In this episode of TIABC's Voice of Tourism, Walt Judas welcomes Marsha Walden, President and CEO of Destination Canada, for an engaging conversation about her remarkable career journey and Canada's ambitious tourism future. Born to Dutch immigrants in Vancouver, Walden shares how her father's hotel business sparked her early connection to tourism, beginning with her first job as a buffet attendant at the planetarium. She traces her path through 17 years in advertising with Baker-Lavic and BBDO, the BC Lottery Corporation, and seven years leading Destination British Columbia before taking the helm at Destination Canada during the pandemic. Walden discusses Canada's strategic goal to reach the global top 10 in tourism competitiveness, currently ranking 11th, through seven key levers including labour supply, investment attraction, air access, and sustainability. She reflects on the industry's challenges and optimism, the innovative Open Home campaign reassuring American visitors they're welcome in Canada, and the transformative role destination organizations must play beyond marketing. As she prepares for retirement after 40 years in business, Walden looks forward to time with her three young grandsons, travel with friends, and enjoying her off-grid cabin in Howe Sound.