The impacts of the pandemic on Canada's tourism economy prompted Destination Canada to innovate, leading to the appointment of its first Chief Data and Analytics Officer (CDAO), Meaghan Ferrigno, in 2021. This strategic move aimed to build back a resilient tourism sector through data-driven insights and AI. Meaghan spearheaded the Canadian Tourism Data Collective, an initiative that now empowers more than 200 tourism industry partners with tools for smarter decision-making, fosters rural development, and strengthens the industry against future challenges.

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