As part of our interview series with place brand makers and shakers around the world, we spoke with Lisa Barrett, Director of Strategic Planning at Destination Canada, about the country’s approach to tourism as a driver of economic resilience, community wellbeing, and national identity.
Lisa shares insights into the recently launched Tourism’s Wealth & Wellbeing Index and illustrates how Canada is positioning itself as a global leader in redefining tourism success.
Lisa, what led you to your role at Destination Canada, and what excites you most about shaping the country’s tourism and place brand?
Tourism has always been more than an industry to me—it’s a force for economic resilience, community connection, and national identity. At Destination Canada, we recognize that tourism isn’t just about driving visitor numbers; it’s about enhancing the wealth and wellbeing of our communities. Our work is grounded in sustainability, data-driven strategy, and an ambition to redefine how success is measured in tourism.
That’s what excites me most—ensuring that tourism’s contributions are understood, valued, and leveraged for the benefit of Canadians.
Canada is known for its landscapes, but what do you see as its most compelling brand assets beyond nature?
Canada’s landscapes are undeniably breathtaking—vast open spaces, pristine wilderness, and natural beauty that continues to inspire visitors from around the world. But what truly sets Canada apart is what happens beyond the scenery: the experiences that connect people to our communities, cultures, and way of life. Canada has a long-standing reputation as being friendly, open and welcoming, and this unique blend of openness – open spaces, open hearts and open minds -sets us apart.
Indigenous tourism offers a profound, community-led connection to the land and traditions that have shaped this country for generations. Insights from our 2023 Global Traveller Research Program show that 67.7% of international travelers to Canada are very interested in experiencing an Indigenous cultural experience or tourism activity in Canada.
Additionally, our cities, from Montreal’s vibrant arts scene to Toronto’s diverse culinary offerings, are cultural hubs where innovation and creativity thrive.
A strong national commitment to sustainability ensures visitors are not only enjoying Canada’s beauty, but actively contributing to its preservation for future generations.
At Destination Canada, we believe tourism should create wealth and wellbeing for all. That means ensuring visitors don’t just see Canada—they experience it, connect with it, leave with a lasting sense of place. And they return.
Destination Canada recently launched the Tourism Wealth & Wellbeing Index. Why was now the right time for this initiative?
For too long, tourism’s success has been measured by visitor numbers, spending, and hotel occupancy. While important, these indicators don’t capture tourism’s broader impact on communities, culture, and the environment.
Tourism’s Wealth & Wellbeing Index was developed to change that. It offers a data-driven framework to assess tourism’s value beyond revenue—looking at how it supports local economies, job creation, cultural preservation, and sustainability.
Long-term growth depends on balancing economic gains with employment, infrastructure, and meaningful visitor experiences. The Index provides a clear structure to measure these contributions, ensuring tourism strengthens communities and protects what makes destinations unique.
Aligned with international standards like the UN Sustainable Development Goals (SDGs) and the Measuring the Sustainability of Tourism (MST) initiative, the Index tracks tourism’s impact across six key dimensions: Economy, Employment, Enablement, Environment, Engagement, and Experience.
This isn’t just about Canada. The Index offers a new global standard—inviting destinations everywhere to move beyond traditional metrics toward a more inclusive, regenerative future. By measuring how tourism enhances wealth and wellbeing for people, places, and the planet, we can build a more resilient and sustainable visitor economy.
What key insights does the index reveal about tourism’s role in Canada’s economy and society?
Tourism’s Wealth & Wellbeing Index provides a broader, more meaningful view of tourism’s impact in Canada—beyond visitor numbers and spending. It highlights how tourism fuels economic growth, supports communities, promotes sustainability, and enhances quality of life. Key insights from the Index include:
Economy: In 2023, tourism added $42.6B to Canada’s GDP, with 72% of revenue generated outside major cities—underlining its role in regional development. Ontario alone saw $8.1B in visitor spending.
Employment: One in 10 Canadian jobs relies on tourism. In Alberta, tourism jobs grew by 333% in 2022. A growing share—now 26%—are skilled positions, pointing to more sustainable careers in the sector.
Enablement: Tourism investment strengthens shared infrastructure—like airports, public transit, and cultural spaces. In the North, improved air access is unlocking new potential for Indigenous and adventure tourism.
Environment: Canada’s natural beauty is a key asset, with destinations increasingly embracing sustainability. BC leads in clean energy tourism, while Quebec’s eco-tourism efforts and zero-waste initiatives in cities like Toronto are setting new standards.
Engagement: Indigenous tourism is growing rapidly, with over 1,900 Indigenous-owned businesses offering authentic, community-led experiences. Cultural tourism—from Montreal’s arts to Newfoundland’s warm hospitality—also drives local pride and visitor connection.
Experience: From Northern Lights in Yukon to agritourism in Saskatchewan and the year-round appeal of Niagara, Canada’s tourism offerings are diverse and immersive.
The Index helps Canada—and other destinations—understand tourism’s true value and make informed, future-ready decisions. It’s a new model for measuring success—one that puts people, places, and the planet at the centre.
How do you see the index shaping tourism policies and strategies in Canada?
Tourism’s Wealth & Wellbeing Index is more than just a measurement tool—it’s a framework that broadens our lens on what success in tourism truly means. The Index provides a new way of thinking about tourism’s role, ensuring we account for its full contribution to Canada’s economy, communities, culture, and environment.
How the index shapes policy and strategy:
A Broader Framework for Success
The Index challenges the industry to move beyond transactional metrics and instead evaluate how tourism strengthens communities, creates quality jobs, enhances infrastructure, and supports environmental sustainability. This shift in perspective ensures that tourism is developed with long-term impact in mind.
A Tool for Tracking & Decision-Making
While the framework expands how we define success, the data helps track progress, allowing policymakers, businesses, and destinations to make evidence-based decisions. By measuring over 100 indicators across six key areas (Economy, Employment, Enablement, Environment, Engagement, and Experience), and sharing best practices from across the country, the Index helps identify strengths and areas for improvement.
A Flexible & Actionable Approach
The framework itself provides a roadmap for sustainable tourism, even before looking at the data. Its principles can guide destination planning, investment strategies, workforce development, and sustainability initiatives, making it a valuable tool for governments, businesses, and communities alike.
A Global Benchmark for Tourism’s Future
The Index aligns with international standards like the UN Sustainable Development Goals (SDGs) and the Measuring the Sustainability of Tourism (MST) initiative, positioning Canada as a leader in rethinking how tourism is measured and managed worldwide.
At its core, Tourism’s Wealth & Wellbeing Index is about ensuring that tourism is not just growing but thriving in a way that benefits all of Canada—now and for future generations.
What has been the response to the index so far, both in Canada and internationally?
The response to Tourism’s Wealth & Wellbeing Index has been overwhelmingly positive, both in Canada and internationally. Industry leaders, policymakers, and global tourism organizations recognize the Index as a groundbreaking tool that shifts how we measure tourism’s impact. Destinations worldwide are looking beyond traditional metrics like visitor spending to ensure long-term sustainability, community benefit, and economic resilience— and the Index provides a framework to do just that.
In Canada, provinces and territories are already exploring how the Index can support policy development, investment decisions, and strategic planning. The excitement isn’t just about the data—it’s about the mindset shift toward a tourism sector that is more inclusive, sustainable, and regenerative.
Internationally, the Index is gaining traction in global tourism discussions. Leaders are showing interest in how this framework could be adapted for their own economies, and upcoming features on influential industry podcasts will further spotlight its impact. Strong media coverage has also helped drive awareness, reinforcing Canada’s leadership in redefining how tourism success is measured.
We’ve done the hard work of building this framework, and now we’re excited to share it with the world. The response so far confirms that this isn’t just a tool for Canada—it’s a new way of thinking that could help shape the future of tourism worldwide.
What are the biggest challenges and opportunities for Canada’s tourism sector in the coming years?
The opportunity for Canada’s tourism sector is immense. We’re at a pivotal moment to redefine success—not just through visitor numbers and spending, but in how tourism strengthens communities, preserves culture, and drives long-term economic resilience. With shifting traveler expectations, increasing global competition, and the need for sustainable growth, Canada has the chance to position itself as a destination that delivers both extraordinary experiences and lasting benefits for residents.
The challenge will be navigating global uncertainty, economic pressures, and the impacts of climate change while keeping Canada competitive on the world stage. But the opportunity is clear: by leveraging our strengths, fostering innovation, and aligning tourism with broader national priorities, Canada can set a new global benchmark for a thriving, inclusive, and resilient visitor economy—one that enriches both visitors and Canadians alike.
What global trends in tourism and place branding are you watching closely?
Tourism and place branding are evolving rapidly, shaped by shifting consumer expectations, technological advancements, and a growing focus on sustainability. Some of the key trends I’m watching include:
- AI-Powered Destination Intelligence – Artificial intelligence is changing how destinations attract and manage visitors, from hyper-personalized experiences to real-time demand forecasting. The places that harness AI effectively will have a competitive advantage in delivering seamless, customized travel experiences.
- Tourism and Place Branding: A Unified Strategy for Economic Competitiveness. More than ever, destinations are recognizing that tourism is not just about attracting visitors; it’s a critical tool for economic development, talent attraction, and global By strategically aligning tourism initiatives with place branding efforts, destinations can position themselves as magnets for skilled workers, entrepreneurs, and businesses, ultimately strengthening their long-term competitiveness in the global economy.
- The Climate-Resilient Destination – Sustainability isn’t just about reducing impact—it’s about ensuring long-term viability. Climate change is already affecting travel patterns, infrastructure, and policies. Destinations that take a proactive approach to resilience—through net-zero commitments, low-carbon transportation, and nature-based tourism—will be better positioned for the future.
- Beyond Tourism: Experience-Led Growth – The strongest destinations are blurring the lines between tourism and other sectors, from food and film to sports and wellness. By positioning themselves as hubs for creativity, innovation, and cultural exchange, they’re building more diversified, experience-driven economies.
- The Shift from Volume to Value – The focus is moving away from record-breaking visitor numbers and toward more meaningful tourism growth. Destinations are prioritizing longer stays, high values visitors, and experiences that create lasting benefits for both travelers and local communities.
Canada is well-positioned to lead in this next era of tourism—one where success isn’t just about visitor numbers but about the long-term prosperity, sustainability, and vibrancy of the places people call home.
Which destinations stand out to you for their approach to place branding?
Great question! I love to be inspired by our colleagues around the world—destinations that are not only attracting visitors but building long-term value for their communities, economies, and environments.
There’s much to be inspired by, in Canada:
- Destination Canada – Naturally, I have to highlight our own work. Canada’s place brand is built on openness—welcoming open hearts, open minds, and open spaces. It reflects our values in a way that resonates globally, from Indigenous leadership in tourism to our commitment to sustainability.
- Montréal – A masterclass in city branding, Montréal has built a compelling identity as a global cultural capital. It leans into its vibrant arts scene, culinary excellence, and bilingual, cosmopolitan character to attract not only visitors but also talent and investment.
- British Columbia – BC stands out for its leadership in sustainability and Indigenous tourism. It has built a strong values-driven brand, positioning itself as a place where nature, culture, and responsible travel intersect. Indigenous-led tourism is a core part of its identity, with more than 100 Indigenous experiences inviting visitors to connect with the land and its stories in meaningful ways.
- Alberta – A great example of how destination branding can redefine travel behaviors. Alberta has positioned itself as the ultimate winter playground, expanding the perception of what winter tourism can be beyond just skiing—showcasing everything from northern lights experiences to cold-weather culinary tourism.
- Newfoundland & Labrador – A masterclass in authenticity, Newfoundland & Labrador’s branding is rooted in storytelling, community, and a deep sense of place. Its campaigns celebrate its rich history, rugged beauty, and the warmth of its people, making it feel like a destination that isn’t just visited, but truly experienced.
Globally:
- New Zealand – I love their storytelling approach. “100% Pure New Zealand” is one of the most successful examples of values-based place branding. It’s not just a campaign—it’s a long-standing commitment to sustainability, Indigenous culture, and deeply immersive experiences. Their ability to weave a compelling, authentic narrative around their landscapes and people makes their brand feel both aspirational and personal.
- Singapore – A prime example of a city-state that has successfully positioned itself as not just a tourism destination but a global hub for business, talent and investment. Its ability to market itself as both a cultural melting pot and an economic powerhouse has set it apart.
The destinations leading in place branding go beyond tourism—they create emotional connections, align their brand with long-term economic and social goals, and make people feel like they’re part of something bigger.
Thank you, Lisa!
Connect with Lisa Barrett on LinkedIn or visit Destination Canada online.
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