The advisory group who recently signed the pledge, following a series of strategic discussions in Australia and Canada and includes Neil Rodgers from Adventure World, Tim Holden of Flight Centre, Melissa Warren from Helloworld, Entire Travel Group’s Greg McCallum and Daniel Walker of Sno’n’Ski Holidays. Vic Naughton of Air Canada Australia alongside Julie King and Nathan McLoughlin, Destination Canada Australia are also on board.

These stakeholders will play a pivotal role in aligning with Destination Canada’s 2030 ambition. Quarterly meetings in Australia will serve as a platform for acting on the pledge, while annual gatherings in Canada will provide opportunities to view strategic progress on the ground and meet with partners.

King highlighted that the initiative encourages all industry members interested in aligning with the Destination Canada Australia vision, to sign the pledge. Key areas of focus for partners centre around creating and raising awareness of new legendary programs and experiences, driving support, and creating partnerships towards projects of impact, sharing best practices, and fostering education within the Australian Travel Industry.

“There is a collective commitment between our partners in having a far-reaching impact across the industry through multi-channel engagement, panel discussions and media interviews, and setting short-term and long-term goals to measure progress.  We are incredibly proud that Australia will serve as the pilot market for this impactful partnership collaboration that has been developed locally and which will be rolled out globally in the future,” King said.