23rd  July , 2024

Canada rolls up its sleeves to drive transformational growth from the UK

Destination Canada recently launched their 2025-2027 Leisure Market Plans. The plans chart a path for sustainable growth to achieve tourisms full economic potential and generate as much as $160 billion in annual revenue by 2030, as envisioned in Destination Canada's 2030 Tourism Strategy: A World of Opportunity, launched at the annual Rendezvous Canada event.

What's next?

To allow for the future growth and sustainability of the tourism industry, Destination Canada will continue to focus on the development of autumn and winter programming. However, in some markets, including the UK, they will also focus on increasing visitor dispersal in summer. The goal is to grow yield during peak periods of the year while increasing revenue in non-peak periods, in order to reach the targets  set in the 2030 strategy.

Destination Canada's approach, developed in close partnership with their Team Canada partners (Provinces, Territories, Cities) and in consultation with industry, is based on research and insights secured through the award winning Canadian Tourism Data Collective. The Data Collective is a partnership between industry and tech leaders that will power Canada's tourism industry to regain its place as a global leader. Partnering with Statistics Canada and Innovation, Science and Economic Development and powered by a cutting-edge Google Cloud Platform, the aim has been to use the best and brightest minds across the public and private sectors to build a tool that will power Canadian tourism innovation. 

As well as market specific objectives, all markets have a collective global ambition: To make Canada stand out. Destination Canada will focus on Canada's unique brand value proposition, showcasing what makes the country distinct and connecting in a meaningful way to the aspirations and values of their target audience.

“Over the next few months there will be an intensive period of working with partners to develop the next phase of our plans - it is a definite case of rolling up our sleeves to move the dial ”, said Rachel McQueen, UK Managing Director for Destination Canada. “Our ambitious 2030 strategy is a real statement of intent, and we will be working hard to ensure that the UK is a key part of that transformational growth. We will continue to engage with our tour operator partners to lean into product development and agent training whilst ramping up the brand messaging to consumers, so there has never been a better time to be selling Canada” she added.

For more media information please contact Nim Singh (not for publication) via  singh.nim@destinationcanada.com (not for publication) 

For more information about Destination Canada, our plans and research  please go to www.destinationcanada.com