As storytellers, marketers and representatives of Canada’s tourism sector, we recognize our position of influence, and the importance of our work, workplace and workforce in reflecting the many voices and places that make up Canada.

At Destination Canada, we also acknowledge the Indigenous Peoples of all the lands that we work and live on. We do this to reaffirm our commitment and responsibility in improving relationships between Nations and to improving our own understanding of local Indigenous Peoples and their cultures. From coast to coast to coast, we acknowledge the territory of the First Nations, Inuit, Métis, and people who have called this place home for generations beyond measure.

At Destination Canada we believe in the power of tourism. Our aspiration is to enhance the quality of life of Canadians and enrich the lives of visitors.

Our mission is to influence supply and build demand for the benefit of locals, communities and visitors through leading research, building alignment with public and private sectors, and marketing Canada nationally and abroad.

We believe that Canada’s diversity, its greatest asset, is also what touches travellers’ hearts most deeply. To that end, we are committed to inclusive leadership within our workforce, workplace, and interactions with partners and travellers alike.