Travel Alberta

First Global Partnership between Destination Canada and Air Canada Expected to Boost Canadian Tourism Industry Growth

Destination Canada and Air Canada today announced that they have entered into a major global partnership to market Canada to the world.

Reached on the eve of Canada’s 150th birthday, this innovative, three-year partnership draws upon the complementary strengths of the two organizations. As Canada’s tourism marketing organization, Destination Canada inspires the world to travel to Canada and supports the tourism industry across the country. Air Canada, with the most extensive international and domestic network of any Canadian carrier, makes it easy for tourists to visit and explore Canada.

Under the agreement announced today, Destination Canada and Canada’s flag carrier will collaborate on strategic marketing initiatives and events aimed at travel trade, consumer markets and the media. This is the first partnership of this scope between the two organizations and the first partnership for Destination Canada with a retail partner—bringing the Canada story to millions of travelers around the world.

“It is inspiring to see Destination Canada advance our tourism industry through partnerships like this one,” said the Honourable Bardish Chagger, Minister of Small Business and Tourism. “This is the first collaboration of this scope and it is very exciting to see our national tourism marketing agency join forces with an international carrier such as Air Canada to help bring more visitors to experience what our nation has to offer.”

“We couldn’t have chosen a better time for this partnership,” said David Goldstein, Destination Canada’s President and CEO. “Right before our country’s birthday in 2017, and following international recognition of Canada as a premier tourism destination by Lonely Planet and National Geographic, this partnership will enable us to highlight that the world needs more Canada.”

“Air Canada is very pleased to have this opportunity to leverage the global marketing power of Destination Canada by combining it with the strength of our extensive and growing network. Canada as a brand has more appeal than ever around the world and as Canada’s flag carrier we are eager to play our part and support our industry partners by carrying visitors to and within Canada, taking them to amazing destinations throughout our country,” said Benjamin Smith, President, Passenger Airlines at Air Canada.

Through this agreement both companies will better align their strategies in international markets. The growing air access available through Air Canada will contribute to the growth of the tourism industry promoted by Destination Canada to the benefit of all industry partners and stakeholders in Canada.

About Destination Canada

Destination Canada markets Canada internationally as a premier four-season tourism destination. In collaboration with partners in the Canadian tourism industry, Destination Canada creates marketing campaigns designed to showcase the best our country has to offer. Destination Canada also provides research and industry data to our partners—equipping them to optimize their businesses. For more information, please visit:, follow @DestinationCAN and @ExploreCanada on Twitter.

About Air Canada

Air Canada is Canada's largest domestic and international airline serving more than 200 airports on six continents.  Canada's flag carrier is among the 20 largest airlines in the world and in 2015 served more than 41 million customers.  Air Canada provides scheduled passenger service directly to 63 airports in Canada, 56 in the United States and 86 in Europe, the Middle East, Africa, Asia, Australia, the Caribbean, Mexico, Central America and South America. Air Canada is a founding member of Star Alliance, the world's most comprehensive air transportation network serving 1,330 airports in 192 countries.  Air Canada is the only international network carrier in North America to receive a Four-Star ranking according to independent U.K. research firm Skytrax.  For more information, please visit:, follow @AirCanada on Twitter and join Air Canada on Facebook.


Destination Canada

Media Relations:

Air Canada

Media Relations:
Isabelle Arthur (Montréal)

Peter Fitzpatrick (Toronto)

Angela Mah (Vancouver)


Destination Canada