Last week, members of the Destination Canada Australian Strategic Advisory Group (SAG) travelled to Canada to deepen their destination knowledge, explore community led, sustainable and indigenous experiences in action during the Fall season, in addition to new developments, strengthen cross-market collaboration, and advance a shared vision for a regenerative approach to tourism.
The itinerary curated by Destination Ontario showcased innovative tourism products and sustainability-led initiatives designed to enrich communities, protect cultural heritage, and elevate Canada’s global positioning. The visit included immersive and behind the scenes experiences, partner presentations, and collaborative sessions with Canadian and Australian industry leaders.
A key highlight was the strategy session hosted in Niagara Falls, led by Destination Canada, alongside provincial and city partners from Destination Ontario, Destination Toronto, Ottawa Tourism, and the Niagara Parks Commission. Australian partners in attendance included senior leaders from Adventure World, APT, Entire Travel Group, Flight Centre and Helloworld.
Julie King, Managing Director of Destination Canada Australia said, “Having the Strategic Advisory Group on the ground in Canada is incredibly powerful. This isn’t just a familiarisation it’s a catalyst for change. I am very proud of the work that this group is driving – these leaders are deeply committed to reshaping how Australians engage with Canada, and their firsthand experiences here will help drive a more thoughtful, regenerative approach to tourism across the industry.”
Mladen Vukic, Chief Product & Operations Officer said “Trips like this are so important to our shared roadmap. They give us firsthand insight into what’s happening on the ground, how destinations like Ontario are repositioning themselves, and how we as a group can align our strategies to support that. I’m heading home inspired with a deeper appreciation for the work being done, the partnerships we’re building, and the role we play through SAG in helping tell Canada’s story in a way that’s responsible, connected, and globally compelling.”
Melissa Warren from Helloworld said “It was humbling to be a part of a group that is so passionate about the goals we collectively set out to achieve.
I cannot express how grateful I am to have been a part of our adventures through Ontario”
Throughout the week, partners experienced a range of regenerative and locally owned tourism offerings, including:
- A sustainability and farm tour at Elmhirst’s Resort, a Platinum-certified property under the Sustainable Tourism 2030 program, followed by a farm-to-table dinner featuring on-site raised Angus beef, duck, and seasonal produce.
- A tree-planting activity at the Niagara Parks School of Horticulture, reinforcing the region’s commitment to environmental stewardship.
- A behind-the-scenes look at the Niagara Parks Power Station, including its immersive night-time experience and the new Niagara Takes Flight aerial journey.
- A guided food tour through Ottawa’s historic ByWard Market with C’est Bon Ottawa, showcasing local producers and culinary storytelling.
- Indigenous-led programming at Mādahòkì Farm, home to rare Ojibwe Spirit Horses and a year-round marketplace of authentic artisanal products.
- A visit to the newly relocated Canadian Canoe Museum in Peterborough, named one of National Geographic’s Best Cultural Spots for 2024.
This famil marks a pivotal step in the Strategic Advisory Group’s roadmap to reshape how Australia engages with Canada as a travel destination. With working groups in place and a clear action plan underway, the group continues to build momentum shaping a version of tourism that’s more thoughtful, equitable, and sustainable for Canada, for Australians, and for the global industry.
