Destination Canada launches Tourism Data Collective

The 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 (HAC) 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 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.”

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.