Joe Amati serves as the Senior Executive Director of Global Market and Brand Intelligence at Destination Canada. With over two decades of senior leadership experience in Research and Insights, Joe has significantly contributed to the organization's strategic initiatives since joining in 2022. At Destination Canada, Joe has utilized his extensive expertise to help establish the organization as an insights-driven entity focused on enhancing the quality of life for Canadians and enriching the visitor experience. His strategic analyses and innovative approaches to insights and analytics have positively impacted both the organization and its network of industry partners.

Joe has led the transformation of Destination Canada’s Traveller Intelligence platform, including the relaunch and advancement of the Global Traveller Research Program and the upcoming launch of the Traveller Segmentation Program. Both initiatives are crucial elements of the Collective Intelligence pillar of Destination Canada’s newly launched strategy, Tourism 2030: A World of Opportunity. Throughout his career, Joe has driven analytics and research for globally recognized brands, led the Insights team for Canada’s largest grocery retailer, and modernized and expanded insights for a Tier 1 Consumer Packaged Goods company. His ability to navigate complex corporate environments and facilitate strategic decision-making has consistently contributed to organizational success.

A respected leader in the tourism and research industries, Joe also holds various volunteer board and advisory positions in the marketing and insights sectors.