Canada new tourism vision
In 2020, Destination Canada, the national tourism marketing organization, launched a new tourism vision for Canada, which is focused on promoting the country as a unique and diverse destination that offers a wide range of experiences for international visitors. The vision is centered around the idea of "Canada: The World's Most Diverse Country" and is designed to appeal to a global audience.
The new tourism vision is built around four key pillars:
- Diversity: Canada is a country of diverse landscapes, cultures, and experiences. The vision highlights the country's rich Indigenous heritage, vibrant cities, and stunning natural beauty.
- Adventure: Canada is a destination for outdoor enthusiasts, with opportunities for hiking, skiing, kayaking, and other adventure activities. The vision showcases the country's vast wilderness areas, national parks, and scenic routes.
- Culinary: Canada is known for its diverse cuisine, which reflects the country's cultural diversity. The vision highlights the country's fresh seafood, craft beer, and artisanal food products.
- Innovation: Canada is a hub for innovation and technology, with a thriving startup scene and world-class research institutions. The vision showcases the country's cutting-edge industries, such as clean tech and artificial intelligence.
The new tourism vision is supported by a range of marketing campaigns and initiatives, including:
- "The World's Most Diverse Country": A global marketing campaign that showcases Canada's diversity and uniqueness as a travel destination.
- "Canada 150": A celebration of Canada's 150th anniversary, which featured a range of events and activities across the country.
- "Indigenous Tourism": A program that promotes Indigenous-led tourism experiences and supports the development of Indigenous tourism businesses.
- "Outdoor Adventures": A campaign that highlights Canada's outdoor recreation opportunities and encourages visitors to explore the country's natural beauty.
- "Food and Drink": A campaign that showcases Canada's culinary scene and encourages visitors to try local specialties and artisanal products.
Overall, the new tourism vision for Canada is designed to promote the country as a unique and diverse destination that offers something for everyone. By highlighting the country's diversity, adventure opportunities, culinary scene, and innovation, Destination Canada aims to attract more international visitors and increase tourism revenue for the country.