Investing in Destination Canada – the federal Crown corporation formed under the Canadian Tourism Commission Act – is a direct and impactful strategy to advance the government’s priorities for strengthening global partnerships and expanding international trade. Destination marketing is essential to attracting international visitors and driving sustainable economic growth. Destination Canada plays a pivotal role in the recovery and growth of the tourism sector by helping to maximize visitor spending, promote Canadian destinations, bolster Indigenous tourism, and foster cultural exchange. In 2024, investment in Destination Canada helped to generate $31.2 billion in tourism spending from international visitors alone.

Investment in Destination Canada marketing and promotion delivers a positive return on investment. Each dollar of investment in Destination Canada generates an estimated $11.77 in visitor spending. In 2023, investment in Destination Canada’s targeted marketing initiatives throughout Europe and North America generated an additional 878,614 international visitors to Canada.

However, due to inflation and a devalued Canadian dollar, Destination Canada’s spending power on international marketing initiatives and its ability to promote the country globally have been limited. Meanwhile, the number of international tourists visiting Canada remains below pre-pandemic levels.

To fully achieve the objectives as set out in Destination Canada’s Tourism 2030 strategy and ensure Canada remains competitive on the global stage, increased funding is necessary. A meaningful increase to Destination Canada’s annual parliamentary appropriation is crucial to the return of international travellers and sustained growth in our tourism sector.

Recommendation 4

Increase Destination Canada’s annual base parliamentary appropriation to ensure it can fully support tourism sector growth and competitiveness. Increased funding will amplify Destination Canada’s marketing efforts, increase Canada’s global brand competitiveness, attract more international visitors, and drive economic growth across the country.