Sara B.

Assignment:

 

How can we get young Canadians to travel within their own borders in 2021? 

 

Challenges:

 

Gen Z is a financially limited demographic, categorized as avid travelers always on the lookout for good deals. This segment is also viewed as conscious consumers who look for authentic experiences.

 

This demographic has survived a lock down and is impatient to travel, yet the 2021 travel restrictions would only allow it within Canadian boarders. The challenge is how to present Canada to this clientele from a new perspective? 

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On the other hand, this was a critical time for the indigenous tourism sector that saw a 57% decline in its GDP in 2020 due to the pandemic. This situation led to a 51% decline in employment and put 1 in every 3 businesses at a risk of permanent closure. 

 

Solution:

 

Encourage Gen Z to travel within Canada to explore a rich Indigenous legacy and rediscover their country from fresh perspectives.

 

“Travel Canada. Home to first wonders” was launched digitally through an app named  "A'Ki", designed to allow Gen Z travelers to get in touch with indigenous Tourism actors and build their own adventures according to their budget, location and type of activities.

 

"A'Ki" means Earth in Ojibwe Language. This app is a bridge between unique touristic ventures, and a demographic- Gen Z, in urgent need for outdoors, cultural awareness and sustainable alternatives.