At Momentum AI New York 2025, Destination Canada’s Meaghan Ferrigno showcased the Canadian Tourism Data Collective as an AI success story, powering a 40% increase in marketing efficiency for the sector.

“AI wasn’t bolted on around the edges," Ferrigno explained. "It was built into the core of what we did. And it’s not just for efficiency. We did it so that we could change the game.”

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