Latest news with #DestinationCanada
Associated Press
3 days ago
- Business
- Associated Press
Destination Canada Launches New Toolkits to Support the Development of Tourism in Rural, Remote and Northern Communities
Empowering communities to leverage tourism in their municipal planning and tap into the $130B per year tourism contributes to the Canadian economy OTTAWA, ON, May 30, 2025 /CNW/ - Today Destination Canada, in partnership with the Federation of Canadian Municipalities (FCM), launches two new Tourism Destination Development Toolkits to more than 1,500 elected officials at the FCM Annual Conference and Tradeshow. The two toolkits, focused on tourism development for rural as well as remote and northern Canadian communities are designed to support municipalities in building vibrant, sustainable, and competitive tourism destinations. As part of Destination Canada and FCM's ongoing partnership, these resources were developed collaboratively with FCM, incorporating feedback from their remote, rural, and northern community caucuses. Connected to Destination Canada's 2030 Strategy, the toolkits are designed for communities starting from the ground up and who may not have dedicated tourism organizations or personnel. These comprehensive resources offer practical guidance on tourism innovation, community involvement, Indigenous partnerships, and regenerative tourism practices. They help define tourism's ecosystem and showcase how destinations can leverage Destination Canada's latest tourism intelligence and analytics, which also focus on the growing value of the visitor economy. The Toolkits Include: Key Features The toolkits make their debut during the 'Ask the Expert' session at the FCM Annual Conference May 29-June 2 in Ottawa. During this session, municipal panelists will share their own perspectives on economic diversification and highlight the value of leveraging the visitor economy in today's uncertain landscape. The discussion centres around how the toolkits can facilitate tourism development and community engagement, improve both visitor and resident experiences, and drive sustainable economic growth by expanding the visitor economy into new regions. Tourism's Opportunity: In 2024, tourism contributed $130B to the Canadian economy—that's over $350M a day in revenue, powered by 265,000 businesses in 5,000 communities coast to coast to coast. Tourism is an important catalyst for economic growth. It breathes life into economic opportunities across diverse sectors such as hospitality, transportation, retail, arts and culture, and entertainment—while also enhancing the quality of life in communities. The Tourism Destination Development Toolkits reflect Destination Canada's commitment to supporting municipalities with actionable strategies and innovative solutions, connecting communities to the tourism ecosystem and catalyzing their visitor economy. Quotes: 'Tourism is a powerful economic engine that drives growth and prosperity across Canada. By supporting travel and tourism at the community level, we're creating meaningful opportunities—including for Indigenous peoples—while strengthening the economic fabric of the places we call home. These toolkits will empower northern, remote and rural communities to build on their unique strengths, improve their quality of life and develop tourism in a way that reflects their identity and values.' – The Honourable Rechie Valdez, Minister of Women and Gender Equality and Secretary of State (Small Business and Tourism) 'Canada's rural, remote, and northern communities are packed with one-of-a-kind cultural experiences and natural beauty — they're at the heart of what makes our tourism industry special. This practical toolkit is all about helping local businesses and communities play to their strengths and grow tourism in a smart, sustainable way that really benefits folks on the ground in our communities."-The Honourable Buckley Belanger, Secretary of State (Rural Development) 'Destination Canada's new toolkits represent a pivotal step forward in empowering our municipal leaders to create authentic, sustainable, and competitive destinations,' says Gracen Chungath, SVP, Investment and Destination Development. 'With an intentional destination strategy that is integrated into the community plan; municipal leadership, residents and businesses work towards a common goal which only increases the value of tourism for all.' 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. Tourism contributes $130B to the Canadian economy. That's more than $350M a day in revenue powered by 265,000 businesses in 5,000 communities coast to coast to coast. Destination Canada's activities convert public dollars into international visitor spending within the same year—creating jobs, GDP, and tax revenues almost immediately. Every dollar invested in DC turns into a demonstrable financial return for Canadian businesses, workers, communities, and governments. 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. Additionally, our Business Events team uses global insights to target and attract international events aligned with Canada's top economic sectors. Destination Canada is a Crown corporation wholly owned by the Government of Canada. SOURCE Destination Canada
Yahoo
3 days ago
- Business
- Yahoo
Destination Canada Launches New Toolkits to Support the Development of Tourism in Rural, Remote and Northern Communities
Empowering communities to leverage tourism in their municipal planning and tap into the $130B per year tourism contributes to the Canadian economy OTTAWA, ON, May 30, 2025 /CNW/ - Today Destination Canada, in partnership with the Federation of Canadian Municipalities (FCM), launches two new Tourism Destination Development Toolkits to more than 1,500 elected officials at the FCM Annual Conference and Tradeshow. The two toolkits, focused on tourism development for rural as well as remote and northern Canadian communities are designed to support municipalities in building vibrant, sustainable, and competitive tourism destinations. As part of Destination Canada and FCM's ongoing partnership, these resources were developed collaboratively with FCM, incorporating feedback from their remote, rural, and northern community caucuses. Connected to Destination Canada's 2030 Strategy, the toolkits are designed for communities starting from the ground up and who may not have dedicated tourism organizations or personnel. These comprehensive resources offer practical guidance on tourism innovation, community involvement, Indigenous partnerships, and regenerative tourism practices. They help define tourism's ecosystem and showcase how destinations can leverage Destination Canada's latest tourism intelligence and analytics, which also focus on the growing value of the visitor economy. The toolkits will be available on Destination Canada's website and shared through FCM's communication channels, which reach 2,100 municipalities of all sizes and represent more than 92 percent of all Canadians from coast to coast to coast. The Toolkits Include: Checklist: A practical guide to help communities get started with tourism planning. Investment Readiness: Tools to assess if a community is ready for investment, including zoning, bylaws, and collaboration frameworks. Resources: Links to videos, case studies, best practices, and existing provincial and organizational resources. Key Features Case Studies: Examples like the Rugged Apprentice Program in Yukon, which showcases community engagement and transformative visitor experiences. Support for Indigenous Communities: Highlighting the significant impact cultural tourism has on Indigenous communities and the increasing demand for Indigenous experiences. Youth Opportunities: Emphasizing the creation of quality career jobs to attract and retain youth in these communities. The toolkits make their debut during the "Ask the Expert" session at the FCM Annual Conference May 29-June 2 in Ottawa. During this session, municipal panelists will share their own perspectives on economic diversification and highlight the value of leveraging the visitor economy in today's uncertain landscape. The discussion centres around how the toolkits can facilitate tourism development and community engagement, improve both visitor and resident experiences, and drive sustainable economic growth by expanding the visitor economy into new regions. Tourism's Opportunity: In 2024, tourism contributed $130B to the Canadian economy—that's over $350M a day in revenue, powered by 265,000 businesses in 5,000 communities coast to coast to coast. Nearly 18,000 tourism businesses operate in remote communities. There are over 1,900 indigenous tourism businesses operating across Canada. 704,400 jobs are supported by direct visitor spending throughout Canada. This exceeds the total jobs in agriculture, forestry, fishing, mining, quarrying, and oil and gas combined. Tourism is an important catalyst for economic growth. It breathes life into economic opportunities across diverse sectors such as hospitality, transportation, retail, arts and culture, and entertainment—while also enhancing the quality of life in communities. The Tourism Destination Development Toolkits reflect Destination Canada's commitment to supporting municipalities with actionable strategies and innovative solutions, connecting communities to the tourism ecosystem and catalyzing their visitor economy. Quotes: "Tourism is a powerful economic engine that drives growth and prosperity across Canada. By supporting travel and tourism at the community level, we're creating meaningful opportunities—including for Indigenous peoples—while strengthening the economic fabric of the places we call home. These toolkits will empower northern, remote and rural communities to build on their unique strengths, improve their quality of life and develop tourism in a way that reflects their identity and values." – The Honourable Rechie Valdez, Minister of Women and Gender Equality and Secretary of State (Small Business and Tourism) "Canada's rural, remote, and northern communities are packed with one-of-a-kind cultural experiences and natural beauty — they're at the heart of what makes our tourism industry special. This practical toolkit is all about helping local businesses and communities play to their strengths and grow tourism in a smart, sustainable way that really benefits folks on the ground in our communities."-The Honourable Buckley Belanger, Secretary of State (Rural Development) "Destination Canada's new toolkits represent a pivotal step forward in empowering our municipal leaders to create authentic, sustainable, and competitive destinations," says Gracen Chungath, SVP, Investment and Destination Development. "With an intentional destination strategy that is integrated into the community plan; municipal leadership, residents and businesses work towards a common goal which only increases the value of tourism for all." 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. Tourism contributes $130B to the Canadian economy. That's more than $350M a day in revenue powered by 265,000 businesses in 5,000 communities coast to coast to coast. Destination Canada's activities convert public dollars into international visitor spending within the same year—creating jobs, GDP, and tax revenues almost immediately. Every dollar invested in DC turns into a demonstrable financial return for Canadian businesses, workers, communities, and governments. 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. Additionally, our Business Events team uses global insights to target and attract international events aligned with Canada's top economic sectors. Destination Canada is a Crown corporation wholly owned by the Government of Canada. SOURCE Destination Canada View original content to download multimedia:
Cision Canada
3 days ago
- Business
- Cision Canada
Destination Canada Launches New Toolkits to Support the Development of Tourism in Rural, Remote and Northern Communities
Empowering communities to leverage tourism in their municipal planning and tap into the $130B per year tourism contributes to the Canadian economy OTTAWA, ON, May 30, 2025 /CNW/ - Today Destination Canada, in partnership with the Federation of Canadian Municipalities (FCM), launches two new Tourism Destination Development Toolkits to more than 1,500 elected officials at the FCM Annual Conference and Tradeshow. The two toolkits, focused on tourism development for rural as well as remote and northern Canadian communities are designed to support municipalities in building vibrant, sustainable, and competitive tourism destinations. As part of Destination Canada and FCM's ongoing partnership, these resources were developed collaboratively with FCM, incorporating feedback from their remote, rural, and northern community caucuses. Connected to Destination Canada's 2030 Strategy, the toolkits are designed for communities starting from the ground up and who may not have dedicated tourism organizations or personnel. These comprehensive resources offer practical guidance on tourism innovation, community involvement, Indigenous partnerships, and regenerative tourism practices. They help define tourism's ecosystem and showcase how destinations can leverage Destination Canada's latest tourism intelligence and analytics, which also focus on the growing value of the visitor economy. The toolkits will be available on Destination Canada's website and shared through FCM's communication channels, which reach 2,100 municipalities of all sizes and represent more than 92 percent of all Canadians from coast to coast to coast. The Toolkits Include: Checklist: A practical guide to help communities get started with tourism planning. Investment Readiness: Tools to assess if a community is ready for investment, including zoning, bylaws, and collaboration frameworks. Resources: Links to videos, case studies, best practices, and existing provincial and organizational resources. Key Features Case Studies: Examples like the Rugged Apprentice Program in Yukon, which showcases community engagement and transformative visitor experiences. Support for Indigenous Communities: Highlighting the significant impact cultural tourism has on Indigenous communities and the increasing demand for Indigenous experiences. Youth Opportunities: Emphasizing the creation of quality career jobs to attract and retain youth in these communities. The toolkits make their debut during the "Ask the Expert" session at the FCM Annual Conference May 29-June 2 in Ottawa. During this session, municipal panelists will share their own perspectives on economic diversification and highlight the value of leveraging the visitor economy in today's uncertain landscape. The discussion centres around how the toolkits can facilitate tourism development and community engagement, improve both visitor and resident experiences, and drive sustainable economic growth by expanding the visitor economy into new regions. Tourism's Opportunity: In 2024, tourism contributed $130B to the Canadian economy—that's over $350M a day in revenue, powered by 265,000 businesses in 5,000 communities coast to coast to coast. Nearly 18,000 tourism businesses operate in remote communities. There are over 1,900 indigenous tourism businesses operating across Canada. 704,400 jobs are supported by direct visitor spending throughout Canada. This exceeds the total jobs in agriculture, forestry, fishing, mining, quarrying, and oil and gas combined. Tourism is an important catalyst for economic growth. It breathes life into economic opportunities across diverse sectors such as hospitality, transportation, retail, arts and culture, and entertainment—while also enhancing the quality of life in communities. The Tourism Destination Development Toolkits reflect Destination Canada's commitment to supporting municipalities with actionable strategies and innovative solutions, connecting communities to the tourism ecosystem and catalyzing their visitor economy. Quotes: "Tourism is a powerful economic engine that drives growth and prosperity across Canada. By supporting travel and tourism at the community level, we're creating meaningful opportunities—including for Indigenous peoples—while strengthening the economic fabric of the places we call home. These toolkits will empower northern, remote and rural communities to build on their unique strengths, improve their quality of life and develop tourism in a way that reflects their identity and values." – The Honourable Rechie Valdez, Minister of Women and Gender Equality and Secretary of State (Small Business and Tourism) "Canada's rural, remote, and northern communities are packed with one-of-a-kind cultural experiences and natural beauty — they're at the heart of what makes our tourism industry special. This practical toolkit is all about helping local businesses and communities play to their strengths and grow tourism in a smart, sustainable way that really benefits folks on the ground in our communities."- The Honourable Buckley Belanger, Secretary of State (Rural Development) "Destination Canada's new toolkits represent a pivotal step forward in empowering our municipal leaders to create authentic, sustainable, and competitive destinations," says Gracen Chungath, SVP, Investment and Destination Development."With an intentional destination strategy that is integrated into the community plan; municipal leadership, residents and businesses work towards a common goal which only increases the value of tourism for all." 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. Tourism contributes $130B to the Canadian economy. That's more than $350M a day in revenue powered by 265,000 businesses in 5,000 communities coast to coast to coast. Destination Canada's activities convert public dollars into international visitor spending within the same year—creating jobs, GDP, and tax revenues almost immediately. Every dollar invested in DC turns into a demonstrable financial return for Canadian businesses, workers, communities, and governments. 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. Additionally, our Business Events team uses global insights to target and attract international events aligned with Canada's top economic sectors. Destination Canada is a Crown corporation wholly owned by the Government of Canada.
Cision Canada
4 days ago
- Business
- Cision Canada
First Look: Canada, naturally. Destination Canada's New Brand and Tagline Français
Inviting international visitors to experience Canada's authentic and welcoming nature WINNIPEG, MB, May 29, 2025 /CNW/ - Today Destination Canada unveils its new brand to more than 1,500 industry, media and international buyers at Rendez-vous Canada, the country's largest international tourism tradeshow. Canada, naturally. reflects what comes naturally to Canada—awe-inspiring landscapes and warm-hearted people—and how even the ordinary moments here can feel extraordinary to guests. The first look of this long-term campaign came with the launch of the U.S. multi-channel marketing campaign that went live in market May 12. Rooted in Destination Canada's 2030 Strategy: A World of Opportunity, Canada, naturally. is a bold step toward strengthening Canada's global position and generating $160B in annual tourism revenue by 2030. To achieve this goal and build long-lasting demand, Canada needs to be a destination that resonates deeply with target guests and differentiates itself in a competitive global marketplace. Destination Canada's research and data shows that Canada's target guests are attracted to authentic, unfiltered experiences: 65 per cent of these guests are more likely than other travellers to seek out destinations that feel unique and authentic. (Destination Canada Global Segmentation Data). This new brand direction aims to attract these visitors by showcasing Canada's openness; from open-hearted people that foster a sense of belonging, to open minds that invite fresh perspectives, all set against open spaces that inspire awe and wonder. Instead of filtered and AI-generated content so frequently found in marketing campaigns today, Canada, naturally. leads with quiet, observational vignettes of everyday Canadian moments—from roadside fill-ups in the Rockies to backyard BBQs featuring the northern lights— reflecting Canada's unfiltered beauty, quiet confidence and welcoming attitude. " Canada, naturally. is the perfect antidote to what people need right now," said Gloria Loree, Senior Vice-President, Marketing Strategy & CMO. "We're living in a world that's increasingly filtered and fake, combined with disruption and associated unpredictably. This campaign underscores the importance of connecting to what's real and reflects what makes Canada distinct. It's an open invitation to travellers who are craving authenticity and meaningful connections." Key campaign elements of Canada, naturally. include: Online Videos: Instead of fast-paced montages, the hero videos showcase everyday Canadian moments—captured in 35mm film for a warm, natural aesthetic that feels more documentary than commercial. Watch the online videos Digital advertising: a suite of digital assets echo the same tone—humble, beautiful, and quietly powerful. Showing how the ordinary everyday in Canada, is extraordinary to those who visit. See the digital assets Google Street View collaboration: This is a first-of-its-kind national tourism campaign using authentic images from Google Street View, rather than high-gloss visuals. This bold creative choice reflects our core value of authenticity and redefines how technology can be used to connect with travellers in a deeply human way. In a time when genuine relationships and meaningful connections hold more value than ever, Canada's openness is its greatest strength and competitive advantage. Canada is an opportunity to truly connect with what's real. 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. Tourism contributes $130B to the Canadian economy. That's more than $350M a day in revenue powered by 265,000 businesses in 5,000 communities coast to coast to coast. Destination Canada's activities convert public dollars into international visitor spending within the same year—creating jobs, GDP, and tax revenues almost immediately. Every dollar invested in DC turns into a demonstrable financial return for Canadian businesses, workers, communities, and governments. 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. Additionally, our Business Events team uses global insights to target and attract international events aligned with Canada's top economic sectors. Canada.
Yahoo
4 days ago
- Business
- Yahoo
First Look: Canada, naturally. Destination Canada's New Brand and Tagline
Inviting international visitors to experience Canada's authentic and welcoming nature WINNIPEG, MB, May 29, 2025 /CNW/ - Today Destination Canada unveils its new brand to more than 1,500 industry, media and international buyers at Rendez-vous Canada, the country's largest international tourism tradeshow. Canada, naturally. reflects what comes naturally to Canada—awe-inspiring landscapes and warm-hearted people—and how even the ordinary moments here can feel extraordinary to guests. The first look of this long-term campaign came with the launch of the U.S. multi-channel marketing campaign that went live in market May 12. Rooted in Destination Canada's 2030 Strategy: A World of Opportunity, Canada, naturally. is a bold step toward strengthening Canada's global position and generating $160B in annual tourism revenue by 2030. To achieve this goal and build long-lasting demand, Canada needs to be a destination that resonates deeply with target guests and differentiates itself in a competitive global marketplace. Destination Canada's research and data shows that Canada's target guests are attracted to authentic, unfiltered experiences: 65 per cent of these guests are more likely than other travellers to seek out destinations that feel unique and authentic. (Destination Canada Global Segmentation Data). This new brand direction aims to attract these visitors by showcasing Canada's openness; from open-hearted people that foster a sense of belonging, to open minds that invite fresh perspectives, all set against open spaces that inspire awe and wonder. Instead of filtered and AI-generated content so frequently found in marketing campaigns today, Canada, naturally. leads with quiet, observational vignettes of everyday Canadian moments—from roadside fill-ups in the Rockies to backyard BBQs featuring the northern lights— reflecting Canada's unfiltered beauty, quiet confidence and welcoming attitude. "Canada, naturally. is the perfect antidote to what people need right now," said Gloria Loree, Senior Vice-President, Marketing Strategy & CMO. "We're living in a world that's increasingly filtered and fake, combined with disruption and associated unpredictably. This campaign underscores the importance of connecting to what's real and reflects what makes Canada distinct. It's an open invitation to travellers who are craving authenticity and meaningful connections." Key campaign elements of Canada, naturally. include: Online Videos: Instead of fast-paced montages, the hero videos showcase everyday Canadian moments—captured in 35mm film for a warm, natural aesthetic that feels more documentary than commercial. Watch the online videos Digital advertising: a suite of digital assets echo the same tone—humble, beautiful, and quietly powerful. Showing how the ordinary everyday in Canada, is extraordinary to those who visit. See the digital assets Google Street View collaboration: This is a first-of-its-kind national tourism campaign using authentic images from Google Street View, rather than high-gloss visuals. This bold creative choice reflects our core value of authenticity and redefines how technology can be used to connect with travellers in a deeply human way. In a time when genuine relationships and meaningful connections hold more value than ever, Canada's openness is its greatest strength and competitive advantage. Canada is an opportunity to truly connect with what's real. 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. Tourism contributes $130B to the Canadian economy. That's more than $350M a day in revenue powered by 265,000 businesses in 5,000 communities coast to coast to coast. Destination Canada's activities convert public dollars into international visitor spending within the same year—creating jobs, GDP, and tax revenues almost immediately. Every dollar invested in DC turns into a demonstrable financial return for Canadian businesses, workers, communities, and governments. 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. Additionally, our Business Events team uses global insights to target and attract international events aligned with Canada's top economic sectors. Destination Canada is a Crown corporation wholly owned by the Government of Canada. SOURCE Destination Canada View original content to download multimedia: Error while retrieving data Sign in to access your portfolio Error while retrieving data Error while retrieving data Error while retrieving data Error while retrieving data
