Destination marketing is no longer just about putting beautiful photos in front of potential visitors. It’s about telling the right story to the right traveler at the right moment. For Canadian destination marketing organizations (DMOs), that mission comes with a unique blend of challenges and opportunities: vast geography, diverse seasons, and audiences with different motivations.
We partnered with Destination Canada to gather insights for our State of Destination Marketing 2025 report. The report reflects input from nearly 200 DMOs globally, and thanks to Destination Canada’s support, we took a closer look at what’s shaping strategy specifically across Canada.
“This report underscores the vital role of DMOs in the new era defined by data and AI,” said Meaghan Ferrigno, Chief Financial Officer & Chief Data and Analytics Officer, Destination Canada. “By providing accurate, curated information, we can help travellers discover hidden gems and ensure a more balanced distribution of visitors. AI is giving us new ways to leverage this information, enabling us to have a conversation with the data and unlock insights that would have previously remained hidden, informing every aspect of the traveller’s journey.”
So, what are Canadian DMOs focused on this year? How are they spending, what tools are they using, and where do they see the biggest room to grow? Let’s dig in.
Canadian DMOs aren’t standing still when it comes to digital investment. Many are leaning into targeted, data-backed advertising strategies—and for good reason. 41% of Canadian respondents are now dedicating between 50% and 74% of their total marketing budget to digital advertising.
That number alone tells a story: Canadian DMOs aren’t just testing digital anymore—they’re fully invested.
While just over half (55%) said their budgets have held steady, nearly one-third (32%) reported an increase. And that extra funding isn’t being spread thin—it’s being put to work in focused, seasonal campaigns.
Among those running always-on strategies, benefits include:
The takeaway? Seasonal still works for many Canadian destinations, but a growing number are embracing flexibility and visibility year-round. Seasonal dispersion is a key part of Destination Canada’s 2030 strategy, released last year, which aims to put Canada on an even more competitive and resilient path.
When it comes to how campaigns are structured:
Why not more full-funnel adoption? The biggest hurdles are ones we hear across the industry:
These challenges are real but also represent areas where data, automation, and the right partnerships can make a measurable difference.
Canadian DMOs are deeply invested in data-driven targeting—and it shows.
That kind of insight helps teams move beyond surface-level targeting and start building messaging that actually resonates.
But there’s still room to grow.
That’s a big opportunity. As traveler expectations for relevance continue to rise, delivering timely, personalized messages can be the difference between sparking interest and losing attention.
While many DMOs are building smart campaigns, most aren’t going it alone:
This makes sense. Canadian DMOs are running complex, multichannel campaigns, and outsourcing execution can free internal teams to focus on strategy, storytelling, and partner collaboration.
Canadian DMOs aren’t just investing in digital—they’re expanding how they show up and where they connect with travelers.
Top-performing channels include:
That last stat is telling. Programmatic helps DMOs to target audiences with precision and automate delivery at scale, giving smaller teams a way to punch above their weight.
But with that scale comes a challenge: content.
The use of AI is still early-stage for many, but it signals growing comfort with using new tools to increase capacity and speed.
If you ask Canadian DMOs what success looks like, they’ll tell you—it’s about engagement.
The top strategic goals in 2025 are:
And the #1 KPI?
Video views and completion rates—highlighted by 63% of respondents. That’s the highest of any region, and it confirms what we’re seeing industry-wide: video content is one of the most effective ways to capture attention and inspire action.
Whether it’s a drone shot of a mountain range, a traveler walking through a vibrant market, or a short testimonial from a recent visitor—video brings destinations to life. And in a country as visually rich and diverse as Canada, that’s a serious advantage.
What we see from Canadian DMOs is a group of marketers who are thoughtful, data-informed, and ready to grow.
They’re increasing budgets, refining strategies, leaning into programmatic, and using AI to streamline content production. And while challenges like tracking, attribution, and personalization remain, they’re not standing still. They’re testing. Adapting. Learning.
Most importantly, they’re keeping the traveler at the center of everything—delivering stories that inspire, tools that guide, and campaigns that convert.
Download the full State of Destination Marketing 2025 report to explore global and regional insights, benchmarks, and strategies from nearly 200 DMOs worldwide.
And if you’re ready to put these insights into action, we’re here to help.
Please note: Our blog posts use a slightly different methodology to highlight regional insights, which may lead to occasional variations from our global report. These differences reflect market-specific trends while remaining aligned with the overall findings.
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