Members of the Australian travel industry are being invited to join an initiative that aims to reshape the future of tourism in Canada.
Eighteen months ago, Destination Canada’s Australian office partnered with leading Australian travel organisations – such as Adventure World, Entire Travel Group, Flight Centre and Helloworld – to sign a groundbreaking pledge.
This focused on transforming the future of Canadian tourism in alignment with Destination Canada’s 2030 Strategy – A World of Opportunity.
The ambitious plan sets a firm focus on transforming the sector and catapulting Canada back into the top seven global destinations by 2030.
This commitment set out to strategically enhance Canadian tourism offerings in ways that positively impact the environment, society, culture and economy.
The founding pledge partners formed Destination Canada Australia’s Strategic Advisory Group and have worked together to evolve how this commitment could be expanded to the broader travel industry and ultimately pilot a model that could be rolled out globally.
Destination Canada Australia is now formally extending an invitation to the entire Australian travel industry – including agents, wholesalers, tour operators, cruise lines, media, airlines and strategic partners – to join the pledge and take part in a movement that will reshape the future of tourism in Canada and beyond.
The pledge reflects DC’s belief that tourism can, and must, be a powerful force for good – enriching local communities, restoring the environment, upholding cultural respect and creating meaningful and lasting benefits for future generations.
“The launch of the Pledge marks a significant milestone for our industry and our efforts in the Australia market, bringing tourism partners together around a shared commitment to regeneration,” said Luciana Magliocco, Regional Managing Director, Europe and Australia, Destination Canada.
“As an organisation, we are incredibly proud of the work led by Julie King and the wider Destination Canada Australia team, in partnership with the Strategic Advisory Group, to bring this initiative to life.
“The vision and collaboration from the Strategic Advisory Group’s founding partners shows what becomes possible when an industry embraces collective leadership for long-term impact, and we look forward to seeing the positive outcomes that will follow.”
An emblem has been created for the new initiative – entitled Together for Impact -combining the Canadian maple leaf with Australia’s golden wattle.
“Together for Impact is more than a tagline, it captures the reality that when our industry comes together, we can create transformational change,” said Julie King, Managing Director of Destination Canada Australia.
“When more partners align, share knowledge and champion values-driven travel, we create benefits that reach travellers, Canadian communities and the planet.”
Pledge signatories will gain access to a focused suite of benefits, including the right to use the Partnership Pledge emblem for increased visibility, access to market insights from Destination Canada and tailored training.
They will also receive early access to new tools and content drawn from Canada’s regenerative tourism initiatives, opportunities to learn from the Australian Strategic Advisory Group and direct engagement with Canadian thought-leaders.
Interested travel industry partners are invited to register here.
# Traveltalk was proud to be one of the first organisations to sign the pledge.
