In 2013, the Canadian Tourism Commission underwent a significant rebranding effort to modernize and better align with their mission. The organization is now referred to as Destination Canada and has since been making waves in the tourism industry.
Why the Change?
The Canadian Tourism Commission recognized that its name was not adequately representing the organization’s role in promoting Canada as a travel destination. The word “commission” made it sound bureaucratic and governmental, which did not resonate well with travelers or the travel industry.
The Rebranding Effort
Destination Canada’s rebranding effort was extensive, involving not only a name change but also a new logo, tagline, and marketing campaign. The new logo features a stylized maple leaf that symbolizes Canada’s natural beauty and vastness. The tagline “Canada – Keep Exploring” encourages travelers to explore all that Canada has to offer continually.
Impact on the Tourism Industry
The rebranding effort has had a positive impact on Destination Canada and the tourism industry as a whole. The organization has seen an increase in partnerships with travel companies and an overall boost in interest from travelers.
- Partnerships: Destination Canada has formed partnerships with leading travel companies such as Expedia, Flight Centre, and TripAdvisor.
- Tourism Growth: In recent years, Canada has seen significant growth in tourism. In 2019 alone, there were over 22 million international visitors to Canada.
The Future of Destination Canada
Destination Canada continues to promote Canada as a top travel destination worldwide through various marketing campaigns and initiatives. One of their most notable campaigns is Explore Canada Like A Local, which encourages travelers to immerse themselves in local experiences across the country.
Overall, Destination Canada’s rebranding effort has been successful in modernizing and better representing the organization’s role in promoting Canada as a travel destination. With continued efforts, Canada’s tourism industry will undoubtedly continue to grow and thrive.
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