‘We have to be ready to begin and able to pivot quickly’: tourism marketing arm looks inward to keep the dream alive

While domestic-focused tourism marketing is the play for the short-term, Destination Canada will have to pivot back to its usual international audience, and to do that, Canada could use a rebrand, marketers say.

Bikers cross a Rideau Canal lock in Ottawa on July 18. Destination Canada—which has never focused on the domestic market to any significant extent before COVID-19—is looking to target pan-Canada travel until international travellers are allowed back into the country. The Hill Times photograph by Sam Garcia

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BY ALICE CHEN

August 4, 2021

Destination Canada’s more recent tourism efforts have looked at the "unexpected" parts of the country, with a new domestic focus that experts say needs to be continued until cross-border and international travel can really start moving again. The current state of the tourism market is “apocalyp...

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