Destination Canada, the nation's official convention and visitors bureau, announced that its president and CEO Marsha Walden has retired. Walden joined the organization in 2020 and guided Canada's tourism industry through the pandemic. She also shaped its 2030 strategy and launched the Canadian Tourism Data Collective, which is designed to provide real-time tourism analytics to track and improve Canada's competitiveness.
“Marsha joined the organization during one of the most challenging periods in the history of Canada's tourism industry and subsequently navigated through an ever-changing environment of global uncertainty,” reads a post on the organization's homepage. “She led Destination Canada and our partners in a bold and inspired path forward through recovery, ultimately positioning Canada's visitor economy for greater resilience, improved competitiveness and the record-breaking growth our sector is now experiencing.”
Meaghan Ferrigno has been appointed interim president and CEO by Destination Canada's board of directors, effective July 1. Ferrigno has been with the CVB since 2021, previously serving as senior vice president, chief financial officer, and the chief data and analytics officer.
According to Destination Canada, for every CAD $1 (USD $0.70) invested in Destination Canada by the federal government, the organization has generated CAD $24 in returns for Canadians. Tourism generated CAD $133 billion in visitor spending last year and is expected to grow 6 percent in 2026. By 2035, total tourism revenue is projected to hit CAD $216.3 billion.
