3 minute read
Marsha Walden, CEO Destination Canada
Talking Canada with Marsha WalDEn
You started your current role in August 2020, an interesting time to head an organisation promoting travel to a country that was effectively closed to foreign visitors. How did you manage to keep Canada ‘front of mind’?
To ensure that Canada stayed front of mind during this time, we worked closely with our in-market teams globally to remain active in key markets, including the UK, our largest overseas market.
We tried to support our global travel trade and travel media partners and to be ready for the travel rebound by building a deeper understanding of Canada – from our lively cities immersed in nature to our spectacular wilderness and coastlines to our unique mosaic of Indigenous and global cultures.
Despite the obvious challenges of the past year and more, what would you point to as your key ‘achievements’?
In my mind, there have been several big wins for Destination Canada over the past year. For starters, we’ve set a higher aspiration for the industry and redefined our yardstick for success. We are striving to enhance the quality of life of Canadians while enriching the lives of visitors.
While economic measures remain important to gauge the vitality of our industry, we are shifting to holistically measure the net benefits that tourism brings to Canadian communities – socio-culturally, environmentally and economically.
Why should Canada be on everyone’s “book now“ list for 2022?
After such a long travel pause, people want to explore the world again. In Canada, they will discover a renewed sense of wellbeing.
They can feel confident about their health and safety. They will want to explore our vibrant cities immersed in epic nature, our mosaic of global cultures and our unique Indigenous experiences. UK travellers can find both adventure and rejuvenation within a six- to nine-hour flight.
CEO, Destination Canada
With its parks, vast landscapes, open roads and more is Canada ideally placed to tempt post-pandemic visitors?
We certainly think so. People will be looking for deeper connections with the destinations they are visiting, perhaps staying longer, doing more and connecting more closely with locals – which makes Canada an attractive destination for travellers.
Whether someone has resolved to eat fresher and better, to maintain their 10,000 steps a day or just to try something new, like wild swimming, Canada’s outdoors are great places to push oneself a bit further amid unrivalled beauty.
Do you think the profile of the ‘types’ of visitors to Canada in 2022 and beyond will be different from previously?
I do. Travel and travel values have changed in a material way. At Destination Canada the importance of improving the quality of life for all Canadians is underscored in our new strategy. As travel restarts, we are focusing on attracting high-value travellers who stay longer and seek to truly connect with people and places on their travels through our beautiful, natural, landscapes and cities. Tour operators are telling us that there is also a spike in travellers prioritizing Canada to achieve their bucket list experiences.
Do you have a memorable Canadian travel experience you could share?
There are too many extraordinary experiences to count! But a beloved travel experience for me is Québec City, for its important historical significance, warm Francophone lifestyle, and wonderful cuisine.
It’s a charming, culture-rich experience and I love its amazing architecture, with some of the oldest buildings in Canada and strong references to European styles. Though English is widely spoken, my visits there have even encouraged me to try my French!
I have an upcoming visit to Iqaluit and our partners at Travel Nunavut have asked the skies to put on a good show for my – I am hoping they will cooperate!
Marsha in nova scotia
Marsha Walden, CEO, Destination Canada
