Destination Canada has launched its new tourism strategy that aspires to transform the sector and catapult Canada back into the top 7 global destinations by 2030.

Destination Canada launched a collaboration with David Jones, Australia’s premier department store, at its flagship Sydney store in Elizabeth Street this week.

Destination Canada’s CEO and President, David Goldstein, has departed the organisation after nearly five years in the role. The tourism chief has joined Ottawa-based Gusto Worldwide Media as its Chief Executive Officer, a move that was revealed last month.

Destination Canada is hoping to lure a younger demographic to the country as part of an effort to turn around a decrease in Australian visitor numbers felt in 2018.

Some 90 travel trade industry members and travel media joined Destination Canada to hear transformational stories and celebrate Canada Day at est. restaurant on Monday 1 July 2019.