Discover Canada Introduces Revolutionary Tourism Data Collective to Drive Economic Growth

Destination Canada Unveils Groundbreaking, Award-Winning Tourism Data Collective to Boost Economic Growth

Introducing the Revolutionary Canadian Tourism Data Collective
Empowering the industry to make smarter marketing, investment, and destination development decisions, ultimately driving economic growth. Aiming to propel Canada into the top 7 global tourism destinations by 2030 through data-driven decision making.

Today marks the launch of an innovative data and analytics platform set to revolutionize the Canadian tourism industry and boost economic growth. The Canadian Tourism Data Collective is a first-of-its-kind, secure, centralized platform designed to harness the power of data to increase Canada’s competitiveness.

Official Launch at the Hotel Association of Canada’s Annual Conference
Officially launched at the Hotel Association of Canada’s Annual Conference in Montreal, the platform is a partnership between Destination Canada, Statistics Canada, and the Department of Innovation, Science, and Economic Development, and is one of the key initiatives outlined in Destination Canada’s 2030 Strategy – ‘A World of Opportunity’.

Bold Targets Set for Canada’s Tourism Sector
The new strategy sets bold and ambitious targets for Canada’s tourism sector and aims to reclaim and improve Canada’s global tourism competitiveness ranking and generate revenue of up to $160 billion annually. With the recent release of the World Economic Forum’s Travel and Tourism Development Index 2024 showing Canada rising two places to rank 11th, more progress is required to increase Canada’s competitiveness and re-enter the top seven.

The Power of Data and AI in Tourism
“The Data Collective showcases Canadian innovation empowering tourism businesses from coast to coast to coast to create a unique competitive advantage for Canada,” says Meaghan Ferrigno, Chief Financial Officer, and Chief Data and Analytics Officer, Destination Canada. Powered by Google Cloud Platform, this initiative harnesses the latest in data, analytics, and AI technology to provide stakeholders with timely, relevant, and actionable insights.

Thought-provoking Quotes from Industry Leaders
“Artificial intelligence and big data are changing our world – including the tourism industry,” says The Honourable Soraya Martinez Ferrada, Minister of Tourism and Minister responsible for the Economic Development Agency of Canada for the Regions of Quebec. “That’s why Destination Canada is launching the Canadian Tourism Data Collective, harnessing the power of data and AI to help the sector make smarter decisions.”

The Canadian Tourism Data Collective is a groundbreaking initiative that has the potential to transform the tourism industry in Canada. By leveraging the power of data and AI, stakeholders can make informed decisions that drive economic growth and increase competitiveness on a global scale. With the collaboration of industry leaders, government agencies, and data experts, Canada is on track to become one of the top global tourism destinations by 2030. The future of Canadian tourism looks bright, with the Data Collective leading the way towards prosperity and success.



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