We believe that tourism enhances the wealth and wellbeing of Canadians and enriches the lives of visitors.
At Destination Canada, our mission is to influence supply and build demand for the benefit of locals, communities and visitors through leading research, alignment with public and private sectors, and marketing Canada nationally and abroad.
Tourism contributes $130B to the Canadian economy. That's more than $350M a day in revenue powered by 265,000 businesses in 5,000 communities coast to coast to coast. Destination Canada’s activities convert public dollars into international visitor spending within the same year—creating jobs, GDP, and tax revenues almost immediately. Every dollar invested in DC turns into a demonstrable financial return for Canadian businesses, workers, communities, and governments.
Knowing that diversity is our greatest asset, we promote Canada as a premier four-season leisure and business tourism destination around the country and world in Australia, Canada, China, France, Germany, Japan, Mexico, South Korea, United Kingdom and the United States. Additionally, our Business Events team uses global insights to target and attract international events aligned with Canada’s top economic sectors.
Destination Canada is a Crown corporation wholly owned by the Government of Canada.
Inspiring the world to explore Canada.
As Canada’s national tourism organization, Destination Canada strives to sustain a globally competitive and resilient tourism sector that drives economic prosperity and cultural connection from coast to coast to coast.
Destination Canada’s mission is to influence supply and build demand for the benefit of locals, communities, and visitors through leading research, building alignment with public and private sectors, and marketing Canada as a destination nationally and internationally. A key priority for the organization is the Canadian Tourism Data Collective, empowering industry stakeholders to access relevant, trustworthy tourism data in a centralized, collaborative platform.
Who We Are
As a Crown corporation wholly owned by the Government of Canada, Destination Canada leads the national marketing and research strategy positioning Canada as a top travel destination. Destination Canada brings together federal, provincial, territorial, Indigenous, and municipal partners, as well as private-sector businesses and communities, to align priorities and accelerate impact.
Our team is headquartered in Vancouver, British Columbia, and maintains offices in Ottawa, China, Japan, and the United Kingdom.
What We Do
Our work with industry partners is focused on driving travel demand, growing capacity, and creating conditions for a tourism economy that is successful for the long term. We achieve this through:
- Generating and sharing forward-looking, actionable intelligence to inform business decisions and tourism policy development
- Amplifying Canada’s position in key global tourism markets through campaigns, storytelling, and partnerships
- Supporting initiatives that enhance destination competitiveness, foster community readiness, and encourage responsible tourism growth
- Identifying shared opportunities, addressing challenges, and building a more inclusive, resilient visitor economy along with our industry stakeholders and partners
About the Data Collective
Destination Canada has partnered with Statistics Canada and Innovation, Science and Economic Development (ISED) to create a trusted, data-driven platform that equips our industry with the intelligence it needs to innovate, compete and thrive.
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