The Canadian Tourism Commission

The 2022-2026 Corporate Plan Summary for Destination Canada outlines a strategy focused on accelerating recovery and building resilience within the Canadian tourism industry. Its aspiration is to generate wealth and wellbeing for all of Canada and enrich the lives of guests, aiming for a more resilient, valuable, and prosperous sector. The plan emphasizes creating a regenerative tourism industry that enhances destinations and visitor experiences while contributing to communities, cultures, heritage, places, and landscapes. Key areas of focus include marketing, enabling destination development, and analytics and insights, supported by strategic pillars of Brand Resonance, Legendary Experiences, Industry Vitality, and Social License.

This Corporate Plan Summary for the Canadian Tourism Commission outlines the strategic direction for 2009-2013, aiming to grow tourism export revenues for Canada and inspire the world to explore the country. The plan is built upon four core objectives: converting high-yield customers, focusing on markets with the highest return on investment, leading the industry in brand relevancy and consistency, and responding to changing market dynamics. These objectives are supported by six key priorities: ensuring consumer relevancy, increasing engagement with the SME community, differentiating Canada, leveraging the Vancouver 2010 Olympic and Paralympic Winter Games, fostering organizational excellence, and strengthening engagement with shareholders. The overall vision is to enhance Canada's image as a premier tourism destination and increase its share of the global tourism market.

This document outlines Destination Canada's COVID-19 plan, focusing on a phased approach of Response, Recovery, and Resilience to navigate the pandemic's impact on the visitor economy. The Response phase concentrates on resource alignment, industry communication, and data dissemination. The Recovery phase aims to build a resilient visitor economy through adapted sales and marketing, domestic travel promotion, and brand reinforcement. The Resilience phase emphasizes investing in community-based tourism, balancing demand, strengthening industry capabilities, and promoting sustainability to differentiate Canada in the global marketplace.

Destination Canada's Accessibility Plan outlines its commitment to fostering diversity, equity, and inclusion by re-evaluating and improving processes across key areas. The plan addresses barriers in employment, the built environment, information and communications technologies (ICT), non-ICT communications, the procurement of goods, services and facilities, the design and delivery of programs and services, and transportation. It aims to create an inclusive environment, dismantle existing barriers, and extend opportunities for people of all abilities, emphasizing continuous improvement and stakeholder feedback.

This Corporate Plan Summary for Destination Canada outlines a strategic roadmap for 2024-2028, aiming to generate wealth and wellbeing through tourism for all Canadians and enrich the lives of guests. The plan is guided by five principles: Collaboration, Prosperity, Public Support, Regeneration, and Reconciliation, and focuses on four strategic drivers: Collective Intelligence, Brand Leadership, Legendary Journeys, and Sector Advancement. Key objectives include driving rapid revenue recovery in the short term, strengthening product supply and stimulating demand in the medium term, and enhancing Canada's international competitiveness and long-term resilience through a regenerative approach to tourism.