Destination Canada, Air Canada & Lufthansa Join Forces to Boost Tourism from India

Destination Canada, Air Canada and Lufthansa Group are joining forces to encourage more travellers from South India to visit Canada, launching a marketing pilot aimed at driving tourism demand for spring and summer 2027 and beyond.

The collaboration brings together Destination Canada’s Canada, naturally brand platform, destination storytelling and traveller insights with the airlines’ international networks, customer intelligence, marketing capabilities and booking channels.

The aim is to inspire prospective Indian travellers to choose Canada for their next vacation while making it easier to turn that interest into confirmed flight bookings, reads a press release.

The partnership was formalized during a signing ceremony in Mumbai, held as part of the Team Canada Trade Mission to India, led by Maninder Sidhu, Canada’s Minister of International Trade.

The mission is also focused on strengthening economic ties between Canada and India, expanding bilateral trade and helping Canadian businesses establish a stronger presence in the growing Indian market.

Turning Travel Inspiration Into Bookings

A central component of the initiative is connecting destination marketing more directly with airline search and reservation platforms.

The pilot will also explore whether closer collaboration between tourism organizations and airlines can generate international demand more quickly and efficiently than traditional, independently managed marketing campaigns.

For Air Canada, the initiative builds on its existing international network and longstanding relationship with Lufthansa Group.

“Air Canada connects travellers from around the world to Canada, not only through our own extensive international network, but also through our comprehensive partnership portfolio, especially our longstanding partnership with the Lufthansa Group,” said Raymond Ludwin, managing director of promotional marketing at Air Canada, in a press release.

“Together, and in further partnership with Destination Canada, we can connect even more international travellers to the wondrous destinations across Canada, from coast to coast to coast. This co-marketing partnership will tie the world-class destination marketing done by Destination Canada together with the complementary insights and marketing capabilities of our two airlines, ultimately delivering measurable value to the Canadian tourism ecosystem.”

Lufthansa Group says the partnership will leverage its established presence in India and extensive international connectivity to encourage more travellers to consider Canada.

“The strongest partnerships connect local market knowledge with global reach,” added Kevin Markette, senior director – regional sales South Asia at Lufthansa Group.

“Connecting people, cultures, and economies is at the heart of Lufthansa Group’s mission. Lufthansa Group’s extensive global network and unrivaled North Atlantic connectivity provide travelers in India with seamless access to Canada and destinations across North America.:

“By combining our customer relationships, market insight, and distribution strength in India with Air Canada’s network and Destination Canada’s traveller intelligence and market expertise, this pilot creates a compelling opportunity to inspire travel, unlock new demand, and drive sustainable growth.”

Tourism’s Growing Role in Canada’s Economy

The partnership comes as Canada looks to international tourism to help diversify its economy and reduce its reliance on the U.S. market.

According to Destination Canada, tourism could contribute between nine and 10 per cent, or as much as $30 billion, toward the country’s goal of generating an additional $300 billion in non-U.S. exports by 2035.

The tourism organization’s long-term outlook also forecasts that overseas visitor demand will grow faster than demand from the United States through 2035.