Work NW Alberta Partnership
A digital marketing strategy for vital talent attraction and retention
Destination Canada 2030
Shaping the future of tourism in Canada
A tourism sector strategy to drive Canada’s competitiveness
What does tourism look like after the pandemic? From a virtual industry-wide shutdown to unprecedented demand for leisure travel in some destinations in the space of just two years, the pandemic upended the long-term plans of Canada’s national, provincial, and municipal destination marketing organizations. Destination Canada needed to develop a shared strategy to drive the recovery of travel and tourism and plan for long-term growth and resilience.
Resonance is leading the way in helping the Canadian tourism industry recover post-pandemic and plan for a more resilient future as part of the development of Destination Canada’s strategy, “Tourism 2030: A World of Opportunity.” An environmental scan of future trends (macro, industry, and market trends) most likely to impact Canada was developed to help identify the opportunities and risks to leverage or mitigate as part of the strategy.
To develop the strategy, our team led internal and external engagement—with Destination Canada’s Board, the Government of Canada, industry partners, tourism sector associations, and tourism businesses—to develop future scenarios for the tourism sector, co-develop the strategy to realize the preferred scenario, build an innovative and centralized measurement framework, and organized key meetings with industry stakeholders and government officials.
The 2030 Strategy has unified stakeholders and partners behind a common aspiration— that tourism generates wealth and wellbeing for all of Canada and enriches the lives of our guests—with shared objectives and targets. Most importantly, the strategy supports the federal government’s goals and priorities, identified in its tourism growth strategy (“Canada 365. Welcoming the World. Everyday”)to become a Top 7 global tourism destination and to grow tourism GDP by 40% by 2030.
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