A case study in partnership: Inspiring millennials to explore Canada – In 2016, Destination Canada launched the Millennial Travel Program with Bell Media and 21 industry partners – a massive bilingual content campaign that would challenge Canadian millennials to explore Canada’s urban backstreets, communal hubs and rugged trails, and to create their own experiences along the way.

Taking a departure from marketing to our international markets, Destination Canada created a domestic program aimed at inspiring Canadian millennials to travel their own country in the lead up to Canada 150 in 2017. The two-year program highlighted some of the best-kept secrets of Canada through inspiring videos, stories and influencers. Read more….

Click the graphic below to view Destination Canada’s insights on June’s tourism performance.