VERB Proudly Partners with Destination Canada on Canadian Tourism Data Collective Launch

Canadian tourism innovation made a giant leap forward this month, with the launch of the Canadian Tourism Data Collective.

Led by Destination Canada, in partnership with Statistics Canada and Innovation Science and Economic Development, alongside VERB and other private sector partners, the Data Collective  is the first of its kind in Canada – a revolutionary, centralized, secure platform using AI and data to drive Canadian innovation in tourism and beyond.

The Data Collective is an example of the Collective Intelligence pillar in Destination Canada’s recently launched 2030 Strategy: A World of Opportunity. The strategy, designed to propel Canada back into the top seven global tourism destinations, outlines a roadmap to increase Canada’s competitiveness, drive sustainable growth, and help the Canadian tourism sector reach its full potential.

VERB played a crucial role in designing the Data Collective’s user interface and experience. Our role was to ensure the suite of AI-assisted  products, powered by 8.9+ billion lines of data from over 175 resources, was seamlessly integrated into the platform powered by Google, delivering easily accessible and actionable data, insights, research, and trend forecasts.

“The Data Collective represents a significant leap forward in innovation and collaboration,” says Destination Canada Senior Vice President, Chief Financial Officer and Chief Data and Analytics Officer Meaghan Ferrigno. “This groundbreaking initiative is enhanced by a unified and intuitive web experience, designed in partnership with VERB. Their expertise has been instrumental in creating a seamless and engaging platform that transforms how stakeholders interact with tourism data.”

The Canadian Tourism Data Collective gives the tourism sector a powerful tool for swiftly identifying and responding to emerging trends and issues. It also provides deep insights into target travellers, enabling the industry to monitor and optimize guest experiences.

This rich information is now accessible to more than 230,000 small and medium tourism businesses across Canada.

“We believe in the power of tourism and its role in shaping strong, sustainable communities,” says VERB CEO and Founder Andy MacLellan. “That’s why being part of this project is so exciting; we believe it will make a measurable and meaningful impact on the industry.”

The Canadian Tourism Data Collective can be found here.