Destination Canada’s Tourism 2030: A World of Opportunity sets a national goal to reach $160 billion in annual tourism revenue and become a top 7 global destination by 2030. The strategy is built around four pillars: Sector Advancement, Brand Leadership, Destination Development, and Collective Intelligence. It emphasizes coordinated investment, community collaboration, and data-driven decision-making.

The Canadian Tourism Data Collective is a core initiative under the Collective Intelligence pillar, helping partners across the sector access timely, actionable insights to inform marketing, investment, and development strategies.

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