• 08 Oct 25

  NEWS
  Destination Canada featured in Google AI campaign

  A new collaboration with Google puts Destination Canada at the forefront of AI innovation, spotlighting ...Read more
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  Destination Canada featured in Google AI campaign - News & announcements

  A new collaboration with Google puts Destination Canada at the forefront of AI innovation, spotlighting how tourism intelligence can drive prosperity across the country. The campaign features TV, digital, print, and out-of-home coverage across major Canadian markets. It also spotlights how AI is transforming Canada’s economy and society. Tourism is one of Canada’s most powerful economic engines, fueling jobs, investment, and cultural exchange across every region. To fully unlock its potential, Destination Canada has partnered with Google to bring the power of AI to the sector. At the center of this collaboration is the Canadian Tourism Data Collective. This indeed represents a first-of-its-kind platform. It unifies more than 34 billion rows of data from 230 sources across 5,000+ regions.   Built on Google Cloud’s end-to-end ecosystem, the platform serves as a single source of industry intelligence. It transforms once-fragmented information into reliable, centralized and actionable insights. The result: tourism operators, communities, and policymakers can now make smarter, faster decisions that strengthen Canada’s global competitiveness. "We’re thrilled to be recognized as a leader of AI adoption in the public sector. With the help of Google AI, we’re giving local businesses and governments real-time insights to power tourism growth. As well as unlock the sector’s full potential. The Canadian Tourism Data Collective is a tangible example of how we can use AI technologies for societal good,” said Meaghan Ferrigno, Senior Vice President, Chief Financial Officer & Chief Data & Analytics Officer for Destination Canada. According to a report, in 2024, Google Search, Google Play, YouTube, Google Cloud and Google’s advertising tools helped provide over $70 billion of economic activity for Canadian businesses, nonprofits, publishers, creators and developers.

• 05 Nov 23

  Partner News
  Canada Emerges as a Sustainable Event Leader Through Destination Canada Business Event Sustainability Plan

    Following the annual benchmarking process, Canada's concentration of Global Destination Sustainability Index destinations is ...Read more
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  Canada Emerges as a Sustainable Event Leader Through Destination Canada Business Event Sustainability Plan - News & announcements

   

  Following the annual benchmarking process, Canada's concentration of Global Destination Sustainability Index destinations is now the highest in the world.

   

  Destination Canada is pleased to share that following the release of the 2023 annual Global Destination Sustainability-Index (GDS-Index) benchmarking results, there are now 20 Canadian destinations participating in the Index, representing the highest national concentration of GDS-Index destinations globally.   Achieved in collaboration with the 16 Canadian cities already participating in Destination Canada’s Canadian Business Event Sustainability Plan, this milestone not only speaks to their commitment to be sustainable hosts for international events but signals the beginning of the final phase of the Plan.   The GDS-Index is the world's leading sustainability performance program for urban tourism and events destinations around the world. Used by over 100 cities globally, the GDS-Index benchmarks and improves the sustainability performance and strategies of the municipality, its tourism supply chain, and the destination management organization.   "Participation in the GDS-Index by 20 business event destinations across Canada is the highest of any country in the world. It shows our sector’s commitment to meaningful, long-term transformation that really matters. The GDS-Index will help track where our destinations are currently on their sustainability journey, and how to improve from there,” says Marsha Walden, President and CEO, Destination Canada. “Understanding the results of the Index is just the beginning of an incredible movement to host exemplary events in Canada.”   “The GDS-Movement envisions thriving destinations and communities activated by regenerative tourism and events.” says Global Destination Sustainability Movement’s Chief Changemaker and CEO, Guy Bigwood. “With so many Canadian destinations committed to using the GDS-Index and to improving their destinations sustainability practices, clients looking at Canada to host their event won’t be confined in where they want to go. Instead, they’ll be able to choose and work with destinations who are in action and can help them organise events which can regenerate their organisations, society and nature."   Launched in the spring of 2022, Destination Canada’s Canadian Business Event Sustainability Plan is a first-of-its-kind national program aimed at improving the economic, socio-cultural, and environmental sustainability practices of business events hosted in Canada. There are currently 16 cities participating in the Plan:  

  • Banff Lake Louise
  • Calgary
  • Edmonton
  • Halifax
  • Kelowna
  • Montreal
  • Niagara Falls
  • Ottawa
  • Charlottetown
  • Quebec City
  • Saskatoon
  • St. John's
  • Toronto
  • Vancouver
  • Victoria
  • Winnipeg

    Recent Business Event Sustainability Advancements:  

  • Destination Greater Victoria

    In March of 2023, Victoria – the first carbon-neutral Destination Management Organization in North America – broke new ground again when it became the first urban destination in North America to earn the Responsible Tourism Institute’s coveted biosphere certification that recognizes commitment to environmental sustainability, cultural diversity, equity and social responsibility.  

  • Ottawa Tourism

    The Shaw Centre in downtown Ottawa is always thinking about the future with their Leave a Legacy program. The Shaw Centre’s team identifies opportunities to donate anything left over, whether non-perishable food, obsolete marketing collateral, promotional items, furniture, displays, carpets, or anything else to the local Ottawa community with volunteer assistance from local partners. The Shaw Centre looks after all the arrangements to ensure your donations go where they matter most.  

  • Banff & Lake Louise Tourism

    The Community Impact Program is a unique initiative that allows organizations to purchase prepaid co-invested cards for their clients to support local businesses and charities such as the Biosphere Institute of the Bow Valley, Banff Pride Society, and many other non-profits. The program was recently shortlisted for the GDS Innovation Award.   “When we reached out to start the program in 2022, I was hoping to have about 10-12 destinations across Canada join us. In the end, we had 16 destinations join the Plan – and that’s really exciting," adds Virginie De Visscher, Acting Executive Director, Business Events, at Destination Canada. "This plan is meant to inspire and drive change within our destinations — helping them take concrete action to be better stewards of sustainable business events and create an environment of change within their destinations. The results of the GDS-Index will be paramount to continued forward momentum and continuous sustainability improvements.”   Earlier this year, the Canadian Business Event Sustainability Plan was named the winner of the 2023 IMEX-EIC Innovation in Sustainability Award, acknowledging Destination Canada’s commitment to driving sustainability and innovation. When the Canadian Business Event Sustainability Plan is complete, the 16 participating destinations will have a complete inventory of the sustainability programs available across the country. This inventory will inform the turnkey economic, socio-cultural, and environmental sustainability solutions provided to global clients, empowering them to take action and understand how Canadian host cities can help them meet their own sustainability goals.

• 08 Jun 23

  Partner News
  Destination Canada Launches New Tourism Corridor Strategy

    Destination Canada Launches New Tourism Corridor Strategy to Accelerate Intentional Inter Provincial/Territorial Destination Development. ...Read more
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  Destination Canada Launches New Tourism Corridor Strategy - News & announcements

   

  Destination Canada Launches New Tourism Corridor Strategy to Accelerate Intentional Inter Provincial/Territorial Destination Development.

  Three pilot corridors from across Canada have been selected.

    Destination Canada has launched a new pilot project called the Tourism Corridor Strategy Program, which aims to accelerate the intentional development of tourism corridors or clusters of tourism assets across Canada. In partnership with a variety of stakeholders across provincial and territorial boundaries, this collaborative project will benefit not only the communities and destinations involved but will also bolster Canada’s competitiveness by giving visitors more reasons to travel to new regions across Canada.  

  A corridor is a geographic region or a route that connects different destinations with significant tourist attractions, such as:  

  • historical sites,
  • natural landscapes,
  • or cultural events.

    Corridors have the potential to offer a range of attractions and experiences that are connected by a scenic and convenient route, making them popular amongst visitors who want to explore multiple destinations in a single journey, ultimately benefitting local communities.   “As a country, we aim to offer legendary experiences for our guests, end-to-end but for our tourism sector to grow and truly thrive, we must equally consider the aspirations of communities as hosts, said Marsha Walden,” President and CEO, Destination Canada. “Our new pilot program will help to fill the existing gap in cross-boundary, intentional, destination development and ultimately help build a more resilient tourism industry that contributes to the wealth and wellbeing of Canadians, while also making Canada a more competitive destination, aligning our offering with the expectations of today’s high value guests.”   As part of the Tourism Corridor Strategy Program, Destination Canada, along with a consultant, and selected corridor partners will co-create and deliver a strategy, implementation plan, and financial plan to support a regenerative approach to the development of these tourism corridors in the future.   “Canada makes all senses come alive with an abundance of natural beauty, captivating international business events, riveting cultural performances, and eye-opening Indigenous experiences. Domestic and international visitors alike have a growing interest in more sustainable forms of tourism, and Canada is well-positioned to deliver. The Tourism Corridor Strategy Program will promote the visitors’ economy across Canada, strengthen our tourism ecosystem, and supports vibrant, thriving communities from coast to coast to coast for long-term prosperity,” said The Honourable Randy Boissonnault, Minister of Tourism and Associate Minister of Finance.   Selected Corridors:    Applications to be part of the pilot program opened to industry in February 2023. Following a comprehensive review process, Destination Canada has selected three high-potential tourism corridors to support for 2023. The selected projects include:  

  • Atlantic Canada UNESCO Tourism Corridor: Brings together the Canadian Commission for UNESCO, Fundy Biosphere Region, New Brunswick, Nova Scotia, Newfoundland and Labrador and Parks Canada to convene diverse stakeholders, foster innovation, and identify a common vision for the future where humans and the environment connect and thrive. Atlantic Canada hosts 13 UNESCO-designated sites that form a network of unique landscapes, rich cultural history and diverse offerings.
  • Sustainable Journey from Prairies to Pacific: Leverages Highway 3 which is a key interprovincial corridor linking the large urban hubs of Southern Alberta and British Columbia’s lower mainland. This corridor will integrate the existing key strategies and experience themes in Alberta and British Columbia to produce a collection of potential investment opportunities, as well as infrastructure enhancements to grow demand and manage visitation in the long-term.
  • Northern Indigenous Tourism Lodge Network: Engages First Nations communities on the concept of an Indigenous Tourism Lodge Network throughout the Yukon, western Northwest Territories and Northern BC. This project will determine interest and readiness to develop small-scale, Indigenous-owned tourism lodges as one way to respond to the strong demand for authentic Indigenous tourism experiences and products. Development would create employment and business opportunities based on Indigenous cultural expression in remote northern communities. Phase one will assess community readiness and the business case for such a network and produce a report for consideration by First Nation Governments, development corporations, businesses and investors.

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