- Integral part of Destination Canada's newly released 2030
Strategy
- Empowering the industry to make smarter marketing,
investment and destination development decisions, ultimately
driving economic growth.
- Aiming to propel Canada
into the top 7 global tourism destinations by 2030 through
data-driven decision making.
MONTREAL, May 24, 2024
/CNW/ - Today marks the launch of an innovative data and analytics
platform set to revolutionize the Canadian tourism industry and
boost economic growth. The Canadian Tourism Data
Collective is a first-of-its-kind, secure, centralized platform
designed to harness the power of data to increase Canada's competitiveness.
Officially launched at the Hotel Association of Canada's Annual Conference in Montreal, the platform is a partnership
between Destination Canada, Statistics Canada and the Department 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, launched a week ago, sets bold and ambitious
targets for Canada's tourism
sector and aims to reclaim and improve Canada's global tourism competitiveness
ranking and generate up to as much as $160
billion in revenue annually.
The launch of the new Data Collective also follows this week's
release of the World Economic Forum's Travel and Tourism
Development Index 2024 which shows that Canada has risen two places to rank
11th but more progress is required to increase
Canada's competitiveness and
re-enter the top seven.
The platform has already been recognized for its impact and
innovative potential, winning the Best Use of AI for Not-for-Profit
or Non-Commercial Purposes Award at the 2024 DataIQ AI Awards in
Miami on Tuesday.
"Artificial intelligence and big data are changing our world –
including the tourism industry," says The Honourable Soraya
Martinez Ferrada, Minister of Tourism and Minister responsible for
the Economic Development Agency of Canada for the Regions of Quebec. "That's why Destination Canada is
launching the Canadian Tourism Data Collective, harnessing the
power of data and AI to help the sector make smarter decisions.
Congratulations to Destination Canada for its leadership and
innovation. This will be a big step forward for Canadian
tourism!"
"The Data Collective showcases Canadian innovation empowering
tourism businesses from coast to coast to coast to create a unique
competitive advantage for Canada,"
says Meaghan Ferrigno, Chief
Financial Officer and Chief Data and Analytics Officer, Destination
Canada. "Through this groundbreaking platform, Canadians will
have access to game-changing technology that will facilitate timely
and informed decision-making, influence investment, and drive
economic growth."
Powered by the advanced capabilities of Google Cloud Platform,
this initiative harnesses the latest in data, analytics, and AI
technology. It offers timely, relevant, and actionable insights to
a wide range of stakeholders, including communities, tourism
operators, government, small businesses and large investors,
allowing them to make critical decisions.
"The Data Collective allowed us to bring together the best and
the brightest minds in the tech and tourism sectors to develop a
system that is not only accessible by stakeholders across the
entire tourism industry but provides a comprehensive picture of the
state of the sector, from remote communities all the way up to the
national level," says Ferrigno.
"Our goal is to ensure a collaborative approach to propelling
Canada into the top seven global
tourism destinations by 2030, and key to this is access to timely
and reliable insights that identify opportunities for growth."
Additional Quotes
André Loranger, Chief Statistician of Canada
"Statistics Canada is proud
to partner with Destination Canada and Innovation, Science and
Economic Development Canada in the creation of the Canadian Tourism
Data Collective. A result of true collaboration, this new and
innovative tool will provide valuable information on tourism trends
and activities in Canada. These
comprehensive data will help support those in the industry to make
timely, data-driven decisions."
Susie Grynol, President &
CEO of the Hotel Association of Canada
"The Canadian Tourism Data Collective platform will be a
critical resource for hotels across Canada. As a data-driven sector, hoteliers
will find invaluable insights, empowering them to make informed
investment decisions and stay ahead in a rapidly evolving market.
We are thrilled to support the Canadian Tourism Data Collective and
the opportunity to 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 just making
decisions; we're shaping the future of tourism. This initiative
equips businesses with the insights to drive growth and innovation.
It's about empowering every corner of our sector, including those
often overlooked, to achieve unprecedented success. With the Data
Collective, we're turning data into our competitive advantage,
propelling the tourism industry and Canada's economy forward."
Keith Henry, President and CEO
of Indigenous Tourism Association of Canada:
"I commend Destination Canada's new Canadian Tourism Data
Collective. Access to comprehensive tourism data, research, and
insights is crucial for informed decision-making in today's rapidly
evolving tourism landscape. By recognizing the importance of
Indigenous tourism, the Data Collective can take concrete steps to
ensure meaningful engagement and support for authentic Indigenous
tourism experiences.
What truly sets the Data Collective apart is its emphasis on
collaboration and conversation between tourism partners. Through
these efforts, we can harness the power of data to identify
opportunities, address challenges, and enhance the competitiveness
and sustainability of the Canadian Indigenous tourism economy. This
will support the goal of making Canada the world leader in Indigenous tourism
by 2030."
Notes to editors
Canadian Tourism Data Collective
The Canadian Tourism Data Collective is a partnership
between industry and tech leaders that will power Canada's tourism industry to regain its place
as a global leader. It is a revolutionary, first-of-its-kind
resource in Canada, a centralized,
secure platform, using AI and data to drive Canadian innovation in
tourism.
The Data Collective houses more than 8.9 billion lines of data
from over 175 resources and growing, from more than 5,100 regions
across the country.
About Destination Canada
At Destination Canada, we believe that tourism enhances the
wealth and wellbeing of Canadians and enriches the lives of
visitors. Our mission is to influence supply and build demand for
the benefit of locals, communities and visitors through leading
research, alignment with public and private sectors, and marketing
Canada nationally and abroad.
Knowing that diversity is our greatest asset, we promote
Canada as a premier four-season
leisure and business tourism destination around the country and
world in Australia, Canada, China, France, Germany, Japan, Mexico, South
Korea, United Kingdom and
the United States.
In addition, our Business Events team leverage in-depth global
market analysis to target international clusters aligned with
Canada's priority economic
sectors.
Destination Canada is a Crown
corporation wholly owned by the Government of Canada.
www.destinationcanada.com
SOURCE Destination Canada