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Destination Canada and Air Canada partner to boost Canadian Tourism industry growth

Destination Canada and Air Canada today announced that they have entered into a major global partnership to market Canada to the world.

Destination Canada and Air Canada today announced that they have entered into a major global partnership to market Canada to the world.

Reached on the eve of Canada’s 150th birthday, this innovative, three-year partnership draws upon 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, 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.

“It is inspiring to see Destination Canada advance our tourism industry through partnerships like this one,” said the Honourable Bardish Chagger, Minister of Small Business and Tourism. “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.”

“We couldn’t have chosen a better time for this partnership,” said David Goldstein, Destination Canada’s President and CEO. “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.”

“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,” said Benjamin Smith, President, Passenger Airlines at Air Canada.

Through this 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.