Destination Canada is Canada’s national tourism organization, promoting the country globally to drive sustainable growth across the visitor economy and strengthen Canada’s competitiveness as a travel destination.
We work with partners nationwide to drive demand through leisure marketing in nine key geographic markets — Australia, China, France, Germany, Japan, Mexico, South Korea, the United Kingdom (UK), and the US. Canada’s compelling new brand platform, underscored by the tagline ‘Canada, naturally’, sets the expectation that travel in Canada will be real and authentic.
Our global Business Events program competitively positions Canada as a host for major international meetings and conventions.
Additionally, we provide the sector with leading research and market intelligence to inform data-driven decisions, and spearhead destination development and investment attraction strategies to expand capacity and position Canada as a compelling destination for tourism investment.
Destination Canada’s activities convert public dollars into fast returns, creating jobs, GDP and tax revenues almost immediately. In 2025, tourism generated $140.5 billion in visitor spending, supporting over 280,000 businesses in 5,000 communities. With revenues projected to grow to $177B by 2030, tourism is a key economic driver and one of Canada’s top service exports, with the potential to contribute 9-10% to Canada’s $300B trade diversification goal.
Destination Canada is a Crown corporation wholly owned by the Government of Canada.
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For more information, visit www.destinationcanada.com.
For visual assets, please visit the Brand Canada Library.
