Destination Canada

Destination Canada, originally established as the Canadian Tourism Commission (CTC) in 1995, embarked on a mission to showcase Canada's breathtaking landscapes, vibrant cultures, and unique experiences to the world. As a Crown corporation wholly owned by the Government of Canada, its creation marked a pivotal moment in unifying the country's tourism marketing efforts on a national and international scale. The organization was founded on the principle of collaboration, recognizing that the strength of Canada's tourism appeal lay in the collective power of its diverse regions, businesses, and people. From its inception, Destination Canada has been dedicated to promoting the growth and profitability of the Canadian tourism industry, not just by marketing Canada as a desirable travel destination, but also by providing crucial research and insights to empower the industry's decision-makers. This commitment to partnership has seen Destination Canada work hand-in-hand with provincial and regional tourism associations, government agencies at all levels, hoteliers, tour operators, airlines, and attraction managers, fostering a cohesive approach to welcoming the world to Canada.

Over the years, Destination Canada has evolved its strategies to meet the ever-changing dynamics of the global travel market. It has consistently focused on markets where Canada's tourism brand resonates most strongly and where the return on investment is highest. This evidence-based approach, driven by meticulous research, has guided marketing initiatives in key international markets. The organization's mandate extends beyond leisure travel, with a dedicated Business Events team leveraging in-depth global market analysis to attract international conferences and events aligned with Canada's priority economic sectors. At its core, Destination Canada believes that Canada's diversity is its greatest asset, a mosaic of cultures and landscapes that deeply touches the hearts of travellers. This belief fuels a commitment to inclusive leadership and a dedication to enhancing the quality of life for Canadians while enriching the lives of visitors, ensuring that Canada remains a premier four-season destination for generations to come. The journey continues, with a focus on transformative growth, industry resilience, and inspiring those with 'glowing hearts' to fall in love with Canada.