Destination Canada, formerly known as the Canadian Tourism Commission, was established in 1995 as a Crown corporation wholly owned by the Government of Canada. Its primary role is to promote tourism in Canada by marketing the country as a desirable travel destination and providing timely and accurate information to support the Canadian tourism industry’s decision-making processes.
The organization operates with an emphasis on collaborative efforts, working alongside provincial and regional tourism associations, government agencies, hoteliers, tour operators, airlines, and attraction managers to design, deliver, and fund marketing and research initiatives. It targets key international markets including Australia, Brazil, China, France, Germany, India, Japan, South Korea, Mexico, the United Kingdom, and the United States.
Destination Canada aims to enhance the quality of life for Canadians while enriching the experience for visitors. Its approach is evidence-based, utilizing research to drive marketing strategies across nine geographic leisure source markets. The agency also focuses on business events by leveraging global market analysis to attract international clusters aligned with Canada’s priority economic sectors.
Recognizing Canada’s diversity as a key asset, Destination Canada is committed to inclusive leadership within its workforce and in its interactions with partners and travelers. The organization is governed by a board of directors and led by a President and CEO who represent the diverse regions and demographics of Canada.
Overall, Destination Canada strives for transformative growth in the tourism sector, aiming to realize the full potential of the industry, win the competitive battle for visitors, and build long-term industry resilience.