Destination Canada

But as Rendez-vous Canada is taking place at the Edmonton Convention Centre, one of the biggest challenges Canada's tourism industry is facing is playing out in technicolour just a few hundred kilometres away: wildfires. 

The government of Canada has been increasing its use of paid Facebook advertisements over the last three years, spending tens of millions of dollars on boosted posts, videos and ad campaigns, new figures tabled in Parliament show.

Canada celebrated its 150th birthday in 2017 but it was the tourism industry that got to collect the presents.