Destination Canada has extended its ‘Together for Impact’ tourism pledge to the broader Australian travel industry, inviting agents, wholesalers, tour operators, cruise lines, airlines, media and strategic partners to align with the organisation’s regenerative tourism goals.
The initiative supports Destination Canada’s 2030 Strategy, which aims to elevate Canada into the top seven global destinations by 2030 while strengthening environmental, cultural and community outcomes.
The pledge was first introduced 18 months ago in partnership with several leading Australian travel organisations, which now form Destination Canada Australia’s Strategic Advisory Group. The group has helped shape a model that can be used across global markets, demonstrating how the tourism sector can collaborate to create long-term positive impact.
Industry leadership shapes new direction
Destination Canada says travel advisors and trade partners play a vital role in influencing how visitors experience Canada, with a growing focus on authentic, community-led and sustainability-driven travel. The organisation highlights the industry’s ability to guide travellers towards experiences that support regeneration and leave lasting benefits for the places they visit.
A new emblem has been created to represent the partnership between Australia and Canada, blending the Canadian maple leaf with Australia’s golden wattle. The symbol reflects the shared values behind the pledge and signifies a joint commitment to supporting tourism that enriches people, place and culture.
Benefits for pledge signatories
Australian partners who join the pledge will gain access to a series of benefits, including use of the official emblem, tailored training, market insights, early access to new tools and content, and opportunities for direct engagement with Canadian experts in regenerative tourism. Signatories also join a purpose-driven community that will contribute to the ongoing development of Destination Canada’s strategy in the Australian market.
