Destination Canada

At Destination Canada we believe in the power of tourism. Our aspiration is to enhance the quality of life of Canadians and enrich the lives of visitors.

Our mission is to influence supply and build demand for the benefit of locals, communities and visitors through leading research, building alignment with public and private sectors, and marketing Canada nationally and abroad. In collaboration with our partners, we promote Canada as a premier four-season leisure and business tourism destination around the country and world.

Destination Canada’s approach focuses on markets where Canada’s tourism brand leads and yields the highest return on investment. We use research to drive our evidence-based marketing in nine key geographic leisure source markets: Australia, Canada, China, France, Germany, Japan, Mexico, South Korea, United Kingdom and the United States. In addition, our Business Events team leverage in-depth global market analysis to target international clusters aligned with Canada's priority economic sectors.

We believe that Canada's diversity, its greatest asset, is also, what touches travellers' hearts most deeply. To that end, we are committed to inclusive leadership within our workforce, workplace, and interactions with partners and travellers alike.

Destination Canada is a Crown corporation wholly owned by the Government of Canada and formed under the Canadian Tourism Commission Act. 

BUILD TRUST

We believe in the expertise of our people and deepen trust with our partners by holding ourselves to the highest standards for our actions and results.

STRIVE TO LEARN

We challenge ourselves and each other to go beyond the status quo. Every day, we strive to maximize learning and embrace better ways of thinking and doing.

PASSIONATE COMMITMENT

Our shared passion and pride for Canada inspires and engages others. Our collective commitment strengthens the Canadian tourism sector.

COLLABORATE TO SUCCEED

Our achievements are the result of the diverse perspectives, experiences and contributions of our team and partners. As inclusive leaders, we listen and learn from each other because open collaboration always makes the work better.

LEAD BOLDLY

We approach our work with courage and curiosity. Leading the industry, we identify competitive advantage through an informed and creative approach that charts an ambitious path for others to follow. 

When we commit to justice, we commit to dismantling barriers to resources and opportunities so that all individuals and communities can live a full and dignified life.
 

When we commit to diversity, we commit to recognizing all the differences between us based on which we experience advantages or barriers. These differences could be based on race, ability, gender identity and more.

When we commit to equity, we commit to allocating resources and our time to ensure that everyone has the same opportunities. 

When we commit to inclusion, we commit to fostering a sense of belonging by centering, valuing and amplifying the voice, perspectives and styles of those who experience more barriers based on their identities.

As storytellers, marketers and representatives of Canada’s tourism sector, we recognize our position of influence, and the importance of our work, workplace and workforce in reflecting the many voices and places that make up Canada.

Against the backdrop of a shifting and changing social landscape,  including recognition of injustices to Indigenous peoples in Canada,  rising anti-Asian sentiment and the Black Lives Matter movement, we continue to take actions to shift and share power - creating space for equity in painting an authentic and representative picture of Canada. We look to learn on our own, seek out opportunities to learn from experts compensated for their time, and grow with the help of our partners, collaborators and role models.

Change is a continual process that, at times, can feel uncertain and difficult — but each small action that we take is a step towards creating a better Destination Canada. Like Haida author and artist Michael Nicoll Yahgulanaas’ story of the Little Hummingbird, where the tiny bird dedicates itself to putting droplets of water on the fire until it is extinguished, “I am doing what I can.”