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Geographical Thinking: E94 – Data-Driven Destinations

In this episode of Geographical Thinking, host Michelle Brake is joined by Joe Amati, senior executive director of global market and brand intelligence for Destination Canada. Together, they explore how data and mapping are transforming Canada’s tourism sector. Joe explains how Destination Canada uses research and AI-driven platforms like the Canadian Tourism Data Collective to boost tourism, ensuring the country remains a top global destination. Up to December 2024, the Canadian Tourism Data Collective saw 18,000+ active users and 60 subscribed industry partners. From pandemic recovery to the future of destination development, we dive into how strategic data is driving sustainable growth and enhancing the tourism experience for visitors and local communities alike. Tune in for a look at how the intersection of geography and innovation is shaping the future of Canadian travel. 0:00 – Episode summary 0:40 – Intros 1:37 – Destination Canada 4:55 – Tourism Data Collective 17:54 – Tourismscapes 33:24 – What’s next with mapping? 36:16 – Tourism trends 41:42 – Your turn to explore! 43:40 – Outro We’re posting new episodes full of inspiring geography and geographic information system (GIS) stories at least monthly. Subscribe to Esri Canada’s channel so you never miss a new episode of Geographical Thinking! Looking for resources on what we discussed in today’s podcast? Check them out below! Destination Canada: https://www.destinationcanada.com/en Dedicated to promoting Canada as a premier travel destination and enhancing the country’s tourism industry, Destination Canada seeks to create sustainable, meaningful visitor experiences while driving economic growth. Tourism Data Collective: https://www.tourismdatacollective.ca/ A centralized platform providing secure and accessible tourism data to support decision making and growth within the Canadian tourism sector. Tourismscapes: https://www.tourismdatacollective.ca/tourismscapes/dashboard An interactive dashboard within the Tourism Data Collective that visualizes key tourism data such as visitor flows, regional statistics and market trends, helping stakeholders understand and leverage performance insights. Tourism Performance Indicators: https://www.tourismdatacollective.ca/tourism-performance-indicators Metrics that help us understand the health and performance of Canada’s tourism sector, including economic impacts, visitor numbers and industry growth over time​. Traveller Segmentation Program: https://www.tourismdatacollective.ca/segmentation By unlocking deeper insights into visitor behaviours and preferences, this program unites Canada’s tourism industry to create more meaningful and impactful marketing and destination management strategies, targeting the nation’s best guests.