An integral part of the Canadian Tourism Commission’s newly announced 2030 Strategy
It enables industry to make smarter marketing, investment and destination development decisions, ultimately driving economic growth.
Through data-driven decision-making, we aim to position Canada as one of the top seven tourism destinations in the world by 2030.
MONTREAL , May 24, 2024 /CNW/ – Today, an innovative data and analytics platform was launched to revolutionize Canada’s tourism industry and drive economic growth. The Canadian Tourism Data Collective is the first secure, centralized platform designed to harness the power of data to make Canada more competitive.
Destination Canada (CNW Group/Destination Canada)
Formally announced at the Canadian Hotel Association’s annual conference in Montreal, the platform is a partnership between Destination Canada, Statistics Canada and the Ministry of Innovation, Science and Economic Development, and is one of the key initiatives outlined in Destination Canada’s 2030 strategy, “A World of Opportunity.”
The new strategy, announced a week ago, sets bold and ambitious goals for Canada’s tourism sector, aiming to restore and improve Canada’s global tourism competitiveness ranking and generate as much as $160 billion in annual revenue.
The launch of the new Data Collective follows the release this week of the World Economic Forum’s 2024 Travel & Tourism Development Index, which showed Canada rose two places to 11th but that further progress is needed to improve Canada’s competitiveness and re-enter the top seven.
The platform has already been recognized for its impact and innovative potential, winning the award for Best Non-Profit or Non-Commercial Use of AI at the 2024 DataIQ AI Awards in Miami on Tuesday.
“Artificial intelligence and big data are transforming our world, including our tourism industry,” said Minister Soraya Martinez Ferrada, Minister of Tourism and Head of Canada Economic Development Agency in Quebec. “That’s why Destination Canada is launching the Canadian Tourism Data Collective to harness the power of data and AI to help the tourism industry make smarter decisions. I congratulate Destination Canada for their leadership and innovation; this will be a major step forward for Canadian tourism!”
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“The Data Collective showcases Canadian innovative technology, empowering tourism businesses across the country and creating a uniquely Canadian competitive advantage,” said Megan Ferrigno, chief financial officer and chief data and analytics officer, Destination Canada. “Through this groundbreaking platform, Canadians will have access to breakthrough technology that drives timely, informed decisions, influences investments and fosters economic growth.”
The initiative leverages the advanced capabilities of Google Cloud Platform and leverages the latest data, analytics, and AI technologies to provide timely, relevant, and actionable insights to a wide range of stakeholders, including communities, tourism operators, governments, small and medium-sized enterprises, and large investors, to help inform critical decision-making.
“The Data Collective has allowed us to bring together the best and brightest minds in technology and tourism to develop a system that is not only accessible to stakeholders across the industry, but also provides a comprehensive view of the current state of the tourism industry, from remote communities to the national level,” Ferrigno says.
“Our goal is to ensure a collaborative approach to elevate Canada to a top seven tourism destination in the world by 2030. To do this, access to timely, reliable insights that identify opportunities for growth is key.”
Additional citations
André Lollinger, Chief, Statistics Canada
“Statistics Canada is proud to partner with the Canadian Tourism Commission and Innovation, Science and Economic Development Canada in the creation of the Canadian Tourism Data Collective. The result of true collaboration, this new, innovative tool will provide valuable information on tourism trends and activity in Canada. These comprehensive data will help industry participants make timely, data-driven decisions.”
Susie Grinnall, President and CEO, Canadian Hotel Association
“The Canada Tourism Data Collective’s platform will be a key resource for hotels across Canada. As a data-driven sector, it will enable hoteliers to gain valuable insights, help them make informed investment decisions and gain an advantage in a rapidly evolving marketplace. We are excited for the opportunity to support the Canada Tourism Data Collective and propel our industry into a future of growth and innovation.”
Beth Potter, President and CEO, Tourism Industry Association of Canada:
“The Canadian Tourism Data Collective is a game-changer. By centralizing and sharing critical data, we’re not only informing decisions, we’re shaping the future of tourism. This initiative provides businesses with the insights to drive growth and innovation – empowering all areas of our sector, including those that are often overlooked, to achieve unprecedented success. With the Data Collective, we’re turning data into a competitive advantage to drive tourism and Canada’s economy forward.”
Keith Henry, President and CEO of Indigenous Tourism Association of Canada:
“I applaud Destination Canada’s new Canadian Tourism Data Collective. Access to comprehensive tourism data, research and insights is essential to making informed decisions in today’s rapidly evolving tourism industry. By recognizing the importance of Indigenous tourism, the Data Collective will enable us to take concrete steps to ensure meaningful engagement and support for authentic Indigenous tourism experiences.”
“What’s truly unique about the Data Collective is its emphasis on collaboration and dialogue among tourism partners. Through these efforts, we can harness the power of data to identify opportunities, address challenges, and increase the competitiveness and sustainability of Canada’s Indigenous tourism economy. This will support our goal of making Canada a world leader in Indigenous tourism by 2030.”
Notes to editors
Canadian Tourism Data Group
The Canadian Tourism Data Collective was established by industry and technology leaders to help Canada regain its global leadership position in tourism. It is a groundbreaking Canadian-first resource, a centralized, secure platform leveraging AI and data to drive innovation in Canada’s tourism industry.
The Data Collective houses over 8.9 billion rows of data from over 175 resources (and growing) from over 5,100 locations across the country.
About Destination Canada
At Destination Canada, we believe tourism enhances the wealth and well-being of Canadians and enriches the lives of visitors. Our mission is to influence supply and increase demand for the benefit of locals, communities and visitors through leading research, partnering with the public and private sectors and marketing Canada at home and abroad.
Recognizing that diversity is our greatest asset, we promote Canada as a premier four-season leisure and business tourism destination nationally and around the world (Australia, Canada, China, France, Germany, Japan, Mexico, South Korea, UK and USA).
Additionally, our business events team leverages thorough global market analysis to target international clusters that align with Canada’s priority economic sectors.
Destination Canada is a Crown corporation wholly owned by the Government of Canada.
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SOURCE Destination Canada
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