Destination Canada’s Australian Strategic Advisory Group recently gathered at the Intercontinental Sydney to align on the next phase of Together for Impact. Here’s what’s coming, and how you can get involved.
The Together for Impact initiative is anchored by a new travel trade resource highlighting an ‘Industry Perspective for Australian Travel Advisors’, a ‘Regenerative Tourism Product Library’, and a ‘Virtual Summit’ planned for later in the year.
The Destination Canada Strategic Advisory Group (SAG) brings together Australian operators and trade leaders who volunteer their time to help shape the Together for Impact program, with members from Flight Centre Travel Group, Helloworld, Adventure World, APT, Intrepid Travel, Entire Travel Group, SkiMax, Sno’n’Ski and Karryon.
The group, led by Destination Canada Australia and facilitated by Fiona Dalton from FHD Consulting, meets quarterly, including two face-to-face gatherings per year, and also spends time in working groups on Together for Impact initiatives.
Bringing everyone together in the room, particularly given the challenges that so many businesses have faced over the past two months, speaks to the incredible commitment and dedication of this group,” Destination Canada Australia lead Julie King said.
“Across each of the workstreams undertaken, there has been thoughtful, committed work and some truly strong strategic thinking.”
The Pledge target: 500 signatures by June
Since launching late last year, Destination Canada’s industry Pledge under the Together for Impact banner has reached 340 signatories, with a target of 500 by 30 June, 2026.
Founding signatories Flight Centre Travel Group and Helloworld Travel recently shared how they are amplifying the Pledge across their networks, signalling broader trade buy-in.
“I was incredibly proud to see our pledge launch into the wider industry in December,” King said.
“Watching this community grow, and seeing the appetite for what we’re building, has been a real highlight.”
A new travel trade resource and product library
Running alongside it is a Regenerative Tourism Product Library, a curated collection of up to 90 foundational Australian-market experiences, structured around Destination Canada’s People, Places, Prosperity framework.
“What’s exciting now is that we’re at a point where we can bring that thinking together, aligning, refining, and shaping it into something even more powerful,” King said.
The new travel trade resource and Regenerative Tourism Product Library are both scheduled to launch later this year and will be available to all pledge signatories.
Virtual Summit on the horizon
A Virtual Summit, themed “From Promise to Practice”, is also scheduled later in the year as a two-hour session designed to connect the community, put the Pledge into action, and help advisors grow their Canada business.
The programming will spotlight regenerative travel storytelling from Canadian partners, Indigenous, regional and seasonal opportunities, and pre-recorded breakout content built around the new travel trade resource.
All Australian travel industry professionals will be invited to the Summit, with priority registration for pledge signatories and a sign-up pathway for non-signatories.
Canada’s broader moment
Destination Canada reported that 240,469 Australians visited Canada in 2025, up 1.7 per cent year on year, with the strongest growth in the shoulder and winter months: April up 10 per cent, December up 10 per cent, and January up 13 per cent.
“Canada’s Global Moment” outlook adds further context: the country’s 2030 tourism target is now forecast to be reached by 2028, two years ahead of schedule, with Canada ranked third globally for brand reputation and first for international reputation.
How can you get involved in the pledge?
Australian travel businesses and advisors can sign up to the pledge via Canada Connect.
Together for Impact pledge signatories in Australia have access to the following benefits:
- The Together for Impact emblem for use across email signatures, storefronts, social media, and marketing materials
- A welcome letter from Julie King, Managing Director, Destination Canada Australia
- A pledge certificate and full FAQ document including emblem brand guidelines
- Connection to a growing community of purpose-led Australian travel industry partners
- Access to Destination Canada insights, training, and exclusive industry events
- Profiling opportunities within Destination Canada’s Australian and Canadian networks
Find out more here.
KARRYON UNPACKS: Together for Impact has moved from build to delivery. With a new travel trade resource, a Product Library and a Virtual Summit lined up, the focus now is on lifting 340 pledge signatories to 500 by June, and on the Pledge community translating commitment into measurable trade action.
