Destination Canada, Air Canada Join Forces To Boost Tourism

Happy birthday, Canada!

That’s pretty much how the industry should interpret the new partnership between Destination Canada and Air Canada as the two join forces to promote Canada’s tourism wonders to the world.

The deal, reached on the eve of Canada’s 150th birthday, is an innovative, three-year partnership that draws on the complementary strengths of the two organizations.

As Canada’s tourism marketing organization, Destination Canada inspires the world to travel to Canada and supports the tourism industry across the country.

Air Canada, with the most extensive international and domestic network of any Canadian carrier, makes it easy for tourists to visit and explore Canada.

Under the agreement announced today (Nov. 29, 2016), Destination Canada and Canada’s flag carrier will collaborate on strategic marketing initiatives and events aimed at travel trade, consumer markets and the media.

This is the first partnership of this scope between the two organizations and the first partnership for Destination Canada with a retail partner – bringing the Canada story to millions of travelers around the world.

Canada’s minister of small business and tourism, Bardish Chagger observed: “It is inspiring to see Destination Canada advance our tourism industry through partnerships like this one. This is the first collaboration of this scope and it is very exciting to see our national tourism marketing agency join forces with an international carrier such as Air Canada to help bring more visitors to experience what our nation has to offer.”

David Goldstein, president and CEO, Destination Canada, said: “We couldn’t have chosen a better time for this partnership. Right before our country’s birthday in 2017 and following international recognition of Canada as a premier tourism destination by Lonely Planet and National Geographic, this partnership will enable us to highlight that the world needs more Canada.”

Benjamin Smith, president, passenger airlines at Air Canada, said that: “Air Canada is very pleased to have this opportunity to leverage the global marketing power of Destination Canada by combining it with the strength of our extensive and growing network. Canada as a brand has more appeal than ever around the world and as Canada’s flag carrier we are eager to play our part and support our industry partners by carrying visitors to and within Canada, taking them to amazing destinations throughout our country.”

Through the new agreement both companies will better align their strategies in international markets.

The growing air access available through Air Canada will contribute to the growth of the tourism industry promoted by Destination Canada to the benefit of all industry partners and stakeholders in Canada.