Eighteen months ago, Destination Canada's Australian office partnered with leading Australian travel organisations to sign a groundbreaking pledge, focusing on transforming the future of Canadian tourism in alignment with Destination Canada's 2030 Strategy – A World of Opportunity, an ambitious plan that sets a firm focus on transforming the sector and catapulting Canada back into the top 7 global destinations by 2030. 

This commitment set out to strategically enhance Canadian tourism offerings in ways that positively impact the environment, society, culture, and economy. The founding pledge partners, which have formed Destination Canada Australia's Strategic Advisory Group, have worked together to evolve how this commitment could be expanded to the broader travel industry and ultimately piloted a model that could be rolled out globally.

This week marks a major milestone as Destination Canada Australia formally extends an invitation to the entire Australian travel industry ,including agents, wholesalers, tour operators, cruise lines, media, airlines, and strategic partners, to join the pledge and take part in a movement that will reshape the future of tourism in Canada and beyond.

The pledge reflects Destination Canada's belief that tourism can, and must, be a powerful force for good - enriching Canadian communities, restoring the environment, upholding cultural respect, and creating meaningful and lasting benefits for future generations.

Travel advisors, trade partners, industry stakeholders and media are crucial in bringing this vision to life, acting as the most trusted voices guiding travellers' choices. By sharing Canada through the lens of a regenerative approach and recommending experiences that are authentic, sustainable, community-led and values-driven, industry professionals can help travellers understand that the way they travel can leave a legacy of respect and renewal.

Speaking on this milestone, Luciana Magliocco, Regional Managing Director, Europe and Australia, Destination Canada said, “The launch of the Pledge marks a significant milestone for our industry and our efforts in the Australia market, bringing tourism partners together around a shared commitment to regeneration. As an organisation, we are incredibly proud of the work led by Julie King and the wider Destination Canada Australia team, in partnership with the Strategic Advisory Group, to bring this initiative to life.”

“The vision and collaboration from the Strategic Advisory Group's founding partners show what becomes possible when an industry embraces collective leadership for long-term impact, and we look forward to seeing the positive outcomes that will follow” added Magliocco.

Managing Director of Destination Canada Australia, Julie King, said the industry now has the opportunity to demonstrate the positive difference of collective action. “I'm genuinely grateful to the partners who have been part of this journey so far - their commitment, restless curiosity, and willingness to lead a new way of thinking about tourism have been pivotal.”

To reflect the unique partnership between Australia and Canada, a new emblem has been created combining the iconic Canadian maple leaf with Australia's golden wattle to reflect two nations whose values and ambitions are intertwined. The emblem speaks to the spirit of the pledge partnership, collaboration and respect, a collective promise from Australia's travel industry to support regenerative outcomes in Canada that benefit people and place. 

“Together for Impact is more than a tagline, it captures the reality that when our industry comes together, we can create transformational change. When more partners align, share knowledge, and champion values-driven travel, we create benefits that reach travellers, Canadian communities, and the planet. This pledge advocates for regenerative practices that support long-term sustainable growth, build resilience, and strengthen both industry prosperity and community wellbeing,” added King.

Pledge signatories will gain access to a focused suite of benefits, including the right to use the Partnership Pledge emblem for increased visibility, access to market insights from Destination Canada, and tailored training. They will also receive early access to new tools and content drawn from Canada's regenerative tourism initiatives, opportunities to learn from the Australian Strategic Advisory Group, and direct engagement with Canadian thought-leaders. 

Signatories join a purpose-driven community committed to regenerative outcomes and have the opportunity to shape the future strategy of Canada in Australia through ongoing feedback and shared learning. 

Interested travel industry partners are invited to register here.

Social media video asset here.  

Members of the strategic advisory group are:

Neil Rodgers, Managing Director- Adventure World

Greg McCallum, Part Owner and Sales and Marketing Director- Entire Travel Group

Tim Holden, Tourism Body Partnerships - Flight Centre Travel Group, Business Leader

Melissa Warren, Group General Manager – Marketing- Helloworld Travel

Daniel Walker, Managing Director -  Sno'n'Ski Holidays 

Mladen Vukic, Chief Product & Operations Officer - APT Travel Group

Rodney Muller, Managing Director -  Ski Max Holidays

Casandra Foister, Vice President - Ski Max Holidays

Matt Leedham, Founder and Managing Director - Karryon

Julie King, Managing Director, Destination Canada, Australia

Nathan McLoughlin, Director, Travel Trade, Destination Canada, Australia