Canada’s travel and tourism industry is writing a powerful comeback story—one built on connection, creativity, and an open invitation to the world. With communities from coast to coast to coast showcasing the best of Canadian identity, the country’s tourism sector is proving to be more than just an economic driver. It’s a platform for building resilience, strengthening relationships, and reflecting the values that define modern Canada.
From iconic festivals and culinary showcases to pioneering AI initiatives and award-winning Indigenous tourism conferences, Canada is putting itself on the global map in more ways than one.
Calgary’s Stampede: Turning Culture into Commerce
Few events embody the intersection of tradition and economic momentum like the Calgary Stampede. Welcoming over 1.5 million visitors each year, this ten-day celebration delivers $280 million in direct economic benefit to Alberta. But its value extends far beyond the numbers.At the 2025 event, industry leaders, politicians, and tourism advocates came together to emphasize the role of air access, branding, and collaboration in pushing Canadian tourism forward. The Stampede isn’t just a show—it’s a showcase of what coordinated investment in culture and experience can achieve.
Culinary Canada: A Taste of Identity on the Global Stage
The companion content hub, RootedinCanada.com, invites the world to explore this edible identity and discover how local flavours can lead to unforgettable travel moments.
Canada’s Global Reputation Fuels Tourism Appeal
At the 2025 RepCore Nations unveiling, Canada tied with Switzerland as the world’s most reputable country. This recognition boosts international traveller confidence and interest—something Destination Canada’s global marketing team is already seeing reflected in forward bookings and consumer sentiment.Recent appearances on platforms like the TODAY Show, alongside strategic partnerships with US media and airlines, reinforce Canada's appeal as a safe, inspiring, and desirable destination.
AI, Air Access, and the Future of Tourism
Canada’s tourism sector isn’t just responding to global trends—it’s shaping them. Destination Canada’s leadership in AI innovation, recognized with Meaghan Ferrigno’s recent AI Innovator of the Year award, is helping to modernize the way Canada connects with travellers.Meanwhile, coordinated efforts with airlines and airports—exemplified by joint presentations with IATA—are enhancing air access and route development to ensure travellers can reach Canadian destinations more easily than ever.
Investing in People, Places, and Possibility
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The Indigenous Tourism Association of Canada’s award-winning 2024 International Indigenous Tourism Conference is another shining example of tourism’s potential to drive social and community impact at scale.
From Data to Action: Building a Better Visitor Economy
Canada’s commitment to measuring and understanding its tourism success is visible in resources like the Canadian Tourism Data Collective. Here, partners track trends, monitor challenges, and prepare for tomorrow with clarity and purpose.And for those leading the way, Destination Canada’s support—through strategic funding, destination stewardship frameworks, and marketing insights—ensures that tourism continues to be a source of national pride and prosperity.
Travel to Canada, Stay for the Connection
From the Yukon’s rugged apprenticeship tourism model to Quebec’s sustainable destination innovation, Canada is not just welcoming visitors—it’s inviting them to be part of something meaningful. The experiences created here don’t end at the border. They inspire a deeper openness, long after the journey ends.Learn more about Destination Canada and its latest initiatives at
www.destinationcanada.com
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