Peggy's Cove lighthouse

Last week, National Tourism Week was marked with an unprecedented partnership between Destination Canada and Canadian provinces and territories to help local businesses return post-COVID-19 lockdown.

Aurora hunting with Aurora Ninja Photo Tours

Destination Canada will invest $30 million in provincial and territorial marketing organizations over the next 18 months to help encourage Canadians to discover their own backyard.

According to the Honourable Mélanie Joly, Minister of Economic Development and Official Languages, “Tourism is a source of pride for communities across the country. It’s a significant economic driver and a source of local jobs. It’s also among the sectors hardest hit by this pandemic”.

“Destination Canada’s work recognizes the need to support local tourism in time for summer when most businesses make the largest portion of their annual revenue,” added Ben Cowan-Dewar, Board Chair, Destination Canada.

Each province will likely produce a different approach to travel marketing by accessing the best distribution of funds and setting safe infrastructure to host visitors, while taking into account local and regional COVID-19 circumstances.

Destination Canada has rolled out a national tag line — Canada. For Glowing Hearts. All tourism efforts will adopt this theme, independent of time frame and details.

What’s key is to build back demand for the fall, winter and beyond; Destination Canada is ready to support the vital tourism industry after travel was put on hold due to the pandemic.

Lunenburg, NS-7

Destination Canada is not only focusing on provincial efforts, but also national industry partnership with airlines, cultural organizations, Parks Canada, the Indigenous Tourism Association of Canada (ITAC) and RDÉE Canada (Réseau de développement économique et d’employabilité).

When the time is right – guided by health regulations, research and other factors – Destination Canada will gradually evolve to national and eventually international marketing programs.

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