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Canada’s world of new opportunities

Rendez-vous Canada (RVC) in Edmonton last month provided a platform for the official launch of Destination Canada’s new tourism strategy, ‘A World of Opportunity’, which aims to transform the sector and propel Canada back into the top seven global destinations by 2030.

The ambitious blueprint calls for sector-wide collaboration to increase Canada’s global competitiveness and see the sector realise its full potential as one of Canada’s biggest-hitting economic drivers.

Among the main goals are achieving a greater dispersion of visitors across the country, and in all four seasons (with a particular focus on autumn and winter), and ensuring there’s a steady pipeline of new hotels, experiences and activities to cater to the anticipated increase of visitors.

The strategy will see more investment in tourism products and experiences and aims to significantly increase the revenue ‘yield’ from visitors. It will take a sustainable approach to all facets of tourism development and will promote regenerative practices to facilitate responsible growth.

Destination Canada will also be looking at new ways to “brand” and market the country in ways that “differentiate” its unique offering.

Working with Indigenous stakeholders and growing Indigenous owned and delivered products is another priority. Indigenous experiences, which included Wendake in Quebec and Metis Crossing in Alberta, had their largest-ever presence at RVC this year.

Marsha Walden, President and CEO for Destination Canada, commented at the unveiling of the strategy: “Across Canada, tourism’s contribution goes well beyond economics. It enriches the lives of guests and benefits communities from coast to coast to coast.

“As we move into this new era of potential and possibility, events like RVC have never been more important. The demand for travel is roaring back and our sector is poised for growth. The future is ours to take, together.”

Destination Canada says the ‘A World of Opportunity’ strategy is designed to achieve a target that would see annual visitor spending increase from $113 billion in 2023 a year to 160 billion by 2030 – a number that would inject $450 million a day into the Canadian economy.

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