data Collective, harnessing the power of data and AI to help the sector make smarter decisions. Congratulations to Destination Canada for its leadership and innovation. This will be a big step forward for Canadian tourism!
The Honourable Soraya Martinez Ferrada
Minister of Tourism and Minister responsible for the Economic Development Agency of Canada for the Regions of Quebec
Statistics Canada is proud to partner with Destination Canada and Innovation, Science and Economic Development Canada in the creation of the Canadian Tourism Data Collective. A result of true collaboration, this new and innovative tool will provide valuable information on tourism trends and activities in Canada. These comprehensive data will help support those in the industry to make timely, data-driven decisions.
André Loranger
Chief Statistician of Canada
Destination Canada's new Canadian Tourism Data Collective gives access to comprehensive tourism data, research, and insights crucial for decision-making. By recognizing the importance of Indigenous tourism, the Data Collective can take steps to ensure engagement and support for authentic Indigenous tourism experiences. This will help make Canada the world leader in Indigenous tourism by 2030.
Keith Henry
President and CEO of Indigenous Tourism Association of Canada
As tourism destinations, we know we are strongest when we work together. The Canadian Tourism Data Collective provides a strategic platform for tourism partners to easily access and use the same data products and derived insights, enhancing alignment and driving data-led decision making – tenets that have continued to propel Destination BC’s strategic approach to compete on the global stage. We are proud to have informed the development of the Collective, and look forward to continuing our collaboration with Destination Canada and tourism partners across the country for collective success.
Richard Porges
President and CEO of Destination British Columbia
The Canadian Tourism Data Collective platform isn't just a resource, it's a game-changer. As a data-driven sector, hotels across Canada will find invaluable insights, empowering them to make informed investment decisions and stay ahead in a rapidly evolving market. We are thrilled to support the Canadian Tourism Data Collective, and the opportunity to propel our industry into a future of growth and innovation.
Susie Grynol
President & CEO of the Hotel Association of Canada
Frequently Asked Questions
1. How will the Data Collective contribute to empowering the tourism industry?
Fueled by a network of tourism partners across public and private sectors, and by harnessing the power of Canadian tourism data, research, and insights, the Data Collective will generate a source of long-term competitive advantage for Canada’s economy. It provides an opportunity for Canada to not only join the ranks but quickly outpace our competition through a combination of innovative data-driven approaches and stakeholder collaboration that will unify our data silos to build a more resilient tourism future, make us more skilled as marketers, more successful and sustainable in developing destinations, and more accountable to Canadians.
Better data fuels better decisions and the Data Collective will empower decision makers across public and private sectors with better data – ultimately leading to stronger business decisions and successful outcomes.
2. Are there any upcoming updates planned for the Data Collective?
We are committed to progressively evolving the Data Collective and will be adding new features, functionality, and tools to the resources currently available. Sign up to our DC News to keep track of updates and releases. Review the release notes.
3. What information and data are available on the Data Collective?
We’re continuously evolving the products, tools, and resources offered in the Data Collective, with a vision to deliver powerful data, actionable insights, trend forecasts, and timely research. The Data Collective will feature:
- Dashboards highlighting tourism performance through future-focused indicators and economic modelling
- Publications communicating findings on topics that matter most for tourism stakeholders
- Traveller Profiles which will drive audience segmentation, targeting and marketing ROI
- Geospatial Mapping to inform supply-side intelligence and investment decisions
4. Who can utilize the Data Collective?
The Data Collective is publicly accessible, but is tailored to provide crucial data to empower decision makers such as:
- government and associations by informing policy, fueling innovation, and enabling a holistic assessment of the economic, socio-cultural, and environmental impact of tourism down to the local level.
- destination marketers by making it easier for them to understand and attract high-value guests and align
- investors and destination developers by assembling supply and demand side data to identify opportunities, attract investment and increase relevant tourism products and services;
- businesses, including SMEs, by providing centralized intelligence for operational and strategic decision making;
While elements of the Data Collective are available at no cost, we offer a subscription to additional proprietary data and information. To learn more contact us at CTDC-CDTC@destinationcanada.com.
5. Is the Data Collective user-friendly and compliant with accessibility standards?
As a Crown Corporation committed to Canada’s linguistic duality, and in keeping with the Official Languages Act, all data in the Data Collective will be available in both English and French.
In an effort to provide a fully accessible user experience for all platform visitors, the Data Collective was developed with a goal of achieving site wide WCAG 2.2 Level AA accessibility conformance. The site has been optimized for keyboard accessibility, colour contrast, and screen reader compatibility. We welcome your feedback on the accessibility of the Data Collective platform – please let us know if you encounter accessibility barriers while using the platform at CTDC-CDTC@destinationcanada.com.
About Destination Canada
As Canada’s national tourism organization, Destination Canada’s mission is to influence supply and build demand for the benefit of locals, communities, and visitors through research, alignment with public and private sectors, and marketing Canada as a destination nationally and internationally.
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