Main picture: Aerial view of the Icefields Parkway, Alberta by Jason Hill
You took up your position in 2020 – just before Covid struck. How do you sum up the challenges and achievements of these five years?
Well, it was certainly a difficult start but of course suffered nothing like the type of torment our operators went through trying to survive.
We put in a lot of work to get ready for when our industry reopened.
My key objective was to make sure we had everything in place for when the world was able to open its doors again.
But the unwanted pause also gave us time to think about where we should be heading as a tourism organisation, what the future would look like and what we needed to put in place to better compete globally. I think we came out of it (the pandemic) as ready and as strong as any destination in the world, and we are pleased, of course, to continue to play a key part in Canada’s recovery.
We put a big emphasis on restoring flights, which was critical to our recovery, and the federal government was very forthcoming in providing funds to ensure this.
I am very proud of the way our team is contributing to the recovery of the industry. Initiatives we have put in place include better use of data, which allows us to identify the types of travellers that want to come to Canada.
We now we have over 200 different streams of data coming into our Data Collective, so we can look at who is buying, what they are buying and how much they are spending.
AI has helped us build an incredible platform that is an enormous resource for every tourism provider in Canada.
You have also been focussed on better quantifying the benefits tourism has for all Canadians
Yes, it is important we examine tourism’s impact on residents. That is, are we contributing in the right ways to the wealth and wellbeing of Canadians when we invite visitors to come to our country?
We didn’t have a yardstick to measure this, beyond pure economic terms and numbers – but what are the real benefits for Canadians?
So, we developed a new wealth and wellbeing index – there are about 120 indicators and metrics within this – which has now launched. It gives us measures in six key aspects of tourism’s impact on Canadians, and the results will help us ensure we are contributing in the right way.
The goal is to provide a common language for our industry – from Nova Scotia to British Columbia.
For example, Nova Scotia might be good at delivering A and B for its residents, so would we be able to emulate that in other regions of the country? Will the Nova Scotia model provide our partners on, say, the west coast with a framework or a lens to use?
There is a phrase that ‘A rising tide floats all boats’ and that really is Destination Canada’s philosophy: to collaborate with our partners, to compete better and to bring more benefits for everyone.
Canada has received plenty of positive media coverage this year. Has this helped to increase visitor numbers?
I do think Canada is having a bit of a moment! We have had the attention of the world in a lot of positive and sympathetic ways.
We are being told by our travel trade partners that among those clients who are changing their travel plans (away from the USA) Canada is emerging as their number one alternative choice. We are seeing a lift from some markets, including the UK.
At what pace do you expect Canada’s tourism sector to grow?
We set an ambitious target last year of achieving C$160 billion in annual (tourism) revenues by 2030. We are also aiming to reach seventh spot in the table of the world’s most popular tourist destinations. We will have to work collectively to get there but we are on track: in 2024 revenue was C$130 billion, so we feel good that we are going to reach our targets.
Indigenous tourism products are now part of Canada’s tourism mix. Are you proud of the way these have grown?
I am not sure proud is the right word; we feel a responsibility to be part of the reconciliation of Canada and tourism offers a unique opportunity to do that.
Our business is all about showcasing culture and giving different regions and people an opportunity to tell their stories. We can do it many compelling ways, but we also have a deeper commitment to ensuring “Canada’s real story” to this point in time is told in truthful ways.
Sometimes that is difficult because the truth isn’t always easy, but we have a sense of responsibility to share these stories.
I was saddened that there was so many sole (Indigenous) proprietors in our industry that couldn’t survive the pandemic, so it has been difficult for our partner, Indigenous Tourism Association of Canada (ITAC), to get these restarted. They don’t have quite the same numbers of businesses they had previously but they are rebuilding numbers back up, and we are doing what we can to assist.
Destination Canada’s new campaign, Canada, naturally. revealed at Rendez-vous Canada in Winnipeg in May, seems as evocative and as ‘on-message’ as any during your five years in office?
Yes, I think so. Our Canada, naturally. brand offers a very compelling and accurate reflection of Canada. It highlights aspects of everyday life that Canadians might take for granted but nevertheless feel extraordinary to guests.
Simply put, what comes as standard in Canada – stunning landscapes, natural wonders, wildlife encounters, warm-hearted locals…and much more – always feels special to our visitors.
What have been your most memorable travel experiences in Canada?
Oh, my goodness! I have had a lot of amazing experiences.
You know, my profile as a traveller is aligned with what we have categorised as a “Culture Seeker” and so I always feel deeply enriched by learning more about the history of a place.
There have been plenty of jaw-dropping moments with polar bears and whales – experiences that were just so powerful.
I have had some marvellous trips, such as visiting UNESCO sites in the Maritimes and trying to better understand the early development of Canada – for example, what it must have been like being a soldier coming to Canada as part of the British Army, or the French army in the case of The Fortress of Louisburg in Nova Scotia.
And driving the Icefield Parkway, on the way from Jasper to Calgary, there was a grazing of snow on everything…it was the most beautiful sight.
Every Canadian must do that drive because it is so awe-inspiring.
