Let's explore Destination Canada's upcoming initiative set to be unveiled during Rendez-vous Canada 2024, the nation's premier international tourism event. Marsha Walden, CEO of Destination Canada, alongside Soraya Martinez Ferrada, Federal Minister for Tourism, are poised to reveal a transformative 2030 Tourism Strategy aimed at solidifying Canada's position among the top seven tourist destinations globally by 2030.

Destination Canada Launches Transformational 2030 Tourism Strategy Aiming for

Global Top Seven

Against the backdrop of the Edmonton Convention Centre, the forthcoming unveiling is anticipated to be a pivotal moment in Canada's tourism landscape. The event is set to feature a strategic agenda comprising a comprehensive strategy presentation and an engaging Question and Answer session with the media, underscoring Canada's steadfast commitment to reshaping tourism and securing its prominence on the global stage.

The strategic launch will underscore the significance of collaboration and innovation in shaping the future of Canadian tourism. With a keen focus on providing quality experiences accessible throughout all seasons, the forthcoming 2030 Tourism Strategy is poised to position Canada as a premier destination for travelers in search of adventure, culture, and natural beauty.

The announcement is scheduled as follows:

Event Schedule:

  • Date: Thursday, May 16th, 2024
  • Time: 9:00 AM – 10:00 AM Mountain Time
  • Agenda:
  • 8:45 AM: Media check-in
  • 9:00 AM: Strategy presentation
  • 9:30 AM: Question and Answer session with the media

Location Details:

  • Venue: Rendez-vous Canada 2024, Edmonton Convention Centre
  • Address: 9797 Jasper Avenue, Edmonton, Alberta, T5J 1N9
  • Specifics: Meeting Level, Salon 8/9


  • Marsha Walden, President and CEO, Destination Canada
  • Soraya Martinez Ferrada, Federal Minister for Tourism




Meanwhile, in December 2022, a transformative partnership was forged between Destination Niagara Falls and Ownera Media, with a shared vision to maximize Niagara's market share on the world stage of tourism. Against the backdrop of one of the world's most recognizable destinations, Niagara Falls, two leading marketing organizations launched a new travel and tourism venture aimed at unlocking the region's full economic potential.

New Tourism Initiative to Push Niagara Falls Further on World Stage

As Joyce Morocco, Founder of Destination Niagara Falls, emphasized, “The industry has always been strong and vibrant in Niagara, yet there remains unrealized potential for further growth especially as it relates to our shoulder season and our international visitor attraction.” While Rowe Prudente, Founder of Ownera Media, conveyed  "Niagara's past and current approach in attracting its market must be re-analyzed, re-imagined, and re-publicized meaningfully and purposefully to appeal to this generation and the generations to come." With combined resources and expertise, Destination Niagara Falls and Ownera Media set out to be the leading force in Canada's inbound travel and tourism, with a strong focus on growth, profitability, and repeat business.

The partnership aims to capitalize on Niagara's natural potential to expand and enhance its tourism offering, securing itself as a destination of choice by focusing on quality experiences accessible throughout all seasons. Through strategic collaboration with private and institutional investors, tourism service providers, conservation authorities, and government agencies, Destination Niagara Falls and Ownera Media seek to further explore Niagara's market share potential through strengthened travel and tourism stakeholder and consumer relationships and innovation.

Together, these two initiatives represent a paradigm shift in Canada's approach to tourism, leading the charge towards a future where Canada stands proudly among the world's top tourist destinations. As we embark on this transformative journey, one thing is clear: the future of Canadian tourism has never looked brighter.







Back To Top