- Destination Canada CEO and Minister Soraya Martinez Ferrada launch 'A World of
Opportunity' at Canada's signature
international tourism marketplace, Rendez-vous Canada, in Edmonton
- New tourism strategy is a roadmap to make Canada a top 7 global destination by
2030
- Aims to generate $160 billion
in annual revenue by 2030
EDMONTON, AB,
May 16,
2024 /CNW/ - Today, Destination Canada,
launched its new tourism strategy, 'A World of
Opportunity' which sets a firm focus on transforming the
sector and catapulting Canada back
into the top 7 global destinations by 2030.
Destination Canada President and CEO, Marsha Walden, and The Honourable Soraya
Martinez Ferrada, Minister of Tourism, officially presented the
tourism roadmap designed to increase Canada's global competitiveness and bring in
up to $160 billion in annual revenue
by 2030, transcending the traditional constraints that currently
cap the tourism industry's potential at $140
billion.
Canada's global competitiveness
has continued to slip since 2009. The World Economic Forum's Travel
and Tourism Development Index, which measures the impact of factors
and policies which enable sustainable development of tourism and
its contribution to over 100 countries worldwide - ranked
Canada as 13th – a drop of three
places and marking the first time Canada has fallen out of the top
ten.
"This is a pivotal moment for the tourism industry in
Canada. We know tourism is already
outpacing the global and Canadian economies but without a
transformative shift, we risk stagnation and vulnerability to
future economic shocks," says Marsha
Walden, President and CEO, Destination Canada. "But we can't
do it alone, to truly transform, there must be collective action.
This is why Canadians are at the heart of this strategy. Together,
we can drive transformative growth, inspire civic and national
pride in what we have to offer, create sustainable, meaningful
experiences for our guests and yield tangible benefits for our
communities from coast to coast to coast."
Transformative growth for the sector will be achieved through
four strategic drivers, each backed by coordinated initiatives and
actions. These include:
- Sector Advancement | A Competitive Canada
- None of the ambitious goals can be reached unless Canada is more competitive. Destination
Canada has consulted with industry
to identify 7 levers that can boost the sectors
competitiveness.
- Brand Leadership | Driving the Brand
- Creating a more sustainable and balanced tourism landscape
through strategically targeting and geographically dispersing
guests to expand seasonality and provide local opportunities.
- Destination Development | Propelling Investment and
Supply
- Working with communities and corridors to create long-term
destination development strategies, and identify needed tourism
infrastructure as well as the products, services, workforce and
access required to meet the expectations of our guests and the
needs of local communities.
- Collective Intelligence | Leading with Data
- Expanding the accessibility of data and insights, empowering
businesses large and small, to compete with the world.
"Canada is a tourism superpower
– because we have what the world wants," said the Honourable Soraya
Martinez Ferrada, Minister of Tourism. "Destination Canada's 'A World of Opportunity' strategy
will help our tourism sector reach its full potential, bringing
more visitors to our country and creating jobs & opportunities
in communities nationwide. It also aligns perfectly with our
Federal Tourism Growth Strategy. In a world where nations are
investing in tourism, we're ensuring that Canada can compete with the best."
"Tourism operators can innovate their offerings and align with
the goals outlined in the 2030 Strategy, such as enhancing
sustainability, promoting local experiences, and expanding
seasonality," said Beth Potter,
President and CEO of the Tourism Industry Association of
Canada. "By differentiating
themselves through unique and authentic offerings, SMEs can attract
more visitors and contribute to the diversification of Canada's tourism offerings."
"By forming partnerships, operators can expand into new markets,
share resources, and develop innovative solutions to common
challenges facing the sector," added Potter.
"We have an amazing opportunity ahead of us to reach
160 billion dollars by 2030. This is
especially exciting as we can triple Indigenous tourism in this
country, create thousands of new jobs and support hundreds of new
businesses. It's time to work together to market, develop and grow
tourism in this country. That is true economic reconciliation in
action," said Keith Henry, President
and CEO, Indigenous Tourism Association of Canada.
About Destination Canada
At Destination Canada, we believe that tourism enhances the
wealth and wellbeing of Canadians and enriches the lives of
visitors. Our mission is to influence supply and build demand for
the benefit of locals, communities and visitors through leading
research, alignment with public and private sectors, and marketing
Canada nationally and abroad.
Knowing that diversity is our greatest asset, we promote
Canada as a premier four-season
leisure and business tourism destination around the country and
world in 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.
Destination Canada is a Crown
corporation wholly owned by the Government of Canada.
www.destinationcanada.com
SOURCE Destination Canada