Destination Canada Resources
Last Update: April 2, 2025
Canada
International tourism marketing tools
Destination Canada Resources at a glance
Eligible Funding
- No Condition
Timeline
- Open Date : November 14, 2019
Financing Type
Expert Advice
Eligible Industries
- Information and cultural industries
- Accommodation and food services
Grant Providers
- Government of Canada
- Destination Canada
Status
Open
Overview of the Destination Canada Resources program
Get valuable insights on Canadian branding, developing content and working with the media to promote your Canadian tourism products.
Eligible projects & activities
Examples of admissible projects:
$ 80,000
Creation of an interactive exhibit on Indigenous culture
$ 55,000
Marketing campaign to attract international tourists to Charlottetown's culinary scene
$ 50,000
Promotion of local art and cultural events
$ 60,000
Development of a digital campaign to promote sustainable tourism
$ 40,000
Enhancement of a historical walking tour
$ 70,000
Establishment of a new marketing strategy for winter tourism
Eligibility criteria of the Destination Canada Resources program
The eligibility criteria for this grant require tourism businesses to have marketing or tourism experience and to be interested in understanding why and how different types of travelers seek out different travel experiences. To participate, businesses can develop a strategic plan with an Explorer Quotient authorized trainer or receive consulting services from a Provincial Marketing Organization (PMO) or Destination Marketing Organization (DMO). Authorized trainers must be licensed individuals with expertise in marketing or tourism.
Who is eligible?
This grant is designed for tourism businesses and professionals interested in leveraging Canadian brand resources, including the Brand Playbook, Brand Canada Library, and Explorer Quotient insights. Typically, applicants should be within the tourism sector, keen on promoting Canadian culture, landscapes, and experiences to travellers globally.
Eligibility criteria of the Destination Canada Resources program
- Explorer Quotient Toolkit provides insights into why and how different people like to travel - Goes beyond traditional market research to understand individual beliefs, values, and views - Implementation through strategic plan development with authorized trainers or consulting services from PMOs/DMOs - Success stories of Travel Alberta, Tourism New Brunswick, Tourism Yukon, and Travel Manitoba - Tools available for a better understanding and advantage in the global travel market
How to apply to the Destination Canada Resources program
1
Consult the toolkit on the Explorer Quotient (EQ)
Familiarize yourself with information on the travel motivations and habits of different groups
2
Develop a strategic plan with an authorized EQ instructor
Benefit from consulting services provided by a provincial marketing organization (PMO) or a destination marketing organization (DMO)
3
Explore authorized EQ instructors and their experience in marketing or tourism
Engage an authorized EQ instructor to follow EQ methods
Additional information
- The Explorer Quotient Toolkit provides valuable insights into why and how different people like to travel. - Explorer Quotient goes beyond traditional market research to understand individuals' personal beliefs, social values, and views of the world. - Implementing Explorer Quotient involves a strategic plan with an authorized trainer or consulting services from a PMO or DMO. - Explorer Quotient authorized trainers are licensed individuals with marketing or tourism experience. - Explorer Quotient has success stories from destinations like Travel Alberta, Tourism New Brunswick, Tourism Yukon, and Travel Manitoba. - Additional resources include the Explorer Quotient Toolkit, Profiles, and Quiz for a deeper understanding of traveler preferences. - Explorer Quotient helps tourism businesses gain an advantage in the competitive global travel market.
Apply to this program
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