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2013-2014 Report on Plans and Priorities

A Message from the Chief Executive Officer

Chief Executive Officer Alan Latourelle © Parks Canada

Parks Canada is proud to play a lead role in enabling Canadians to connect with, and benefit from, the places and events that make our country unique. Canada’s network of protected natural areas and historic sites serves to rejuvenate us and remind us of our fragile and breathtaking land, and our shared humanity. We will continue to expand this network and make our cherished places more appealing and accessible to visitors.

To achieve this goal, we will collaborate with a growing number of partners, including Aboriginal peoples, stakeholder groups, the provinces and territories and the private sector. These partnerships help us keep pace with changing demographics and reach new Canadians, urban residents and young people.

The Rouge National Urban Park initiative is a case in point. Located next to Toronto, our largest city and most popular destination for immigrants to Canada, Rouge Park already enjoys strong support from a long list of community groups committed to preserving the place’s unique heritage. The My Parks Pass program for Grade 8/Secondary 2 students is another demonstration of our ability to connect with young people. This year, the program’s grand prize is a school trip to Cape Breton to celebrate the 300th anniversary of the founding of Louisbourg.

Parks Canada will also embark on a number of strategic projects this year to foster long-term sustainability and growth. We will develop an urban-engagement strategy, for instance, to increase our ability to reach and engage city residents and new Canadians. We will also enhance our online presence with new trip-planning tools and social media projects. And finally, we will continue to renew and diversify our visitor experience offerings, such as accommodations, recreational activities and interpretive products.

The quality of visitor experiences is central to Parks Canada’s ability to fulfill its mandate. We must ensure that this country’s national parks, historic sites and marine conservation areas provide visitors with rich, compelling and meaningful experiences. At the same time, we must protect and conserve our heritage places. Partnerships and visitor revenues are critical to both of these goals.

The Parks Canada team is made up of hard-working and talented individuals. I acknowledge that it is through their dedication to fulfilling the Agency’s mandate that this country has built a strong international reputation for excellence in the establishment and management of protected heritage places.

The original was signed by

Alan Latourelle
Chief Executive Officer
Parks Canada Agency



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