The Canadian Tourism Data Collective is transforming how Canada understands, measures and grows its visitor economy. Created by Destination Canada, it is the first national platform uniting over 230 datasets and 34 billion rows of data into one secure, AI-powered environment that is intuitive and easy to use for all levels of data experience.

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When COVID-19 brought the tourism industry to a halt, it was the first hit, the hardest hit and the last to recover. The crisis exposed deep structural gaps: fragmented systems, no shared data infrastructure, limited coordination and no common intelligence to guide recovery or investment. The Data Collective was created as a strategic response to these challenges. More than a platform, it became the backbone of Destination Canada’s post-pandemic transformation, integrating disconnected data into a single system that provides a unified, actionable view of Canada’s tourism landscape.

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The Data Collective is a suite of interconnected products that work together to give Canada’s tourism industry a way to see itself clearly, act collectively and grow strategically. Each product plays a vital role in transforming how tourism operates, competes and contributes to national wealth and well-being.

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The Wealth & Well-Being Index measures tourism’s broader impact beyond economics, capturing how the visitor economy contributes to the social, cultural and environmental vitality of communities. It provides a more holistic view of tourism’s role in building a better quality of life for Canadians.

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TourismScapes maps Canada’s tourism landscape in detail, revealing assets, seasonality, employment and business mix across 5,100 regions. It helps destinations identify strengths, gaps and opportunities for investment and sustainable development that directly support community well-being and local prosperity.

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Traveller Spend Data (LASR) provides anonymised, real-time spending insights by traveller origin, category and destination. It allows communities and businesses to quantify the value of visitors, guiding policies and strategies. LASR also includes predictive modelling that produces six-month spending forecasts, enabling partners to plan with confidence, allocate resources effectively and respond quickly to market shifts.

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Traveller Twin AI brings traveller insights to life. Using generative AI, it transforms static traveller segmentation into interactive, conversational personas that help marketers and planners test scenarios, uncover opportunities and personalise marketing.

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Fuelled by a network of tourism partners across public and private sectors, and by harnessing the power of Canadian tourism data, research and insights, the Data Collective generates a source of long-term competitive advantage for Canada’s economy. It enables the country not only to keep pace but to outperform global competitors through innovation, collaboration and a shared intelligence that unifies data silos and empowers every level of the industry.