Walden was previously chief executive of Destination British Columbia after joining the regional tourism management organisation in 2013.

“Marsha Walden is a respected, trusted and active member of the ‘Team Canada’ tourism community, bringing incredible depth and knowledge,” said Ben Cowan-Dewar, chair of the board of directors for Destination Canada.

“Her thought leadership and excellent track record will steer the mid- and long-term planning of Destination Canada throughout the recovery of the country’s resilient visitor economy.”

In 2019 Canada welcomed a record 22.1 million international visitors but in 2020 the country’s tourism industry has been affected by the Covid-19 pandemic.

Destination Canada plans to invest $30 million in provincial and territorial marketing organisations to aid the recovery of local communities, and has launched a number of campaigns to encourage domestic tourism.