The Institute for Canadian Citizenship’s Canoo program offers free and discounted cultural experiences, helping tourism organizations build lasting relationships with newcomers and support regional economic and workforce growth. Tourism and hospitality organizations in Canada – particularly in rural, remote, and regional areas – are being presented with a new growth opportunity: building lasting connections with newcomers. Research from the Institute for Canadian Citizenship (ICC) shows that tourism experiences play a vital role in shaping newcomers’ sense of belonging, directly influencing their decision to remain in Canada. At the center of this initiative is Canoo, ICC’s program offering new citizens and permanent residents free and discounted access to cultural and natural attractions. “Newcomers’ first connection with their new home tends to be via tourism experiences,” said Daniel Bernhard, ICC CEO.