Unveiled at this week’s Rendez-vous Canada tourism marketplace, Canada is rolling out the Millennial Travel Program
The aim of the campaign is to tap Millennials as tourism ambassadors to share experiences of travel in Canada.
The program’s goal is to build more awareness ahead of Canada’s 150th anniversary celebrations in 2017.
"I am excited about the opportunity for Millennials to meet people and to experience and share the cool, fun, diverse activities to do in Canada in the lead up to and throughout 2017. I also look forward to continuing to collaborate with the provinces and territories, industry and Destination Canada to position our tourism sector to take advantage of growth opportunities," said Bardish Chagger, minister of small business and tourism.
"Great numbers for tourism mean more jobs and support for local economies, which will in turn benefit the Canadian economy."
Destination Canada is partnering with Bell Media for the Millennial Travel Program which has the taglines ‘Far & Wide’ and ‘Infiniment Canada’ in French.
It hopes to reach 50% of all Canadian Millennials and increase travel by 150,000 trips for this market by 2017.
Destination Canada says young Canadians are eight times more likely to take overseas trips than a domestic vacation.
By increasing the number of domestic trips, it will help balance out Canada’s international travel deficit and secure more tourism sector jobs, Destination Canada says.
