In December, Destination Canada released a report on the potential of Canada’s visitor economy alongside the Honourable Mélanie Joly, Minister of Tourism, Official Languages and La Francophonie during an address at the Economic Club of Canada in Toronto.

The report, a collaboration between McKinsey & Company and DC, is intended to stimulate discussion about the structure, performance and potential of the tourism industry, and introduce possible avenues to grow Canada’s visitor economy.

The report describes in ample evidence how Canada’s tourism potential remains underdeveloped. While Canada can significantly raise its tourism aspirations, the potential of the sector cannot be achieved overnight.  This report is also being used as part of the Honourable Minister of Tourism, Official Languages and La Francophonie’s development of a new Federal Tourism Strategy.

For more information and to download the free report click here