Destination Canada’s goal is to become a shining example of regenerative tourism, but what does that entail? The tourist board’s leader Marsha Walden explains all
Indigenous perspectives add something special to a Canada itinerary
Canada ranks 11th in the world for growing a sustainable tourism sector, according to the World Economic Forum’s 2024 Travel and Tourism Development Index. But that’s not where the world’s second largest country wants to be, Marsha Walden, president and chief executive of Destination Canada, states, having failed to regain its top 10 position since 2009.
“Becoming a top seven destination by 2030 is our target, and that does mean we have to be a lot more competitive,” she says.
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