The board's new 2025-2027 leisure market strategy strives to "move the dial" in global markets, with the UK "a key part of that transformational growth," according to Rachel McQueen, Destination Canada's UK managing director.
Planning a course for sustainable growth to unlock as much as CAD$160 billion in annual revenue by the end of the decade, the 2025-2027 Leisure Market Plans revealed strong intent from Destination Canada to strategise its travel and tourism intent globally.
While generally, the destination hopes to enhance its autumn and winter programming, it revealed specific intent to increase UK visitor dispersal in the summer, growing yields during peak periods and increasing revenue in non-peak periods.
Rachel continued, "Over the next few months there will be an intensive period of working with partners to develop the next phase of our plans - it is a definite case of rolling up our sleeves to move the dial.
"Our ambitious 2030 strategy is a real statement of intent, and we will be working hard to ensure that the UK is a key part of that transformational growth. We will continue to engage with our tour operator partners to lean into product development and agent training whilst ramping up the brand messaging to consumers, so there has never been a better time to be selling Canada."
Destination Canada will spotlight its unique brand value proposition, ensuring the destination stands out as distinct and connecting.
