Noise Digital Partners with Destination Canada and Google Cloud to Revolutionize Tourism Data with the Canadian Tourism Data Collective

June 4, 2024

[Vancouver, 06/04/2024] - Noise Digital, part of Havas Media Network, is proud to announce its collaboration with Destination Canada to develop the analytics platform powering the recently launched Canadian Tourism Data Collective, a groundbreaking national platform for tourism data, research, and thought leadership.

This innovative initiative signifies a paradigm shift in the Canadian tourism industry, empowering businesses, communities, and governments with reliable and actionable intelligence to foster collaboration and innovation across the sector. The Data Collective is a joint venture between Destination Canada,Statistics Canada and Innovation, Science and Economic Development Canada, and represents a source of competitive advantage for Canada’s hosting economy.

 Trevor Carr, CEO of NoiseDigital, says the solution design and implementation of the analytics platform, in partnership with Destination Canada and Google Cloud, was engineered to redefine the way the tourism sector operates by focusing on:

●     Centralizing Data Assets: The analytics platform offers a privacy-first, made-in-Canada, secure environment that complies with the Canadian federal government-published guidance on security controls to protect cloud-based workloads and data, and ​unites fragmented data sources to ensure data is readily accessible for informed decision-making.

●     Unifying Data Intelligence: By harmonizing disparate data streams, the analytics platform empowers users with comprehensive insights on the Canadian tourism sector.

●     Monitoring Data Quality: Advanced analytics, artificial intelligence, and analysis tools are harnessed to ensure the accuracy and reliability of the data, fostering trust in the Data Collective’s insights which are garnered from the foundational analytics platform.

●     Operational Efficiencies: Through automation and machine learning, the analytics platform reduces operational costs and optimizes resource allocation (e.g.AI-assisted data translation to enable the platform to comply with the requirements of Canada’s Official Languages Act).

Since its inception, the analytics platform has allowed the Data Collective to unify over 175 datasets and ingest over 8.9+ billion rows of data, representing a wealth of actionable intelligence for the tourism industry. This platform has also facilitated significant operational efficiencies and has reduced the development time for Destination Canada’s various data products.

“The DataCollective exemplifies Canadian innovation and collaboration. This groundbreaking initiative is powered by a data and analytics platform developed in partnership with Noise Digital. Leveraging their expertise on Google Cloud, it showcases the best minds across Canada and utilizing emerging technologies like AI to transform the tourism sector. We greatly value Noise Digital's expertise in bringing this platform to life.” - Meaghan Ferrigno, Senior Vice President, Chief Financial Officer and Chief Data and Analytics Officer, Destination Canada.

“Google Cloud is committed to providing the industry’s most open cloud and helping customers accelerate their digital transformations,” said Sam Sebastian, Head of Google Cloud Canada. “Through this new partnership, Destination Canada and Noise Digital will use Google Cloud’s infrastructure to power new capabilities that can improve operations and create real-world value for businesses.”

As the Data Collective propels the Canadian tourism sector into a new era of innovation and growth, its foundational analytics platform stands as a testament to the transformative power of data-driven insights.

 With ongoing advancements in artificial intelligence, data analytics, and security planned for implementation into the analytics platform, the Data Collective is poised to revolutionize how Canadian destinations are marketed, developed, and managed.

For more information about the Data Collective,visit


 About Noise Digital

Noise Digital, part of Havas Media Network, is an award-winning pioneer in machine learning, artificial intelligence, marketing technology development, data strategy, advanced analytics, and data-driven marketing. Noise specializes in data consultancy, cloud consulting, media automation and marketing technology. Noise is a certified partner and reseller for Google Cloud, Google Marketing Platform and Google Analytics. The team is based out of two Canadian offices in Vancouver and Toronto holding a collective team of over 70 data-and technology specialists. Clients include Destination Canada, Destination BC, Destination Vancouver, A&W, and Save OnFoods. For more information, visit

About Destination Canada

​​At Destination Canada, we believe that tourism enhances the wealth and wellbeing of Canadians and enriches the lives of visitors. Our mission is to influence supply and build demand for the benefit of locals, communities and visitors through leading research, alignment with public and private sectors, and marketing Canada nationally and abroad.  

 ​Knowing that diversity is our greatest asset, we promote Canada as a premier four-season leisure and business tourism destination around the country and world in Australia, Canada, China, France,Germany, Japan, Mexico, South Korea, United Kingdom and the United States. In addition, our Business Events team leverage in-depth global market analysis to target international clusters aligned with Canada's priority economic sectors.

​Destination Canada is a Crown corporation wholly owned by the Government of Canada. For more information, visit


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