Off the beaten path: Millennial Travel Program aimed at inspiring millennials to explore and share Canada

News Release

Building on outstanding year for Canada's tourism sector

April 27, 2016 – Ottawa – Innovation, Science and Economic Development Canada

Millennials are being encouraged to become lifetime ambassadors for Canada, both at home and abroad, in the lead up to and during 2017, as we celebrate Canada's 150th anniversary.

The Honourable Bardish Chagger, Minister of Small Business and Tourism, launched the Millennial Travel Program during her keynote address at Rendez-vous Canada (RVC), the annual international tourism trade show taking place this year in Montréal. She was accompanied by the Honourable Mélanie Joly, Minister of Canadian Heritage.

Building on an outstanding year for Canada's tourism sector, Budget 2016 announced an additional $50 million over two years to Destination Canada to increase marketing initiatives in important international markets, which will help further boost travel and tourism to Canada.


"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. Great numbers for tourism mean more jobs and support for local economies, which will in turn benefit the Canadian economy."

– The Honourable Bardish Chagger, Minister of Small Business and Tourism

"Canada has so much to offer! Canada will mark the 150th anniversary of Confederation in 2017, and celebrations will be taking place all year long to highlight this important anniversary. Together, let's celebrate our diversity and the contributions of our youth, and let's set a course for the future. In 2017, it's all happening in Canada!"

– The Honourable Mélanie Joly, Minister of Canadian Heritage

Quick facts

  • Destination Canada is teaming up with Bell Media for the Millennial Travel Program, to showcase some of Canada's best travel experiences aimed at inspiring young Canadians (ages 18–34) to connect with and explore their country in the lead up to and throughout 2017, Canada's 150th celebration of Confederation.
  • Nearly 1,700 international travel-industry professionals are attending RVC 2016. Led by Destination Canada, RVC is Canada's premier international tourism trade show. It enables international buyers to meet with Canadian sellers and learn more about Canada's tourism products.
  • In 2015, the tourism industry accounted for more than 637,000 direct jobs and tourism revenues in Canada reached over $90 billion.
  • In 2015, the number of international overnight visitors to Canada grew by 7.5 percent to 17.8 million, the first time in more than a decade that Canada surpassed overall international growth in tourist arrivals.

Associated links

Follow Minister Chagger on Twitter and Instagram


James Fitz-Morris
Director of Communications
Office of the Minister of Small Business and Tourism

Media Relations
Innovation, Science and
Economic Development Canada

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