VANCOUVER — Destination Canada has updated the key messages and supporting proof points that guide the organization’s work.

“As part of our work to support the sector, we’re pleased to share key messages and supporting proof points that guide Destination Canada’s work. Be they our marketing efforts, our industry presentations or information we share with media, these messages tell an important story. And, it’s a story we want to share openly with you,” states a post on the Destination Canada website.

The updated messaging focuses on four key areas:

  • tourism is the hardest-hit sector of economic activities
  • Canadians are key to supporting the recovery of the tourism sector
  • Canadians can feel confident in making travel plans as tourism businesses throughout Canada have made huge investments in new hygiene protocols
  • tourism improves the quality of life for all Canadians

Destination Canada encourages industry stakeholders to use the messages and proof points in their own work, as the recovery of Canada’s tourism industry is “is a national challenge that calls for deep collaboration to fully realize its future potential.”

The key messages and proof points will be updated on a regular basis to incorporate new data and information. The document outline the most recent updates is available here.


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