Skip to main content
Northern Lights

Privacy Notice

About Destination Canada

The Canadian Tourism Commission, operating as ‘Destination Canada’ (DC), is a Crown Corporation wholly owned by the Government of Canada. Established in 2000 as a Crown Corporation under the Canadian Tourism Commission Act, DC markets Canada domestically and internationally. Its aim is to provide a consistent voice for Canada in the domestic and international tourism marketplace, and to sustain a vibrant and profitable tourism industry by supporting cooperative relationships between the public and private sectors.

Our Privacy Notice

In order to fulfill its legal mandate, DC may collect, use, and disclose “Personal Information”. Personal Information is information that, on its own or when combined with other information, can identify an individual. The Personal Information covered under this Privacy Notice includes data from consumers (such as visitors to DC’s website or newsletter subscribers), attendees of DC hosted events, and data from DC tourism partners (such as destination marketing organizations, travel agents, tour operators and media partners).

At DC, we are committed to safeguarding the privacy of all individuals who entrust us with their Personal Information. This Privacy Notice is meant to help individuals understand what information we collect, why we collect it, and how it is managed. All Personal Information within our control is protected under the Privacy Act (Canada).

This Privacy Notice applies where we are acting as a “Data Controller”, that is, where we determine both the purpose and means of processing of Personal Information or Personal Data. DC does not process data on behalf of others.

Cookies and Web Analytics

We use cookies and other digital markers on our websites. Through the use of cookies and digital markers, we may collect and process data about your use of our websites ("Usage Data"). Usage Data may include your Internet Protocol (IP) address, geographical location, browser type and version, operating system, referral source, length of visit, page views and website navigation paths. It may also include information about the timing, frequency and pattern of your use of our websites. You may adjust your browser settings to reject digital markers, including cookies, if you choose.  However, this may impact your ability to interact with our websites. Where cookies are not strictly necessary for our websites or the provision of services, we may also ask you to consent to the use of cookies.

Usage Data is collected and monitored through the use of web analytic tracking systems. Web analytics is the collection, analysis, measurement and reporting of data about website traffic to analyze the behaviour of visitors to a website. Usage Data may be processed by DC internally or sent to our third-party service providers for the purposes of analyzing the use of our websites and services, in keeping with our mandate. Such data may be used for communications and information technology statistical purposes, audit, evaluation, research, planning and reporting.

Our third-party advertising partners may use third-party cookies and other digital markers for marketing and advertising purposes and to help you see advertisements on our websites and other websites that are matched to your interests. This is in keeping with our mandate to market Canada as a desirable tourist destination.  You can opt out of third-party cookies used for targeted advertising by adjusting your cookie settings.  To explore your options for opting out of targeted advertising, please see http://youradchoices.ca/choicesExternal Link Title.

In cases where Usage Data is disclosed or transmitted to a third-party, your privacy is safeguarded through the activation of third-party tools used for web analytics by which IP addresses are de-identified.

Data collected, disclosed or transmitted for web analytics purposes goes outside of Canada to the United States of America and may be subject to the governing legislation of that country, such as the USA Patriot Act.

What we collect and why we collect it

DC limits its collection of Personal Information to that which is authorized under an operating program or activity of the corporation and for the purpose of fulfilling its mandate under section 5 of the Canadian Tourism Commission Act. This includes information provided directly from consumers and/or tourism partners, or  provided through the use of our websites or services, as set out in the following section. For a full index and description of our Personal Information holdings, see our “Personal Information Bank” located hereExternal Link Title.

Tourism and travel research

DC offers a variety of tools and resources to small and medium-sized tourism enterprises. This includes research and market intelligence reports geared at supporting and encouraging Canadian travel. Both tourism partners and individuals can subscribe to DC’s newsletters, including Destination Canada News, for regular updates about Canadian tourism research and statistics, marketing programs, travel issues, industry trends and more.

In order to distribute these tools and resources, we may collect and process information that you provide to us for the purpose of subscribing to our email notifications, research and/or newsletters ("Notification Data”), in addition to the collection and use of Usage Data. Our activities include DC news, story ideas, tourism snapshots, special offers, incentives and contests, and specialist programming. Notification Data may include your email address, name, and organization type, as provided by you. Notification Data may be processed for the purposes of sending you publications or notifications that you’ve elected to receive, that are in keeping with our mandate.

Business events

In addition to our tourism marketing and research efforts, DC works collaboratively with a range of industry associations and private-sector partners to encourage the hosting of business events in Canada. Business events help increase exports of Canadian goods and services, encourage attendance at Canadian educational facilities, boost direct foreign investment in Canada, and leverage Canada’s overall brand by encouraging commercial activity.

Where Destination Canada is hosting or attending an event, we or our suppliers and agencies may collect Personal Information about event attendees in order to process their registration. This information may include name, mailing address, email address, phone numbers, job information such as job title and current employer.  Where there is a fee associated with attendance at an event, we may collect or process payment information from you or your organization.

Training opportunities

We offer training about tourism in Canada to travel trade experts through DC’s Canadian Specialist Program which is a web-based program hosted on a third-party platform where participants learn about the essential facts and diverse experiences to be found in Canada.  Once completed participants have 24/7 access to a comprehensive toolset to help them retain that knowledge, promote and sell Canada as a destination including timely updates on the latest global travel conditions.

We collect and process information that you provide to us when you enroll in the Canada Specialist Program. Such Information may include your name, email address, mailing address, business contact information and employment information such as your job title and your current employer.

Familiarization tours

In collaboration with destination and provincial marketing organizations and public and private sector tourism organizations, we organize familiarization (“FAM”) tours to promote Canada as a tourism destination.  FAM tours are offered to travel media, travel trade, influencers and other professionals and stakeholders within the tourism industry.  FAM tours allow participants to develop a deeper understanding of regions in Canada, including the opportunity to meet with locals and experience a variety of tourism products within that region, so they can promote their experience with others.

In organizing and carrying out FAM tours, we collect and process information needed from participants, including their names, addresses, email addresses, job information such as job title and current employer, health information, dietary restrictions, demographic information, passport, driver’s license and travel information, social media handles.  We may collect this information directly from the participants, or indirectly through our suppliers and agencies.

Tourism partners

In the course of fulfilling our mandate, we may collect and process information about our consumers and tourism partners (e.g., travel agencies, tour operators, venues, event planners, provincial and territorial destination tourism marketing agencies, and conference or training organizers). Consumer and partner information ("Consumer Relationship Data") may include an individual’s name, his or her employer, job title or role, contact details, and information contained in communications between DC and the program partner, including event information. Consumer Relationship Data is sourced directly from the individual or his or her employer. It may be processed for the purposes of managing our relationships with tourism partners, communicating with partners, keeping records of those communications, and for promoting products, services, and events in keeping with our mandate. Where required, your consent will be obtained prior to collecting Consumer Relationship Data.

Job applicants

If you apply for employment at DC, we may collect and process data about you, your contact information, and your career interests and employment history (“Job Applicant Data”) in order to process your job application. Job Applicant Data is used for staffing and recruitment activities, and to maintain an inventory of candidates for current and future work opportunities. Personal Information will only be used for legitimate business interests, and only then with your express consent.

Communications with DC

If you elect to contact us, we may collect and process information contained in or relating to any communication that you send to us ("Correspondence Data"). Correspondence Data may include your contact information, the contents of your communication, and any metadata associated with the communication. Correspondence data may be processed for the purposes of communicating with you and/or your organization, and for general record-keeping, in alignment with our mandate.

How it is managed

Accountability

In keeping with our commitment to privacy, we have put in place appropriate technical and organizational measures to help ensure that Personal Information we collect is protected and properly handled. This includes a Corporate Privacy Policy and a Privacy Management Framework that sets out key responsibilities for privacy and the protection of personal information and data. The Privacy Management Framework also establishes a common set of standards and practices for the handling of personal data across the corporation. In addition to supporting individual accountability for privacy, the Corporate Privacy Policy and Privacy Management Framework helps to promote a coherent and effective organizational approach for privacy protection.

Openness

Annually, to ensure legal compliance, we review, update and publish a full inventory of our Personal Information holdings. Our publicly available Personal Information Banks describe what Personal Information we collect, the purposes for which that data is collected, how the data may be used, who we share that data with, how long it is retained, and how individuals to whom the information belongs may access the data.

Safeguards

Personal Information held by DC is safeguarded in accordance with government standards for the protection of personal information and data. Generally speaking, Personal Information is secured in a manner commensurate with its sensitivity. In order to help safeguard Personal Information, DC has a formal information security program in place. The program includes physical, technical, and organizational measures designed to protect against anticipated threats to Personal Information. Those measures also help prevent the unauthorized disclosure, access, or use of Personal Information.

In addition to the above security practices, DC regularly conducts privacy impact assessments (PIAs) in relation to new or substantially modified programs and services involving the use of Personal Information. PIAs help identify, measure and mitigate the privacy risks associated with the introduction of new programs or services, ensuring that privacy is a core consideration in the design, development and operation of all programs and services involving the use of Personal Information. In keeping with our commitment to transparency and openness, we post summaries of our PIAs on our external website.

Limited sharing and retention

DC does not share your Personal Information with other companies, organizations or individuals, except with your consent (or where authorized by law). Personal Information is never sold and is never used except in keeping with the purposes for which it was first collected. In some cases, we may provide your Personal Information to trusted program partners or service vendors for processing. As required by law, we ensure that the organizations we share your Personal Information and data with comply with strict instructions for proper handling.

We only retain Personal Information for so long as it is required to fulfill the purpose for which it was first collected. Personal Information that is used to make a decision that may impact an individual is retained for a minimum of two years, as required under Canada’s Privacy Act. When Personal Information is no longer required and the retention period has ended, it is securely destroyed or de-identified.

Links to Other Websites

Our websites may contain links to third party websites, including social media platforms such as Facebook, Twitter, Instagram, Pinterest and YouTube. If you click on any of these links directing you to third party websites, you should read the terms and conditions and privacy notices/policies on these third-party websites as these sites may collect or share personal information or data about you.  DC does not accept any responsibility or liability for the action or inaction of such third parties or the content of their privacy notice or privacy policies.

Universal Personal Information and Data Rights

Access

You have the right to request confirmation as to whether or not we process your Personal Information. Where we do, you have the right to access that Personal Information. Provided that the rights and freedoms of others are not affected, and except as provided under the Privacy Act, we will provide you with a copy of your Personal Information at no cost.

You can request a copy of your Personal Information by contacting our Privacy Office at privacy@destinationcanada.com, or by telephone at +1.604.638.8300.

Corrections

We take all reasonable steps to ensure that your Personal Information is as accurate, complete and up-to-date for the purpose(s) for which it is to be used. You have the right to have your Personal Information corrected where it is inaccurate or incomplete. Corrections are best processed by contacting the official or department at DC to which your information was first provided. If you have provided your Personal Information to DC using an on-line form, you may be able to update that information by amending your on-line profile, or by following the link on DC-provided publications.

Individuals can also request corrections to their Personal Information by contacting our Privacy Office at privacy@destinationcanada.com, or by telephone at +1.604.638.8300.

Challenging compliance

Concerns relating to DC’s collection, use or disclosure of Personal Information may be communicated to DC’s Privacy Office at privacy@destinationcanada.com. Failing the resolution of a privacy concern or issue, individuals may exercise their right to pursue outstanding matters by way of a complaint to the Office of the Privacy Commissioner of Canada.

Children

This website is not intended for children under the age of 13 or the minimum age required by local law in your jurisdiction (the “Minimum Age”). No one under the Minimum Age may provide any Personal Information to or on the Website. We do not knowingly collect Personal Information from children under the Minimum Age. If you are under the Minimum Age, do not provide any information about yourself to us, including your name, address, telephone number, email address, or any screen name or user name you may use. If we learn we have collected or received personal information from a child under the Minimum Age without verification of parental consent, we will delete that information. If you believe we might have any information from or about a child under the Minimum Age, please contact us at privacy@destinationcanada.com.

Rights specific to residents of jurisdictions other than Canada

DC is subject to Canada’s Privacy Act. We strive however to comply with the privacy laws and regulations of all jurisdictions in which we have an establishment and market, to and including the European Union (EU). Subject to the Privacy Act and the laws of Canada, residents may have the following additional rights, as provided by the General Data Protection Regulation (GDPR), and the laws of the jurisdictions where you are resident and where we have an establishment and where we market.

Erasure

In some circumstances, residents of the EU and residents in jurisdictions outside of Canada may have the right to the erasure of their Personal Information. In the EU the rights of erasure may be exercised where: Personal Information is no longer necessary in relation to the purposes for it was first collected or otherwise processed; consent is withdrawn (where data processing was based on consent); there is no further legitimate interest in processing the data; data is being used for direct marketing purposes on the objection of the individual; or where the Personal Information has been unlawfully processed. This right is not absolute. DC may continue to process Personal Information of EU residents and other residents where the processing is necessary for compliance with a legal obligation, or for the establishment, exercise or defence of a legal claim. We recommend that you review the applicable legislation in the jurisdiction where you are resident.

Restricted processing

In some circumstances, residents of the EU may have the right to restrict the processing of their Personal Information. Such circumstances include: where the accuracy of the individual’s Personal Information is contested; where processing is unlawful but erasure is opposed; or where personal Information is no longer needed for the purposes of processing, but where the individual requires Personal Information for the establishment, exercise or defence of a legal claim. Where processing has been restricted, DC may continue to store that Personal Information. In such cases, we will only process your Personal Information with your consent or: for the establishment, exercise or defence of legal claims; for the protection of the rights of another natural or legal person; or for purposes of an important public interest. This right may be available in other jurisdictions.  We recommend that you review the applicable legislation in the jurisdiction where you are resident.

Portability

In some circumstances, residents of the EU may have the right to receive Personal Information they have provided to DC (as data controller) in a portable manner (i.e., in a format that is structured, commonly used, and machine readable). EU residents may also have the right to request that DC transmit that data to another data controller. The right to data portability only applies when Personal Information is provided on the basis of consent, or for the purposes of a contract, and where DC processes that data by automated means. Except with respect to job applicant data supplied through our on-line application platform, DC does not process data automatically. This right may be available in other jurisdictions.  We recommend that you review the applicable legislation in the jurisdiction where you are resident.

Definitions

Personal Information” means information about an identifiable individual that is recorded in any form, as provided in section 3 of Canada’s Privacy Act.

“Data controller” means a legal person which, alone or jointly, determines the purposes and means of processing Personal Information.

Personal Information Bank” refers to the index and description of Personal Information collected and processed by Destination Canada, as set out in section 11(1) of Canada’s Privacy Act.

Modifications to this Website Privacy Notice

We may modify this Privacy Notice at any time, without liability of any kind to you or any other person, by posting a revised Privacy Notice on our website.  Our collection, use and disclosure of your Personal Information will be governed by the version of the Privacy Notice posted and in effect at that time. You are responsible for periodically reviewing this Privacy Notice to check for any changes.

Last Revised December, 2024