Canada is a vast and beautiful country but why go there when you could go to California or the Caribbean? Pamela Whitby hears how the country’s national tourism commission has set about convincing travellers that Canada should be top of their list.

As the world has shrunk and people become more adventurous with their travel, national tourism authorities face a challenge: how do I get the travel consumer to choose my destination over another. Today tourism agencies must work with a wide range of partners; from airlines to hotel chains, online...