Hotelier June 2022

our collective quality of life.
“When visitors disappear, it
can affect the wellbeing of the
entire community — socially,
culturally and economically,”
says Walden, adding people
now understand that travel
is so much more than sightseeing,
and that tourism is
critical to supporting many of
the community amenities that
locals enjoy, too.
“We need to help communities
in Canada value and welcome
tourism for its contribution to
their residents’ quality of life”
LASER FOCUSED
With border measures recently
eased, the team at DC
is laser focused on revenue
recovery — driving income
back into tourism businesses
and employee wallets in every
corner of the country.
“We have high-impact
sales and marketing programs
well underway in the U.S.
and Europe, for both leisure
travel and business events,”
explains Walden. “We’re also
working with Canada’s major
airports to help re-establish
air routes by marketing
collaboratively with both
global and domestic airlines.”
DC expects U.S. visitors
to Canada, by far its largest
international market, will
lead recovery from international
markets and earlier this
spring, launched its largestever
U.S. marketing campaign
thanks to a significant
increase in federal funding.
The association is also
forecasting strong visitation
from Europe in 2022, while
indicators show other
markets will bolster the
recovery over time. “Mexico,
Australia, and our Asian
markets are showing solid
demand for the safe, stunning,
wide-open spaces and lively
cities Canada offers,” says
Walden. “We have the
tourism experiences that
the world is craving, but are
competing with hundreds of
other compelling destinations
hoteliermagazine.com JUNE 2022 | 15