The Honourable Rechie Valdez, Minister of Women and Gender Equality and Secretary of State (Small Business and Tourism), today announced the reappointment of the Honourable Liza Frulla, P.C., C.M., O.Q., as Chair of the Board of Directors of Destination Canada for a term of five years, effective August 6, 2026. Ms. Frulla has been Chair of the Board of Directors of the Canadian Tourism Commission (Destination Canada) since August 6, 2021.
Since August 2015, Ms. Frulla has served as Director General and member of the Board of Directors of the Institut de tourisme et d'hôtellerie du Québec. Her career spans sports journalism, marketing and radio. She served as Quebec's Minister of Culture and Communications and later as federal Minister of Canadian Heritage.
She also contributed to the development of Quebec's first cultural policy and to the establishment of the Conseil des arts et des lettres du Québec and the Société de développement des industries culturelles. She is a Member of the Order of Canada, an Officer of the Ordre national du Québec, one of the first Companions of the Ordre des arts et des lettres du Québec, and an Officer of the Ordre de la Pléiade. She also serves on several boards and participates in a committee focused on the future of Montréal's Olympic Park. In fall 2025, she received an honorary doctorate from the Université du Québec en Outaouais.
Destination Canada is Canada's national tourism marketing organization, promoting the country globally to drive sustainable growth across the visitor economy and strengthen Canada's competitiveness as a travel destination. Destination Canada works with partners to attract leisure travellers and major international conventions, conferences and events that raise Canada's global profile. Through its NorthStar partnership, Destination Canada works with provincial, territorial, municipal and industry partners to align marketing efforts in markets where it can achieve the highest return on investment for Canadians.
