Destination Canada’s Australian office has issued an open call to the Australian travel trade to help reshape the future of tourism, extending its regenerative travel pledge to agents, operators, airlines and more.
Eighteen months after first signing a joint pledge with key Australian partners, Destination Canada Australia is expanding its ambitious 2030 strategy to the broader travel industry.
The original signatories, now forming the Strategic Advisory Group, include leaders from Adventure World, Entire Travel Group, Flight Centre Travel Group, Helloworld, APT Travel Group, Karryon and others. Together, they’ve helped pilot a first-of-its-kind model for sector-wide collaboration and transformation.
At its heart is a belief that tourism should be a force for good—protecting and restoring nature, supporting communities, and delivering lasting cultural and economic benefits for all. The initiative is grounded in Destination Canada’s 2030 Strategy: A World of Opportunity, which aims to re-establish Canada among the world’s top seven global destinations.
How will the pledge work across Australia’s travel industry?
The new open invitation encompasses the full spectrum of the travel trade who engage with Destination Canada, including agents and wholesalers, cruise lines, media, and strategic partners.
Those who join will gain access to a suite of benefits:
- Access to exclusive market insights from Destination Canada
- Tailored training in regenerative tourism practices
- Early access to new tools and content derived from Canadian tourism initiatives
- Opportunities to connect with Canadian thought leaders
- Participation in a purpose-driven community of regenerative travel advocates
- Ongoing influence on the future strategy of Destination Canada in Australia through shared learning and feedback
- The right to use the official Partnership Pledge emblem. The Together For Impact emblem features a Canadian maple leaf and an Australian golden wattle and symbolises the countries’ shared commitment to regenerative values and mutual respect
Julie King, Managing Director of Destination Canada Australia, said the expansion is about showing the power of collective action. “I’m genuinely grateful to the partners who have been part of this journey so far—their commitment, restless curiosity, and willingness to lead a new way of thinking about tourism have been pivotal.”
“Together for Impact is more than a tagline, it captures the reality that when our industry comes together, we can create transformational change. When more partners align, share knowledge, and champion values-driven travel, we create benefits that reach travellers, Canadian communities, and the planet.
“This pledge advocates for regenerative practices that support long-term sustainable growth, builds resilience, and strengthens both industry prosperity and community wellbeing,” added King.
Who’s behind the pledge?
The Destination Canada Australia Strategic Advisory Group (SAG) includes a cross-section of respected industry leaders who helped shape the original pledge model:
- Neil Rodgers, Managing Director, Adventure World
- Greg McCallum, Part Owner and Sales and Marketing Director, Entire Travel Group
- Tim Holden, Tourism Body Partnerships – Flight Centre Travel Group, Business Leader
- Melissa Warren, Group General Manager – Marketing, Helloworld Travel
- Daniel Walker, Managing Director, Sno’n’Ski Holidays
- Mladen Vukic, Chief Product & Operations Officer, APT Travel Group
- Rodney Muller, Managing Director, Ski Max Holidays
- Casandra Foister, Vice President, Ski Max Holidays
- Matt Leedham, Founder and Managing Director, Karryon
- Julie King, Managing Director, Destination Canada, Australia
- Nathan McLoughlin, Director, Travel Trade, Destination Canada, Australia
Luciana Magliocco, Regional Managing Director, Europe and Australia at Destination Canada, called the expanded pledge “a significant milestone” that shows what’s possible when the industry rallies around regeneration.
“The launch of the Pledge marks a significant milestone for our industry and our efforts in the Australia market, bringing tourism partners together around a shared commitment to regeneration. As an organisation, we are incredibly proud of the work led by Julie King and the wider Destination Canada Australia team, in partnership with the Strategic Advisory Group, to bring this initiative to life.”
What does this mean for travel advisors and partners?
Tourism advisors, wholesalers, operators and media play a pivotal role in guiding traveller decisions and influencing behaviour change through their storytelling. This pledge provides them with a tangible way to lead with purpose by recommending Canadian experiences that are community-led, values-driven, and regenerative.
Destination Canada notes that today’s travellers are increasingly seeking connection and authenticity over checklist-style experiences. The pledge provides tools and training to help travel professionals support this shift, while enabling them to influence Destination Canada’s strategy through ongoing feedback.
The pledge signals a broader ambition: to create a tourism model that not only sustains, but regenerates. That includes supporting Indigenous tourism, reversing environmental degradation, and ensuring the benefits of travel reach all communities.
For more information and details on how you can sign the pledge, head here.
You can read all about the Destination Canada Australia Strategic Advisory Group’s recent trip to Ontario here.
KARRYON UNPACKS: Destination Canada’s invitation to the Australian travel trade is more than symbolic; it’s a strategic shift that positions the travel industry as co-authors in building a regenerative tourism model. For agents and partners, the pledge offers practical tools to influence traveller choices and shape a future where tourism uplifts, not just sustains.
