New partnership aims to enhance tourism and community well-being across Canada

Friday, March 8, 2024

Destination Canada and the Federation of Canadian Municipalities (FCM), which represents more than 2,100 municipalities across Canada, have entered into a pioneering partnership agreement. This collaboration aims to actively engage community leaders—and through them, their constituents and strategic partners—in recognizing the importance of tourism, the benefits of collective destination management, and the thoughtful development of tourism. This partnership will highlight the ways in which the tourism sector can positively impact communities and residents by providing economic, socio-cultural, and environmental benefits throughout the nation.

The FCM serves as the national voice for municipal governments in Canada and is a leading authority in community development and operations, representing 92% of the Canadian population. The agreement is set to last for the next three years, with several key objectives:

• To introduce the value of the tourism economy to one of Canada’s most influential advocacy groups, through Destination Canada.
• To initiate joint efforts and programs that support the objectives of both FCM and Destination Canada.
• To educate municipal leaders on the opportunities and challenges related to tourism, thereby encouraging greater support and coordination for Destination Development initiatives within communities.

The partnership will ensure extensive and continuous engagement with FCM members via various channels, boosting awareness of Destination Canada’s role. This effort aims to establish a stronger network of leaders, advocates, and innovators across different sectors to advance tourism, destination development, and stewardship in the long run.

“Collectively, the tourism sector needs to have the trust and respect of all the peoples of Canada so they welcome tourism into their communities and want to invest in its growth,” said Marsha Walden, President and CEO, Destination Canada. “This new partnership with FCM is an important step to advance our sector, and our work with partners to reach beyond the tourism ecosystem. It will help place residents’ interests at the heart of tourism development throughout the country to balance the visitor experience and resident quality of life.”

“Tourism is a significant economic driver for many municipalities from coast to coast to coast, contributing to socio-cultural and environmental well-being of our communities,” said Carole Saab, CEO, Federation of Canadian Municipalities. “As the national voice for municipal governments, and with quality of life for all residents at the heart of everything we do, FCM is pleased to embark on this exciting new partnership with Destination Canada.” 

Destination Canada is committed to fostering a thriving, prosperous, and sustainable tourism industry that not only bolsters local economies but also safeguards Canada’s unique character and conserves its natural and cultural heritage for future generations to appreciate.

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